dream | act | succeed

The downfall of a brand.

The cat is dead was the title of a podcast I was listening to recently. And indeed, the cat is dead. Jaguar, at least in its original form, has completely vanished from my car radar. A new logo and some stupid fantasies about a better future might be enough to break the backbone of a traditional British car brand. Have you seen their latest concept car!? What the hell is that!? And what’s even worse, why is the responsible designer working for Audi now?

Jaguar was never an easy to understand brand. It’s a mixture of the British way of life combined with an extravagancy road presence. Just think about the jumping cat on the hood. Jaguar has build quite some character cars. And even their racing history is prestigious. All in all the brand had the right package. I also don’t know how they could mess it up so big this time.

Jaguar will stay, at least in the history books, as a character brand. If you want to be someone you have at least one Jaguar in the garage. Well, not any longer as it seems.

See you next time!