I’ve sounded off before about the stupid management of Jaguar, who’ve turned what must be the most iconic British car company into some kind of purveyor of microwave ovens by going all-electric. So their latest move comes as no surprise:
Jaguar has ditched its teeth-baring big cat logo as part of a radical electric rebrand that it concedes won’t appeal to the majority of its traditional customers.
The ‘growler’ logo, the universally-recognized snarling Jaguar head badge used for decades on the grilles and bonnets of iconic cars including the E-Type, has fallen victim to a revamping of the firm’s style and identity as it seeks out younger, wealthier and more diverse customers for its next generation of expensive EVs.
Yeah well, who cares, seeing as the latest product offerings from Jaguar bear only the slightest resemblance to any cars at all, looking more like vacuum cleaners and Lego toys anyway.
And this supercilious fuck-you statement typifies their entire attitude towards their market:
Highlighting that 800 people had worked on the radical redesign and re-branding, Jaguar design chief Gerry McGovern jokingly promised: ‘We have not been sniffing the white stuff.’
Fucking plonker.
Just a reminder of the heritage they’ve thrown away:
I sincerely hope that they go out of business — and who would have thought that I, of all people, would ever say that about Jaguar?
A pox on them.