I'm a man in his early thirties. Not a 67 year old car purist. The problem with this ad is that it thinks it's revolutionary when it isn't. It looks like every woke (for want of a bettter word) rebrand from the past 5 years, and Jaguar are late to the party. Imagine you were a woman over 40, and all the products aimed at you were being marketed like they were supposed to appeal to 14 year old boys. You would probably ask why. And if the company just said "Shut up. You must be some old spinster who hates kids", you'd never buy their products again.
They're 'wokifying' just when everyone else is going off it, you really have to wonder what goes through the minds of people in boardrooms / marketing agencies
Well said. It’s like a teenager thinking they’re unique when all other teenagers are being unique in the same way. It’s boring by this point. Ironically an edgy ad now would be to be anti-woke.
You are on to something. This ad is for posh ladies who instantly recognize the ad language from upscale make up ads... This will be a rebranding for the coming handbags on four wheels.
@@gambanteinodal1246 Rich UK Karens with high class problems and a pathological need to virtue signal are a whole market unto themselves, and it is them the ad is for. I suspect they dumped it on the general public in full knowledge it would get a strong, visceral reaction simply in order to spread the ad. Their deliberate provocation for rage clicks is as cynical as it is amoral.
nothing about this rebranding is revolutionary. i don't think i've ever seen anything so conformist. its not creative. its dictated to from the doctrine.
The new Jaguar video is, quite frankly, a colossal misstep for the brand. As a marque synonymous with elegance, innovation, and timeless appeal, one would expect their marketing to reflect the same level of sophistication. Instead, this video feels like a confused, poorly executed attempt at trying to appear trendy without any substance behind it. The production quality, while technically polished, lacks soul. It’s as though the creators threw together a series of flashy visuals without any cohesive narrative to tie them together. The result is an empty spectacle that tells us nothing about what makes Jaguar special. The pacing is erratic, the soundtrack feels out of sync with the brand’s image, and the dialogue (if you can call it that) is cringe-inducing. But the biggest offense is how little respect it shows for Jaguar’s heritage. Instead of celebrating the legacy of performance and craftsmanship that built its reputation, the video seems more interested in chasing superficial trends. It’s alienating for loyal fans and unconvincing for new audiences. This video feels like a betrayal of everything Jaguar stands for. It’s a stark reminder that even the most prestigious brands can lose their way if they fail to understand their core identity.
You’ve hit the nail on the head. I would never buy a Jag or Land Rover because I demand dependable reliability. But I’d love to own a Jaguar or Land Rover. I love the new Defender. This feels like a Swiss watch maker rebranding to make luxury plastic digital timepieces.
Turning to the owner of the hideous electric Mustang travesty on a question of aesthetic taste was always a non starter. Jaguar had a superb image - with bland products (XJ and XR excepted). They didn't sell - so.... They decided to trash their image. Go figure.
@@offshoretomorrow3346 x type and xf sold well but that generation wanted a bmw or and audi.. repair costs didnt help. older XJ are spot on and cheap enough to keep well.
Some say it's new Indian owner syndrome. I think the video was just butt ugly. Have no idea , why this got released. Also I just made it syndrome for fun.
You're reserving judgement "in the absence of a product"? The whole point is *_THEY_* decided to begin a marketing campaign like this: with no product at all, but pushing this extreme hideousness on us! So judge them based on their marketing which has no product, only extreme degeneracy and in-your-face derangement!
I have a Jag E-Type - I love it! It is beautiful, very British, iconic, and wonderful to drive. I live out in the Cotswolds, not too far from Gaydon. I have friends who work there, and even they do not buy JLR, mostly due to being aware of the numerous faults the cars have. It is strange how they have gone in this direction, which in my opinion is doing what everyone is doing. When, what customers would really value is a bloody good car - that has good design, functionality, and reliability. It is not hard
Why would you spend all that money buying an expensive automotive marque, only to turn it into an EV start up? They binned the branding, the logo, the technology, the back catalogue, the fan base, the reputation ... what exactly were they buying? If I was an investor I would be incandescent with rage.
Either because they need "Clear blue water" between internal combustion Jag and EV Jag, which would probably be a combination of their poor reliability and the "Alfa problem" (An old Italian joke is that when Alfa- Romeo sell you an engine they give you a free car to put it in), so if you take away the Jaguar engine how much of the aura will be left? Or because they are skint and preparing to go to the government for a "Chrysler Europe" * bailout and have spotted that woke tomfoolery gets you Starmer support. * They guilt tripped- ah a Labour government- to stump up for the development money for the Sunbeam hatchback but it did them no good, they ended up being sold to Peugeot for a pound.
What we are seeing here is the fruit of the very thing that William Lyons feared most: Jaguar has become a brand, not a car company. Lyons and his successors, notably the great John Egan, jealously guarded Jaguar's independence from the BMC and then British Leyland mothership. Jaguar may have been a brand, but it wasn't going to be sharing anything with workaday Austins or even Rovers. This independence remained, but was diminished under Ford. Think X-Type sharing components with the Mondeo or S-Type with the Lincoln LS. But then at least the XJ and (Astons notwithstanding) XK were safe. Under Tata, Jaguar is a brand within a brand, a part of the Land Rover colony within the Tata empire. Once a company becomes a brand, the questions "what do we stand for?" and "where are we positioned?" become unavoidable. The Edselification of Jaguar is the inevitable result.
This is a fantastic analysis... Long time Jaguar enthusiast and owner (E type, XK150, etc) mostly vintage stuff. They had too many mis steps before the Tata acquisition, and lost me (and many others) as a long term customer. I am the sheer definition of the car person, but absolutely not a purist (i've owned way north of 100 different cars over the years) I personally don't find the advert too bothersome. Its like an amped up old school Grace Jones music video. But the fundamental problem with Jaguar is their product vision, per your analysis, is the generification of automobile designs as "brand" interpretations, and this is where Jaguar is lost in a sea of car brands. The F type (which I may impulse buy in the spring) was the last interesting almost William Lyons spiritual car they released. Everything else is just generic....
