I Have been a petrolhead for 40 years now, and a Jaguar enthusiast since 1989. This is the first Jaguar commercial I have seen, and has nothing to do with me or what I think about a car or a brand. It was when Jaguar launched estate cars and diesel engines my heart was broken. I have two Jaguars in my garage at home, one with a V8 and 400hp, the other one is electric and has 400hp. Love them both.
Firstly well done for broaching this subject. Secondly I have a small business that has traditionally worked mostly on JLR projects. What they have been doing with Jaguar over the last few years has combined with Covid nearly bankrupted my business. Cancelling projects [J Pace and the XJ EV) has starved my business of work. If these projects had gone ahead as they should have done then the last few years would have been much better for us. In my opinion Jaguar needed new models. Instead we have the fire break as they call it. At the moment you can’t buy a new a Jaguar in the UK even if you want one, madness. Now let’s compare and contrast this to what Volvo have done, basically hedged their bets, kept the ICE cars, added some Volvo EV’s and started a complete new brand Polestar to deal exclusively with the EV headache. A very sensible approach if you ask me. Do we see BMW or Mercedes reinventing themselves to deal with the change to EV’s no we don’t. If this doesn’t work we will lose Jaguar and I will lose my business. No pressure then. You were on the mark with your comments regarding Range Rover. RR is the cash cow of JLR. Without it there would be no Jaguar or for that matter JLR in its entirety.
The only way to raise Jaguar from the dead will be a new ad campaign featuring Jeremy Clarkson driving a new Jaguar full of beautiful women and then pulling up to the cameraman and saying in his famous Clarkson voice: "It's a Jaaaag!"
Yep. That'll appeal to the 70 year olds. Everywhere I look, I see older men waffling about the 50's. It's over and no one is stopping you buying a classic Jag. When they do, then we can moan.
They are deliberately trying to be controversial - there no such thing as bad publicity. If people are talking about it, be it good or bad then they are winning, and now people are hungry to see the next installment / vehicle release. The advertisements are not designed for us. We have bought our Jaguars, we love the history and everything about them which we will preserve. New advertisements and re-branding are looking for new car sales. Realistically, how many of us are going to go out and buy a new Jaguar to park alongside our old ones - probably not a lot. Jaguar would have paid a lot of money for all of this, but it just may cost them everything. I guess we will just have to wait and see.
The new CEO has made himself clear during a presentation; he is more interested in woke ideas that have nothing to do with Jaguar’s heritage and their customers. I have been owning Jaguars for many years but their recent commercial does not give me goosebumps and long for buying a Jaguar. As a gay man myself I am all for diversity, but using it to sell Jaguar cars in this way is totally missing the point (for any brand!).
Here at the Jaguar Club Barcelona we are asking ourselves your very same exact questions. We are Jaguar fanatics that do not want Jaguar to fail, but we have to admint that Jaguar has become a niche brand like Porsche or Ferrari but without their resources. Jaguar has made a big effort launching new and modern sports cars in order to attract new customers who usually bought BMW, but the success has been limited despite being great cars. But I want to give them the benefit of the doubt. Many of the legendary and venerable classic Jaguars that we love so much today were in their time an example of modernity way ahead of their time, and some of them received fierce criticism when launched. The XJS that I proudly own is a good example of misunderstood car in the beginning that ended up being a great success. I wish Jaguar the best, because if theiy fail this time, I am afraid it will be the end of the brand.
Jaguar made race winning engines that you could buy for your daily driver. Not engines that won hundred mile races or 500 mile races, but 24 hour 2400+ mile races. LeMans, Bathhurst, and even the last "real" Canonball Baker Memorial Trophy Dash was won by and BLM built XJS! Jaguar's quality issues were more related to British political issues and bureaucrats for managers than design short comings. They were never Britain's answer to Mercedes or Toyota, but they age well. Or did. The old guard has left. I wonder how many of the current management have owned the previous generations of cars. I don't know where this rant is going, I just know that, whether EV or ICE, I don't like where I see Jaguar going as a company. Thanks always for sharing your thoughts Adam.
Adam, I am also hopeful that the car reveal at the Miami Art Show on Dec 2, 2024 will redeem their rebrand approach. The 800 lbs gorilla in the room is not the rebrand ad, rather it is the declining sales over the past 7 years and financial losses. Jaguar had to do something drastic, like a bleeding patient crawling into an Emergency Room screaming for help. And good to hear that Harry likes the car… that is great news, as he is an exceptional automotive guru.
This situation was brought about by brand neglect and the decision 5 years ago to go “all electric,” which was a huge mistake. They handed the brand a death sentence years ago. The ad was just a humiliating death blow.
Jaguar was on its way out long before this dropped. The authentic Jaguar experience and heritage died some time ago. If Jaguar is going to make a comeback it needs to be owned and run by its original countrymen. They should be the ones who still understand what Sir Lyons originally wanted the marque to stand for. From an American who wants to Make Jaguar British again.🇬🇧
Hi Adam. Do you blame the company or blame the publicity ? The bottom line it's been approved by management. Frankly , unless the remedial work is successful , it really will be the end of a legend. Adam , we share the same sentiments but l've been a Jaguar lover since my late uncle took me out in his new "e" type as a 9 year old in 1962 !!!! I think l've told you l served my panelbeater apprenticeship at Torquay's premier Jaguar dealer in 1970 and have worked on these fabulous cars ever since . l'm currently restoring my '66 2+2 Thankyou Adam
Tata never understood Jaguar's position in the market prior to their purchase. This re-brand seems like Tata trying to climb up market and compete against higher end luxury marques like Bentley. These types of moves should be reserved for new brands, not destroying historical ones.
Yes Adam I agree it a very strange and hard to understand what is going on and why? Jaguar is such an iconic brand. Known world wide. Few car manufacturers have got the incredible history that Jaguar have. Lets hope the decision makers at Jaguar listen to what Jaguar enthusiasts and those of us that love the brand are saying. I think if they proceed down this path they will KILL the Jaguar brand.
Don't worry about it . I wouldn't buy a modern Jag even if I had millions of pounds . Just enjoy the classics . They stopping production of all petrol engined vehicles anyway. Its all EVs . Its a whole New World. Not better . Just New .
I think your audience is in tune with your opinion / view, about cars vs evs, what Jag could be and how it should appeal. To be fair, the current line up is not selling and to keep alive they need some change, it irks us that they completely broke with tradition, a nod or two to what is dear to us would have been better, but we are not buying the new cars to keep them afloat, they have to find a clientele and sell cars. In the shots you can see the jaguar still, and the fact they didn’t go the suv route for the rebirth is nice I think, as you highlighted, problem will probably the price point, going away from the extraordinary value for money you used to get from jaguar. I do not think they are tailoring their line up for us, neither should they, we are a micro niche going against the main flow.
