Rimmer Bros’ Post

Looking forward to the reveal from Jaguar tonight. I spent the better part of 5 years working for the brand and most of my life lusting after XK’s and Ecurie Ecosse D-TYPES so I’m a bit of a traditionalist. I don’t know if I’m going to like what is shown but I’m genuinely excited that is the case. Why? It means something different is happening. Something new. Something polarizing. Sure, I don’t love playing chicken with such a storied brand but here are the two thoughts that have driven me to this conclusion: 1. Those that think the path to success for Jag is via leaning into their heritage: the ftype was a a brilliant continuation of where the etype left off, as quintessentially a jag as can be, and it was wildly overlooked in favor of yet another paint to sample 911. I don’t care about specs, ring times, etc, that was one of the most beautiful vehicles to exist with a giggle worthy v8 that could be had for a (relative) bargain. XE S, or better yet, Project 8. F-PACE SVR. XF Sportbrake. XJ 575. Those continuation D-TYPES. And don’t get me started on the I-PACE. I can make a case for all of these as being a modern embodiment of the heritage in question. And I know, reliability, but Jaguar launched the most comprehensive warranty program in the US with Elite Care. It didn’t work. 2. For years, bottom-line thinking has driven major brands to offer a product in almost all segments, unified under an overarching design ecosystem. Read: vanilla designs offered in small, medium, large, short and tall. New vehicle? Make sure it fits the mould! IMO there’s a distinct lack of creativity and very few new vehicles that are doing anything remotely unexpected from a design perspective. The biggest proof point for me came when standing around with a bunch of enthusiasts whose opinions I trust and the brand getting them excited is Hyundai. Bottom line. Heritage did not and would not have saved Jag, and if this is the spark that injects some much needed creativity into product portfolios across the industry then it’s worth it. I hope I like it. But even if I don’t, I hope it at least shakes things up a bit…er…a bit more. #copynothing

After Jaguar's bold rebranding earlier this week, we thought it was the perfect time to reflect on what makes a true Jag - and why we love them so much. Let's be honest, change isn't easy. It can be tough, even disappointing. But it also makes us appreciate what we already have, what's rate and irreplaceable. That's what our fleet is - special, timeless, classic. They just don't make cars like they used to, and maybe that's a good thing. If everything stayed the same, it would lose that unique charm, that nostalgic pull that makes classic cars stand out. It's that feeling of the 'good ol' days', those "remember when" moments that take you back. These aren't just cars, they are memories, experiences and a slice of history. Sure, go ahead and get an electric car for your everyday needs - it's the way of the future after all. But let's not forget what it's like to feel the road, to hear the roar of the engine, and to drive something that's more that just a machine. This is a proper car. This is a Jag. Let us know your thoughts on the rebrand below!! 👇 #jaguar #jag #classiccars #rebranding

✨🚘Feast your eyes on the most daring beast of the Land Rover clan. Years of expertise and relentless testing have paved the way to an iconic symbol of strength, style, and off-road prowess – the Defender Octa. 🌐 Land Rover engineers have outdone themselves this time. A resilience defined by more than three years of trial and error, pushing technological boundaries, and overcoming unprecedented challenges. Key takeaways from this game-changing release: • The new Defender Octa isn't merely an upgrade; it's a new breed, a testament to Land Rover's engineering camp's perseverance and ambition toward automotive excellence. • Beyond the eye-catching aesthetics and the revving heart beneath the hood, it's a tribute to an iconic nameplate's legacy in worldwide off-road circles. • Dedication and fervor embodied in every curve define this vehicle's three-year journey towards perfection—an marque of both determination and technical prowess to overcome the unmatched terrains. • The new Defender is a synergy of old-world charisma and state-of-the-art technology—a fusion that exudes a unique charm resonating with purists and new-gen auto enthusiasts alike. The Defender Octa marks a new milestone, a testament to Land Rover's opportunistic and formidable approach towards defining future mobility. Here at Artire Automotive, we are thrilled at the innovations in this industry. It isn't just a commodity exchange; it's sharing a passion, a duty to the auto enthusiast community. Land Rover embraces the journey, the challenges, the thrill! Much like you embrace the open roads. Watch this space as we delve into more inspiriting auto-giants with their groundbreaking achievements. Ours is a celebration of the human spirit that sees wheels as extensions of dreams, freedom expressions, and the utmost appreciation of engineering. Join us as we follow the progress of this behemoth of strength, style, and off-road triumph. Truly, when it comes to engineering revolutions, Land Rover leads the path. Till then, fuel your passion, drive with purpose, and remember, '-You are not just a driver; you're an automobile connoisseur-. 👏🏼🔥 -LandRover -DefenderOcta -automotive -innovation -engineeringmarvel -breakingbarriers -ArtireAutomotive - original source: https://lnkd.in/gNp29FnM

