Imagine the bottles of bubbly being opened by the consultants to Jaguar on their re brand campaign. They will be delighted one ad has become a dominant news story. They will be even more delighted if the new typeface they have designed pays them well, alongside the new JJ insignia to replace the famous Jaguar head. Consultants like to get fees for re use or for repeat business to “ maintain and develop” the brand.
The company executives should not join in the celebration. Someone has briefed that the new brand will lose them 85% of their past customers. So they need to start from scratch identifying who it is will like this new brand. They are also making it much more difficult by saying that instead of selling lots of £40,000 to £70,000 cars they now want to sell £100,000 cars. So they need a good pool of new Jaguar buyers who are trendier, younger and richer than the more traditional customers. Good luck with that.Today they cannot even tell those people what they are being offered.
The main reason seems to be their wish or the looming legal imperative that they switch from selling petrol and diesels to battery cars. They have decided on big bang. The trouble is they do not yet have the new range of electric cars to show the public, hence no cars in the ad.
They brief that they are being true to the heritage, because in its glory days Jaguar was prepared to do something bold, different and modern. That is true. The launch of the iconic Jaguar E type for example created a car with wow and new graceful lines that produced love at first sight. It was not an ad or clever PR that sold the car. It was its beauty, pace and realistic price. Jaguar adopted the slogan Grace, space, pace which the cars had in abundance.
If the rebrand is to succeed Jaguar are going to have to come up with a game changing stunning design and a great specification. They will need to wow. For £100,000 they will also need to convince there will be no battery life, range and recharging problems. Somehow I expect they will produce another “safe” range of SUVs and a GT saloon that look much like others. The true brand produced icons of style in the XK, E type, XJS and F type, and the saloons including the Marks 1 and 2, XJ and the S type. They were brilliant and competitively priced. We are told the new brand will be dear.Can it be beautiful?
I can give them some good news. As someone who has bought their cars in the past I will not be buying an electric one and would not be spending £100,000 on a vehicle. So their wish to get rid of me worked.
Whenever I ran a business I always found it easier to get more business from people who had been customers before or who still were customers, along with their circle of friends and family. That to Jaguar’s consultants would just show what an old fashioned view I had.