The most sensible "con" take I've yet run across has been from Mr Jalco, a graphic designer, illustrator, and sometime auto writer and YouTuber:
Now, before we dive too deep, there are two things we need to establish. Firstly, I love Jaguar. I think they’ve made some of the most beautiful and iconic cars of the 20th century, and the potential offered by their brand and racing heritage is beaten only by Ferrari or Porsche. Secondly, I am absolutely not talking about their yet to be revealed new cars here. I haven’t seen them – hardly anyone outside the internal team has – so cannot and will not judge them. This is purely about the brand ident they have so far released, what it tells us about their direction of travel as a company and the quality of the creative thinking inside the company.It's an excellent deep dive that explains "brands", "branding", and the uphill row Jag has to hoe to reposition itself in the market, to mix my metaphors as thoroughly as Jaguar has mixed the cases in its typography.
On the "pro" side of the ledger is this well-argued piece by Alex Goy at Driven:
As well as dragging some of the worst of humanity out of the woodwork, it also brought out a group of concerned Jaguar fans. For them, Jaguar’s been doing broadly the same thing since before they were born. The brand’s heritage, even post Ian Callum reinvention, has been the steadfast hook upon which Jaguar’s hat swung. Images of the E-Type (which has been out of production for nearly 50 years) are everywhere, and rightly so, the Morse (which hasn’t been on our screens for nearly 25 years) Mk II is used as a shining example of how great Jag used to be. The tales of derring do, of record breaking, of Le Mans, Geneva, and the Mille Miglia are staggering, and they hold a special place in a lot of hearts.Of course, the car hasn't even been revealed yet, and we're all talking out of our fourth point of contact until sales figures start coming in, but if the purpose of advertising is to get people talking about you, the new ad campaign has succeeded at that.
Keeping things the same as they’ve always been leads to two problems. Firstly, a lot of people want to let others buy new, and then snap ‘em up in 15 years time for £1,500 - which won’t help Jag now. Far from it. In 2023 Jaguar sold 64,241 cars. To put this into perspective - over 75 million cars were sold globally in 2023. Porsche shifted in excess of 320,200, BMW’s M division flogged over 200,000, and Genesis put over 150,000 new cars in homes during the same year. Lots of people are saying they want the old Jag, but the numbers show they didn’t want to pay for it.
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