WTF is this!

Should've just renamed the company, then let it sail off into oblivion like the Fisker Ocean

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The side view of the leaked designs look pretty good...until you see the rotated view. At that point they look like an industrial A/C unit. I hope that isn't what they are going for.

For an automaker with such a storied and rich history this change is pretty hard to watch. At the same time, something just doesn't add up to me. Almost like someone hacked Jag's marketing department and is just spitting out junk. Starting with the juvenile logo, the bizarre adds/video's, and now the leaked designs, it all seems really amateur, even for a company that's hurting financially. I realize the designs are supposedly "leaked", but the resolution level of the images looks really low. even for what I'm sure are supposedly drafts or doodles by a designer.
 
Desertnate said:
The side view of the leaked designs look pretty good...until you see the rotated view. At that point they look like an industrial A/C unit. I hope that isn't what they are going for.

For an automaker with such a storied and rich history this change is pretty hard to watch. At the same time, something just doesn't add up to me. Almost like someone hacked Jag's marketing department and is just spitting out junk. Starting with the juvenile logo, the bizarre adds/video's, and now the leaked designs, it all seems really amateur, even for a company that's hurting financially. I realize the designs are supposedly "leaked", but the resolution level of the images looks really low. even for what I'm sure are supposedly drafts or doodles by a designer.
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"Break molds" though

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Desertnate said:
The side view of the leaked designs look pretty good...until you see the rotated view. At that point they look like an industrial A/C unit. I hope that isn't what they are going for.

For an automaker with such a storied and rich history this change is pretty hard to watch. At the same time, something just doesn't add up to me. Almost like someone hacked Jag's marketing department and is just spitting out junk. Starting with the juvenile logo, the bizarre adds/video's, and now the leaked designs, it all seems really amateur, even for a company that's hurting financially. I realize the designs are supposedly "leaked", but the resolution level of the images looks really low. even for what I'm sure are supposedly drafts or doodles by a designer.
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It is hard to think any company would make this type of mistake and then just keep doubling down and digging the hole deeper but that is exactly what Bud Light, Target, and others did and it almost ruined them

To me it is like kids on a playground one upping each other until one of them tells a huge lie, and gets called on it, and rather than admit it and eat crow, they feel compelled to build on and reinforce the lie, almost in an attempt to convince themselves, much less anyone else, that the lie is true

They finally get to the point of no return and can't even try and back out, they have to keep moving forward and digging the hole ever deeper

IDK
 
chilly said:
It is hard to think any company would make this type of mistake and then just keep doubling down and digging the hole deeper but that is exactly what Bud Light, Target, and others did and it almost ruined them
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Funny you bring up Bud Light. One of the funniest things I've seen on Instagram about Jag's new campaign was from someone totally non-car related and was simply asking, "Did Jaguar just hire the old Bud Light marketing team?" Made me laugh out loud.

Anheiser Busch InBev will never recover market share, but the company will survive. Unless Jag's next generation of vehicles are amazing, we'll likely see a 90-year old automotive icon disappear. This marketing will certainly not drive car buyers to showrooms. It might work for clothing in some obscure corner of the fashion industry, not someone looking to buy a car...regardless of their background.

They finally get to the point of no return and can't even try and back out, they have to keep moving forward and digging the hole ever deeper
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I think ego plays a big role here. Whether it's a marketing campaign that tragically misses the target, politics, bad product design, food tastes, or anything else, history repeats itself. Someone believes they know better than anyone else, and despite clear evidence otherwise, they can't admit they are wrong or acknowledge the fact no one else see's things the the way they do. The end result is a disaster.
 
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This isn't the same but my God the mighty have fallen as of late This "thing" looks like the Buick Invicta which is fine for Buick...NOT for Lotus

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I read the comments on a few of the videos, a couple got me, one funny, said this was more of a gender reveal than a concept reveal. The other seemed to nail Jags issue, they have the same problem as Harley Davidson, their traditional demographic is ageing out and dying off, so do they pivot and seek out a new fanbase, or do they continue with the same cars and hope enough people become new fans of the brand. Either way they're a bit screwed, they should have been evolving.
 
Big Dave said:
I read the comments on a few of the videos, a couple got me, one funny, said this was more of a gender reveal than a concept reveal. The other seemed to nail Jags issue, they have the same problem as Harley Davidson, their traditional demographic is ageing out and dying off, so do they pivot and seek out a new fanbase, or do they continue with the same cars and hope enough people become new fans of the brand. Either way they're a bit screwed, they should have been evolving.
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"Gender reveal", I'd love to hear you read your post with your accent, it just hits different, means more to a Yank like myself

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Big Dave said:
I read the comments on a few of the videos, a couple got me, one funny, said this was more of a gender reveal than a concept reveal. The other seemed to nail Jags issue, they have the same problem as Harley Davidson, their traditional demographic is ageing out and dying off, so do they pivot and seek out a new fanbase, or do they continue with the same cars and hope enough people become new fans of the brand. Either way they're a bit screwed, they should have been evolving.
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Nothing wrong with seeking a new fan base but to just crap all over almost 90 years of refined heritage and then pander to less than 1% of the population at the possible expense of alienating an enormous percentage of the people with the $$$ to buy their cars?

That's just not smart business
 
Agree. There is a big difference between evolving and jumping off a cliff.