Fair disclosure: never owned a Jag. Had a Triumph Spitfire Mk III and an MBG though, for what it's worth. I think Ford brought a certain reliability and quality that Jag needed, but also diluted the brand by trying to share more parts than they should with Ford's other car lines. Jag seemed to be going to a higher end but common car, like Ford does with it's Lincoln marquee but sporty. I have no idea why Ford sold it. Unprofitable? Needed capital elsewhere? Tata has lots of cash? No idea at all. Just IMHO.
I remember working for a financial services company in the 1980s. Their ad agency suddenly came up with a new campaign based on a vicar on a motorbike. It was announced to us at a big conference in London . The silence from the company audince was deafening! Like fashion trends for skinny female models which originated with designers who preferred young boys, this was a huge mismatch between ad agency people and their target audience. It that what is happening here?
Both Jaguar and Land Rover are so quintessentially British - it is the selling point - but this is devaluing the brand and its roots completely. If they really want to go upmarket, then this logo is absolutely wrong. And the same applies to the people presented in the film...
Sutherland is wrong about where much of the hostile noise is coming from. Most is coming from normal people who buy cars and aren't purists so much as they are normal people who are tired of having everything consumed by the same extremist agenda. Jaguar's marketing executive stated explicitly that part of their job was to represent people who don't buy their product. And won't be buying it, especially if it becomes a ridiculously expensive electrice vehicle. Especially when that market is shrinking rapidly and facing cheap ChiCom competition. How wise is that, do you think? And here's Sutherland sneering at car purists. You may look down his nose at the rest of us for not being nudgeable in the desired direction, but the fact is Jaguar's consumer base has just become much more selective.
I agree with Rory about large low-profile tyres. It's very strange to be fitting these to SUVs which aspire to be suitable for some off-road utility use.
I like Rory, but that was pure blather and he knows it. Yes, Rory, it was the car enthusiasts who were horrified by this ad. The whole, lack of car business. What are you talking about? I understand not wanting to go over the top on this one, but then step aside when asked to comment. E-cars range? A distraction. It is quite distracting to have to make long distance every business trip an over night stay. Again, I love Rory, but come on.
I agree, like most of these guys, he is walking a line not upsetting the hand that feeds. It annoy me because i'm in advertising and no one gives their honest opinion, especially on LinkedIn. This is why Advertising sucks at the moment. He says he reserves judgement because of no car but thats very weak. Its as plain as the nose on your face that the JAG campaign sucks.
It looks like a stock advert which was being touted around for a customer as it doesn’t show the customers product just the name of the company which could be added after the concept had been fully developed.
Jaguar needs to recognize and emphasize what sets it apart from other luxury cars: its Britishness. At a time when other EVs are seizing upon minimalist Scandinavian design, the new Jaguar should differentiate itself with burl walnut dashboards containing classic Smiths instruments, Connoly leather interiors with their delicious scent, and Wilton wool carpeting. The sensory appeal of those combined elements will seal the deal, now that the sound of glorious internal combustion engines has disappeared with EV powertrains.
Jaguar might as well experiment...they have stopped making cars and will re-start with new models in 18 months time. Not only are EV sales slowing alarming with Mercedes, VW and BMW closing their EV factories and scaling back but Jaguar want to now sell at the very highest price-point...Given than Jaguar EVS have got a bad reliability history I say "Good Luck" with that. I think Jaguar know they have no chance of selling anything and they want to go out with a bang...
The industry cannot produce a new petrol engine for cars like this, because there is no petrol engine that can deliver the amount of horsepower with the emission targets. So its a new EV or close your production for Jags forever.
most sensible analysis I'vw heard . The brand is like your village pub, use it or lose, You lost it because you didn't buy the car. Now you will not be able to afford one. Watch the launch in Miami, 3rd December
This marketing of Jaguar appeals to young students who work in coffee shops and cannot afford a Jaguar, particularly when they're now going to be targeting the high end luxury buyers, so they're dead in the water.
They took an iconic brand with a special and particular history...and turned it into just another generic "modern" product with nothing distinct or special about it.
While I agree that a Jaguar ad doesn't necessarily need a specific (or any) car, especially given their current transitional status, the ad still needs to be particular to Jaguar as a company. If I watched that ad without the logo at the end and had to guess which company it was for, there are about 500 different companies I would guess before Jaguar. It's like they went shopping at the ad store and just grabbed something off the shelf.
The Ad looks like some kind of future dystopia where all humanity and individuality has been wiped out and replaced by plastic people in bright colors.
Jaguar isn't dumb. They are trying to be profitable. To be profitable you have to be willing to destroy yourself so you can be rebuilt into a bigger entity
The exec class in developing countries and in much of Asia have learned to look for what the people in power want. (Jaguar is Indian-owned.) Then they serve the people in power...because in countries which are not free market democracies that's who you need to follow to get ahead in your career and earnings, instead of customer wishes and market realities.
One things for sure jaguar really needed a rebrand. Their cars were designed to compete with LR, Merc and Volvo, and yet their residual values were appalling, their reliability horrific and they ended up on garage forecourts at 3 years old selling for the same as similarly aged vauxhall insignias. The result of which is that in recent years their brand has plummeting. Personally I’m not a fan of the direction of the rebrand but something had to change. As Rory says the important thing is what the vehicles are like and if they are any good. That’s what really matters!
depending on how it looks, if it follows the tease design that Jaguar released the other day, the Jaguar will likely be radical so it will be interesting to see. But too early to tell right now!
@ Glad you’re optimistic. The silhouette of the test mule doesn’t give me good vibes. But then again neither does the idea of an expensive Jaguar. It’s a crowded market up there and I think they’re going to get murdered.
