Genius usually is a byproduct of madness. Jury is out on this one, though the suits wheeled out in defence so far obviously don't really understand what the consultant said.....
I wondered the same, until I heard that the CEO was getting angry at the people slating the advert. If it was a genius move, he should have kept quiet. IMHO
Or the guy in the sparkly jacket and see through vest at the awards ceremony pumping out a load of BS about their change in values and who should buy their products!
The ceo was angry about the disgusting hate towards the look of the models and formally lgbtq people- nothing in the video is about sexuality but people were using it as an excuse to target gay people which is what the ceo came out against
Not if you want to prolong a manufactured “controversy” for maximum exposure of your new brand values it’s not. JLR were almost certainly doing this in response to research that said something like “The average age of your owner/keeper is rising. Your Brand is viewed as an old man’s car by most buyers under 45. The thing that sticks in their mind is not the E Type or Mk 2 (which are anyway 60 year old designs irrelevant to the younger buyer) but the Jeremy Clarkson “TopGear” joke “It’s my Jaaag” portraying a typical Jaguar owner as a sleazy old geezer with a cravat and string backed gloves. If you do nothing to counteract this, your market is shrinking into irrelevance.” In other words the rebrand is what management consultants would call a “burning platform” strategy- if you don’t take the risk and jump off now you’re going to burn to death anyway.
Their stated move is ti go upmarket towards Bentley- prices starting north if £130k- doesn’t sound much like a small urban young car for a new demographic
You're wrong. Ever heard of Budlight? It doesn't matter anyway - EV's are dead. They equal fires and OMG, I'm stuck on my long haul road trip without a recharge station. What should I do? / what a great holiday this is!
Yes, of course, I've heard of Budlight I have been a marketing strategist for many years. (see my link in the description). And be careful who you call wrong when I only offer an alternative opinion. Everyone is slating the ad. and the re-branding inc. me in my piece www.paulclegg.uk/how-to-destroy-your-brand-in-30-seconds/ In reality, this is a complete shambles by someone who hasn't been able to able to creatively been able to come up with an original idea that keeps the brand equity. Just saying, but thanks for your opinion. I know it was expressed in a moment of anger and frustration.
We just had a blizzard, 18 inches of snow and -23. EV's are useless in rural areas where the extreme cold can reduce your range by 30%. My Chev Avalanche has a 150 liter tank and 4 wheel drive because it's necessary for survival.
People buy cars not a jumped up abstract. People consider before purchase performance, aesthetic, ride quality, cost of ownership. Current Jaguar products do not fare well in these measures.
For everyone claiming this advert and future ev models will 'destroy' Jaguar...they haven't been doing that well for a long time and their original target market either is no longer here in suffiecient numbers or have long gone off the brand. The company needs to do something radical. Had the company done what Tesla did with the Model S in 2012 things would be much different now in a good way.
They are launching a new electric vehicle, but they have already stopped production of almost all their legacy models (including the F-Type roadster) , with only the F-Pace SUV being continued in a final hybrid version before it too is discontinued. If they were creating a new "youth" identity for a small EV sub-brand they would not be eliminating their entire range. The new vehicle is being unveiled in early December, so all the communication which has prompted such debate is just a teaser, so there could indeed be a twist to come . However from teh announcements made so far they are "all in"on the new positioning and identity.
With new government policies announced, I immediately thought (as the factory is closed to me) well Jaguar Land rover will be gone now. So perhaps this is desperation.
Sure. I can just see Jaguar turn around and say “C’mon guys or whatever you are, we were just kidding. We’d never seriously promote our cars with a group of nightmarish tele-tubbies and guys in dresses.” They just dug a hole they’ll never escape no matter what the actual intent.
Your last sentence makes no sense. Of course, I've heard of Gillette and Bud Light woke attempts at branding. I work in marketing strategy and my video was intended to consider what might be behind this screw-up with the Jaguar brand. see my original post for a wider view www.paulclegg.uk/how-to-destroy-your-brand-in-30-seconds/
I’m beginning to think you’re right; initially I had the reaction that’s prevalent on social media; but then I thought, there’s no way these incredibly highly paid individuals are this stupid, there must be a far cleverer game they’re playing that’s far beyond our understanding. I certainly hope so, otherwise one of our most iconic brands has just been flushed down the loo.