Harley is an interesting comparison. They have priced themselves out of reach for most and their products haven't changed with the times and tastes in motorcycles. They have become a very niche product. Jag ended up in the same place. Their products, other than the F-Type, were not really competitive. The Germans offered vehicles that were better to drive, better build quality, and better interior materials. The only people really buying Jags were longtime fans of the brand.

Even if the corporate leadership wanted to re-boot the brand, you can do it without jumping into a world only understood by those who attend New York's Fashion Week. Use the long tradition of motor sports, luxury and sophistication and present yourself as an alternative to Mercedes, or maybe even Bentley of you want to shoot for the moon. The wider the customer base you can attract the better, and at this point their survival depends on getting eyeballs on their product. Instead this initial volley of weirdness and grade-school quality renderings has made them the laughing stock of the automotive world.
 
Klasse Act said:

This isn't the same but my God the mighty have fallen as of late This "thing" looks like the Buick Invicta which is fine for Buick...NOT for Lotus

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I'd say the Lamborghini Urus is just as bad...not to mention the stuff being built by GMC Hummer, and most of Chevy's pick up line.
 

Now this isn't quite what my original post has to do with but "kinda" is....using "muscle car" and those speakers to "sound like" is very OB1 like..."these are the muscle cars your looking for" and "you don't need to see their V8 engine"!

The ICE version should've either came out first or together, this company is on life support, only having the "growing roots in the showroom" Dodge Hornet

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The comment section has spoken and then there's the one EV or bust clown, I'm going back and fourth with him

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Klasse Act said:

Now this isn't quite what my original post has to do with but "kinda" is....using "muscle car" and those speakers to "sound like" is very OB1 like..."these are the muscle cars your looking for" and "you don't need to see their V8 engine"!
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Dodge has painted themselves into a corner. They now find themselves on the wrong side of emissions regulations, vehicles based on 30+ year old platforms, and losing the HP wars to electric vehicles. A situation not totally unlike Harley as we talked about earlier. In desperation Dodge is now trying to tell people to "not look behind the curtain". Long ago they should have been looking at selling performance offerings of multiple types rather than simply milking the large car V8 sound and fury market for 2 decades.

I'm big into authentic experience and embracing the reality of a product. Whether it's Dodge, Hyundai, or anyone else, I don't get the fake engine nose in any car. If a car is electric, lean into the tech and the modernity and make that sucker look and sound like something from a sci-fi movie (in a good way...Tie Fighter engine note anyone?). If it is a ICE, give it a good exhaust (regardless of engine lay out), but PLEASE don't pipe fake engine noises into the cabin. They are never good. If the engine is quieter due to a turbo, that's OK. Sound deadening to improve driving comfort, that's OK too. Just roll down the window to enjoy the exhaust. My last three cars have had fake engine noises, all have been terrible, and I've been able to disable the system in all three.

Klasse Act said:
The ICE version should've either came out first or together, this company is on life support, only having the "growing roots in the showroom" Dodge Hornet

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I'll take it a step further. They should have built two different cars. You can share the same basic platform, but they can be two separate models to cater to two different type of buyer. Make the electric some sort of performance sedan like the Audi E-tron and make the coupe a performance base ICE car. In the US at least, I can't see Dodge's current approach working.

The entire Stalatis portfolio is in trouble for what I understand. It's really dire in the US. Jeep and Ram, the traditional bright spots for the US market as seeing sales tank. Chrysler has long been forgotten and only has an uncompetitive mini van to offer. Dodge is trying to stay relevant, but their plans seem to be seriously flawed.
 
Desertnate said:
Dodge has painted themselves into a corner. They now find themselves on the wrong side of emissions regulations, vehicles based on 30+ year old platforms, and losing the HP wars to electric vehicles. A situation not totally unlike Harley as we talked about earlier. In desperation Dodge is now trying to tell people to "not look behind the curtain". Long ago they should have been looking at selling performance offerings of multiple types rather than simply milking the large car V8 sound and fury market for 2 decades.

I'm big into authentic experience and embracing the reality of a product. Whether it's Dodge, Hyundai, or anyone else, I don't get the fake engine nose in any car. If a car is electric, lean into the tech and the modernity and make that sucker look and sound like something from a sci-fi movie (in a good way...Tie Fighter engine note anyone?). If it is a ICE, give it a good exhaust (regardless of engine lay out), but PLEASE don't pipe fake engine noises into the cabin. They are never good. If the engine is quieter due to a turbo, that's OK. Sound deadening to improve driving comfort, that's OK too. Just roll down the window to enjoy the exhaust. My last three cars have had fake engine noises, all have been terrible, and I've been able to disable the system in all three.


I'll take it a step further. They should have built two different cars. You can share the same basic platform, but they can be two separate models to cater to two different type of buyer. Make the electric some sort of performance sedan like the Audi E-tron and make the coupe a performance base ICE car. In the US at least, I can't see Dodge's current approach working.

The entire Stalatis portfolio is in trouble for what I understand. It's really dire in the US. Jeep and Ram, the traditional bright spots for the US market as seeing sales tank. Chrysler has long been forgotten and only has an uncompetitive mini van to offer. Dodge is trying to stay relevant, but their plans seem to be seriously flawed.
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Yeah...Stalantis and portfolio don't belong in the same sentence, the cupboard is bare...REALLY bare

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