The only way to raise Jaguar from the dead is to have a new ad featuring Jeremy Clarkson driving the new EV Jaguar full of beautiful women (of various ages) and then pulling up to the cameraman and lowering his window and saying in Clarkson's best voice: "It's a Jaaaag!", followed by the background music's volume welling up with "Rule Britania!"
I suspect Rory may not have heard of "High Class Problems" in which rich people with nothing better to do virtue signal to other rich people about how much they care for the environment, or the poors, or in this case they have made life better for the queers and transes by buying themselves an overly expensive new car. That's who this ad is really for. Jaguar has very cynically baited the general public, who they know full well hate this stuff in their media, in order to give the ad more traction. Literal rage bait.
Three car ads this week. The Jag & Porsche ads were diabolical. The 3min Volvo ad was elite. Truly counter-cultural by sticking to its roots instead of modern claptrap.
I just went on to Jag's site, the cars from the outside look like any other car ie boring. The old Jag E-Type's are iconic, something you can recognize in an instant. They lost what made them iconic 20+ years ago, maybe before I was born. If there not iconic & just as nice to drive as any cheap electronic car, why buy one?
Exactly. It's amazing how dumb these people are. It's like the companies are run by people who actively dislike everything about them. If I was in charge I'd start by pulling out every iconic Jaguard design, then hand them to talented designers and say "take this, and build it into a new car that's retro futuristic and cool.". What's Fiat's most successful car of the last 30 years? The 500, where they did exactly this. The only thing unique about Jaguar is their history, so why jettison their unique selling point?
Well they had to do something...they couldn't just stumble on anymore like they were. The Jaguar that most of us here loved was already sliding into the history books. .... and I love Jaguar, I own a beautiful XK 5.0 convertible. Yes, the teletubbies are awful, and the new Jaguar font is, imo, more pussy than cat. However, I too will reserve judgement until more is known. I am of course, totally rooting for Jaguar. I remember when the manual shift guys were going crazy when manuals were going out. (shift paddles are fine...even faster gear changes actually) All I can say for now is that I don't think any more James Bond villains will be driving Jags. (Note: It will be interesting to see how Bond himself is reinvented.)
I wonder if this ad is just an attention-grabbing red herring, getting people talking about Jaguar, then presenting a new car which is much closer to what people expect of the brand. I think there will be plenty of people who will now watch their model launch than would have without this ad. Having said that, the stakes are higher now.
Are we completely sure this isn't a parody? The Ad seems (suspiciously) just too bad. It's just a generic social justice commercial turned up to 11. As for the logo. Perhaps the capitalised middle letters (G and U), stand for "Got U". The next commercial could be something along the lines of "now we have your attention..."
Almost nobody would want to be seen dead in a Jaguar before this rebranding. Now it's *absolutely* nobody. Tata would do well to sell the brand to the Chinese, they'll know what to do with it.
Jaguar should be the British Porsche - A brand that is luxurious but attainable, where you can buy a decent second hand one in your 30s if you are doing well. And instead we get... This.
If Jaguar are going super high end again sounds like they want to do another XJ220 (which I love). I'm looking forward to see what car they produce especially as the EV market is much more competitive today.
faGuar....the brand has been killed. The question is, how long are Tata prepared to shovel money down this woke pit? My bet is the Brand will last no more than 3 years.
Considering Jag is part of Land Rover it makes sense to shift Jag up into the luxury market to sit above Range Rover as a road focussed high-end brand that can benefit from Range Rover's expertise but compete with the Bentagas and DBXs etc. I dislike the advert to a huge extent, however, I recognise that they are launching in Art Miami next month. After initial caution (distaste is probably more accurate) of the project I'm now rather intrigued to see what emerges. It could be an inspired move if the product is right...
Imagine a HEAVENLY ZOO where classic sports cars go when they finish life here on earth. The BANKRUPT BRANDS Pavilion features a new Jaguar cage - underneath the rusty Studebaker Golden Hawk nest.
The problem with Jaguar is they want to be BMW, they want to charge a premium for luxury cars but mainly for fleet sales, that didn't work and most buyers are well heeled retired blokes (or pub land lords someone once joked) It makes business sense to try to make them Bentley like brand, take the brand higher in quality, low volume high price with a decent profit for the company - Jaguar have done this already by building Brand new E-type race cars and retro fitting V8 into Land Rover Defenders, they know theirs a market for it The problem for Jaguar...............Bentley is cool, its brand and its sales live on its British-ness, same as Aston Martin leaning heavily on 007..........If Jaguar carries on with these design language with pink and strange looking people you'll just put off the whole public, the ultra rich don't want to buy a car which the joe public will laugh and point at In essence that video doesn't seem to sell anything but it also appeal to anyone either, if it does appeal to anyone I highly doubt they'll be able to afford a 100k+ Jaguar
Their potential customers dont see Jaguar as their brand. Its Mercedes, BMW, Audi and Range Rover assuming they want a car. Jaguar are seen as their fathers or even grandfathers car. I like a nice watch but younger people want a smart watch.
First balanced commentary I have come across! I sense the allergic reaction to perception of wokeness is also a childish overreaction. It’s bold, but let’s wait and see the car. Let’s hope they prove everyone wrong with a glorious new product for a new generation.
Peter is fantastic and was only thinking today "I wonder what Peter Sutherland thinks of the Jaguar ad?" So thank you spectator for answering that question. The more this furore has built the more I think that that was exactly the intention of the advert. By the way I think the advert was to steal a phrase "total crap", but I also think that that Jaguar thinks that too. To me it was an elaborate troll to go with a more cliche advert than Beneton was 25 years ago. Well I hope so anyway, because if it was sincere...then they are in big trouble.
I see the parallel of this with Bud light: Bud light marketing director openly stated she wanted the brand to branch out of the core customers demographic and shook off the frat boys imagine. As the result of her marketing campaign Bud light lost a substantial portion of their core customers and failed to capture their new customer demographic. I think Jaguar just Bud Light itself;) Sad!