I think you may have something - however I also suspect most mainstream western car manufacturers will be heading for closure within a few years - the Chinese have played a clever game, knowing they could never compete with the best of ICE vehicles....they put all their effort into battery development and electric vehicle technology....leading to class leading cars, vans and commercials......at prices the west can never match.
This is not a genius master stroke, it's just a very expensive and very public suicide note. It doesn't matter how much attention you get if nobody ends up buying your cars. They appear to have forgotten that the sole aim of any commercial organisation is to make money. They need money to operate and survive, money to reinvest and money to pay share holder dividends. Lastly a successful company adds share value for investors. If you fail to sell product, you just burn through cash with nothing to show for it. This woke advertising strategy will alienate their current customers and potential future customers. People who drive the cars will be associated with the brand image and this is a brand image that nobody will want to be associated with.
The only marketing required is to reinforce original product values: Grace Space Pace. Plus reliability, low cost of ownership, decent ride quality which are currently abysmal.
I doubt that this is the case, they already "shown" a GT that have been tested on the roads heavy camouflaged, and they have stated it's a shift in price point (going up)! My guess is a replacement of the XJ to a more luxury one! A luxury SUV and sporty GT, none of them will be under €100K ! They had cheap ones befor X-type, S-type, XE and XF, if there is a price shift, they can only go up, to compete with the Chinese is a no go! So, I guess you are wrong, but we will soon know!
The ad worked everybody is talking about it.. sell the sizzle not the burger. Jaguar has always been an upper mid class car ( office type). I read the majority of gays and " diverse " are office workers ( or was it the other way around) they usually have higher disposable income. That is the customer i believe they want.
All the fond memories of driving in my uncles E-type Jaguar a very long time ago have been tarnished by this nonsense of an advert Go woke go broke this smells of black rock 😻👍🙏
Huge gamble on Jag's part to get attention. But as a marketer who's seen risky moves like this in the past, I can't think of one that's actually worked. Their goal is clearly to appeal to a new customer segment, but given the 'woke' backlash almost globally, that new segment is likely to be minuscule.
Jaguar has associated their performance car products with LGBTQ propaganda. Men will say 'I see that you have bought a queers car'. As a Merc AMG owner, and former Tesla and Porsche customer, I was potential Jaguar customer. Not anymore. A £100k+ car is about exclusivity, not inclusivity.
I think you're wrong. I know people with old jaguars who are now considering selling their classics. As soon as the camp american marketing director with the sparkling top opened his mouth ,I knew the brand was finished.
In your opinion my opinion was wrong. That's OK, I was merely introducing a different narrative, trying to take a wider view than most. Actually, I wrote about my real opinion here: www.paulclegg.uk/how-to-destroy-your-brand-in-30-seconds/
I agree. I will never buy a Jaguar but people who have enough money to do it also have enough money to sell their current car and buy a new one from another brand. I would hate to be a rich guy and to see people laugh at me because I drive an LGBT car.
I think bmw have done the same by basically bringing out what are in my opinion a load of rubbish looking cars with those stupid fat bum cheek grills and generally awful design throughout. I expect bmw to then relaunch themselves with more high quality motors once again, perhaps this is something jaguar are doing?
Frankly I think you are so wide of the mark when in reality it is simply yet another corporate going woke. We'll know within a very few short months, but my guess is the next headline will be, "Jaguar going broke".
The sad truth of Jaguar is that they are not selling cars to a young or alternative audience - if this works then it's genius - if it does not then at least they tried - the backlash is probably from the type of people who wouldn't buy one anyway
Some of the backlash comes from people who can and might have bought one. I had a Series 2 XJ and kept it 14 years till it was T-boned and written off. Jaguar are the only make that has always been on my short list when changing cars. Sadly the XJ40 was a mess and try as I might I couldn't bring myself to buy one. At the next change the X-type estate was front runner but I couldn't get it with the engine/transmission options I wanted.
I used to own a Jag although the car I've driven most is a Mercedes. A brand is about reputation so it doesn't matter if a person has ever owned one or intends to buy one, what people think of a brand influences social opinion. And Social Opinion influences our choices. Most people go with the crowd.
@@paulclegg-wells Too true - I am a Mercedes guy too - whilst I've never owned a Jag or want to I suppose some people go with public opinion rather than personal choices - so I agree
They say any publicity is good publicity. But in this case, the fact that they have collectively walked away from their incredible heritage and history with product and engineering as the hero, testifies to their stupidity. Indeed as you say, if they really wanted to make a woke brand, they should have created a new brand. It’s been done before….and indeed there are many examples of relatively new, successful, EV brands in the auto industry itself.
