{"id":32415,"date":"2024-11-20T09:21:41","date_gmt":"2024-11-20T09:21:41","guid":{"rendered":"https:\/\/www.carandclassic.com\/magazine\/?p=32415"},"modified":"2024-11-21T11:03:33","modified_gmt":"2024-11-21T11:03:33","slug":"jaguar-blink-twice-if-you-need-help","status":"publish","type":"post","link":"https:\/\/www.carandclassic.com\/magazine\/jaguar-blink-twice-if-you-need-help\/","title":{"rendered":"Jaguar \u2013 Blink Twice if you Need Help&#8230;"},"content":{"rendered":"<p>A few days ago, after the first images of Jaguar\u2019s heavily disguised new GT hit the internet, I found myself in the curious position of half-defending it against a near-universal barrage of criticism from the Jaguar faithful. Let\u2019s set the record straight right away though: I\u2019m no fan of EVs. I don\u2019t buy into the idea that they\u2019re the magic bullet for the motoring world, nor do I believe they represent the future of sustainable driving, at least not on their own. That said, I\u2019m not na\u00efve\u2014electric cars have carved out a space in the current landscape and are here to stay, whether we like it or not.<\/p>\n<p><a href=\"https:\/\/www.carandclassic.com\/list\/22\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32417 size-medium\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/New_Jag-800x533.jpg\" alt=\"Jaguar, automotive, Car and Classic, carandclassic.co.uk, carandclassic.com, classic car, motoring, retro car, modern classic, motoring blog, classic Jaguar for sale, British car, Jaguar heritage, Jaguar rebrand\" width=\"800\" height=\"533\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/New_Jag-800x533.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/New_Jag-768x512.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/New_Jag-765x510.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/New_Jag-1020x680.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/New_Jag.jpg 1301w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>So, when Jaguar announced a few years ago that they were transitioning to a fully electrified line up, I wasn\u2019t exactly thrilled, but I was willing to cut them some slack. After all, the brand has earned a modicum of trust, even if it&#8217;s been a little wobbly of late.<\/p>\n<p>We\u2019re no strangers to Jaguars here at Car &amp; Classic. In fact, I\u2019ve owned over 20 of them, and I still can\u2019t bring myself to part with my beloved XJ40. There\u2019s just something inherently naughty about a Jag\u2014something that makes you feel like you&#8217;re driving a car that&#8217;s a bit of a rule-breaker. If you&#8217;re reading this, chances are you&#8217;re nodding along like the Churchill dog.<\/p>\n<p>When I first saw the spy shots of Jaguar\u2019s latest creation, I was quick to look beyond the clumsy camouflage and dismiss the \u201cit looks like a Chrysler 300C\u201d comments. What I saw was a potential beauty\u2014an alluringly long bonnet and a dramatically curvaceous roofline. There was hope. Maybe, just maybe, that long bonnet would one day house a glorious straight-six petrol engine, once Jaguar realizes that there\u2019s still a market for real engines, not just batteries. After all, it wouldn&#8217;t be the first time Jaguar misjudged a market.<\/p>\n<p><a href=\"https:\/\/www.carandclassic.com\/list\/22\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32424 size-medium\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/dsc02934-800x489.jpg\" alt=\"Jaguar, automotive, Car and Classic, carandclassic.co.uk, carandclassic.com, classic car, motoring, retro car, modern classic, motoring blog, classic Jaguar for sale, British car, Jaguar heritage, Jaguar rebrand\" width=\"800\" height=\"489\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/dsc02934-800x489.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/dsc02934-2000x1222.jpg 2000w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/dsc02934-768x469.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/dsc02934-1536x939.jpg 1536w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/dsc02934-2048x1252.jpg 2048w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/dsc02934-765x468.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/dsc02934-1020x623.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/dsc02934-1800x1100.jpg 1800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>Back in 1986, Jaguar thought the world had moved on from the V12 when they launched the XJ40 saloon, only to discover, too late, that customers still craved twelve cylinders. They ended up keeping the older Series 3 XJ in production until &#8217;93, all while frantically re-engineering the XJ40 to accommodate a V12. But that\u2019s Jaguar for you\u2014often late to the party but always managing to make some cocktails, play some bangers and have a good time.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32422 size-full\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-scaled.jpg\" alt=\"\" width=\"2560\" height=\"249\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-scaled.jpg 2560w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-800x78.