I sympathize with everyone's comments- I feel the same way about Lotus and the direction they have gone with Geely. While the Emira is lovely, it is expensive, heavy, and not more dynamically good than the Evora. As a classic Lotus fan (I have a 69 Elan), I admire the older cars, embrace the historical significance of them and would love to have a modern Elise if it could be made. But even though I won't be buying an Emira for 100k plus, I want the company to succeed even if I am no longer their target audience. The electric SUV models are another kettle of fish entirely, hard to imagine and not for me. A Lotus-Volvo wagon though would be interesting.....
They have Bud Lighted themselves. It’s a shame. I love my 02 VDP and it wafts down the road like you’re floating on a cloud. It is a special experience
The Jaguar management have abandoned their history, heritage, brand and the legacy created by Sir William Lyons. First signs of the demise was the last version of the XJ, its awful and ugly. Then, going all EV and now this disgraceful advert, dumping the masco, hideous logo in the most appalling font and style. The company is run by woke lunatics. A strong brand like Jaguar didn't need "reimagining", rebranding or reinventing. The majority of people reject wokeness. As a child, I used to walk to school and passed a showroom with beautiful brand new Jaguar XJ Series 3's and XJS's. In the used showroom were Series 2 XJ's and as a kid growing up with a Jaguar 420 G I yearned for an XJ but family fortunes had takena downturn so we didn't get one until I bought one aged 25. I cannot imagine a yougster being inspired by that advert or a woke EV with no engine and no character. The JLR management need sacking. All they had to do was copy the model used by Land Rover, big engines, beautiful styling and design except for the new Defender which is awful to look at. I own a 1975 XJ6 and a 2001 XJ8, Jaguar's need engines not electric motors.
Firstly the smartarse comment . This has "The Producers" by Mel Brooks written all over it. This hasn't played out yet either, be ready for a possible twist in the tail. The way of the marketing world nowadays is to stir extreme emotions, outrage is easy (congratulations all of us for taking the bait). Two minutes of hate so to speak. The car launch will be the tell, imagine the image of the new-age logo dissolving into the angry cat's head - outrage turns to relief which turns into rekindled love for the brand we all thought was gone. I'm now really interested in the launch where normally I wouldn't give a toss. So far the campaign is working on the likes of me.
I'm keeping an open mind until I see the cars, but as someone once said...all publicity is good publicity. Like you said, even mainstream new mentioned the brand. When did that last happen?! Fingers crossed.
I think everything will be fine, and that Jaguar really needed a re-launch. This ad was strange, but I don't take it too seriously. I also think it wasn't meant to be taken seriously. For me, the big reason they need a re-launch is the Jag-Ford V8. Especially the 5.0 and its derived V6. It's junk and it's really time to move away from these engines. At least bring back the AJ6!
I'm a gearhead. I'm also a branding professional and come from a family in the fashion industry. I this were for cosmetics, fashion or a clown themed Burning Man rave, I'd say, "fine." But, this is just weirdly tone deaf for the brand. It looks like a parody about a relaunch of the SNL skit "Sprockets." Tata has killed a storied brand. Whatever it will become, it's not Jaguar.
I wholeheartedly love this brand (the old brand). I currently own a 75 XJ12L, and a 91 XJ40 VDP. What they now are “claiming” to represent is not in line with my worldview. However, this was definitely not done without much thought. People saying their marketing department should be fired, don’t understand marketing in 2024. Negative press can be as much, or more powerful, than positive press. Look at how much attention this has gotten. I don’t agree with their philosophy, but it’s marketing genius. I guarantee you there will be an apology, and a shift in the not too distant future. Then we will all forget what happened, and Jaguar will have accomplished exactly what they intended. Still sad though. 😢😁
@ I believe that still remains to be seen. That appears to be the gamble they took. I think it all depends on whether or not they truly decided to go all electric, and whether or not the car is as good as some are saying.
Reversing this new direction for JaGuar is about as likely as undoing the results of the recent US presidential election, and the new EV lineup from JLR will be the automotive equivalent of RFK in charge of healthcare.
Anyone remember the advertising campaign about 10 years ago with Sir Ben Kingsley, Tom Hiddleston and Mark Strong as British villains? This new attempt at branding is the complete opposite..... awful!!! What have they done? Employed a teenage college student to do their worst?
Jagaur is a owned and bought by a very narror band of owners and my guess will become an even more band...the narroring of any market is a danderous trend...look at Bud Lite and Harly
it could happen, that the real Jaguar lovers will not follow the rebranding and finally keep their Jaguar community as it is, including all the companies, offering spare parts ans special Jaguar services.
Jag seem to have forgotten they sell cars. I honestly thought the ad was a joke when I first saw it. I really don't know what to say. I'm with you on EVs Adam. I don't really get them. They certainly would not fill a need for me.
most car brands that we aspired to own one day are now surviving on past reputations for quality and reliability when the truth is they are overpriced garbage. Jaguar should just bow out gracefully .
I’m a huge Jaguar fan and this is dire. If a was a shareholder I would be furious. I have an e type and Xjs I’m currently restoring which are from an era when Jaguar was unashamedly masculine, sporty and classy. The very opposite of what is currently being espoused. Whoever in Jaguar has oversight of this woke farce needs to be removed from their position with immediate effect.
I too am hoping for an awesome car on Dec. 2nd! I feel the downfall of Jaguar began when Ian Callum designed the cars! The styling was mundane! Nothing special! They looked like everything else on the road! When I would ask non-car people the brand of "his" cars, they 99% of the time guessed a domestic USA car! That is really sad! The decling sales under his leadership suggest the lack of interest in the brand!
Hi Adam, I have to agree that the way this has been done was surely to create the maximum impact and incredulity with the most inappropriate irrelevant nonsense they could provoke old Jaguar fans with.... it could be they are really focusing on some strange transitory demographic for future sales but that's not the whole story. Of course when the actual product is revealed it won't be as bad as we fear, but how will they connect with mainstream buyers now ? (No pun intended !) It is clear that JLR are drawing a line under everything "Old Jag" and ICE... the main question is how will they continue to support recent cars and customers while things "transition". Hopefully the dealer network will show good faith but I suspect a lot of new independent specialists will emerge. Clearly there aren't enough 40 / 50 / 60 / 70 somethings to still buy their cars like the XE, XF, XJ and F-Type so they tried with the F-Pace etc but as you say it makes more sense to use the "Land Rover" sub-brands for that. They have enough on their plate sorting out numerous customer issues with those (like terrible Ingenium engine issues), so why struggle on with Jaguar as was being a burden? There was of course meant to be an electric XJ but that was suddenly pulled by senior management a couple of years ago. Bear in mind all the ups and downs of the MG brand since its demise with British Leyland in 1980... who would imagine the presence it now has after the latest Chinese owners gave up on assembling the fun little MG3 in Longbridge and demolished the whole place ?
