A couple years ago, VW posted on social media that they were going all-electric and would rebrand to VOLTSWAGEN. Since the Volkswagen name was still dirty from the Diesel-gate scandal, rebranding and committing to environmental sustainability struck a positive note. But it was actually an April Fool’s Day joke. And it backfired, badly.
Fast forward to Jaguar in 2024, and their ‘copy nothing‘ campaign has been a disaster. When the dour Germans at Jägermeister make fun of your brand, you’ve failed.
Even putting aside the disgraceful ad campaign, the Type 00 really is a zero. Automotive website CarScoops got some spy photos of a heavily camouflaged Jaguar testing at the Nürburgring last month, and combined them with pictures from the release of the Type 00 this week. They digitally added in side-view mirrors and door handles to approximate a production version of the car.
Jaguar’s new 4-door GT car is rumoured to pack 575 HP and a range of 600 km before recharging. In the ultimate insult, it’s rumoured that the new car will be called the I-Type (like iPhone) as a callback to the revered Jaguar E-Type name.
Just compare the voluptuous lines of the legendary Jaguar E-Type to the chonky Type 00 concept car. It’s just sad to see how the once might have fallen. Knowledgeable industry insiders have commented Jaguar’s owners should have just pulled the plug and killed the brand with dignity rather than going through this shameful rebranding process.
Jagermeister bringing the 🔥
I was going to use the words ‘…grave Germans…’ but it didn’t have the alliterative zing I was looking for.
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Dour Deutschlanders actually threw Jaguar under the bus. How freaking funny!
Good golly I just realized that Jägermeister even used that terrible font Jaguar adopted. Those Germans are REALLY funny people!
How did I miss that excellent alliteration?! Dour Deutchlanders is hilarious.
Jaguar is digging themselves in deeper.
Yup. They have shut down their factories in the UK last month and will only sell remaining stock sitting at the dealerships. That is a bad sign.
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They plan on re-opening late next year to make that Type 00.
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Wonder if they will ever re-open, or just run out of cash before then. I cannot imagine the workers at the factory like the idea of 12-18 months without pay.
It uscks for the workers. It’ll be interesting to see how long the Jaguar sign remains at the Landrover dealership up the road. I’ve walked by the dealership almost every day going on four years, and I’ve never seen a Jag displayed outside. They have lots of Landrovers.
I never thought of that. They might change the branding to just show Land Rover. I’ll check out the local dealership too… next year.
I saw that ad and, well, just no words. No polite ones anyway. I’m forced to conclude there’s some sort of tax write-off scam going on here…
Interesting. They also shuttered their factory for 12 -18 months while they re-invent themselves.
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Maybe theyre trying to lose money. Ill ask my accountant