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-2000x194.jpg 2000w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-768x75.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-1536x149.jpg 1536w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-2048x199.jpg 2048w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-765x74.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-1020x99.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_2-3-1800x175.jpg 1800w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>However, the true shock to the system came on November 19th. What was revealed to the world was something that, quite frankly, no one could have predicted. In recent years, Jaguar has sadly become the neglected cousin of Land Rover and despite their best efforts to remain relevant, Jaguar has simply been \u2018kept around\u2019\u2014like the awkward guest at a party. Think of Land Rover as the Happy Mondays, and Jaguar as Bez.<\/p>\n<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }<\/style>\n<div class=\"embed-container\"><iframe src=\"https:\/\/www.youtube.com\/embed\/mG5j1-4nUV4\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<br \/>\nBut here\u2019s the thing: if any brand didn&#8217;t need a <a href=\"https:\/\/www.jaguar.co.uk\/index.html\">new identity<\/a>, it was Jaguar. No matter how turbulent the last few years have been, a Jaguar is still a Jaguar. You only need to mention that name to a car enthusiast, and they\u2019ll instantly know what you\u2019re talking about\u2014what it should be, and what it stands for. That, my friends, is brand recognition, and when you\u2019ve got it, you hold on to it. It gives you power.<\/p>\n<p>All Jaguar needed to do was release a new sports car with a beefy V8 or a menacing saloon with \u2018XJ\u2019 emblazoned on the back. It could even have been EV only. Just picture the scene: a black screen, distant thunder rumbling in the background, howling wind, and rain pattering against the lens. Suddenly, the unmistakable growl of an actual Jaguar echoes through the storm, and for a split second, lightning reveals the sleek silhouette of the new car. The headlights then suddenly flare to life, cutting through the darkness, flooding the screen with a blinding white light. I don\u2019t know about you, but that would get my heart racing. EV or not, I\u2019d be sold. That\u2019s what a Jaguar should do. Excite you.<\/p>\n<p><a href=\"https:\/\/www.carandclassic.com\/list\/22\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32419 size-medium\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_XK120-800x533.jpg\" alt=\"Jaguar, automotive, Car and Classic, carandclassic.co.uk, carandclassic.com, classic car, motoring, retro car, modern classic, motoring blog, classic Jaguar for sale, British car, Jaguar heritage, Jaguar rebrand\" width=\"800\" height=\"533\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_XK120-800x533.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_XK120-2000x1333.jpg 2000w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_XK120-768x512.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_XK120-1536x1024.jpg 1536w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_XK120-2048x1365.jpg 2048w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_XK120-765x510.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_XK120-1020x680.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_XK120-1800x1200.jpg 1800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>Instead, Jaguar chose to abandon their iconic identity and roll out a marketing campaign that can only be described as a cringe-worthy mess. It\u2019s like they hired a group of fashion students fresh out of a trendy cologne ad, all draped in neon and sporting absurd haircuts. The buzzwords, \u2018delete ordinary\u2019 and \u2018copy nothing,\u2019 feel less like a rallying cry and more like an exercise in vacuous nonsense.<\/p>\n<p>There\u2019s no hint of actual cars\u2014just an attempt to fit in with today\u2019s culture that\u2019s so desperate it\u2019s embarrassing. It\u2019s as if Jaguar is trying so hard to prove it&#8217;s progressive that it&#8217;s ended up looking utterly ridiculous. What\u2019s most baffling, however, is that just a few years ago, Jaguar was on the rise. Their sales were solid, held back only by an ageing model line up and tech that was rapidly becoming outdated. Jaguar once carved out a niche where they competed with Rolls-Royce, Bentley, and Aston Martin, but at a fraction of the cost.<\/p>\n<p><a href=\"https:\/\/www.carandclassic.com\/list\/22\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32418 size-medium\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_E-Type-800x531.jpg\" alt=\"Jaguar, automotive, Car and Classic, carandclassic.co.uk, carandclassic.com, classic car, motoring, retro car, modern classic, motoring blog, classic Jaguar for sale, British car, Jaguar heritage, Jaguar rebrand\" width=\"800\" height=\"531\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_E-Type-800x531.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_E-Type-2000x1328.jpg 2000w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_E-Type-768x510.