Adam I am so disappointed with what they have done by deleting the Jaguar logo and leaper Armstrong gave William Lyons the Jaguar name for ever with no strings as Armstrong Sidderly own the Jaguar name I did not expect to be losing that legacy and what will happen to the Jaguar Heritage Museum I believe sales fell off here because you cannot find Jaguar dealerships and I don't think an all electric Jag will be popular as they prefer hybrids I think Jaguar will be gone in a couple of years that's my take on this Adam best regards Andy Allen.
Jaguar has very simply in business terms, lost sight of its target market. Jaguar has long been known as a luxury car brand, with leather and wood interiors. Quiet, but powerful V-12 engines that were never fuel efficient but rather lovely to drive. Their body styles (until the Ford thing that I won't mention) were "the blending of art with machine". Granted, you either needed to be a mechanic, or VERY good friends with a mechanic to own one, but to drive one is just an experience in itself. I have four. Thanks to this channel, I will continue to maintain and drive mine. I will never buy an electric Jag. They lost touch with their target market years ago. If they are now looking to sell to younger, woke people, then maybe their ad campaign will pay off. I think though, the brand won't survive this. Didn't the launch of the X-Type teach them anything? BTW, if you are a Jag executive reading this; I would love to come and save your brand!
I did a last Jaguar Castle Bromwich factory tour this year. Much spoken about the unknown. We all wanted Jaguar to continue. Wild theories…does Tata really only want Land Rover to succeed, who were making millions and will be mostly built outside of the UK and to let Jaguar/JaGUar ‘go down the pan’ deliberately or off-load it by their wrong pathway ! I have a vision of an UK consortium buying them out later and going back to Jaguar basics, but still with an ICE, EV/Hydrogen option (petrol/gas is really not dead yet). Very woke-trendy…but perhaps the modern Jaguar EV owners from 2026 might be demanding reparations like after WW2, for having a hard time suffering with those lovely old sleek Jaguar lines or those iconic XK and V12 engines! Oh..as for that new Jaguar roundel motif …what the ???? I do like the fact it looks Art Deco though...oh dear!...something from the past, so once they realise they will change that! My own opinion and of course, I run a 6.0 V12 XJS beauty, later to be fitted with 5 speed manual gearbox. Yes …I know I'm a dinosaur, so no December 2nd EV Jag beauty would ever work for me, sorry. Good luck to them...its on their heads.
Once that China is producing these cars it has taken a hit in my opinion . I am not going to convert to electric cars . The history and class and status symbol is what drew me to Jaguar . I love the leaper plus the growler . To many car manufactures have gone to only SUV's . I like coupes and saloons .
Nobody will love Jaguar 70 years from now because of 2024's woke ideology. It will kill Jaguar very quickly. Today we love Jaguar because of what happened around 70 years ago. XK Jaguars, C-Types, D-Types, E-Types, Le Mans, Dewis, Lyons, Hassan, Bailey, Hawthorn, Moss, Hamilton, etc, etc. Mk1 to Mk10 saloons. XJ saloons. These are just some of the men and machines that created the legend. Now they want to destroy the heritage in an instant. Shameful really. And by the way Jaguar, we don't want EV's and we won't buy them, rebranded or not.
It's a very sad proposition to see a storied and important marque like Jaguar commit suicide. They've antagonized their traditional base, fully alientated those who were ambivalent, and partronized their supposed new customer sector by portraying them as clownish, superficial and obtuse. I've already got friends who drive older Jags (as I myself do) who are thinking of selling because it's embarrasing to be seen in one. Well, at least there will be a lot of good, used ones on the market soon. And cheap too. Way to go JaGUar!
Sadly the old Jaguar we like has been on a death spiral for at least 20 years. Customers did not want old man’s retro cars in the 2000s nor less good bmw clones in the 2010s. They need to do something different, they have no cars to sell until 2026. I’m looking forward to seeing the concept and the final car. A lot of the anti-woke criticism is really silly, the ad was about getting talked about and to engage new customers. I can’t see a future in an electric version of the recent xj as the ice version bombed. Jaguar’s only recent profitable model was the f pace, and who honestly would buy that over the Range Rover equivalent.
This is actually a pretty fair assessment. The final XJ did grow on me over the years and felt like an appropriate iteration of the brand, but you are correct that it was never a sales success. Anti-woke, whatever, the rebrand itself feels "silly". The other major dilemma now is that they appear to lean into the electric car market in a time of correction back to ICE/Hybrid. Perhaps not unlike when they leaned into V12s after the gas crunch. Somehow JLR found the right formula with Land Rover and that's even with some of the least reliable cars on the planet.
I can only assume it’s a joke to get our attention and get people talking. There’s not one single comment on any social media that is supportive of this and I can’t for the life of me believe even the worse advertising company in the world could develop an ad campaign that had 100% opposition. It’s somewhat clever though if an ad campaign can get 100% of people talking negatively and then prank everyone with a follow up that completely turns this on its head.
Before all this kicked off, it was interesting to hear the American view of Jaguar as a brand from Jay and Donald yesterday, discussing the XK-E. They had a poor reputation for reliability even in the 60's when they were still an independent company. Before the BMC takeover in '66 and the union troubles in the 70's made matters worse.
well, guess i don't really care...have zero interest in any Jaguar after the XJ series. Was riding around with a friend and he said, 'look at that Jag!'...i said 'where?', cause when he pointed it out it looked like a toyota.
I'm with you, I have very little interest in new autos nowadays apart from nerding out on EV engineering and its rapid development. In my mind Jaguar are from an era and culture long gone - much appreciated but I'm not sooking when things move on, even if I don't understand it.