Infiniti launched with a TV ad campaign that featured nature and tranquil imagery and sound. No car, initially. If Jaguar is playing off that script, this can work, but at this early stage, the whole campaign suggests lightness, modernity and airy atmospherics found in products in cosmetics or fashion. The typeface is clean and sleek, but far from bold or strong. If the cars are good, we can see past the typeface and branding - just look at hyundai. But if the cars are off the mark, good luck. Lotus just announced they're back-tracking to now include PHEVs. I hope Jaguar is sensitive to the realities of the market and can adapt.
They want to move upmarket with prices approaching Bentley levels. It’s a big ask but they weren’t making any money on the cars they were making so drastic measures are required.
Sadly Jaguar has been walking away from it's customer base and it heritage for a long time. I had a Series 2 XJ (thankfully badged as a Daimler so I can now deny ever owning a Jag) When it eventually got written off I looked at the XJ40 and it was a huge disappointment so I switched to BMW (who have also lost the plot somewhat of late) I can't see many people with £100k to splash on a car being willing to be associated with a brand that thinks this is an advert for that brand - it would be like buying a luxury yacht from the teletubbies.
Car company execs can have this for free from someone on 15 quid per hour, look to the past. An electric E-type??? A Chevrolet Corvette C3??? A yellow Ford Anglia with flames up the side etc etc
The biggest example that comes to mind where a major disrupter enters the market once dominated by a single company is the demise of Blackberry when iPhone and the Android arrived wiped them to the floor with them. Jaguar do need to evolve. Terrible advert though and they should not forget their heritage but as observed, it doesn't mean anything yet, we've no new car to judge Jaguar by.
The font in that new logo tells me everything I need to know about the company -- and makes me not at all interested even without the horrible commercial.
We had an E-Pace on a lease. The reason we got it was because my Wife wanted something a bit different from the other generic SUVs which it has with good styling and a lovely interior. Plus I could say "I've got a Jaaaag". Judging by the hideous new image I shudder to think what the new cars will look like. So Jag's off our list.
Electric cars don't have a heart that I can value. They are just soulless machines. Batteries don't have precision moving parts, they're just there.I accept they are probably very reliable vehicles, but they aren't something I can be proud to own. I doubt you'll ever see me polishing one on my drive, and I don't want to risk attracting a bloke in a dress.
This isn’t about criticism by car types. I’m not a car type. This is like Tag Heur stopping production for a year to re tool as a a digital watch company. This rebrand is telling me my masculinity and sophistication and desire for high quality items is copying. It’s suggesting the way a polished titanium component in my hand and the way it feels to me is irrelevant. I’m not emasculated by wearing a pink shirt or telling my wife which heels match her outfit better. As I burn diesel for a living I have no issue driving a fully electric car if it has sound engineering. There is nothing emasculating about an electric car or even a Japanese Kei car. Quite frankly thumping V8’s in a metropolitan residential street is remarkably vulgar.
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I'm a man in his early thirties. Not a 67 year old car purist. The problem with this ad is that it thinks it's revolutionary when it isn't. It looks like every woke (for want of a bettter word) rebrand from the past 5 years, and Jaguar are late to the party. Imagine you were a woman over 40, and all the products aimed at you were being marketed like they were supposed to appeal to 14 year old boys. You would probably ask why. And if the company just said "Shut up. You must be some old spinster who hates kids", you'd never buy their products again.
They're 'wokifying' just when everyone else is going off it, you really have to wonder what goes through the minds of people in boardrooms / marketing agencies
Well said. It’s like a teenager thinking they’re unique when all other teenagers are being unique in the same way. It’s boring by this point. Ironically an edgy ad now would be to be anti-woke.
You are on to something. This ad is for posh ladies who instantly recognize the ad language from upscale make up ads... This will be a rebranding for the coming handbags on four wheels.
I am the 100th person to like your comment.
@@gambanteinodal1246 Rich UK Karens with high class problems and a pathological need to virtue signal are a whole market unto themselves, and it is them the ad is for. I suspect they dumped it on the general public in full knowledge it would get a strong, visceral reaction simply in order to spread the ad.
Their deliberate provocation for rage clicks is as cynical as it is amoral.
nothing about this rebranding is revolutionary. i don't think i've ever seen anything so conformist. its not creative. its dictated to from the doctrine.
Not to mention cynically designed as rage bait.
@@XXXX-yc6wv Correct - and it works a treat - job done - tick
Maybe wait until they actually launch a car before pouring scorn on them? Just a thought.
The new Jaguar video is, quite frankly, a colossal misstep for the brand. As a marque synonymous with elegance, innovation, and timeless appeal, one would expect their marketing to reflect the same level of sophistication. Instead, this video feels like a confused, poorly executed attempt at trying to appear trendy without any substance behind it.
The production quality, while technically polished, lacks soul. It’s as though the creators threw together a series of flashy visuals without any cohesive narrative to tie them together. The result is an empty spectacle that tells us nothing about what makes Jaguar special. The pacing is erratic, the soundtrack feels out of sync with the brand’s image, and the dialogue (if you can call it that) is cringe-inducing.
But the biggest offense is how little respect it shows for Jaguar’s heritage. Instead of celebrating the legacy of performance and craftsmanship that built its reputation, the video seems more interested in chasing superficial trends. It’s alienating for loyal fans and unconvincing for new audiences.
This video feels like a betrayal of everything Jaguar stands for. It’s a stark reminder that even the most prestigious brands can lose their way if they fail to understand their core identity.
It's great.
You’ve hit the nail on the head. I would never buy a Jag or Land Rover because I demand dependable reliability. But I’d love to own a Jaguar or Land Rover. I love the new Defender.
This feels like a Swiss watch maker rebranding to make luxury plastic digital timepieces.
I love Rory, but didn't confront the elephant in the room... which was the actual advert.
It is not done for dog to eat dog, Adland is no exception, if they start eating each other they all lose client confidence.
Turning to the owner of the hideous electric Mustang travesty on a question of aesthetic taste was always a non starter.
