Christmas is a time for reflection – and HallCraft has been reflecting on the recent Jaguar rebrand.
The good news for West Midland drivers is Cradley Health’s leading independent Jaguar specialists HallCraft have no plans for a radical re-think or rebrand.
And while Jaguar unveils new logos and electric concept cars HallCraft would rather concentrate on keeping current and more ‘traditional’ Jags on the road – just as they have for almost 30 years.
Jaguar stunned the motoring world earlier this month with a new look logo and a first look at concept cars they believe represent Jaguar’s future.
The unveiling of the new logo attracted fierce criticism with some branding the new look too ‘woke,’ shocking traditionalists with a modern look and departure from the bounding big cat.
Jaguar Rebrand
HallCraft boss James Hopcraft, said: “It was a bit of shock when we saw the new logo and the design and more so the new advert! Whilst we encourage development and embrace new technology and cutting-edge design we quite like the old look!
“HallCraft has been servicing, repairing and maintaining Jaguars for most of our 30-year history and there is something reassuring about the leaping cat.
“Jaguar owners are very proud motorists, they fell in love with the tradition and ‘Britishness’ of owning a Jag and it’s no surprise the new look has been greeted with mixed views.
Fixed Price Jaguar Servicing
“We provide a genuine alternative to the Jaguar main dealers and have customers that return to us year after year from all over the West Midlands and beyond.
“We are more committed than ever to keep these beautiful cars on the road by providing the same high-quality service as main dealers but at a fraction of the costs.
“We can service Jaguars still covered by the manufacturer warranty, fitting only Jaguar parts to ensure the warranty remains intact.
“HallCraft has access to the Jaguar digital service system to ensure the service record is kept up to date digitally, we use Jaguar tools and our transparent pricing means motorists know exactly what they will pay, with no hidden costs.”
Jaguar Rebrand
Jaguar was founded in 1922 as the Swallow Sidecar Company. It originally made motorcycles, created the first saloon in 1935, and focused on cars after the Second World War.
The original Jaguar badge was meant to represent strength and agility and featured a leaping jaguar cat. The logo has been refined over the years but the leaping jaguar has remained a firm focus of legendary models such as the XK120 and the E-Type.
US giants Ford acquired Jaguar in 1989, introducing models like the Jaguar XJ sedan before Tata Motors purchased the famous brand in 2008, introducing new technologies and embracing modern demands with the launch of the F-PACE SUV.
Copy Nothing Concept
The brand was refreshed in 2012 but the leaping cat remained and it remains going forward but the ‘Copy Nothing’ concept unveiled earlier this month is a radical change.
Jaguar bosses claim the new brand includes the ‘physical manifestation of its ‘Exuberant Modernism creative philosophy.’
Hmmm….. the jury is out for us!
Whilst we wait to see if Jaguar’s bold vision for the future becomes a reality or not, HallCraft remains committed to keeping the current line-up of big cats purring and staying in first-class condition for many more years to come.
But what do you think?
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