Jaguar announced several days ago that it is redoing its logo as it takes a respite from automotive production and prepares for the next phase of its existence. And how is it going for the hallowed brand?
Not well, it seems.
Jaguar’s portfolio hasn’t been cutting it in the face of strong competition from the Germans, Japanese, and even Koreans. The XJ hasn’t been selling and the mid-size XF quickly lost its luster against the likes of the Mercedes-Benz E-Class and BMW 5 Series. Of course, there are several SUVs that have managed to maintain brand visibility in the American market, but Jaguar doesn’t want to be an SUV brand.
Then there’s the brand’s 2021 announcement of going all-in with EVs by 2025. That’s great and all, but the market has changed since 2021 and many manufacturers are backing away from all-EV edicts. That leaves Jaguar in a pickle.
Nonetheless, Brits are not known for breaking down and crying, so it should have been no surprise that Jaguar released a preview of its branding for the new EVs. The leaping feline has been refined, though only discerning eyes may notice a change. The font is certainly all-new, a sans-serif type that looks modern but possibly may be difficult for some to warm up to.
According to Car and Driver, the new Jaguar lineup will be completely focused on design. While whether or not we find this pleasing is clearly subjective, Jaguar does make a strong point for style in a market where EVs seem to be a “homogenous mass of high-riding, cab-forward aerodynamic-focused blobs.” The response will be “cars that are low and feature elongated proportions.” Could E-Type and XJ6 magic be sprinkled upon Jaguar’s upcoming portfolio? We can only hope; those vehicles and several that preceded them are among the most darling of postwar cars.
C&D also talks about the “Jeffersons”-like upmarket move towards “spectacular” cars that don’t blend into a crowd. The Jaguar buyer will make an emotional decision “based on design, brand, and experience.” Is a move to SoHo next? I reckon it depends on the country.
Since the recent announcement, the Internet has been having a field day, especially on The-Website-Formerly-Known-As-Twitter. To Jaguar’s social media credit, it’s amusingly responding to many of the Negative Nancys with a stiff upper lip. Even in Ye Olde Country, Top Gear and its readers aren’t having it, with the former pointing out the inconsistencies of saying “Copy Nothing” and then showing a feature that’s offered by Polestar. Even the National Review has given its two cents and—surprise!—it’s exactly what you would expect from non-car people who are basking in the election’s afterglow.
Nonetheless, let’s keep our breath sated and bated as we wait to see what Jaguar comes up with. Let’s not put more negativity into the interactive world than what currently exists. As the first of the Jags won’t be released until two years from now, there’s plenty of time to add up the teasers that will come.
Source: www.classiccars.com