“I am sorry to learn of your part delay. Please send us a private message with your VIN, contact details, part information and the name of your retailer. Thanks, Tom – Jaguar”. Tough day for Tom.
They go on. “You are let down by your dealer servicing. Liverpool Jaguar, do not answer the phone, do not call back…..! They are hopeless. Why would I buy another Jaguar, with service like this!”
Tom again: “I am sorry to learn of your experience. Please send us a private message with further information, your VIN and contact details. Thanks, Tom – Jaguar.”
They really do go on, and on, and on. Tom’s replies eventually give way to some by Tracy, others by Matt, Ellie and Maria too. One complaint is in Spanish, admirably so is the reply.
It’s actually quite uncomfortable reading how many people have problems with their cars, so numerous are the complaints, and you wonder what lengths they’ve had to go to get them sorted.
But replying is customer service, and it’s no criticism of Jaguar. It clearly has its problems in its current outgoing guise, and it’s these kinds of problems that make the company want to snap out of its malaise and into something very different indeed.
It’s worth recognising this is just phase one of the rebrand: in a few weeks Jaguar will show off a new concept car to showcase its future as a luxury EV brand and that should give a better indication of what the future is. At least it should stop questions such as Musk’s.
Yet relaunching the company doesn’t make the problems highlighted by its social post go away. And a potential new customer, someone who is looking to “create exuberant”, “live vivid” or “delete ordinary” won’t get too far down the comments before they wonder whether a new Jaguar is for them.
Such is the issue with such a bold relaunch using exactly the same name. Time will pass, it may heel, probably will in fact, but so much is left behind that you wonder if it would have been better to come up with a completely new name for Jaguar at the same time.