I don’t agree with you. They screwed up, end of story. That nothing else is behind this is perhaps proven by the boss getting angry by the public’s reaction to the advertisement. I think that it is a very colourful video and quite like it, but what are they trying to sell? Certainly not cars!
![Chris Langan - The Interview THEY Didn't Want You To See - CTMU [Full Version; Timestamps]](/img/n.gif)
Never assume a genius move when incompetence is an equally likely possibility.
It cant be a prank, the identified group would start a class action for damages.
Genius usually is a byproduct of madness. Jury is out on this one, though the suits wheeled out in defence so far obviously don't really understand what the consultant said.....
That comment is, dare I say it - genius
I wondered the same, until I heard that the CEO was getting angry at the people slating the advert. If it was a genius move, he should have kept quiet. IMHO
Or the guy in the sparkly jacket and see through vest at the awards ceremony pumping out a load of BS about their change in values and who should buy their products!
The ceo was angry about the disgusting hate towards the look of the models and formally lgbtq people- nothing in the video is about sexuality but people were using it as an excuse to target gay people which is what the ceo came out against
@@itaz6276 Gay people are equally offended by this ad too going by the comments on some channels
Not if you want to prolong a manufactured “controversy” for maximum exposure of your new brand values it’s not. JLR were almost certainly doing this in response to research that said something like “The average age of your owner/keeper is rising. Your Brand is viewed as an old man’s car by most buyers under 45. The thing that sticks in their mind is not the E Type or Mk 2 (which are anyway 60 year old designs irrelevant to the younger buyer) but the Jeremy Clarkson “TopGear” joke “It’s my Jaaag” portraying a typical Jaguar owner as a sleazy old geezer with a cravat and string backed gloves. If you do nothing to counteract this, your market is shrinking into irrelevance.” In other words the rebrand is what management consultants would call a “burning platform” strategy- if you don’t take the risk and jump off now you’re going to burn to death anyway.
Their stated move is ti go upmarket towards Bentley- prices starting north if £130k- doesn’t sound much like a small urban young car for a new demographic
You're wrong. Ever heard of Budlight? It doesn't matter anyway - EV's are dead. They equal fires and OMG, I'm stuck on my long haul road trip without a recharge station. What should I do? / what a great holiday this is!
Yes, of course, I've heard of Budlight I have been a marketing strategist for many years. (see my link in the description). And be careful who you call wrong when I only offer an alternative opinion. Everyone is slating the ad. and the re-branding inc. me in my piece www.paulclegg.uk/how-to-destroy-your-brand-in-30-seconds/ In reality, this is a complete shambles by someone who hasn't been able to able to creatively been able to come up with an original idea that keeps the brand equity. Just saying, but thanks for your opinion. I know it was expressed in a moment of anger and frustration.
We just had a blizzard, 18 inches of snow and -23. EV's are useless in rural areas where the extreme cold can reduce your range by 30%. My Chev Avalanche has a 150 liter tank and 4 wheel drive because it's necessary for survival.
They better think about how they are going to make payroll and overhead
At last! Someone else who sees thru this. Brilliant! Now there are two of us not taking things at face value
They are aiming at a new demographic. People who would and will never buy one of their cars. Brilliant advertising strategy.. 😂
Yeah, right
People buy cars not a jumped up abstract.
People consider before purchase performance, aesthetic, ride quality, cost of ownership.
Current Jaguar products do not fare well in these measures.
I thought that ad was very effective...at encouraging folks to buy anything but a Jag.
There's non on sale yet
No. It will go down in history as the biggest marketing stupidity since Bud Light.
No
Because the " cars" will be shit. And nothing like Jaguars
Because they are just glorified milk floats. R.I.P. JAGUAR.
Prat.
EVs are appliances, not cars.
You know what, it could be a stroke of genius, we are all talking about it. Surely, it's so ridiculous it can't be real can it?
Everyone was also talking about bud light
@@peterpan1435 very true
For everyone claiming this advert and future ev models will 'destroy' Jaguar...they haven't been doing that well for a long time and their original target market either is no longer here in suffiecient numbers or have long gone off the brand. The company needs to do something radical. Had the company done what Tesla did with the Model S in 2012 things would be much different now in a good way.
