Jaguar Rebrands

[whynot]

One is left wondering if Jaguar's marketing department has done a Fonzie and jumped the shark.

Their approach certainly breaks the old marketing rule of thumb that it is cheaper to retain customers than attract new ones. In this case it appears Jaguar is happy to jettison their old customer base and chase new ones (with different motoring needs). But at what cost?

The other problem that Jaguar is having is that large sedans and bloated EV SUV are presently having a hard timing selling in the market. Apparently, in the US, there is a year's supply of XF gathering dust in the dealer's yards.

May I suggest that Jaguar ditch their present strategy and adopt a crash development program (like they did during WW2 with the Avro Lancaster). Get the engineering rights to a body-on-frame 4WD vehicle. Dust off the old Jaguar AJ-8 V8 at the prime mover. Beg, borrow, steal a 48V mild hybrid system for the ancillaries to give a slight nod to the greenies. Make sure there is acres of leather in the interior and lots of computer displays. Don't forget to have lots of computer controlled 4WD modes (road, sand, rock, mud, grass, driveway, carpark, curbs, garage, etc). Throw on some oversized tyres, add lots of accessories (like a bull bar that isn't a bull bar for EU purposes). Get some Lara Croft lookalike to promote it, and Jaguar is on a winner.

(Vehicle will spend its life stuck in traffic on British motorways, but, heck, Jaguar will sell heaps of them.)