I was baffled by the new ad, like most of the rest of the planet. The "new direction" is to appeal to millennials with lots of money and a fashion sense. This is completely misguided, IMHO, because car ownership among millennials is regarded as something optional. They can uber or lyft to wherever they want to go. In large cities, they can also car share. They need feel the need to own an impressive car, in general. Jaguars have always been fashionable cars. Look at how many ads, even today, contain a Jaguar convertible! But, Jaguar lost its way. How could they hold the F type for 15 years after the initial show car display resulted in rave reviews and the cover of every car magazine in the world? They then created a new "design direction" that made their cars look like EVERY OTHER CAR ON THE PLANET. Why would I buy a Jaguar F-Pace when it looks like a Toyota SUV? Why couldn't they have created something new and wonderful that isn't entirely anonymous? Sad to say, the same thing has happened to Range Rover. The current Range Rover line looks like every other SUV on the planet. Heck, they even screwed up the new Defender! Thankfully, Ineos brought out the Grenadier, which is everything the new Defender should have been. The management under Tata has lost its way. They're trying to be Tesla, and that just doesn't work for a company that relies upon its heritage (Racing and style for Jaguar, utility for Range Rover). When they hired Chris Bangle, I could see the future wasn't bright...
Good comment, the brains trust have probably decided to bet on more growth in the emerging affluent generation than they can get in their legacy (old) generation who dislike EV tech anyway.
Adam, I’m very upset by this bloody travesty. This video made me sad because you, my friend, looked so sad. Like someone just kicked your puppy in the head. I love this brand very much, just as you do. It’s part of my identity, as it is for you. Unfortunately, this is not a new experience for me. As an American, I’ve had a lot of my personal identity ripped from my soul over the last 10 years. I had been a Republican based in the ideals of Ronald Reagan for my entire life, worked in politics, became a lawyer based on my personal belief in liberal, democratic values (small ‘l,’ small ’d’) and lived those beliefs my entire life. Then Donald Trump came in and washed that all away in the span of less than 5 years. Almost all my political heroes have lost their elections over the last 32 years. Living in California the last 30 years has been like an earnest person living inside that g-d Jaguar ad every day as a living hell. One disappointment after another. But we have to live the lives we know are right in order to set an example for our children. Like a remnant for the future to use as a template, showing them how to live. Because we know what works. And we will keep these cars and their proud heritage alive no matter what those bastards do to the current company. Stay tough, my friend.
Have you seen the new woke jaguar ad? As an Ipace owner, a straight guy living in one of the gayest towns in CA, Palm Springs. who is jaGuar iaiming this at. They are going ultra niche, the rich liberal elites. The CEO, DEI, ESG, WEF, woke people who have many large modern homes each with a rolls, Bentley or Porche taycon, lucidd air dream. Or some other very expensive car in the driveway. They are business owners, real estate tycoon’s, brand leaders. They are gay and very connected to each other. They party together. They network like women do. There is a market for an upscale queer brand as long as it’s on par with Rolls Royce. You cannot make a profit on many evs sold at gas car prices. But a limited edition super car? They can charge at home. It’s probably gonna have 400 miles range. I think this will be as successful as apple was going upscale with computers. Everyone knows it’s a gay brand. Nobody cares. The people who can afford it, buy it. But this is also a middle finger to anyone who cares about jaguars British tradition. They aren’t debuting this in England. And it’s no longer a masculine brand. This is for the people running the hunger games and squid games. They put masks on us so we don’t breathe on them. Never forget. They are the elites. This car will have room for many kids… not their kids. Wow that went dark fast! LOL!
Jag is going to be bankrupt in a year or two. They are going to all electric next year and consumers are going away from EVs due to the high leasing costs, low resale costs and high battery costs. Jag haven’t got an alternative small ICE and they’re not going to be competitive in the EV market. Unfortunately the start of the end for Jag.
Well you are now one of the 99.9% of the world including me that the Jag boss thinks are vile bigots, I also think they have ruined the company and will not survive anymore, I will not even but one now, RIP Jaguar.
Everyone is talking about Jaguar, that’s the aim, they are going to be missing from the market for a little while. They are presenting the new cars ( which are amazing ) shortly . The history of jaguar is great, but there won’t be any Jag with ICE, they are moving on
I share your pain. Remember, this is not a car ad, it’s a political statement.
I was about to post almost exactly the same comment. It is all so sad. I am now going out to the garage to comfort my MK2 .....
The new badge looks like the snap button on a cheap ladies' handbag being sold at Wal Mart.
It’s the end of Jaguar
I Have been a petrolhead for 40 years now, and a Jaguar enthusiast since 1989. This is the first Jaguar commercial I have seen, and has nothing to do with me or what I think about a car or a brand. It was when Jaguar launched estate cars and diesel engines my heart was broken. I have two Jaguars in my garage at home, one with a V8 and 400hp, the other one is electric and has 400hp. Love them both.
Firstly well done for broaching this subject. Secondly I have a small business that has traditionally worked mostly on JLR projects. What they have been doing with Jaguar over the last few years has combined with Covid nearly bankrupted my business. Cancelling projects [J Pace and the XJ EV) has starved my business of work. If these projects had gone ahead as they should have done then the last few years would have been much better for us. In my opinion Jaguar needed new models. Instead we have the fire break as they call it. At the moment you can’t buy a new a Jaguar in the UK even if you want one, madness. Now let’s compare and contrast this to what Volvo have done, basically hedged their bets, kept the ICE cars, added some Volvo EV’s and started a complete new brand Polestar to deal exclusively with the EV headache. A very sensible approach if you ask me. Do we see BMW or Mercedes reinventing themselves to deal with the change to EV’s no we don’t. If this doesn’t work we will lose Jaguar and I will lose my business. No pressure then. You were on the mark with your comments regarding Range Rover. RR is the cash cow of JLR. Without it there would be no Jaguar or for that matter JLR in its entirety.
Jaguar should be building something like the reimaged TWR Supercat. Jaguar has always had a sports car.
The same applies for Alfa Romeo another brand I love. Keep doing what you do and love to do, the future for our brand will be difficult...
I love Alfa Romeo deeply as well and I agree. So sad what Alfa Romeo has become. We'll just go on with the classic ones forever then.
Now think about my pain…
I have only 2 cars, a ‘71 XJ6 and a ‘72 giulia Bertone.
Two of my favourite Classic car brands flushed away… 🤦🏻♂️
The only way to raise Jaguar from the dead will be a new ad campaign featuring Jeremy Clarkson driving a new Jaguar full of beautiful women and then pulling up to the cameraman and saying in his famous Clarkson voice: "It's a Jaaaag!"
Yep. That'll appeal to the 70 year olds. Everywhere I look, I see older men waffling about the 50's. It's over and no one is stopping you buying a classic Jag. When they do, then we can moan.
