Jaguar criticized for going woke. Odd timing for this rebrand, to say the least.

@whowasthatmaskedman and BMW own Rolls Royce now?

@Bumbles Have done for years now
😷

@whowasthatmaskedman Ahh, okay. I was looking at their black badge edition on line and it’s quite something.

@Bumbles BMW have at least kept building "prestige" under that marque. The Chinese have just used Brand Recognition to get market share with their cheap offerings.😷

@whowasthatmaskedman Ugh, hate that.

@Bumbles Me Too. I loved the pre Ford volvos..😷

@whowasthatmaskedman definitely. We used to have a 240.

@whowasthatmaskedman Jaguar is already owned by the Indian conglomerate Tata Group... so is Land Rover. Don't think they would want to sell it to a Chinese company. Yes, they are very keen to increase their market share in China, but there's nothing to suggest they're thinking of selling Jaguar.... at least not in the near future at any rate.
They've invested plenty of money in the revamp of Jaguar... so they'll wait a while probably and watch how the new iteration does before they think of selling it. If the brand tanks again, then it may be prudent to hive it off.
Pity, though :-( Jaguar's latest models were still great, notably the E-Pace and the F-Type... if only they didn't cost a bomb to own and run!! :-(

@chilloutab2 They are great at collecting dust in a garage...lol. I've known some good older mechanics along the way and they told me this : "old ones... pretty good , new ones , don't touch em, unless you got a good second car"...lol.

@chilloutab2 RIGHT! It starts to make sense. The Jag was a prestige "executive" older persons car and India is rebranding for the younger market.😷

@whowasthatmaskedman Yup... that could probably be it. India has a very young population and the economy is growing fast, so some of them now have money.... and the developing economies also have the numbers in terms of the population.

But there's the rumor that the new Jags will be ultra luxury cars and compete at an even higher price bracket than before. In that case, it may be difficult for the younger market to afford them, no matter which country they come from.

Hopefully Jaguar is not going to price itself out of business!!!

@chilloutab2 It wouldnt be the first time it happened. I used to love Humbers...😷