OMG I always wanted a jaguar but the badging kept me away !!! I will buy a jaguar in 2-3 years as soon as they take them off! GET REAL FORD! Just make sophisticated engines/chassis/etc and people will be PROUD to wear the jaguar badge.

This is hardly news. But seriously affliction, I highly doubt Ford was overseeing this decision. The sub-brands do make decisions on their own you know.

Ooh! That means they’ll save a couple of cents per car on those pricey letters! Just like what VW does with the Rabbit. Instead of having to spell out R A B B I T with them thar chromey letters, alls they gotta do it slap the little metal bunny on there. GENIUS!

Jag will just have to pay for chromey kitties!! This will save them!

Seems strange but sensible. It is often hard to adequately integrate the actual name of a company into a vehicles styling. Especially when the its a pretty well styled car.

I wouldn’t mind a tasteful badge here or there, that works. Lots of companies down that now in Europe, BMW and Mercedes do that rather frequently. I think that would work for Jag.

Also as much as some of us do NOT enjoy the fact that JAGUAR is owned by FORD, FORD has really had a more Hands off approach to JAGUAR as of late. What comes out from there is JAGUAR’s decision more than FORD’s.

EXACTLY, Blakkarr!

And what input Ford has had with Jaguar development has turned out well for them (except maybe the X-Type). Who would have thought that Jaguar would EVER be in contention for the JD Power top-5 vehicle brands in quality and reliability? They are now, though. Jags are now of higher quality than BMWs, Audis, and Benzes.

While the XF will take some time to get used to, I am excited for the brand. And I think that using only the leaper is a GREAT idea.

It’s a Jaguar. No need to mince words.

Leave it off from the beginning, it will get people interested.

How’s this going to matter in a few months? Whoever buys the brand will make his/her own decisions about badging anyway – as well as EVERYTHING ELSE!

Is this a slow news week? This topic is the automotive equivalent of Paris Hilton: nothing about nothing.

The logo is strong, I’ll give them that. Just like the Nike “swoosh”, I think it could become instantly recognizeable given enough time and marketing dollars.

I really like this idea. Jaguar is one of those names that I’m not fond of, but their leaping logo is pretty sweet..although you can just take the badging off yourself if you wanted to

They will now be called “The Company Formerly Known as Jaguar”

You know, a lot of people sit there and say “well I guess we can sit back now and watch Jaguar dissapear”. If you think about it Jaguar will never dissapear. Even if it goes bankrupt the name will always be around because of it’s heritage. It’s not like a Saturn or Daewoo that if it dissapeared no one would care. Same with Ford and GM. If anyone is getting there hopes up, I think you’ll find that you’re going to be greatly dissapointed. Just something I recently noticed, the Jaguar name is way too valuable to just go away.

The styling department at Jaguar is full of morons. That abomination looks nothing like a Jaguar, so it is fitting that they won’t put the name on it. Sir William Lyons, Jaguars founder, is probably taking a few turns in his grave over the X-type debacle and then this.

Kind of matches other lux marques though. When was the last time you saw a BMW 3 series say BMW in letters on the back of the car? Or Mercedes, or Lexus for that matter. Its enough to see the logo and the designation to know what it is.

Brand recognition is what they are going for. At frst I thought it was silly too but you have to think of it from a business perspective.

Hmmm… ^^ Good point. But will the meter-maids know?

Meanwhile Mercedes has announced they will have no badging or symbols whatsoever on their future cars in lieu of small mustaches conveniently placed right above their grilles.

naah a ticket is a ticket…

Makes sense, what was the point in writing your name on the back of your car when your biggest market ignored it anyway, “J-A-G-U-A-R spells Jagwar don’t it?”

If the XF is the direction Jaguar design is headed they might as well slap Buick badges on their cars from now on.

dont care. Just give us a nice car.

Oldsmobile tried the same thing and we know how that ended. Granted, Jaguar has a better product, but a lot of stiff competition from other brands that have established logos.

I like the J A G U A R on the chrome plate on the back. Looks cool…

I also like the Jaguar on the back. However if I had to choose, a Jaguar is not a Jaguar unless it has its hood ornament.

The ‘Leaper’ is Jaguar’s symbol. This is a subtle, elegant (British?) way of declaring the brand. No need to marr an elegant car with letter soup (X-TYPE DOHC FUEL INJECTION HYBRID SUPER HELLO KITTY EDITION GTZ Blah Blah Blah…)

Personally, I love the letter badging on the Jaguars. The large V-12, J A G U A R, and XJ-S on the posterior of my car let people know exactly what blew their doors off. The worst thing a company could do is to remove the brand from the product. I don’t know about everyone else, but I’m proud of the fact that my car is a Jaguar, hand-crafted in Coventry England. How many other people can say that? Be proud of the brand.

Letter soup…ROFL! Right on, global_lightning!

In other news, Ford marketing has announced that, in keeping with Ford’s stellar vehicle branding, the name “Jaguar XF” will be changed to “Taurus J”.

this whole week has sucked for news of any kind.

Dropping the badging sounds kind of stupid (to me, at least).

Have you ever been to Coventy? Not much to be proud of, I promise you