❤❤❤❤❤❤❤
They are deliberately trying to be controversial - there no such thing as bad publicity. If people are talking about it, be it good or bad then they are winning, and now people are hungry to see the next installment / vehicle release.
The advertisements are not designed for us. We have bought our Jaguars, we love the history and everything about them which we will preserve.
New advertisements and re-branding are looking for new car sales. Realistically, how many of us are going to go out and buy a new Jaguar to park alongside our old ones - probably not a lot.
Jaguar would have paid a lot of money for all of this, but it just may cost them everything. I guess we will just have to wait and see.
I share your pain too.
I love jag until de early 00’s.
This car ad is absolutely non sense.
My ‘71 XJ6 is crying…
The CEO needs to be dismissed, without his shares and bonuses, he’s f…up big time.
The new CEO has made himself clear during a presentation; he is more interested in woke ideas that have nothing to do with Jaguar’s heritage and their customers. I have been owning Jaguars for many years but their recent commercial does not give me goosebumps and long for buying a Jaguar. As a gay man myself I am all for diversity, but using it to sell Jaguar cars in this way is totally missing the point (for any brand!).
What you say makes a lot of sense, but jaguar has always been the everyman’s sports car. That is woke in a way.
Here at the Jaguar Club Barcelona we are asking ourselves your very same exact questions.
We are Jaguar fanatics that do not want Jaguar to fail, but we have to admint that Jaguar has become a niche brand like Porsche or Ferrari but without their resources. Jaguar has made a big effort launching new and modern sports cars in order to attract new customers who usually bought BMW, but the success has been limited despite being great cars.
But I want to give them the benefit of the doubt. Many of the legendary and venerable classic Jaguars that we love so much today were in their time an example of modernity way ahead of their time, and some of them received fierce criticism when launched. The XJS that I proudly own is a good example of misunderstood car in the beginning that ended up being a great success.
I wish Jaguar the best, because if theiy fail this time, I am afraid it will be the end of the brand.
Jaguar made race winning engines that you could buy for your daily driver. Not engines that won hundred mile races or 500 mile races, but 24 hour 2400+ mile races. LeMans, Bathhurst, and even the last "real" Canonball Baker Memorial Trophy Dash was won by and BLM built XJS! Jaguar's quality issues were more related to British political issues and bureaucrats for managers than design short comings. They were never Britain's answer to Mercedes or Toyota, but they age well. Or did. The old guard has left. I wonder how many of the current management have owned the previous generations of cars. I don't know where this rant is going, I just know that, whether EV or ICE, I don't like where I see Jaguar going as a company. Thanks always for sharing your thoughts Adam.
Adam, I am also hopeful that the car reveal at the Miami Art Show on Dec 2, 2024 will redeem their rebrand approach.
The 800 lbs gorilla in the room is not the rebrand ad, rather it is the declining sales over the past 7 years and financial losses.
Jaguar had to do something drastic, like a bleeding patient crawling into an Emergency Room screaming for help.
And good to hear that Harry likes the car… that is great news, as he is an exceptional automotive guru.
This situation was brought about by brand neglect and the decision 5 years ago to go “all electric,” which was a huge mistake. They handed the brand a death sentence years ago. The ad was just a humiliating death blow.
Jaguar was on its way out long before this dropped. The authentic Jaguar experience and heritage died some time ago. If Jaguar is going to make a comeback it needs to be owned and run by its original countrymen. They should be the ones who still understand what Sir Lyons originally wanted the marque to stand for. From an American who wants to Make Jaguar British again.🇬🇧
Well said!
Hi Adam. Do you blame the company or blame the publicity ? The bottom line it's been approved by management. Frankly , unless the remedial work is successful , it really will be the end of a legend. Adam , we share the same sentiments but l've been a Jaguar lover since my late uncle took me out in his new "e" type as a 9 year old in 1962 !!!! I think l've told you l served my panelbeater apprenticeship at Torquay's premier Jaguar dealer in 1970 and have worked on these fabulous cars ever since . l'm currently restoring my '66 2+2 Thankyou Adam
Greetings from Ferntree gully Australia. I see the pain and concern in your face and voice. I agree with everything you said.
When you expect nuts and bolts, then get nuts and dolts.
Tata never understood Jaguar's position in the market prior to their purchase. This re-brand seems like Tata trying to climb up market and compete against higher end luxury marques like Bentley. These types of moves should be reserved for new brands, not destroying historical ones.
Lets wait and see. I prefer old Jags. I own a series 3 xj6 and a MK1v. EV's are not my thing. I personally enjoy the leaper.
RIP Grace, Space & Pace😢
I agree, they are now Disgraced, Misplaced and Defaced.
Yes Adam I agree it a very strange and hard to understand what is going on and why? Jaguar is such an iconic brand. Known world wide. Few car manufacturers have got the incredible history that Jaguar have. Lets hope the decision makers at Jaguar listen to what Jaguar enthusiasts and those of us that love the brand are saying. I think if they proceed down this path they will KILL the Jaguar brand.
Don't worry about it . I wouldn't buy a modern Jag even if I had millions of pounds . Just enjoy the classics . They stopping production of all petrol engined vehicles anyway. Its all EVs . Its a whole New World. Not better . Just New .
Worse.
Some publicity is better than no publicity !
30 degrees over here Adam
That does sound nice!
I think your audience is in tune with your opinion / view, about cars vs evs, what Jag could be and how it should appeal. To be fair, the current line up is not selling and to keep alive they need some change, it irks us that they completely broke with tradition, a nod or two to what is dear to us would have been better, but we are not buying the new cars to keep them afloat, they have to find a clientele and sell cars. In the shots you can see the jaguar still, and the fact they didn’t go the suv route for the rebirth is nice I think, as you highlighted, problem will probably the price point, going away from the extraordinary value for money you used to get from jaguar. I do not think they are tailoring their line up for us, neither should they, we are a micro niche going against the main flow.
I sympathize with everyone's comments- I feel the same way about Lotus and the direction they have gone with Geely. While the Emira is lovely, it is expensive, heavy, and not more dynamically good than the Evora. As a classic Lotus fan (I have a 69 Elan), I admire the older cars, embrace the historical significance of them and would love to have a modern Elise if it could be made. But even though I won't be buying an Emira for 100k plus, I want the company to succeed even if I am no longer their target audience. The electric SUV models are another kettle of fish entirely, hard to imagine and not for me. A Lotus-Volvo wagon though would be interesting.....
The new logo looks like a knock off belt buckle for Calvin Kline.
