For activists: Not their company, not their brand , not their problem if everything burns. The activists will just move to some other industry insisting that nothing is ever their fault.
Except that their 'legacy' image and traditional marketing approach HAS NOT been working very well for the past DECADE... Jaguar Has cars PILED upon dealer lots that they can't sell, and had to stop manufacturing more cars recently because dealers had such a huge surplus of vehicles... This is extreme, but they had to to do something since their old techniques just weren't working anymore. So you can't really blame them for abandoning their 'Heritage Elegant' image.
102 years of beautiful cars that become iconic, gone like fart in the wind. Weird… weird. I hope that people will decide to buy a 'Restomod' instead. 🎉
Honestly this is probably right on the money .. hell even matte rimmac likes his petrol cars and his whole income is ev xD not even a new car its an on m3 xD n that m3 is how he started his love of cars and thats why the nevera is such a good car
Spot on. The French CEO they hired (he might be gone already, unsure) actually bad-mouthed their current vehicles when he agitated to have Jaguar go all-EV. They discontinued the XJ series, a model type with decades of tradition (existing long before the S-Class or 7-series), at around the same time the XJ became good enough to lead the Luxury Class in terms of realiability, a status which they would have needed to uphold if they wanted Jaguar to shake the bad reliability image the time under nationalization (1970s-1980s) inflicted upon the brand.
Over 30 years ago I was taught that it costs 10 times as much getting a new customer than it costs to keep one you already have. It seems that has been forgotten. All these companies throw their old customers away and don't even have new ones lined up. Worse, the ones they chase don't even exist and if they do, not in large enough numbers to replace the old ones. If I was a shareholder, I'd sue these people out of their positions for not having any business sense.
With BT my broadband costs had soared to extraordinary heights but seeing deals for half or less cost to new customers. They have linked with EE and leaving EE was a horror story with a particularly aggressive nasty phone call from a salesman. EE and BT definitely deserve each other. Interesting that when they lose a customer they make sure he will never come back and I have switched again but EE are permanently off the choices. I complained to OFCOM but no response, there's a surprise. I do not think I have ever received a reply from Ofcom and if you complain a scam number it will still be operating for years to come with again no response. A leisurely job for the boys quango if there ever was one and no 'far right' boys of course but only those with the most impeccably correct government approved attitudes.
Also the value of word-of-mouth advertising. If people you know at 'the club' have Jaguars, you're more likely to want one too. Who are they planning to sell these to?
The way I see it, Jaguar was always an exclusive brand and now they've decided they're not exclusive enough and are taking measures to become so exclusive that they'll exclude themselves from existence
@@Kiyoone Absolutely no possibility that you're correct. The target audience will not want to be seen in any Jaguar. Old or new. That means the ONLY possible change in the used Jag price is down. Way, way down. So that a new target audience can afford it. They didn't just destroy their future sales. They destroyed their legacy. They destroyed it fully and completely.
@@Kahless_the_UnforgettableI dunno. Triumph committed brand suicide with the [ironically named] Acclaim; the cars they made beforehand are still popular. Same with Pontiac. The Astek was pure brand suicide, yet the Firebird and other classic Pontiacs remain popular. Jaguar is definitely dead after this (Tata would be well in their right to S-Can JLR in totality as the latter's stockprice crashes), but the E-Type will always be cool, simply because Jag's from before 2024 demonstrably weren't made by the same people as the unsellable garbage being pushed now.
@@Kahless_the_Unforgettable I agree. I am an older guy who was about to buy a Jag in the next few months. But, IMHO the Jag reputation just took a turn to somewhere I don't want to go. I have no interest in being even a single time a subject of a Jag related trans/woke/coming out of closet --joke in my professional or personal circles. There is no such problem with other brands. I see great potential for less demand for Jags and thus possibly lower prices on second hand ones. So I believe they truly did no favors for their old customer base who will lose money when selling or trading in their old ones. Too bad.
The customer is always right _in matters of taste_ and Draguar has proved it by all its customers turning their backs on the rebrand and the concept car.
In the UK I find it is a prevalent attitude. It was always a joke when the UK said it was switching to being a service industry when it is probably the last place on Earth for that. The times I have been in shops where staff were focused on fiddling around rearranging things behind the counter entirely oblivious to the customer. I always think that League of Gentleman local shop for local people was not that far from the truth. My wife and I always remember an old waitress in a restaurant merrily chatting and smiling with friends ignoring us and when she did notice us, the terrifying transformation to a sour irritated face as she approached and the curt taking of the order. Very much a local restaurant for local people which is what we still call it. In the UK the customer is more a nuisance than anything with for example the attitude that stopping the bus to pick up passengers messes up schedules a normal way of thinking.
