The 'E' Type Forum

As many of you will know I have railed for years about the inaccuracy of the Jaguar logo squished letters and engraving on the eared repro spinners produced by Orson Engineering and others.


Well my crusade has been now brought to a shuddering halt as JLR have announced their logo will now appear as JaGUar. JLR did sue and won a copyright battle with the repro spinner manufacturers so maybe they thought "what the hell" and adopted their mash up? They have also ditched the Growler badge on the grounds, and I am not making this up, it may scare, intimidate or offend young car buyers.

Everybody is probably now aware of this TERRIBLE new approach of Jaguar:


Nothing of past Jaguar to see any more...

Heuer wrote: ↑

Wed Nov 20, 2024 11:45 am

They have also ditched the Growler badge on the grounds, and I am not making this up, it may scare, intimidate or offend young car buyers.

And how many young buyers are going to buy the £100,000 plus new electric jaGUars?
JLR also state that all this is in keeping with Sir William Lyons ideas of being different from other manufacturers. Bet he’s spinning in his grave faster than one of the new electric motors.

Geoff

Looks like JLR are advertised to the "Gender unsure Clown Brigade".....I assume they are bringing out an electric uni cycle to appease the woke crowd

Apparently all JLR cars will be left hand drive from now on as those on the right are out of step with their agenda.

Also they have stated their motto (inspired by Sir William apparently) is "Never Copy" yet their press release says:

The Jaguar 'leaper' emblem will be retained by used on a new lined background said to have taken inspiration from IBM's logo. 'Always leaping forward, it is a representation of excellence and hallmark of the brand,' the company said

The final addition to Jaguar's new EV-inspired branding portfolio is this 'monogram'. This is a circular disk containing two artistically formed letter 'J's. Think of the interlocking 'G's in the Gucci fashion symbol

Someone did not get the memo!

I am looking at getting some new steering wheel badges made to the new design,
we could all ditch the growler for the new modern ones
Anybody fancy coming into business with me,
Ian

What a disaster for the brand, who signed off such an abomination to be presented to the world. Probably they just signed their own death certificate by shooting themselves in the face. Possibly a case where now the values of classic Jags will sky rocket - hopefully

I hope our UK parts suppliers make it very clear when items are rebranded in this way. I for one can then steer clear and save money on return postage on such items.

No matter what you may think of this man, his words in this short video echo many people’s sentiments about the potential future of Jaguar with this re-brand. Nice E type in the video too !
(You may have to tap the main video screen and click the speaker to unmute it in order to hear his words).
1.4 Million views as of 9.00 am this morning. 2.5 Million views as of Sunday 24th November

https://x.com/Nigel_Farage/status/1859327210617712870

It’s not looking good !
Regards,
Dave

This sad story crossed the Channel:
https://www.lefigaro.fr/societes/et-sin ... e-20241120
The only good news is that this paper gave rise to more than 200 wrathful reader comments. It's a sign that the Jag lovers community is still alive, even if a bit desesperate around here.

44DHR wrote: ↑

Thu Nov 21, 2024 8:58 am

No matter what you may think of this man, his words echo many people’s sentiments.

It’s not looking good !
Regards,
Dave

Sadly, tend to agree with you Dave. I tried to buy a new Jaguar last year and the total indifference I received from the sales people cried volumes for how low this once great Marque has become. The advert is all smoke and mirrors

Geoff

Thanks David.
Guess what? 1957-1982 is my choice

From social media post:
"The concept will be shown in full on 2 December at Miami Art Week in Florida, the US."
Article went on to say:
"The image was posted to social media accompanied by the text “copy nothing”, reiterating the mantra of JLR creative chief Gerry McGovern – and a phrase that is derived from that of Jaguar founder William Lyons. It's set to preview a four-door electric GT, which will be the first in a three-car line-up due from 2026."

Head of JLR ‘annoyed’ at people for the adverse way the intro was received and ridiculed by all the various motoring commentators and the wider public.

Hey,

That new logo looks like an Umbrella company logo - why not let us call it „the umbrella logo“.

Carsten

That ad campaign may very well have consequences similar to the Budweiser/Mulvaney one.
Let's see how JLR will backpedal if they dare doing it soon enough to mitigate damage...

It looks to me like somebody let a bunch of advertising undergraduates loose on the PR budget.

The most ridiculous thing I've ever seen.

Regards

Series1 Stu wrote: ↑

Sun Nov 24, 2024 9:13 pm

It looks to me like somebody let a bunch of advertising undergraduates loose on the PR budget.

Regards

Almost certainly exactly what did happen