I hope you're right - that would make a lot of sense. At any rate a great deal of pride has clearly gone into the ad...;)
The ad makes me want to buy a car...
A Chevy.
They want to be right side of history but Trump got in and now they are yesterdays news
we will see
@@paulclegg-wellsHe’s right mate. The days of wokery are over.
They are launching a new electric vehicle, but they have already stopped production of almost all their legacy models (including the F-Type roadster) , with only the F-Pace SUV being continued in a final hybrid version before it too is discontinued. If they were creating a new "youth" identity for a small EV sub-brand they would not be eliminating their entire range. The new vehicle is being unveiled in early December, so all the communication which has prompted such debate is just a teaser, so there could indeed be a twist to come . However from teh announcements made so far they are "all in"on the new positioning and identity.
With new government policies announced, I immediately thought (as the factory is closed to me) well Jaguar Land rover will be gone now. So perhaps this is desperation.
Sure. I can just see Jaguar turn around and say “C’mon guys or whatever you are, we were just kidding. We’d never seriously promote our cars with a group of nightmarish tele-tubbies and guys in dresses.” They just dug a hole they’ll never escape no matter what the actual intent.
Bet not. Have you heard of Gillette? Bud Light? Too bad, insult whateverit is,
Your last sentence makes no sense. Of course, I've heard of Gillette and Bud Light woke attempts at branding. I work in marketing strategy and my video was intended to consider what might be behind this screw-up with the Jaguar brand. see my original post for a wider view www.paulclegg.uk/how-to-destroy-your-brand-in-30-seconds/
I’m beginning to think you’re right; initially I had the reaction that’s prevalent on social media; but then I thought, there’s no way these incredibly highly paid individuals are this stupid, there must be a far cleverer game they’re playing that’s far beyond our understanding. I certainly hope so, otherwise one of our most iconic brands has just been flushed down the loo.
There are some ideas so preposterous that only an intellectual could take them seriously...
The short answer is Jaguar HAVE been flushed down the drain.
A bit similar to seat and the cupra range perhaps?
I think you may have something - however I also suspect most mainstream western car manufacturers will be heading for closure within a few years - the Chinese have played a clever game, knowing they could never compete with the best of ICE vehicles....they put all their effort into battery development and electric vehicle technology....leading to class leading cars, vans and commercials......at prices the west can never match.
No. Chronicle of a death foretold.
Hmmmmm….. I hope you are right. Doubt it though. I think this is just a group caught up in their own bubble.
This is not a genius master stroke, it's just a very expensive and very public suicide note. It doesn't matter how much attention you get if nobody ends up buying your cars. They appear to have forgotten that the sole aim of any commercial organisation is to make money. They need money to operate and survive, money to reinvest and money to pay share holder dividends. Lastly a successful company adds share value for investors. If you fail to sell product, you just burn through cash with nothing to show for it.
This woke advertising strategy will alienate their current customers and potential future customers. People who drive the cars will be associated with the brand image and this is a brand image that nobody will want to be associated with.
excellent point
I agree. It appears to me to be "manufactured incompetence".
Never assume they can come out with a decent car, notwithstanding the noise....
The only marketing required is to reinforce original product values: Grace Space Pace.
Plus reliability, low cost of ownership, decent ride quality which are currently abysmal.
I doubt that this is the case, they already "shown" a GT that have been tested on the roads heavy camouflaged, and they have stated it's a shift in price point (going up)!
My guess is a replacement of the XJ to a more luxury one! A luxury SUV and sporty GT, none of them will be under €100K ! They had cheap ones befor X-type, S-type, XE and XF, if there is a price shift, they can only go up, to compete with the Chinese is a no go! So, I guess you are wrong, but we will soon know!
it not genius if you have non product is it?
It genius in getting all eyes on jag in wait of the launch of the car in a couple weeks- everyone is now waiting to see the car
Which looks shit😂@@itaz6276
Well they've sacked the wokey who propounded the approach in the first place so you may be wrong.
The ad worked everybody is talking about it.. sell the sizzle not the burger.
Jaguar has always been an upper mid class car ( office type).
I read the majority of gays and " diverse " are office workers ( or was it the other way around) they usually have higher disposable income. That is the customer i believe they want.
I will never identify with any single one of the psycho flotsam characters in the ad. Nothing to do with meritocratic diversity.