One thing not being mentioned enough is that Jaguar is moving from gasoline powered cars to electric ones and their last award winning electric car is currently being recalled en mass due to batteries turning into portable bonfires.
Yes their EV products do not seem to be reliable. Maybe speak to the Chinese companies like BYD and CATL. EV is the future but you have to get it right else you might deliver a bad product that will tarnish your reputation.
@@arostwocents "In the UK one burned down an entire parking garage" That news was so "off message" that the BBC et al insisted it was caused by a "traditional diesel". An independent video showed the car on fire to have fierce jets of flame shooting out from the location of a battery pack - exactly like a diesel doesn't.
They are a car company. They have a marketing department. If they have to explain it then it failed. If they have to defend it then it failed. No, they as a car company and a marketing department DO NOT GET TO DEFEND IT! This is not art. They are not artists. Same as actors and directors - what THEY believe DOES NOT MATTER! I'm being really harsh here but I'm tired of this nonsense where people trying to get money from me defend their actions as though I am the problem. If they did something stupid it is their fault. It is not my fault if I am unpersuaded by their rebranding campaign. They are failures for putting out a failure of a campaign.
Yup. Castle Bromwich is fated to become a housing development after this, as JLR has no future to speak of. I'd bet money on owner TATA s-canning JLR in the coming weeks.
Agreed. Chronic failures cannot see themselves as the problem. It's always the audience. If Jaguar had the slightest clue as to what it was doing, the chat forums would be ablaze today with people saying, "Wow - did you see the new Jaguar? It looks amaaaaaazing! I sure would love to drive one of those some day!" So, did anyone say anything close to that? No. As a former Triumph TR3 owner, I am a sports car enthusiast and I hate to see Jaguar disappear but it is gone. There is no recovery for a vision and a strategy this malignant.
One reason the vandals don't make their own things is that the main appeal of whatever they do vandalise, even to their loyalists, is the fact that it used to be a cherished icon of their enemies.
It does seem to be pure spite doesn't it. Hanlons razor applies to most things but this does seem quite deliberate, either that or it's a shocking level of ignorance.
They must have fired the aerodynamics guys or something because they would have pointed out the glaring drag and this whole thing could've been avoided. 🤣
The thing is that for activists, it's not their money, not their companies, not their brands,so it doesn't matter if the company crashes harder than the DeLorean.
It is about their own reputation though. If you become known as the guy who tanked Jaguar how many other marketing jobs will you be able to get after Jag fires you
Unlikely, too contentious, they’d never risk tuition. That and it’s too current, case studies tend to be more than 20 years in the past so the research around them has been vetted. Think Toyota, Ford, Caterpiller and Deere of the 60’s to 90’s. Dot com era ones have only recently started being used heavily.
St least that killed lots of Turks, sank a Battleship and freed up the Russians a bit 😅 . This... has likely just put thousands of UK workers out of a job, and fated Castle Bromwich to become just another housing estate 🤦♂️ . Nice work JLR; you played yourselves.
You mean 3 minutes to Utterly destroy it with the immersion of "the Androgynous view the Top Half of Me and the Bottom Half of You" Lyrics - Lead Vocalist INCORPORATED THING BAND. #DRAGUAR #DRAGULA #EvironmentalVampireCar
Even if the new cars were lovely which they are not. They are way to big for the 2020's crowded roads. They should go for small elegant and quality ! High tech and if you are going EV make them special. Very long range, fast charging, and built with luxury materials. You will then attract a lot more people and you may even steal some other car brands customers ! Here you have pissed off your customer base and shown a car that is so impractical no one will buy it. Unless you want to sell only a few hundred ! You got this very wrong you woke self entitled bunch of clowns.
@@RanMouri82 ...which is ironic as Elon Musk burned them hard for that ad' with "Do you sell cars?" 😂😂 . That, and even Tesla are moving away from EV's, in favour of Hydrogen. JLR's "campaign" is as derivative, as it is comically behind the curve and lacking in any kind of marketing sense 🤦♂️ .
I'm 60, and Jaguar has been iconic since before my time. I owned 2 used XJ6 models and they were high maintenance, but the sexiest, most recognizable autos you can pull up to an appointment in. They are pulling a Disney / Bud Light hybrid marketing. Ruin an iconic brand and advertise to traditional Jag customers, that they really aren't interested in them buying from them anymore. They better have enough "modern audience" folks that have the money and credit to actually buy enough units to make it worth throwing the baby out with the bath water. They should have just sold it.
@@kitchfacepalm As a woman, if I had the money to spend on a luxury car, the fact of it being pink wouldn't be enough to persuade me. It's not cute or sexy, just boxy, and not in the odd-but-cool way of the Tesla Cybertruck.