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_E-Type-1536x1020.jpg 1536w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_E-Type-2048x1360.jpg 2048w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_E-Type-765x508.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_E-Type-1020x677.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_E-Type-1800x1196.jpg 1800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>After all, back in 1961, Jaguar offered the E-Type to the world &#8211; at a 1\/3 of the price of an equivalent Ferrari. Did that affect the cachet of the owners? Well, Brigitte Bardot, Mick Jagger, Frank Sinatra and George Harrison didn\u2019t seem to mind. In its quest to boost volume, though, Jaguar lost its way, diluting the brand and trying to muscle in on a much more crowded market. It found itself offering outdated tech that couldn\u2019t compete with the likes of BMW and Mercedes, while its premium offerings no longer carried the same gravitas due to this dilution of its own identity. Jaguar lost its original audience while failing to attract a new one.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32420 size-full\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-scaled.jpg\" alt=\"\" width=\"2560\" height=\"293\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-scaled.jpg 2560w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-800x92.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-2000x229.jpg 2000w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-768x88.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-1536x176.jpg 1536w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-2048x235.jpg 2048w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-765x88.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-1020x117.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_1-4-1800x206.jpg 1800w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>At this point, if Jaguar truly needed a rebrand, it should have been a bold reaffirmation of their old slogan, \u2018Grace, space, and pace.\u2019 Cars that deliver high performance, are expertly engineered, and have that quintessential British charm\u2014all at a more accessible price point than the truly elite marques. That\u2019s what Jaguar has always stood for, from the moment William Lyons founded the company over 100 years ago.&nbsp;<\/p>\n<p><a href=\"https:\/\/www.carandclassic.com\/list\/22\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32429 size-medium\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_F-TYPE_named_\u2018Best_Open_Top_Car_-800x533.jpg\" alt=\"Jaguar, automotive, Car and Classic, carandclassic.co.uk, carandclassic.com, classic car, motoring, retro car, modern classic, motoring blog, classic Jaguar for sale, British car, Jaguar heritage, Jaguar rebrand\" width=\"800\" height=\"533\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_F-TYPE_named_\u2018Best_Open_Top_Car_-800x533.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_F-TYPE_named_\u2018Best_Open_Top_Car_-2000x1333.jpg 2000w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_F-TYPE_named_\u2018Best_Open_Top_Car_-768x512.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_F-TYPE_named_\u2018Best_Open_Top_Car_-1536x1024.jpg 1536w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_F-TYPE_named_\u2018Best_Open_Top_Car_-2048x1365.jpg 2048w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_F-TYPE_named_\u2018Best_Open_Top_Car_-765x510.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_F-TYPE_named_\u2018Best_Open_Top_Car_-1020x680.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar_F-TYPE_named_\u2018Best_Open_Top_Car_-1800x1200.jpg 1800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>But instead of embracing this heritage, Jaguar has opted for a bizarre, avant-garde identity that seems more Paris Fashion Week than Geneva Motor Show. It\u2019s as if it&#8217;s trying too hard to be \u201cof the moment,\u201d yet the result feels completely out of sync\u2014much like the issues that led to Jaguar\u2019s decline in the first place. Jaguar have turned up to new wave club in 1983 while wearing platform heels and a fur coat.<\/p>\n<p><a href=\"https:\/\/www.carandclassic.com\/list\/22\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32423 size-medium\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar1-800x534.jpg\" alt=\"\" width=\"800\" height=\"534\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar1-800x534.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar1-768x513.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar1-765x511.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar1.jpg 941w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>The real kicker is the target audience. The new marketing campaign is clearly aimed squarely at the Gen Z crowd, but the reality is that the people who will actually be able to afford Jaguar\u2019s new \u00a3100,000+ electric offerings are likely to be over 40 and successful professionals. So, it\u2019s a little odd to market a high-end luxury car to a generation who can barely afford their Starbucks lattes in the city centre.