https://www.autoevolution.com/news/jaguar-type-00-is-the-name-of-the-design-vision-concept-they-copy-nothing-except-243656.html#
This reminds me, I meant to post some excepts of the reaction articles that happened in the past 2 weeks:
Picture the champagne corks popping as the socials are timed to post the video at the appointed hour. “I hope the pre-order guys are ready for an onslaught – because we’ve got eight capital-D diverse models in category-five tulle busting out of a pink-planet lift wielding a hammer – and precisely NO cars! Let’s make some sales history!”
As far as I can make out, the best this ad’s defenders can come up with is that “the internet is talking about it”
But the one thing we can be absolutely sure of is: not a single one of those defenders will be buying a single one of these cars.
There is something ludicrous about a guy poised to roll out cars that are going to start at a hundred grand boasting about being mega-inclusive.
“More importantly, the campaign appears disconnected from the very traits Jaguar spent decades building. Gone are the understated elegance, performance nods, and any clear connection to British heritage…For a car company to launch a rebrand video without a single reference to its cars—its core product—is simply mind-boggling,”
“Unfortunately, it appears Jaguar went too far in its attempt to be bold. The rebrand has created a crisis because they have successfully denounced what the brand has become known for and respected. This challenge is hard for humans because its a ‘redefining’ moment where they have thrown out the preexisting ‘meaning’ assigned to the perception of the automaker and then told the same audience a new ‘meaning’ that lacks substance and appears to be progress for the sake of progress,” he noted.
Tata-owned JLR might have had record sales in the most recent financial year and sold over 400,000 cars. But almost all the profit came from the Land Rover side of the business. The Jaguar CEO Adrian Mardell reportedly told investors that the Jaguar models were generating “close to zero profitability”. Rather than wait to see the inevitable losses as Jaguar’s tired brand declines further, JLR has decided to shake things up and take the business firmly upmarket. Jaguar reportedly expects 85 per cent of future sales to be from customers completely new to the brand.
Amanda Stretton, a racing driver and motoring journalist, said that the size of the new car appeared to be "absolute nonsense".
"It needs to be shrunk by about 50% to be practical."
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