Talk Morgan Forums Community Vehicle Talk (non-Morgan) Jaguar ad

Another big article in the Sunday Times Business section today about the Double J logo. Definitely bankrolled by profits from
Land Rover and Range Rover - 29 billion revenue, up 27% on previous year with £2.6 billion pre tax profit. Jag only sold 60,000 cars last year - might be worth buying their new second hand straight from the showroom cars?
The article says the first deliveries will be towards the end of 2026 - is that a typo as the prototype will be shown in Miami shortly.
Also for the record Rawdon Glover states “the new brand and associated ad campaign is not about diversity and inclusivity but about breaking moulds, living vividly* , and creating objects of desire that are distinctive and different”
They cite Michael O’hell from Ryanair who takes on his critics and people still flock to fly with them ! Hmm, I only go with them as and when they are the cheapest option, unsure if a £100K considered purchase is the same as flying low cost ?
Best to all MM
PS * I sometimes wear a bright tie, occasionally a bow tie, and a Lidl logoed shirt at a wedding party, so perhaps I’m vivid and the target market ?

Jaguar advert reimagined

Thanks for that

The expect to pick up all the people who want a BEV but absolutely refuse to buy any product that has anything to do with Elon Musk.
If that is the case I can't help but agree with them.

I doubt very much that they intend to compete with the Chinese BEV manufacturers but to set up a direct competitor to Tesla, perhaps with that additional touch of traditional Jag luxury; a bit of wood trim and leather.

A bit of wood trim and leather is hardly bringing in a new world order though is it ?

My understanding is that they're positioning the product upmarket, more as a cut-price Bentley.

Either way I feel they've lost the plot. On the one hand claiming to want a break with heritage, on the other threatening legal action against those making replicas of a 70 year old Jaguar. In the process of which alienating many Jaguar supporters and losing a high profile court case.

Just love the saying Lounge Lizzard ………I used to use it in the 70s ….perhaps even was one , but a nice one ! Funnily enough my friend who sold wigs by post and drove an electric E type was definitely one.
He once went to Bell & Coville (?) to look at a red Dino, at dare I suggest £2350 but because the dash was suede and not pristine bought an Alfa Spyder . Oh how I laugh today at his decision. MM
PS wonder how much the Alfa is today (assuming did not rust to dust) v the Dino !?

Is this the one you mean: https://www.magnetomagazine.com/art...t-chapter-of-c-type-replica-controversy/



It seems that they have lost some other cases relating to the use of a trademark "LR" and a vehicle with similar form to the Defender.

Personally I think the use of similar forms of vehicles should be allowed after a certain period. In general terms I think the same limits should apply as to artistic works published anonymously or under a pseudonym; 70 years from first publication. In any case badging of replicas with original badges, or copies thereof, should not be allowed as this would be passing off the replica as an original.

It is interesting that America has a completely different take on replicas and there is a thriving replica industry, particularly for iconic cars such as the Shelby Cobra.

Anything from about €20,000 to €70,000 depending on model and condition, a far cry from a Ferrari Dino at between €320,000 and €500,000

That's the one.

The way they went about it caused almost as much resentment as the case itself. Thankfully many of their "fraudulent" statements were exposed in the appeal.

I doubt any of that will bother the new "colourful" target customer represented in the advert..

The Americans are more painless in this respect. Just like the many Porsche 356 speedster replicas on Beetle chassis. The focus is on the fun of driving. As far as I know, Porsche doesn't care as long as you don't fake the original brand.