Although the potential new customers for a reinvented Jaguar aren’t likely to be among the traditional buyers anyway, the level of animosity when it drip-fed its new logo and brand identity, complete with a video sequence designed to move its image forward several decades, was fascinating. It showed how interested people are in Jaguar as a brand, if not in actually buying any of its products.
The double-edged sword of social media and online forums is that everyone can have a say – and plenty did – but I’m curious about what the more vociferous commentators would do with an ailing brand. Too many people seem to be wedded to a dream of a Jaguar that goes head to head with the best premium car makers in the world, but BMW sold almost eight cars in the UK for every Jag last year. In Germany the ratio was 73-to-1.
That’s not to say I think £130,000 four-door electric GTs are definitely the way to save Jaguar, but I’ll be sitting back with the popcorn when the concept car is revealed in the early hours of Tuesday 3 December, and we get a clearer look at the brand’s future direction.
I predict it’ll be worth setting the alarm for.
What do you think the future holds for Jaguar? Let us know in the comments section…