@@james.catton I don't think that we can classify, even by the recent confusions of the word, that a company expunging its history in the pursuit of financial success is 'woke', that's the essence of capitalism.
@ do you think jaguars rebrand will lead to financial success? I think their total alienation of their core client base will have the reverse effect. In my mind, wokeness is spouting moral virtue regardless of whether it has financial benefits … that is inherently un-capitalistic, as capitalism promotes meritocracy, wokeness does the opposite
@@james.catton I don't think that there was anything approaching moral virtue about this rebrand. Their marketing department have stated that they're trying to be polarising and that doesn't say 'inclusion' to me. I honestly have no idea if this will be successful. Obviously their situation has become so bad that they're spending the best part of a year without a production model...equally, their past has not been successful and that's unfortunately why British car makers have gone bust or been sold off to production companies in the East. Regarding their core client base, I can't say that changing this has ever had an impact on a manufacturer with mass market aspirations - Land Rover completely priced out their former client base. Not everything is a culture war, this is just a controversial rebrand with a confusing advert and a pink car.
@ I definitely agree they’re polarising - issue is, their core base is totally gone now, myself included. Relating that to Land Rover, I agree they totally priced out their base, but I don’t think it’s a good thing. There’s a trade off between making more money and retaining your brand identity. Jaguar have neither of these now. Land Rover have yes been profitable, but their new client base, mainly wealthy Arabs, Asians and Americans have diluted what the brand used to stand for. Why not just make a new brand rather than completely reinvent an old one? Why rewrite history? Everything in today’s society is all about the bottom line, whereas, as you can tell from my advert remake, I believe preserving the culture and heritage of the brands Gould be more important. If you maintain this, you’ll always have your customers, you can then find ways to raise more money.
well-done. coulda benefitted from some older footage, maybe xj220 and E type clips but we get the idea.
That is a great clip! I wish Jaguar was Jaguar still 😢
@@justinAtkinson-f2o thanks Justin, likewise - another great British brand down the pan due to wokeness
@james.catton that's why I really love Ferrari and Zenvo. They claim that they won't go woke.
@ 100%
Bro wrap up edging on that 10 year old rust. Lock in and start living in the present 🙏😭
Pompous
Now where’s the order form for that F-Type…. Oh wait…..RIP
@@TheNewcastlePilot ha, such a lovely car. Why the RIP? 😅
@ Well, they don’t sell cars anymore (for now).
@ very true - hopefully they rebrand the rebrand soon 🥲
What is your definition of 'wokeness'?
@@jacko0993 Removing all tradition, heritage and meritocracy. Such as rebranding a classic English car company to a transgender fashion show.
@@james.catton I don't think that we can classify, even by the recent confusions of the word, that a company expunging its history in the pursuit of financial success is 'woke', that's the essence of capitalism.
@ do you think jaguars rebrand will lead to financial success? I think their total alienation of their core client base will have the reverse effect.
In my mind, wokeness is spouting moral virtue regardless of whether it has financial benefits … that is inherently un-capitalistic, as capitalism promotes meritocracy, wokeness does the opposite
@@james.catton I don't think that there was anything approaching moral virtue about this rebrand. Their marketing department have stated that they're trying to be polarising and that doesn't say 'inclusion' to me.
I honestly have no idea if this will be successful. Obviously their situation has become so bad that they're spending the best part of a year without a production model...equally, their past has not been successful and that's unfortunately why British car makers have gone bust or been sold off to production companies in the East.
Regarding their core client base, I can't say that changing this has ever had an impact on a manufacturer with mass market aspirations - Land Rover completely priced out their former client base.
Not everything is a culture war, this is just a controversial rebrand with a confusing advert and a pink car.
@ I definitely agree they’re polarising - issue is, their core base is totally gone now, myself included. Relating that to Land Rover, I agree they totally priced out their base, but I don’t think it’s a good thing. There’s a trade off between making more money and retaining your brand identity. Jaguar have neither of these now. Land Rover have yes been profitable, but their new client base, mainly wealthy Arabs, Asians and Americans have diluted what the brand used to stand for. Why not just make a new brand rather than completely reinvent an old one? Why rewrite history?
Everything in today’s society is all about the bottom line, whereas, as you can tell from my advert remake, I believe preserving the culture and heritage of the brands Gould be more important. If you maintain this, you’ll always have your customers, you can then find ways to raise more money.