🌟 Proud to Be Part of Jaguar’s Transformation Journey 🌟 Being part of Jaguar’s reimagination is nothing short of exhilarating! Witnessing the unveiling of Type 00 – a fearless masterpiece that captures the bold spirit of Jaguar – reminds me why our journey is so extraordinary. This is not just about a car; it’s about a vision. A future where innovation meets legacy, where design pushes boundaries, and where Jaguar stands as a beacon of bold, electric luxury. And with JLR’s Reimagine strategy, the future is brighter than ever. In 2025, we’ll unveil the first reimagined Jaguar – a groundbreaking electric GT that will redefine driving experiences. Being part of this transformation feels like shaping history. The road ahead is exciting, and the destination? Pure innovation. Here’s to the future of Jaguar and JLR – fearless, captivating, and electrifying! 🚘⚡ #ProudToBeJLR #Reimagine #JaguarTransformation #Type00 #TheFutureIsElectric #JLR #Jaguar

🚩 This Cat Causes Uncontrollable Grinning At its release, the F-Type Project 7 was the fastest Jaguar production car ever built. It was introduced to the public at the Goodwood Festival of Speed in 2014. But why 7, I hear you ask. Well, the '7' represents the number of wins Jaguar achieved at Le Mans, three of which were due to the outstanding performance of the Jaguar D-type. The Jaguar designers were tasked with recreating a kind of D-type in modern format; the man responsible was Cesar Pieri, who had only been a Jaguarite for a matter of months. The F-Type Project 7 - 'where roaring nostalgia meets modern horsepower' Jaguar built Project 7 with a D-type styled single fairing behind the driver's head and retro bucket seats. Unlike the D-type, powered by a 3.4-litre DOHC inline six-cylinder engine capable of producing 250 horses, the Project 7 was fitted with a 5.0-litre V8 producing 575hp. Only 250 units of Project 7 were hand-built by Jaguar Land Rover's Special Operations team, making it a sought-after collector's car. Overall, the Jaguar F-TYPE Project 7 represents the pinnacle of Jaguar's performance capabilities, combining stunning design, incredible power, and advanced technology. Warning: Driving the Project 7 may cause uncontrollable grinning and excessive speeding tickets.

"Change is never easy, especially when it comes to something as iconic as Jaguar's logo. But let’s be real – people rarely embrace change at first glance. New designs, new approaches, they always stir up a little resistance. But remember, time has a funny way of proving that innovation often leads to exciting new possibilities. Just like a Jaguar in motion, let’s give it time and see where this new direction takes us. After all, evolution is the key to staying ahead, and sometimes a fresh look is just what’s needed to keep driving the future forward. 🐆💨 Jaguar JLR Jaguar Land Rover UK #NewBeginnings #ChangeIsGood #Jaguar"

