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Thursday, January 23, 2025

What BMW Can Study From Jaguar’s Dangerous Rebranding Technique


As everybody is aware of, Jaguar not too long ago underwent a rebrand that goals to place it as an upper-luxury rival to Porsche, Bentley and Aston Martin. The British marque’s quantity fashions, such because the XE sedan, the F-Tempo SUV and the I-Tempo electrical automobile, failed to determine it as a competitor for BMW, Mercedes-Benz or Lexus, and it now intends to deal with the extra area of interest segments of the market. Whereas this technique is sensible on paper, many really feel that Jaguar has additionally undermined its heritage by considerably altering its identification.

The Tata Motors subsidiary claims that it needed to be daring and adventurous to face out from the gang and appeal to a brand new set of youthful, wealthier and environmentally aware customers. Nevertheless, it might have achieved the identical outcomes by reinvigorating its well-established DNA of racing, sports activities automobiles and efficiency saloons.

Jaguar’s Model Identification

Though the Jaguar model has continuously been mismanaged, automotive fanatics proceed to affiliate it with classic classics such because the XK120 and the E-Sort, in addition to fashionable high-performance automobiles just like the F-Sort and the XE SV Venture 8. In actual fact, the E-Sort is taken into account probably the most enticing sports activities automobiles ever made, and the XE SV Venture 8 has been the quickest four-door manufacturing automobile across the Nurburgring.

Admittedly, Jaguar’s high quality points have harmed its popularity, with the model being among the many worst-ranked producers in J.D. Energy’s 2023 Car Dependability Examine. However its heritage nonetheless has loads of potential.

Do not forget that Porsche’s $43.1 billion model worth and cult-like following are the direct results of the agency’s decades-long nurture of its sports activities automobile legacy, and the Stuttgart-based outfit hasn’t modified focus even after the shift to SUVs and electrical powertrains. Jaguar might have adopted the identical blueprint.

BMW’s Model Evolution

Evidently, this has loads of classes for BMW. Like Jaguar, BMW has a powerful identification based mostly round efficiency and driving, as mirrored by the taglines “Final Driving Machine” and “Sheer Driving Pleasure.”

Nevertheless, some analysts argue that the Bavarian automaker must reposition itself owing to evolving client habits. In spite of everything, driving is now not as common a interest because it as soon as was, and lots of consumers in the US and China are actually extra taken with a car’s autonomous and digital applied sciences than its dealing with or acceleration.

As but, the Jaguar controversy has proven that model transitions have to be gradual and restricted to what’s important. A hasty transfer may not solely backfire, however it might even be pointless.

BMW’s Efficiency Pedigree

Happily, the parents in Munich have up to now understood that, which is why even probably the most luxurious, utilitarian or sustainable BMWs are fairly enjoyable to drive. Take the case of the i7, whose M70 variant produces 650 horsepower and accelerates from 0 to 60 mph in 3.5 seconds. In the meantime, its inner combustion engine sibling, the 760i xDrive, packs 536 horsepower and goes from 0 to 60 mph in 4.1 seconds.

Not solely that, SUVs just like the XM, the X7 M60i, the X5 M and the X6 M are amongst BMW’s most competent automobiles. Certainly, the range-topping XM Label has a 738-horsepower plug-in hybrid system and a 0 to 60 mph time of solely 3.6 seconds. Its $185,000 pricing, although, is undoubtedly a bit extreme.

In any case, BMW’s general profile remains to be formed by its extra conventional M sedans and coupes. The M2, which gained the celebrated MotorTrend 2024 Efficiency Car of the Yr award, is maybe the fanatics’ favourite. However the M3/M4 and the M5 are additionally well-liked, regardless of the previous’s polarizing styling and the G90’s weight considerations. When it comes to gross sales, nonetheless, the all-electric i4 M50 reigns supreme.

All stated and executed, Jaguar’s method should still work, particularly if its upcoming automobiles, beginning with the manufacturing model of the Sort 00 idea, are segment-defining. However nice manufacturers are established by consistency and authenticity, and people who neglect their roots or alienate their core base are unlikely to get a devoted following. And BMW must maintain that in thoughts because it builds the subsequent era of the Final (Self?) Driving Machine.

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