Jaguar had a superb image - with bland products (XJ and XR excepted).
They didn't sell - so....
They decided to trash their image.
Go figure.
I'm glad people can see how he avoided the obvious.
@@offshoretomorrow3346 x type and xf sold well but that generation wanted a bmw or and audi.. repair costs didnt help. older XJ are spot on and cheap enough to keep well.
I think they were marketing to a new woke society - the recent election indicates that they may have missed the zeitgeist
@@charlesmoss8119 probably, the ones who are against consumerism and capitalism? 😂
Bud Light... Hold my beer
Why does Jaguar not wish to be associated with Britain?
Some say it's new Indian owner syndrome.
I think the video was just butt ugly.
Have no idea , why this got released.
Also I just made it syndrome for fun.
Because it's run by leftists (and most leftists hate their own country).
Because woke progressives hate British history
Because they are now Indian???
It’s been owned by tata for 20 years
You're reserving judgement "in the absence of a product"? The whole point is *_THEY_* decided to begin a marketing campaign like this: with no product at all, but pushing this extreme hideousness on us!
So judge them based on their marketing which has no product, only extreme degeneracy and in-your-face derangement!
He's reserving judgement because this teaser may be an 'April fool'
@@NickHarman ehhh, you may want to watch their brand director’s speech at the 2024 Attitude Awards.
I think this is what's known in the trade as Brandocide.
The thing not mentioned is the Bud Light moment for Jaguar may the company RIP, and like a lot of the comments and love Rory as well.
I have a Jag E-Type - I love it! It is beautiful, very British, iconic, and wonderful to drive. I live out in the Cotswolds, not too far from Gaydon. I have friends who work there, and even they do not buy JLR, mostly due to being aware of the numerous faults the cars have. It is strange how they have gone in this direction, which in my opinion is doing what everyone is doing. When, what customers would really value is a bloody good car - that has good design, functionality, and reliability. It is not hard
Why would you spend all that money buying an expensive automotive marque, only to turn it into an EV start up? They binned the branding, the logo, the technology, the back catalogue, the fan base, the reputation ... what exactly were they buying? If I was an investor I would be incandescent with rage.
Either because they need "Clear blue water" between internal combustion Jag and EV Jag, which would probably be a combination of their poor reliability and the "Alfa problem" (An old Italian joke is that when Alfa- Romeo sell you an engine they give you a free car to put it in), so if you take away the Jaguar engine how much of the aura will be left? Or because they are skint and preparing to go to the government for a "Chrysler Europe" * bailout and have spotted that woke tomfoolery gets you Starmer support.
* They guilt tripped- ah a Labour government- to stump up for the development money for the Sunbeam hatchback but it did them no good, they ended up being sold to Peugeot for a pound.
What we are seeing here is the fruit of the very thing that William Lyons feared most: Jaguar has become a brand, not a car company. Lyons and his successors, notably the great John Egan, jealously guarded Jaguar's independence from the BMC and then British Leyland mothership. Jaguar may have been a brand, but it wasn't going to be sharing anything with workaday Austins or even Rovers. This independence remained, but was diminished under Ford. Think X-Type sharing components with the Mondeo or S-Type with the Lincoln LS. But then at least the XJ and (Astons notwithstanding) XK were safe. Under Tata, Jaguar is a brand within a brand, a part of the Land Rover colony within the Tata empire. Once a company becomes a brand, the questions "what do we stand for?" and "where are we positioned?" become unavoidable. The Edselification of Jaguar is the inevitable result.
This is a fantastic analysis... Long time Jaguar enthusiast and owner (E type, XK150, etc) mostly vintage stuff. They had too many mis steps before the Tata acquisition, and lost me (and many others) as a long term customer. I am the sheer definition of the car person, but absolutely not a purist (i've owned way north of 100 different cars over the years)
I personally don't find the advert too bothersome. Its like an amped up old school Grace Jones music video. But the fundamental problem with Jaguar is their product vision, per your analysis, is the generification of automobile designs as "brand" interpretations, and this is where Jaguar is lost in a sea of car brands.
The F type (which I may impulse buy in the spring) was the last interesting almost William Lyons spiritual car they released. Everything else is just generic....
Fair disclosure: never owned a Jag. Had a Triumph Spitfire Mk III and an MBG though, for what it's worth.
I think Ford brought a certain reliability and quality that Jag needed, but also diluted the brand by trying to share more parts than they should with Ford's other car lines. Jag seemed to be going to a higher end but common car, like Ford does with it's Lincoln marquee but sporty. I have no idea why Ford sold it. Unprofitable? Needed capital elsewhere? Tata has lots of cash? No idea at all. Just IMHO.
I remember working for a financial services company in the 1980s. Their ad agency suddenly came up with a new campaign based on a vicar on a motorbike. It was announced to us at a big conference in London . The silence from the company audince was deafening! Like fashion trends for skinny female models which originated with designers who preferred young boys, this was a huge mismatch between ad agency people and their target audience. It that what is happening here?
nah they just went full woke and going bankrupt because they missed the memo
Interesting that they didn’t dare to do this until old TwoJags had died !
Both Jaguar and Land Rover are so quintessentially British - it is the selling point - but this is devaluing the brand and its roots completely. If they really want to go upmarket, then this logo is absolutely wrong. And the same applies to the people presented in the film...
There’s a video on TH-cam doing the rounds from jaguars brand manager. It speaks volumes on their direction and explains the ad.
Sutherland is wrong about where much of the hostile noise is coming from. Most is coming from normal people who buy cars and aren't purists so much as they are normal people who are tired of having everything consumed by the same extremist agenda. Jaguar's marketing executive stated explicitly that part of their job was to represent people who don't buy their product. And won't be buying it, especially if it becomes a ridiculously expensive electrice vehicle. Especially when that market is shrinking rapidly and facing cheap ChiCom competition. How wise is that, do you think? And here's Sutherland sneering at car purists. You may look down his nose at the rest of us for not being nudgeable in the desired direction, but the fact is Jaguar's consumer base has just become much more selective.