They have Bud Lighted themselves. It’s a shame. I love my 02 VDP and it wafts down the road like you’re floating on a cloud. It is a special experience
Oh I feel the pain. Its not looking good. The glory days of v12's and beautiful design are sadly behind us, but at least we own what are proper Jags.
The Jaguar management have abandoned their history, heritage, brand and the legacy created by Sir William Lyons. First signs of the demise was the last version of the XJ, its awful and ugly. Then, going all EV and now this disgraceful advert, dumping the masco, hideous logo in the most appalling font and style. The company is run by woke lunatics. A strong brand like Jaguar didn't need "reimagining", rebranding or reinventing. The majority of people reject wokeness. As a child, I used to walk to school and passed a showroom with beautiful brand new Jaguar XJ Series 3's and XJS's. In the used showroom were Series 2 XJ's and as a kid growing up with a Jaguar 420 G I yearned for an XJ but family fortunes had takena downturn so we didn't get one until I bought one aged 25. I cannot imagine a yougster being inspired by that advert or a woke EV with no engine and no character. The JLR management need sacking. All they had to do was copy the model used by Land Rover, big engines, beautiful styling and design except for the new Defender which is awful to look at. I own a 1975 XJ6 and a 2001 XJ8, Jaguar's need engines not electric motors.
Grace Space and Pace replaced wirh Lace..poor Sir William Lyons and his team...
Disgraced, Misplaced and Defaced.
100% agree with you Adam.. (Phil)
Firstly the smartarse comment . This has "The Producers" by Mel Brooks written all over it. This hasn't played out yet either, be ready for a possible twist in the tail. The way of the marketing world nowadays is to stir extreme emotions, outrage is easy (congratulations all of us for taking the bait). Two minutes of hate so to speak. The car launch will be the tell, imagine the image of the new-age logo dissolving into the angry cat's head - outrage turns to relief which turns into rekindled love for the brand we all thought was gone. I'm now really interested in the launch where normally I wouldn't give a toss. So far the campaign is working on the likes of me.
These companies get serious government subsidies for this nonsense. That is why they do it.
Yes they replaced the growler with 2 limp sausages in a circle
Let all hope its a well calculated PR stunt.
Grace Jones 1980. When the Jaguar demographic were young adults.
I'm keeping an open mind until I see the cars, but as someone once said...all publicity is good publicity. Like you said, even mainstream new mentioned the brand. When did that last happen?! Fingers crossed.
New Jaguar is not a car brand, it's a life style brand like NIO.
Remember the hybrid CX-75 concept ?
Jaguar doesn't have a car and those hip urban models probably don't drive cars anyway, so the ad is perfect.
I think everything will be fine, and that Jaguar really needed a re-launch. This ad was strange, but I don't take it too seriously. I also think it wasn't meant to be taken seriously. For me, the big reason they need a re-launch is the Jag-Ford V8. Especially the 5.0 and its derived V6. It's junk and it's really time to move away from these engines. At least bring back the AJ6!
RIP jag
I'm a gearhead. I'm also a branding professional and come from a family in the fashion industry. I this were for cosmetics, fashion or a clown themed Burning Man rave, I'd say, "fine." But, this is just weirdly tone deaf for the brand. It looks like a parody about a relaunch of the SNL skit "Sprockets." Tata has killed a storied brand. Whatever it will become, it's not Jaguar.
I wholeheartedly love this brand (the old brand). I currently own a 75 XJ12L, and a 91 XJ40 VDP. What they now are “claiming” to represent is not in line with my worldview. However, this was definitely not done without much thought. People saying their marketing department should be fired, don’t understand marketing in 2024. Negative press can be as much, or more powerful, than positive press. Look at how much attention this has gotten. I don’t agree with their philosophy, but it’s marketing genius. I guarantee you there will be an apology, and a shift in the not too distant future. Then we will all forget what happened, and Jaguar will have accomplished exactly what they intended. Still sad though. 😢😁
Yes, but will it sell cars I think not
@ I believe that still remains to be seen. That appears to be the gamble they took. I think it all depends on whether or not they truly decided to go all electric, and whether or not the car is as good as some are saying.
Wishful thinking😊
@ I wish they still made beauties like my 76. Most gorgeous cat ever made imo.
Reversing this new direction for JaGuar is about as likely as undoing the results of the recent US presidential election, and the new EV lineup from JLR will be the automotive equivalent of RFK in charge of healthcare.
Anyone remember the advertising campaign about 10 years ago with Sir Ben Kingsley, Tom Hiddleston and Mark Strong as British villains? This new attempt at branding is the complete opposite..... awful!!! What have they done? Employed a teenage college student to do their worst?
I can see these characters in a sitcom, where they try to get work in commercials that have nothing to do with the product. 🤣
Well said.
The sigh said it all 😂🙄
Jagaur is a owned and bought by a very narror band of owners and my guess will become an even more band...the narroring of any market is a danderous trend...look at Bud Lite and Harly
it could happen, that the real Jaguar lovers will not follow the rebranding and finally keep their Jaguar community as it is, including all the companies, offering spare parts ans special Jaguar services.
Just think of all the new pretty handbags, vegan chocolate underwear, glitter lipstick and lifestyle dresses by Jaguar.........for men.
Jag seem to have forgotten they sell cars. I honestly thought the ad was a joke when I first saw it. I really don't know what to say. I'm with you on EVs Adam. I don't really get them. They certainly would not fill a need for me.
most car brands that we aspired to own one day are now surviving on past reputations for quality and reliability when the truth is they are overpriced garbage. Jaguar should just bow out gracefully .
I went back here to look at the comments and I'm sick of conservatives crying like babies. Things needs to change and go forward in life.
I’m a huge Jaguar fan and this is dire. If a was a shareholder I would be furious. I have an e type and Xjs I’m currently restoring which are from an era when Jaguar was unashamedly masculine, sporty and classy. The very opposite of what is currently being espoused. Whoever in Jaguar has oversight of this woke farce needs to be removed from their position with immediate effect.
I too am hoping for an awesome car on Dec. 2nd! I feel the downfall of Jaguar began when Ian Callum designed the cars! The styling was mundane! Nothing special! They looked like everything else on the road! When I would ask non-car people the brand of "his" cars, they 99% of the time guessed a domestic USA car! That is really sad! The decling sales under his leadership suggest the lack of interest in the brand!
I really hope this is just a very bad dream, and when I wake up, everything will be as it was before.
Hi Adam, I have to agree that the way this has been done was surely to create the maximum impact and incredulity with the most inappropriate irrelevant nonsense they could provoke old Jaguar fans with.... it could be they are really focusing on some strange transitory demographic for future sales but that's not the whole story.
