“There is only thing in the world worse than being talked about and that is NOT being tackled about.”
However, whatever Dorain Gray might think, not EVERYONE is Wylde about the Jag rebrand.
“Do you sell cars?”
That was the withering response from Elon Musk, who knows a thing or two about selling concepts.
In a week when good old John “Two Jags” Prescott departed this world, Jaguar has come roaring into the headlines with its fangs removed. However, the PR is far from toothless.
But is this a good thing?
You know by now, if you have read my mutterings for any period of time, that the idea that “there is no such thing as bad publicity” is utter BS.
Well, if you are Rawdon Glover, MD of Jaguar Land Rover (JLR), you will be hoping that this one is such a case.
To say the reception has been negative would be an understatement BUT do they care?
Do they WANT the likes of Nigel Farage to like this?
Nope.
That’s the point.
They are trying to move into new markets and the LAST THING they want is Farage to like it.
However, have they moved too far? 79 years of graceful yet powerful brand heritage has been risked here but for what reward?
“We’re our very best when we copy nothing. Look – we’re unveiling the brand at an art fair, rather than a motor show. This is Jaguar being bold, doing things differently” Glover told the Sunday Times.
I agree. If you want the new message to be heard loud and clear, the PR is doing a hell of a job here now the brand is out there. However, it’s a heck of a lot of electric vehicles to sell to balance those branding books and enter the brave new world of electric only in 2026.