I agree with Rory about large low-profile tyres. It's very strange to be fitting these to SUVs which aspire to be suitable for some off-road utility use.
@@andrewsdavidson they're also less efficient, to add to the list of negatives
Toyotas are the real rural working 4x4s
I would say this is Jaguars Bud Light moment. The ad and re-brand is truly awful.
They missed the moment. Peak woke was 15 minutes ago.
Mark safe from buying a Jaguar.
I like Rory, but that was pure blather and he knows it. Yes, Rory, it was the car enthusiasts who were horrified by this ad. The whole, lack of car business. What are you talking about? I understand not wanting to go over the top on this one, but then step aside when asked to comment. E-cars range? A distraction. It is quite distracting to have to make long distance every business trip an over night stay. Again, I love Rory, but come on.
I agree, like most of these guys, he is walking a line not upsetting the hand that feeds. It annoy me because i'm in advertising and no one gives their honest opinion, especially on LinkedIn. This is why Advertising sucks at the moment. He says he reserves judgement because of no car but thats very weak. Its as plain as the nose on your face that the JAG campaign sucks.
Who do Jaguar think they appeal to?
Double university income couples that fine Tesla boring and mundane ! Not 100% sure not into this subculture.
It looks like a stock advert which was being touted around for a customer as it doesn’t show the customers product just the name of the company which could be added after the concept had been fully developed.
Think teaser, think April Fool.
Jaguar IS NOT in the Bently band level, never was, never will be! Fire the Jaguar marketing VP and CEO!
Indeed, I might have been able to afford a new xf, I definitely can't afford a Bentley.
So I'm just one example
Jaguar needs to recognize and emphasize what sets it apart from other luxury cars: its Britishness. At a time when other EVs are seizing upon minimalist Scandinavian design, the new Jaguar should differentiate itself with burl walnut dashboards containing classic Smiths instruments, Connoly leather interiors with their delicious scent, and Wilton wool carpeting. The sensory appeal of those combined elements will seal the deal, now that the sound of glorious internal combustion engines has disappeared with EV powertrains.
Jaguar might as well experiment...they have stopped making cars and will re-start with new models in 18 months time. Not only are EV sales slowing alarming with Mercedes, VW and BMW closing their EV factories and scaling back but Jaguar want to now sell at the very highest price-point...Given than Jaguar EVS have got a bad reliability history I say "Good Luck" with that. I think Jaguar know they have no chance of selling anything and they want to go out with a bang...
The industry cannot produce a new petrol engine for cars like this, because there is no petrol engine that can deliver the amount of horsepower with the emission targets. So its a new EV or close your production for Jags forever.
most sensible analysis I'vw heard . The brand is like your village pub, use it or lose, You lost it because you didn't buy the car. Now you will not be able to afford one. Watch the launch in Miami, 3rd December
The ad looks like something from a camp 1970's Sci Fi series - Blakes 7, Space 1999 or indeed Buck Rogers in the 25th century...
This marketing of Jaguar appeals to young students who work in coffee shops and cannot afford a Jaguar, particularly when they're now going to be targeting the high end luxury buyers, so they're dead in the water.
They took an iconic brand with a special and particular history...and turned it into just another generic "modern" product with nothing distinct or special about it.
While I agree that a Jaguar ad doesn't necessarily need a specific (or any) car, especially given their current transitional status, the ad still needs to be particular to Jaguar as a company. If I watched that ad without the logo at the end and had to guess which company it was for, there are about 500 different companies I would guess before Jaguar. It's like they went shopping at the ad store and just grabbed something off the shelf.
How To Destroy A Brand Image
Plot Twist: The branding chief is actually an employee of BMW
MG's are selling quite well in England and they have absolutely nothing in common with the old english brand, except for the badge.
The Ad looks like some kind of future dystopia where all humanity and individuality has been wiped out and replaced by plastic people in bright colors.
There are many people who aren't car enthusiasts who are outraged at this.
Yes but they are the same people who are outraged at seeing black people on TV
I saw the advert yesterday and my first question was : WDRT? - what does Rory think?
Jaguar isn't dumb. They are trying to be profitable. To be profitable you have to be willing to destroy yourself so you can be rebuilt into a bigger entity
19m of saying nothing.
Hard for him to say anything when, like Kamala, he has no expertise at all...
@@pistonburner6448 How can you possibly say that?
@@heycidskyja4668 Because he has no expertise.
The logo change is okay but the add misses the spot IMO. Great commentary form Rory,always interesting & insightful 😊
Rory nails it. Great to hear a professional explaining why it is wrong to jump to conclusions about an ad unless you understand what is coming next.
Fairly obvious actually, Jag are calling this ad a 'firebreak' after all.
That reminds me.... I must go to a charity shop and buy the first 5 items of Grandads clothing that I see.
The exec class in developing countries and in much of Asia have learned to look for what the people in power want. (Jaguar is Indian-owned.)
Then they serve the people in power...because in countries which are not free market democracies that's who you need to follow to get ahead in your career and earnings, instead of customer wishes and market realities.
A good rebrand would have been a reliable Jaguar
One things for sure jaguar really needed a rebrand. Their cars were designed to compete with LR, Merc and Volvo, and yet their residual values were appalling, their reliability horrific and they ended up on garage forecourts at 3 years old selling for the same as similarly aged vauxhall insignias. The result of which is that in recent years their brand has plummeting.
Personally I’m not a fan of the direction of the rebrand but something had to change. As Rory says the important thing is what the vehicles are like and if they are any good. That’s what really matters!
The ad appeals solely to a demographic who couldn't possibly afford a footwell mat, let alone a high-end (sic) car.
£120k Bentley vs £120k Jaguar. 🤔
What would you buy?