Of course when the actual product is revealed it won't be as bad as we fear, but how will they connect with mainstream buyers now ? (No pun intended !)
It is clear that JLR are drawing a line under everything "Old Jag" and ICE... the main question is how will they continue to support recent cars and customers while things "transition". Hopefully the dealer network will show good faith but I suspect a lot of new independent specialists will emerge.
Clearly there aren't enough 40 / 50 / 60 / 70 somethings to still buy their cars like the XE, XF, XJ and F-Type so they tried with the F-Pace etc but as you say it makes more sense to use the "Land Rover" sub-brands for that. They have enough on their plate sorting out numerous customer issues with those (like terrible Ingenium engine issues), so why struggle on with Jaguar as was being a burden?
There was of course meant to be an electric XJ but that was suddenly pulled by senior management a couple of years ago.
Bear in mind all the ups and downs of the MG brand since its demise with British Leyland in 1980... who would imagine the presence it now has after the latest Chinese owners gave up on assembling the fun little MG3 in Longbridge and demolished the whole place ?
Adam I am so disappointed with what they have done by deleting the Jaguar logo and leaper Armstrong gave William Lyons the Jaguar name for ever with no strings as Armstrong Sidderly own the Jaguar name I did not expect to be losing that legacy and what will happen to the Jaguar Heritage Museum I believe sales fell off here because you cannot find Jaguar dealerships and I don't think an all electric Jag will be popular as they prefer hybrids I think Jaguar will be gone in a couple of years that's my take on this Adam best regards Andy Allen.
Jaguar has very simply in business terms, lost sight of its target market. Jaguar has long been known as a luxury car brand, with leather and wood interiors. Quiet, but powerful V-12 engines that were never fuel efficient but rather lovely to drive. Their body styles (until the Ford thing that I won't mention) were "the blending of art with machine". Granted, you either needed to be a mechanic, or VERY good friends with a mechanic to own one, but to drive one is just an experience in itself. I have four. Thanks to this channel, I will continue to maintain and drive mine. I will never buy an electric Jag. They lost touch with their target market years ago. If they are now looking to sell to younger, woke people, then maybe their ad campaign will pay off. I think though, the brand won't survive this. Didn't the launch of the X-Type teach them anything? BTW, if you are a Jag executive reading this; I would love to come and save your brand!
I did a last Jaguar Castle Bromwich factory tour this year. Much spoken about the unknown.
We all wanted Jaguar to continue.
Wild theories…does Tata really only want Land Rover to succeed, who were making millions and will be mostly built outside of the UK and to let Jaguar/JaGUar ‘go down the pan’ deliberately or off-load it by their wrong pathway !
I have a vision of an UK consortium buying them out later and going back to Jaguar basics, but still with an ICE, EV/Hydrogen option (petrol/gas is really not dead yet).
Very woke-trendy…but perhaps the modern Jaguar EV owners from 2026 might be demanding reparations like after WW2, for having a hard time suffering with those lovely old sleek Jaguar lines or those iconic XK and V12 engines!
Oh..as for that new Jaguar roundel motif …what the ???? I do like the fact it looks Art Deco though...oh dear!...something from the past, so once they realise they will change that!
My own opinion and of course, I run a 6.0 V12 XJS beauty, later to be fitted with 5 speed manual gearbox.
Yes …I know I'm a dinosaur, so no December 2nd EV Jag beauty would ever work for me, sorry.
Good luck to them...its on their heads.
Once that China is producing these cars it has taken a hit in my opinion . I am not going to convert to electric cars . The history and class and status symbol is what drew me to Jaguar . I love the leaper plus the growler . To many car manufactures have gone to only SUV's . I like coupes and saloons .
Last generation of the XJ is things I would not call it beautiful what other cars look like X308 was the last beautiful Jaguar😊
Nobody will love Jaguar 70 years from now because of 2024's woke ideology. It will kill Jaguar very quickly. Today we love Jaguar because of what happened around 70 years ago. XK Jaguars, C-Types, D-Types, E-Types, Le Mans, Dewis, Lyons, Hassan, Bailey, Hawthorn, Moss, Hamilton, etc, etc. Mk1 to Mk10 saloons. XJ saloons. These are just some of the men and machines that created the legend. Now they want to destroy the heritage in an instant. Shameful really. And by the way Jaguar, we don't want EV's and we won't buy them, rebranded or not.
It's a very sad proposition to see a storied and important marque like Jaguar commit suicide. They've antagonized their traditional base, fully alientated those who were ambivalent, and partronized their supposed new customer sector by portraying them as clownish, superficial and obtuse. I've already got friends who drive older Jags (as I myself do) who are thinking of selling because it's embarrasing to be seen in one. Well, at least there will be a lot of good, used ones on the market soon. And cheap too. Way to go JaGUar!
Jaguar is about a sports car. and luxury cars whats going on as a British man it's a shame.
It's going this way
I think the new logo has the capitals in the middle to remind you to pronounce it Jag-u-ar (jag-you-are). Please lord let the car be good.
Euthenase the brand and the old world models can stay for a while
Wanna bet the marketing genius is in California... that was just wucking fierd... who do they think their customer is? Not that crowd of weirdness...
Apparently Italian.
ITALY, dude. California probably couldn’t come up with anything this crazy.
The end….. nothing more to be said.
I too hope that Jaguar survives this upheaval. I agree with you view. At least there will still be a lot of classic Jags out there to enjoy.
There is an EV elephant in the room at Jaguar clubs world wide and for a while now it has been the end of the world as we know it, so sorry to say
Sadly the old Jaguar we like has been on a death spiral for at least 20 years. Customers did not want old man’s retro cars in the 2000s nor less good bmw clones in the 2010s. They need to do something different, they have no cars to sell until 2026. I’m looking forward to seeing the concept and the final car. A lot of the anti-woke criticism is really silly, the ad was about getting talked about and to engage new customers. I can’t see a future in an electric version of the recent xj as the ice version bombed. Jaguar’s only recent profitable model was the f pace, and who honestly would buy that over the Range Rover equivalent.
This is actually a pretty fair assessment. The final XJ did grow on me over the years and felt like an appropriate iteration of the brand, but you are correct that it was never a sales success. Anti-woke, whatever, the rebrand itself feels "silly". The other major dilemma now is that they appear to lean into the electric car market in a time of correction back to ICE/Hybrid. Perhaps not unlike when they leaned into V12s after the gas crunch. Somehow JLR found the right formula with Land Rover and that's even with some of the least reliable cars on the planet.
its not controversial. Everybody agrees this is the final nail in the coffin.