<\/p>\n<p>And then there are the new logos\u2014sorry, \u2018device markers\u2019 as Jaguar has so pretentiously called them. They look like the work of a sixth-form design student who\u2019s had a go at Microsoft Paint after a little too much WKD, which, frankly, is an insult to sixth-form students. They deserve better than that.<\/p>\n<p><a href=\"https:\/\/www.carandclassic.com\/magazine\/classic-vs-modern-winding-back-the-years\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32084 size-medium\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/10\/Renault_5_E-Tech_electric-800x533.jpg\" alt=\"\" width=\"800\" height=\"533\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/10\/Renault_5_E-Tech_electric-800x533.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/10\/Renault_5_E-Tech_electric-768x512.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/10\/Renault_5_E-Tech_electric-1536x1024.jpg 1536w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/10\/Renault_5_E-Tech_electric-765x510.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/10\/Renault_5_E-Tech_electric-1020x680.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/10\/Renault_5_E-Tech_electric.jpg 1689w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>Nostalgia is having a moment right now. Just look at Renault\u2019s new 5, which, despite being a full blown EV, blends the old and the new in a way only the French can. Fiat and Mini have been cashing in on retro since the 2000s, with their 500 and Mini models, to great success. It\u2019s not just cars, either. Pop culture is going through a nostalgia boom, too, thanks in part to shows like Stranger Things. If any brand was perfectly positioned to capitalize on this trend, it was Jaguar.<\/p>\n<p>Instead, they\u2019ve completely fumbled the ball. Remember when Steve McQueen was digitally resurrected in the driver\u2019s seat of a Ford Puma for their 90s ad campaign? Imagine if Jaguar did something similar today\u2014you\u2019d buy one, even if it was an EV, wouldn\u2019t you? But let\u2019s be honest here: none of that really matters.<\/p>\n<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }<\/style>\n<div class=\"embed-container\"><iframe src=\"https:\/\/www.youtube.com\/embed\/e7gR7EYjcP8\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<br \/>\nA Jaguar is a villain\u2019s car. They&#8217;re for people who break the rules. It should be a little naughty, a little dangerous, but above all, it should be cool. You shouldn\u2019t have to say much more than, <em>\u201cI drive a Jag\u201d<\/em> and the world should get it. Think back to 2015. Jaguar\u2019s ad campaign featured Ben Kingsley, Tom Hiddleston, and Mark Strong. Helicopters, tuxedos and a V8 F-Type. The slogan? \u2018It\u2019s good to be bad\u2019. It was effortlessly cool and said everything about what a Jaguar is.<\/p>\n<p>That was Jaguar\u2019s audience. What it should have done was double down on that. Embrace the rebellious spirit. Celebrate it. Instead, Jaguar has managed to make it uncool to drive a Jaguar, and that, is the greatest crime of all.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-32434 size-full\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-scaled.jpg\" alt=\"\" width=\"2560\" height=\"329\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-scaled.jpg 2560w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-800x103.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-2000x257.jpg 2000w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-768x99.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-1536x198.jpg 1536w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-2048x264.jpg 2048w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-765x98.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-1020x131.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Quote_3-1-1800x232.jpg 1800w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>As the old adage goes, \u201cThere\u2019s no such thing as bad publicity, just publicity.\u201d If we&#8217;re going to find a crumb of positivity here it\u2019s at least got people around the globe talking about the brand again, so maybe this shock-and-awe tactic of alienating their traditional customer base wasn\u2019t a misstep, but a masterstroke of marketing genius. Or maybe it\u2019s just one of those \u201chold my beer\u201d moments in corporate strategy. It certainly seems like they\u2019ve thought this through, since Jaguar has openly acknowledged they\u2019re prepared to lose 85% of their traditional customer base with this new direction. Which, frankly, feels like giving the finger to their history, heritage, and once-respected position in the motoring world.