Can you still get new Bentley for 120? I'm too poor to know the prices. 😅
@@ZaLodowyMur No, you certainly can’t.
depending on how it looks, if it follows the tease design that Jaguar released the other day, the Jaguar will likely be radical so it will be interesting to see.
But too early to tell right now!
@ Glad you’re optimistic. The silhouette of the test mule doesn’t give me good vibes. But then again neither does the idea of an expensive Jaguar. It’s a crowded market up there and I think they’re going to get murdered.
The only way to raise Jaguar from the dead is to have a new ad featuring Jeremy Clarkson driving the new EV Jaguar full of beautiful women (of various ages) and then pulling up to the cameraman and lowering his window and saying in Clarkson's best voice: "It's a Jaaaag!", followed by the background music's volume welling up with "Rule Britania!"
I suspect Rory may not have heard of "High Class Problems" in which rich people with nothing better to do virtue signal to other rich people about how much they care for the environment, or the poors, or in this case they have made life better for the queers and transes by buying themselves an overly expensive new car.
That's who this ad is really for. Jaguar has very cynically baited the general public, who they know full well hate this stuff in their media, in order to give the ad more traction. Literal rage bait.
Three car ads this week. The Jag & Porsche ads were diabolical. The 3min Volvo ad was elite. Truly counter-cultural by sticking to its roots instead of modern claptrap.
I just went on to Jag's site, the cars from the outside look like any other car ie boring.
The old Jag E-Type's are iconic, something you can recognize in an instant.
They lost what made them iconic 20+ years ago, maybe before I was born. If there not iconic & just as nice to drive as any cheap electronic car, why buy one?
Although the E type shocked the old guard of the time.
Exactly. It's amazing how dumb these people are. It's like the companies are run by people who actively dislike everything about them. If I was in charge I'd start by pulling out every iconic Jaguard design, then hand them to talented designers and say "take this, and build it into a new car that's retro futuristic and cool.". What's Fiat's most successful car of the last 30 years? The 500, where they did exactly this. The only thing unique about Jaguar is their history, so why jettison their unique selling point?
Porsche can't get rid of Taycans. The ones they have, have halved if not more in value. So i think no matter what they do, it will end in tears.
Exactly. 👍🏻
Well they had to do something...they couldn't just stumble on anymore like they were.
The Jaguar that most of us here loved was already sliding into the history books.
.... and I love Jaguar, I own a beautiful XK 5.0 convertible.
Yes, the teletubbies are awful, and the new Jaguar font is, imo, more pussy than cat.
However, I too will reserve judgement until more is known. I am of course, totally rooting for Jaguar.
I remember when the manual shift guys were going crazy when manuals were going out. (shift paddles are fine...even faster gear changes actually)
All I can say for now is that I don't think any more James Bond villains will be driving Jags. (Note: It will be interesting to see how Bond himself is reinvented.)
Its worked to the extent that everyone, including Rory Sutherland, is talking about JaGUar.
It's a ruse whilst they have nothing to sell.
Those alloys are a nightmare for damage but look so gorgeous...I didn't even know there was a "high performance aspect"
It's like they watched Disney ruin the star wars brand and thought, "How can we do that but with cars?"
I wonder if this ad is just an attention-grabbing red herring, getting people talking about Jaguar, then presenting a new car which is much closer to what people expect of the brand. I think there will be plenty of people who will now watch their model launch than would have without this ad. Having said that, the stakes are higher now.
Are we completely sure this isn't a parody? The Ad seems (suspiciously) just too bad. It's just a generic social justice commercial turned up to 11.
As for the logo. Perhaps the capitalised middle letters (G and U), stand for "Got U". The next commercial could be something along the lines of "now we have your attention..."
I think you may be near the truth. It felt like an elaborate troll. As I said in a previous comment. If it was sincere...they are in real trouble.
Jaguar, as we knew it, really died years ago.. well before this rebirth. I remember selling Jaguars nearly a decade ago and it was beyond dead.
He worries about the loss of the "britishness" of the brand while driving a silent Mustang.
'Product Differentiation' is one of the pillars of marketing for any product. With battery-electric vehicles, this axion has become eroded.
axiom
Almost nobody would want to be seen dead in a Jaguar before this rebranding. Now it's *absolutely* nobody.
Tata would do well to sell the brand to the Chinese, they'll know what to do with it.
"As a car manufacture you should be careful about listening to car people" AKA your customers?
Car people are interested in cars as a hobby. They’re a small % of car buyers, they don’t really represent the market
No, not their customers
As soon as I saw that abysmal ad and checking it was the same company that make cars, I wanted to know Rory’s thoughts.
Jaguar should be the British Porsche - A brand that is luxurious but attainable, where you can buy a decent second hand one in your 30s if you are doing well. And instead we get... This.
If Jaguar are going super high end again sounds like they want to do another XJ220 (which I love).
I'm looking forward to see what car they produce especially as the EV market is much more competitive today.
faGuar....the brand has been killed. The question is, how long are Tata prepared to shovel money down this woke pit?
My bet is the Brand will last no more than 3 years.
Considering Jag is part of Land Rover it makes sense to shift Jag up into the luxury market to sit above Range Rover as a road focussed high-end brand that can benefit from Range Rover's expertise but compete with the Bentagas and DBXs etc.
I dislike the advert to a huge extent, however, I recognise that they are launching in Art Miami next month.
After initial caution (distaste is probably more accurate) of the project I'm now rather intrigued to see what emerges. It could be an inspired move if the product is right...
Imagine a HEAVENLY ZOO where classic sports cars go when they finish life here on earth.
The BANKRUPT BRANDS Pavilion features a new Jaguar cage - underneath the rusty
Studebaker Golden Hawk nest.