Bud Light again....... go woke go broke.
What can’t you have the old logo etc . Look what ford has done to the mustang . The new car is awesome
Does this coincide with their proposed move to all electric? If it is then they are shooting themselves in both feet.
The Jaguar rebrand is a hoax.
Attention is everything.
Be ready for a XJ Series III Vanden Plas remake.
But it's electric. 😊
An electric XJ40 would be so cool!
I love a conspiracy theory and if yours turns out to be true it would be a marketing campaign for the history books. Here's hoping!
Hope you are correct.
Come on barbie let's go party 🎉🎉❤❤💐
It’s delete masculinity
I can only assume it’s a joke to get our attention and get people talking. There’s not one single comment on any social media that is supportive of this and I can’t for the life of me believe even the worse advertising company in the world could develop an ad campaign that had 100% opposition. It’s somewhat clever though if an ad campaign can get 100% of people talking negatively and then prank everyone with a follow up that completely turns this on its head.
Before all this kicked off, it was interesting to hear the American view of Jaguar as a brand from Jay and Donald yesterday, discussing the XK-E. They had a poor reputation for reliability even in the 60's when they were still an independent company. Before the BMC takeover in '66 and the union troubles in the 70's made matters worse.
I just want to see actual cars, not dance performances.
Agreed
well, guess i don't really care...have zero interest in any Jaguar after the XJ series. Was riding around with a friend and he said, 'look at that Jag!'...i said 'where?', cause when he pointed it out it looked like a toyota.
counterpoint... XJ and prior are among my most favorite cars *ever*...its why i enjoy this channel so much
I'm with you, I have very little interest in new autos nowadays apart from nerding out on EV engineering and its rapid development. In my mind Jaguar are from an era and culture long gone - much appreciated but I'm not sooking when things move on, even if I don't understand it.
No, it's Not. It is a new beginning!
The Jag video is brand suicide in 30 seconds.
I was baffled by the new ad, like most of the rest of the planet. The "new direction" is to appeal to millennials with lots of money and a fashion sense. This is completely misguided, IMHO, because car ownership among millennials is regarded as something optional. They can uber or lyft to wherever they want to go. In large cities, they can also car share. They need feel the need to own an impressive car, in general. Jaguars have always been fashionable cars. Look at how many ads, even today, contain a Jaguar convertible! But, Jaguar lost its way. How could they hold the F type for 15 years after the initial show car display resulted in rave reviews and the cover of every car magazine in the world? They then created a new "design direction" that made their cars look like EVERY OTHER CAR ON THE PLANET. Why would I buy a Jaguar F-Pace when it looks like a Toyota SUV? Why couldn't they have created something new and wonderful that isn't entirely anonymous? Sad to say, the same thing has happened to Range Rover. The current Range Rover line looks like every other SUV on the planet. Heck, they even screwed up the new Defender! Thankfully, Ineos brought out the Grenadier, which is everything the new Defender should have been. The management under Tata has lost its way. They're trying to be Tesla, and that just doesn't work for a company that relies upon its heritage (Racing and style for Jaguar, utility for Range Rover). When they hired Chris Bangle, I could see the future wasn't bright...
Good comment, the brains trust have probably decided to bet on more growth in the emerging affluent generation than they can get in their legacy (old) generation who dislike EV tech anyway.
Adam, I’m very upset by this bloody travesty. This video made me sad because you, my friend, looked so sad. Like someone just kicked your puppy in the head. I love this brand very much, just as you do. It’s part of my identity, as it is for you. Unfortunately, this is not a new experience for me. As an American, I’ve had a lot of my personal identity ripped from my soul over the last 10 years. I had been a Republican based in the ideals of Ronald Reagan for my entire life, worked in politics, became a lawyer based on my personal belief in liberal, democratic values (small ‘l,’ small ’d’) and lived those beliefs my entire life. Then Donald Trump came in and washed that all away in the span of less than 5 years. Almost all my political heroes have lost their elections over the last 32 years. Living in California the last 30 years has been like an earnest person living inside that g-d Jaguar ad every day as a living hell. One disappointment after another. But we have to live the lives we know are right in order to set an example for our children. Like a remnant for the future to use as a template, showing them how to live. Because we know what works. And we will keep these cars and their proud heritage alive no matter what those bastards do to the current company. Stay tough, my friend.
Sorry you have to live the upside down inside out horror of Crazy California every day.
Have you seen the new woke jaguar ad? As an Ipace owner, a straight guy living in one of the gayest towns in CA, Palm Springs. who is jaGuar iaiming this at. They are going ultra niche, the rich liberal elites. The CEO, DEI, ESG, WEF, woke people who have many large modern homes each with a rolls, Bentley or Porche taycon, lucidd air dream. Or some other very expensive car in the driveway. They are business owners, real estate tycoon’s, brand leaders. They are gay and very connected to each other. They party together. They network like women do. There is a market for an upscale queer brand as long as it’s on par with Rolls Royce. You cannot make a profit on many evs sold at gas car prices. But a limited edition super car? They can charge at home. It’s probably gonna have 400 miles range. I think this will be as successful as apple was going upscale with computers. Everyone knows it’s a gay brand. Nobody cares. The people who can afford it, buy it. But this is also a middle finger to anyone who cares about jaguars British tradition. They aren’t debuting this in England. And it’s no longer a masculine brand. This is for the people running the hunger games and squid games. They put masks on us so we don’t breathe on them. Never forget. They are the elites. This car will have room for many kids… not their kids. Wow that went dark fast! LOL!
I guess that's the end of sales in Dubai. This ad must be Haram for Islam.
Jaguar certainly did not target their purchasing population with that add, definitely going woke now....Disappointment.
Jag is going to be bankrupt in a year or two. They are going to all electric next year and consumers are going away from EVs due to the high leasing costs, low resale costs and high battery costs. Jag haven’t got an alternative small ICE and they’re not going to be competitive in the EV market. Unfortunately the start of the end for Jag.
👍🇦🇺
Well you are now one of the 99.9% of the world including me that the Jag boss thinks are vile bigots, I also think they have ruined the company and will not survive anymore, I will not even but one now, RIP Jaguar.
Everyone is talking about Jaguar, that’s the aim, they are going to be missing from the market for a little while. They are presenting the new cars ( which are amazing ) shortly . The history of jaguar is great, but there won’t be any Jag with ICE, they are moving on
ridiculous
They've openly admitted to employing people based on diversity. I'm sure these people will be the best engineers available.