Wowsers. For a brand that I worked on for many years, this really isn't what I expected from Jaguar. I mean, I hate it. I hate the complete loss of heritage. I hate that it sort of looks like all the other hyper-modern, electric car company type brands. But hold on just a minute. This isn't another complaining post. I'm not supposed to like it. Neither are most people reading this, or writing about it online. The fact is that, at a time when they are producing no cars, and 2 months ahead of the unveiling of their next vehicle, everyone is talking about Jaguar. The Jaguar that has, for years now, been desperate to get away from its "old man's car" image. The Jaguar that has consistently been outsold by a factor of 5 or more by its sister brand, Land Rover, since they were both brought under Tata's roof years ago. The fact is, genius of making us all talk about them aside, this isn't meant for those of us who have some kind of emotional attachment to the Jaguar of old. It is meant to separate them from that, and targeted squarely at a new market segment. I don't like the new logo. I mourn the loss of the growler. I hate how it doesn't "feel" like Jaguar any more. But that is, I suspect, exactly what I'm supposed to feel. I have no idea whether this will end up being a master stroke, but its certainly a bold first step. Time will tell, I guess. #jaguar #brand #rebrand

Automotive Reflections: "Fixing what was never broken" - Jaguar plans to produce only EVs after their rebranding moment. - Most people across all social media platforms are saying that they have made the ( Jaguar brand) worse, believe that they are ripping apart the rich history that the brand contains. What are your thoughts on this? #jaguar #jaguars #jaguarcars #jaguarcar

Posted this to a feed on the subject of...wait for it...Jaguar. I guess I went off on a rant, but what do you think? ----- Maybe everyone's talking about Jaguar because they just pulled off a very public self-inflicted wound. Everyone was talking about Bud Light, too. I think they lost $1.3B in value trying to appeal to a new demo. Like Bud Light, Jaguar appear to have forsaken all those who love them in favor of wanting buzz from a younger generation who, they must think, won't appreciate the brands' provenance or historic place in car-dom: the British take on stylish, exclusive automobiles of stature. This was never a demographic or generational appeal. It was about those ageless, timeless values. To me, the lineage of the Jaguar brand has been severed. Like Aston Martin suddenly making NASCARs. This doesn't feel like a rebrand at all. No heart. No soul. It may as well be a new brand called Panther or Cheetah. This once proud badge brand, and the space it occupied, feels like it has been abandoned. The proof is in the car? Well, the styling of the car does not live up to their "copy nothing" ethos, in my view. The hard edged boxy lines look "me-too." The flat front grill is not unique (Chrysler 300) and is disconnected from every Jag that came before it. Facelift? This is an unneeded face transplant. There are better ways to get attention. #appreciatedbranding

Perplexing. I did a quick online search and found that in 2023, Jaguar sold approximately 64,241 cars around the world. That same year, worldwide car sales totaled around 75.3 million units. This means that for every Jaguar sold, approximately 1,172 other cars were sold. I really-really want to know how this rebrand will make it 2 out of 1,172. Jaguar’s ethos has always been that “a Jaguar should be a copy of nothing.” A symbol of British elegance, performance and style. This new work, however, seems to completely forget that principle. Now we have a brand that looks like an entry-level Chinese electric car. I wonder what's the future of the brand. I mean- what is going to happen with those over a hundred years of incredibly rich heritage and tradition... the Racing tradition, design, pop culture, fandom... All that just ditched? Replaced with what? To me, the best version of Jaguar was the 2014 British Villains campaign. The epitome of what the brand could be. In any case, the consumer is not the strategist, and someone probably has a plan. Whether it’s a good plan or not remains to be seen. The situation of the brand is dire, so desperate situations call for desperate measures. Like this. Clearly. For now, the best course of action seems to be grabbing some popcorn and watch Rome burn. From a front seat row. Who knows... Maybe this new electric future brings a brand we can learn to live with. After this overture, I can’t wait to see Act I. PS/. The average age of a Jaguar owner is 54 years old, according to a study by JD Power. Maybe that's the quid. A brand rejuvenation. (That piece of data makes me feel incredibly young- maybe, after all, this new Jaguar IS for me). What do we think? #jaguar #dontleaveyourkidsunsupervised #howdidwegethere?