The problem with Jaguar is they want to be BMW, they want to charge a premium for luxury cars but mainly for fleet sales, that didn't work and most buyers are well heeled retired blokes (or pub land lords someone once joked)
It makes business sense to try to make them Bentley like brand, take the brand higher in quality, low volume high price with a decent profit for the company - Jaguar have done this already by building Brand new E-type race cars and retro fitting V8 into Land Rover Defenders, they know theirs a market for it
The problem for Jaguar...............Bentley is cool, its brand and its sales live on its British-ness, same as Aston Martin leaning heavily on 007..........If Jaguar carries on with these design language with pink and strange looking people you'll just put off the whole public, the ultra rich don't want to buy a car which the joe public will laugh and point at
In essence that video doesn't seem to sell anything but it also appeal to anyone either, if it does appeal to anyone I highly doubt they'll be able to afford a 100k+ Jaguar
They’ve just done a “Bud Light“! Anyone want my XE?
If it's a good one keep it, modern cars are naff.
The video I've been waiting for...
They've probably given up on the "commodity electric car" market. A reasonable move given the amount of competition.
Their potential customers dont see Jaguar as their brand. Its Mercedes, BMW, Audi and Range Rover assuming they want a car. Jaguar are seen as their fathers or even grandfathers car. I like a nice watch but younger people want a smart watch.
First balanced commentary I have come across! I sense the allergic reaction to perception of wokeness is also a childish overreaction. It’s bold, but let’s wait and see the car. Let’s hope they prove everyone wrong with a glorious new product for a new generation.
Peter is fantastic and was only thinking today "I wonder what Peter Sutherland thinks of the Jaguar ad?" So thank you spectator for answering that question. The more this furore has built the more I think that that was exactly the intention of the advert. By the way I think the advert was to steal a phrase "total crap", but I also think that that Jaguar thinks that too. To me it was an elaborate troll to go with a more cliche advert than Beneton was 25 years ago. Well I hope so anyway, because if it was sincere...then they are in big trouble.
England has abandoned its British roots. Why shouldn't Jaguar?
The Nuburgring ruining modern cars reference was from Captain Slow himself, TV's James May. The current experience of EV reliability is very patchy.
And it was the reason you bought a xf or an xe to avoid.
I see the parallel of this with Bud light:
Bud light marketing director openly stated she wanted the brand to branch out of the core customers demographic and shook off the frat boys imagine. As the result of her marketing campaign Bud light lost a substantial portion of their core customers and failed to capture their new customer demographic.
I think Jaguar just Bud Light itself;)
Sad!
Musical chairs. They simply didn't hear the music stop.
Infiniti launched with a TV ad campaign that featured nature and tranquil imagery and sound. No car, initially. If Jaguar is playing off that script, this can work, but at this early stage, the whole campaign suggests lightness, modernity and airy atmospherics found in products in cosmetics or fashion. The typeface is clean and sleek, but far from bold or strong. If the cars are good, we can see past the typeface and branding - just look at hyundai. But if the cars are off the mark, good luck. Lotus just announced they're back-tracking to now include PHEVs. I hope Jaguar is sensitive to the realities of the market and can adapt.
WTF! What were they thinking?
They want to move upmarket with prices approaching Bentley levels. It’s a big ask but they weren’t making any money on the cars they were making so drastic measures are required.
One hundred percent waffle, just like his columns. Next!
Love to know how much the ad agency got for this.
Sadly Jaguar has been walking away from it's customer base and it heritage for a long time. I had a Series 2 XJ (thankfully badged as a Daimler so I can now deny ever owning a Jag) When it eventually got written off I looked at the XJ40 and it was a huge disappointment so I switched to BMW (who have also lost the plot somewhat of late)
I can't see many people with £100k to splash on a car being willing to be associated with a brand that thinks this is an advert for that brand - it would be like buying a luxury yacht from the teletubbies.
Hooray, letting the guest talk. I feel the end is nigh for jaGuar 😉
As much as I found it a shoddy advertisement. I’ve never heard anyone talk so much about a car advert.
Fantastic discussion
A very smart PR trick from Jaguar. Please see behind the the first image. This is a teaser!!
Quite possibly
Car company execs can have this for free from someone on 15 quid per hour, look to the past. An electric E-type??? A Chevrolet Corvette C3??? A yellow Ford Anglia with flames up the side etc etc
@@davewamma5050 My Dad raced Hot Rods. 1976-1983.
He had a yellow Ford Anglia with red flames up the side. Number 47.
An electric E46 M3 car would shift some units.
The biggest example that comes to mind where a major disrupter enters the market once dominated by a single company is the demise of Blackberry when iPhone and the Android arrived wiped them to the floor with them. Jaguar do need to evolve. Terrible advert though and they should not forget their heritage but as observed, it doesn't mean anything yet, we've no new car to judge Jaguar by.
The font in that new logo tells me everything I need to know about the company -- and makes me not at all interested even without the horrible commercial.
New Jag logo looks like it belongs on a fast fashion cologne bottle.
We had an E-Pace on a lease. The reason we got it was because my Wife wanted something a bit different from the other generic SUVs which it has with good styling and a lovely interior. Plus I could say "I've got a Jaaaag". Judging by the hideous new image I shudder to think what the new cars will look like. So Jag's off our list.
Electric cars don't have a heart that I can value. They are just soulless machines. Batteries don't have precision moving parts, they're just there.I accept they are probably very reliable vehicles, but they aren't something I can be proud to own. I doubt you'll ever see me polishing one on my drive, and I don't want to risk attracting a bloke in a dress.
This isn’t about criticism by car types. I’m not a car type. This is like Tag Heur stopping production for a year to re tool as a a digital watch company.
This rebrand is telling me my masculinity and sophistication and desire for high quality items is copying. It’s suggesting the way a polished titanium component in my hand and the way it feels to me is irrelevant. I’m not emasculated by wearing a pink shirt or telling my wife which heels match her outfit better. As I burn diesel for a living I have no issue driving a fully electric car if it has sound engineering. There is nothing emasculating about an electric car or even a Japanese Kei car. Quite frankly thumping V8’s in a metropolitan residential street is remarkably vulgar.
Well, they've made a big statement on who they believe is their target audience.