All the fond memories of driving in my uncles E-type Jaguar a very long time ago have been tarnished by this nonsense of an advert
Go woke go broke this smells of black rock 😻👍🙏
It got everyone talking well don to Jaguar for the pr
Huge gamble on Jag's part to get attention. But as a marketer who's seen risky moves like this in the past, I can't think of one that's actually worked. Their goal is clearly to appeal to a new customer segment, but given the 'woke' backlash almost globally, that new segment is likely to be minuscule.
Jaguar has associated their performance car products with LGBTQ propaganda. Men will say 'I see that you have bought a queers car'. As a Merc AMG owner, and former Tesla and Porsche customer, I was potential Jaguar customer. Not anymore. A £100k+ car is about exclusivity, not inclusivity.
No 😂
I think you're wrong. I know people with old jaguars who are now considering selling their classics.
As soon as the camp american marketing director with the sparkling top opened his mouth ,I knew the brand was finished.
In your opinion my opinion was wrong. That's OK, I was merely introducing a different narrative, trying to take a wider view than most. Actually, I wrote about my real opinion here: www.paulclegg.uk/how-to-destroy-your-brand-in-30-seconds/
I agree. I will never buy a Jaguar but people who have enough money to do it also have enough money to sell their current car and buy a new one from another brand. I would hate to be a rich guy and to see people laugh at me because I drive an LGBT car.
I think bmw have done the same by basically bringing out what are in my opinion a load of rubbish looking cars with those stupid fat bum cheek grills and generally awful design throughout. I expect bmw to then relaunch themselves with more high quality motors once again, perhaps this is something jaguar are doing?
Apparently there is 3 new EV cars coming
Frankly I think you are so wide of the mark when in reality it is simply yet another corporate going woke. We'll know within a very few short months, but my guess is the next headline will be, "Jaguar going broke".
When you insult your audience or customer you lose them, deservedly so.
No. Look into the background of those involved. They really believe this rubbish. Extremely out of touch.
The sad truth of Jaguar is that they are not selling cars to a young or alternative audience - if this works then it's genius - if it does not then at least they tried - the backlash is probably from the type of people who wouldn't buy one anyway
Some of the backlash comes from people who can and might have bought one. I had a Series 2 XJ and kept it 14 years till it was T-boned and written off. Jaguar are the only make that has always been on my short list when changing cars. Sadly the XJ40 was a mess and try as I might I couldn't bring myself to buy one. At the next change the X-type estate was front runner but I couldn't get it with the engine/transmission options I wanted.
I used to own a Jag although the car I've driven most is a Mercedes. A brand is about reputation so it doesn't matter if a person has ever owned one or intends to buy one, what people think of a brand influences social opinion. And Social Opinion influences our choices. Most people go with the crowd.
@@paulclegg-wells Too true - I am a Mercedes guy too - whilst I've never owned a Jag or want to I suppose some people go with public opinion rather than personal choices - so I agree
No, its a clear miss. It would have been edgy in 2020,today,its granpas bellbottoms. A cultural timing disaster.
I’m getting older. This video has convinced me to dye my hair and wear men’s makeup. Yes, I’ll look silly, but compared to this geezer…
NO!
No 😂
What exact demographic? The folks who don't want to go from A to B, but instead travel from L to G to B to T...to....😴
Do you really think that the public are that stupid?
They say any publicity is good publicity. But in this case, the fact that they have collectively walked away from their incredible heritage and history with product and engineering as the hero, testifies to their stupidity. Indeed as you say, if they really wanted to make a woke brand, they should have created a new brand. It’s been done before….and indeed there are many examples of relatively new, successful, EV brands in the auto industry itself.
I don’t agree with you. They screwed up, end of story. That nothing else is behind this is perhaps proven by the boss getting angry by the public’s reaction to the advertisement. I think that it is a very colourful video and quite like it, but what are they trying to sell? Certainly not cars!
Whatever percentage of people are straight non trans people can be subtracted from the potential buyers.
It looks like they are targeting the Fraggle Rock trans demographic.
Some kind of EV? More than likely made in China? Either way, it’s a race to the bottom.
No, it is not "genius pr". It's an Elon antithesis. Something to offer the rich progressive party which, by the way, lost.
You give them too much credit. They're stumble drunk with wokeness and in the process of falling on their faces.
Genius? LOL !
NO...its sht