Jaguar isn't the first to mix upper and lower case in their badging.
Jaguar isn't the first to mix upper and lower case in their badging.
I was really hoping for more than "A/C return grate on tha back of a Chrysler Crossfire" but here we are. Maybe that's just the key fob.
JG Pasterjak said:I was really hoping for more than "A/C return grate on tha back of a Chrysler Crossfire" but here we are. Maybe that's just the key fob.
To be fair it's keeping with the Neon font theme then
ShawnG said:Jaguar isn't the first to mix upper and lower case in their badging.
That could be an upper case U, just smaller. But as noted, there is another ...
In reply to Keith Tanner :
A lot of the Stutz anoraks even type it STuTZ on forums.
Who am I to argue?
I think the Mazda one would look awkward as all caps or all lower case.
In reply to ShawnG :
I agree the Mazda one is very well done, the letter forms work beautifully. You could maybe make it work with upper case As but it wouldn't be as good. It's more clearly mixed than STuTZ/STUTZ. I seem to recall that varying letter sizes was not that unusual in the era, the type was often sacrificed for the form.
Colin Wood said:Here's my 2 cents, so feel free to ignore:
The new logo and direction are designed for a very specific demographic, one that most of its "traditional" customers aren't part of–myself included. (The then-new grille on the BMW 4 Series comes to mind.)
I'm not entirely sure what that demographic is, but I'd wager it's a much younger, more maximalist customer base.
My brother in christ, I am literally paying you for your 2c every time I subscribe, of course I'm not going to ignore it =)
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I agree with the above but I think the demographic is A) Global B) Stupendously wealthy C) Want to be seen as such
The amount of wealth held by the top 10% globally is mind bending. It looks like Jaguar will try to sell 100k cars at 20% profit margin rather than 300k cars at -5% profit margin. To do so it needs to become a luxury brand which means making something weird enough to make a big splash-think Cyber Truck.
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To confer class status the first thing an item (sun-glasses, shoes, haircuts, cars) must dois to be different in style than what members of the lower classes (that's us on the GRM board guys!) like. The second thing is that is has to be stupidly expensive-again to exclude the lower classes from ownership.
I have no doubt that Jaguars new car will check both of those boxes, but have no idea if it will be successful or not.
DWNSHFT said:This is part of their new ad campaign. I guess history and tradition are no longer part of Jaguar's brand.
Something else bugs me about this photo: the yellow outfit in the back row is partially in front of the hair in front of it. So I'm guessing this photo is AI-generated. Fine, whatever, but the error bugs me.
In reply to DWNSHFT :
It's the hair style:
This is what reminded me of Devo.
jgrewe said:
Pontiac, when defending the Aztec, pointed out that some people found the New Beetle styling controversial as well. The difference is that there were some people who actually LIKED the New Beetle.
Being universally mocked is not great PR. And it's not like Jaguar has anything to actually sell today, so all they're doing is burning down whatever brand image they had so they can create a new one from scratch. Which makes you wonder why they're bothering to keep the old one at all.
In reply to Keith Tanner :
That sure is a long history to burn down. I don't get why they're doing it. Even with the re-do.
ShawnG said:In reply to Keith Tanner :
A lot of the Stutz anoraks even type it STuTZ on forums.
"Anorak" is correctly used here, but it's not the word I would have chosen...
DWNSHFT said:DWNSHFT said:This is part of their new ad campaign. I guess history and tradition are no longer part of Jaguar's brand.
Something else bugs me about this photo: the yellow outfit in the back row is partially in front of the hair in front of it. So I'm guessing this photo is AI-generated. Fine, whatever, but the error bugs me.
No, the person in red (4th from left) just has one quadrant of their natural arbitrarily chopped out, because post-cyberpunk or other reason.
Where is Frenchie when the world needs him most?
In reply to Fueled by Caffeine :
Seems like this is the opposite of the feeling I get when something like the resurrection of Triumph happens. Great name/history and something cool that nicely updates that history is brought out.
This, although I have yet to see a car, feels like taking a still-extant nameplate and slapping it on something faddish. The vibe they've chosen just doesn't seem aligned with "updated classic Jaguar."
At least the image with the stylized partial rear view seems to take some aesthetic cues from... '30s poster art? I'm not good at that stuff. Which doesn't align with "copy nothing," but does at least give me a little hope that the tagline is just a tagline and they're not going to actually eschew a deep catalog of style worth referencing.
Oh well; pretty much all my Jag enthusiasm starts in the late fifties and tapers off by the end of the century, with the bulk of it shared between Mk2 and Series One XJ.
Fueled by Caffeine said:Where is Frenchie when the world needs him most?
Shouting at a cloud.
To those upset about caps v lower case. Jaguar isn't a sir name. Now, just upset are you about the mispronunciation of Porsche, a sir name. It's pronounced Porsch-a, but so many imbeciles say Porsch. Beyond that, I'm honestly more offended by how insanely ugly and unreliable the crud BMW is putting out there.
I'm less bothered by the mixed case logo than I am by hearing a surname referred to as a 'sir name'
In reply to jgrewe :
Nailed it.
I am of the opinion that "Jaguar" is now nothing more than a Zombie brand. Any attempts to make it profitable again will have Humpty Dumpty results.
Being in the middle of re-assembling a Jaguar IRS over the last few months, I hope they stay dead. They sucked and suck at car building. That would be the reason they went broke. No?
Maybe they will try the New Coke/Classic Coke strategy when they realize how bad this is.
"Oh, that was just a joke! This new car we are selling brings back the classic feel of the D type!
ShawnG said:I thought Jaguar "Stepped back from luxury cars" when they sold a Ford Taurus.
Hey now, they never sold Tauruses.
They sold LSs and all wheel drive Mondeos (Contours) 
Why all wheel drive? Because they insisted that all Jaguars drive the rear wheels in some fashion.
jgrewe said:Maybe they will try the New Coke/Classic Coke strategy when they realize how bad this is.
"Oh, that was just a joke! This new car we are selling brings back the classic feel of the D type!
Hahahaha... You know how Toyota is selling a rebadged BMW? Could you imagine a new E type built like that?
Mazda has the Miata chassis and a new inline six. Maybe they can form a "we broke up with Ford" club and make an inline-six successor to the Fiata, with a Union Jack flair.
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