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"size-medium wp-image-32433 aligncenter\" src=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/The_new_Jaguar_XF-800x534.jpg\" alt=\"\" width=\"800\" height=\"534\" srcset=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/The_new_Jaguar_XF-800x534.jpg 800w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/The_new_Jaguar_XF-2000x1334.jpg 2000w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/The_new_Jaguar_XF-768x512.jpg 768w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/The_new_Jaguar_XF-1536x1025.jpg 1536w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/The_new_Jaguar_XF-2048x1366.jpg 2048w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/The_new_Jaguar_XF-765x510.jpg 765w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/The_new_Jaguar_XF-1020x680.jpg 1020w, https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/The_new_Jaguar_XF-1800x1200.jpg 1800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Their justification? Apparently, most future customers \u201cdon\u2019t even know about the current Jaguar or its rich history.\u201d Oh, really? Allow me to politely disagree. Pretty much everyone I\u2019ve ever met who\u2019s even remotely interested in Jaguars has either always wanted one or owns one because of some deep, sentimental connection. Maybe a father had one, or a grandmother, or maybe they remember seeing an E-Type as a kid and suddenly developed a lifelong obsession with the British marque. Even in recent years, when Jaguar has put out some rather &#8220;meh&#8221; offerings\u2014let\u2019s just say they haven\u2019t quite kept pace with the market leaders\u2014the fact remains that people buy Jaguars because they <em>know<\/em> what they represent. Buying a Jag isn\u2019t just about buying a car, it\u2019s about buying into a story.<\/p>\n<p>My sister drives a 2.2 diesel XF. I have an XJ40. Why? Because our granddad had Jags when we were kids. And here\u2019s the kicker: Every single person I know in the Jaguar community owns theirs for a similar reason. I recently spoke to a young guy who drives a 2.0 diesel XE. His grandad had an E-Type, and that was enough for him to feel like he <em>needed<\/em> a Jag, no matter the model. So for Jaguar to assume that nobody knows or cares about the brand\u2019s heritage? Well, that\u2019s either a moment of blissful ignorance or, frankly, a bit disrespectful. Either way, it\u2019s a massive misread of their own legacy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A few days ago, after the first images of Jaguar\u2019s heavily disguised new GT hit the internet, I found myself in the curious position of half-defending it against a near-universal&#8230;<\/p>\n","protected":false},"author":38,"featured_media":32416,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0},"categories":[4970],"tags":[15,90,963,13,2133,11,6552,81,6326,7224,363,14,6938,16],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jaguar \u2013 Blink Twice if you Need Help... - Car &amp; Classic Magazine<\/title>\n<meta name=\"description\" content=\"Following the recent, how shall we say, questionable rebrand from Jaguar we stuck another 50p in our Henry and retreated to a safe distance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.carandclassic.com\/magazine\/jaguar-blink-twice-if-you-need-help\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jaguar \u2013 Blink Twice if you Need Help... - Car &amp; Classic Magazine\" \/>\n<meta property=\"og:description\" content=\"Following the recent, how shall we say, questionable rebrand from Jaguar we stuck another 50p in our Henry and retreated to a safe distance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.carandclassic.com\/magazine\/jaguar-blink-twice-if-you-need-help\/\" \/>\n<meta property=\"og:site_name\" content=\"Car &amp; Classic Magazine\" \/>\n<meta property=\"article:published_time\" content=\"2024-11-20T09:21:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-21T11:03:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.carandclassic.com\/magazine\/app\/uploads\/2024\/11\/Jaguar.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1620\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Henry Smith\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Henry Smith\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.carandclassic.com\/magazine\/jaguar-blink-twice-if-you-need-help\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.carandclassic.com\/magazine\/jaguar-blink-twice-if-you-need-help\/\"},\"author\":{\"name\":\"Henry Smith\",\"@id\":\"https:\/\/www.carandclassic.com\/magazine\/#\/schema\/person\/78e9135cf94ee8781b5531ea586395a6\"},\"headline\":\"Jaguar \u2013 Blink Twice if you Need Help&#8230;\",\"datePublished\":\"2024-11-20T09:21:41+00:00\",\"dateModified\":\"2024-11-21T11:03:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.carandclassic.com\/magazine\/jaguar-blink-twice-if-you-need-help\/\"},\"wordCount\":1912,\"publisher\":{\"@id\":\"https:\/\/www.carandclassic.com\/magazine\/#organization\"},\"keywords\":[\"automotive\",\"british car\",\"Car and Classic\",\"carandclassic.co.uk\",\"carandclassic.com\",\"classic car\",\"classic Jaguar for sale\",\"Jaguar\",\"Jaguar Heritage\",\"Jaguar rebrand\",\"modern classic\",\"motoring\",\"motoring blog\",\"retro car\"],\"articleSection\":[\"Opinion\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.carandclassic.com\/magazine\/jaguar-blink-twice-if-you-need-help\/\",\"url\":\"https:\/\/www.carandclassic.com\/magazine\/jaguar-blink-twice-if-you-need-help\/\",\"name\":\"Jaguar \u2013 Blink Twice if you Need Help... - Car &amp; 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