I doubt even a blind, autistic, wheelchair bound black bisexual femboy (their apparent target audiance) would want a hideous brick on wheels 😂🤣🤡🤡 . JLR is dead... and good riddance at this point, as nobody should buy anything from people that mentally defective.
Perhaps they would have expected Austin Powers promotion of the brand... the psychedelic 60's were somewhat outlandish but had a playful swagger to it. This was noted to be inspired by brutalist modern architecture, and has about as much character as a concrete and steel block of flats.
@@NoahGooder don't lump yourself with that demonic narcissistic organization.. I'm bi but I'll never be part of that disgusting cult. It doesn't teach people to be better, it actually makes people into self centered drones who will now blindly support and defend gross actions (like going after children and turning them into degenerates with their f'd up ideology) Sorry but I'm an independent individual and will call out any injustice from either side..
What a miserable looking bunch. They look angry. Maybe they can't afford the current JAGS so want to delete them so no one else can have one? This is a very immature ad.
Even if it did sell, where can they take the design from there, its incredibly ugly and basic, how much can they add or remove to the design in future models, I cant see where else it can go as its so minimalistic so they either would be adding things to make it look more like a car or removing things to make it look more like a block of metal?
The Type Nothing looks like a low-poly copy of a Rolls-Royce Spectre. "Copy nothing.(...except Rolls' homework, but change it a bit so it's not obvious)." - Jaguar
Did they let them design the car too? Because it is one of the weirdest and ugliest cars I ever seen. I don't think the commercial is as large of a mistake as the actual car, it cost a fortune to design a new car while it is possible to fire the marketing guy and apologize for a bad commercial.
Well they've been suffering from an 'unorganized' boycott for the past decade... Their 'traditional' customers just weren't buying the cars anymore, and Jaguar was going bankrupt. It's not like the MCU, where they inexplicably changed a formula that was working.
The "Jaguars" in that ad, look like Cadillacs from the 2000s, when the latter adopted a "metal origami" look. Making one brand's car look like another's, is such an EPIC FAIL.
@@michaeldawson6309 An ALL-ELECTRIC car that cannot be driven for long on roads, before the batteries run low and it needs to be recharged? The limited range means it can only be driven WITHIN CITY LIMITS, i.e., no big, wide, and empty roads that are VERY FAR AWAY from the next recharging station.
Marketing colleges only teach the buzz words diversity, inclusivity, representation. So these people go out into the world with no knowledge of marketing beyond those buzz words with little understanding of how they apply to the real world.
The rebranding of such a luxury item will look at its pre-orders for an indication of success. I would love to be in the room when the head of sales starts to scream at the head of marketing and head of development
"Good news boss, our reimagining worked perfectly. All our typical customers have not shown up. Message delivered and message received. Only problem is, no one else turned up either but I am sure when the Just Stop Oil protests finish, those people will walk in to our dealerships and place orders."
I'm sorry, screaming is insensitive to those with trauma. Please use jazz hands to[reads note from HR] sorry, please use 'stage person' hands to show excitement.
as somone on the rainbow if they wanted to perform something like this, you start with the homosexuals eg stick your toes in the water before diving all the way into the Q part of the rainbow.
As a retired engineer, I agree. The first thing I noticed was poor aerodynamics. Especially if a car is electric. You will burn a lot of battery power as this will not 'slice' through the air. I owned two In the past. Not S or X type. English made. Example... the x type was a Ford Taurus.
EV's need to be fast and aerodynamically efficient. This is most likely just fast with a huge battery so heavy too. Plus what is all that long bonnet all about. That space could have been used or excluded for a more luxurious cabin area or weight saving to also 'tick' another box that of 'environmentalism' Look you missed a box to tick.
Just wait until you hear about the brass impaler that runs down the length of the car, or the stone slab in the back. They obviously gave no thought to battery efficiency.
The world has gone insane. It's not even that these products exist, it's the fact that customers are treated as being wrong. That would've been unthinkable to me a couple decades back.
There's also a delay to come back to a brand when you now know who is running the company. It's like, "yeah, you fixed this mess, once you were called out, but you still have the brain and values that led to this kind of travesty in the first place". I think there's a tendency to stay away until you know the leadership has been turned over.
no returns, they have destroyed the trust. How your real relationships work applies to anything you buy. Everything has a form of trust entailed to it, when one destroys it....oh well. Bye bye, sayonara. Closest you get is the walking on egg shells treatment, you better grovel at even receiving that.
@@Parlimant_Strifey "no returns, they have destroyed the trust." Absolutely. Time and again it has been shown that winners trust everyone once - and only once. If you aren't a winner, you can't afford a Jag. RIP.
I look at those concept cars and the first thing I notice is their incredibly small ground clearance. Good luck driving over a speed bump in them or getting over any sort of curb.
Speed bumps. The very reason I switched from diving a "supermini" to an SUV. With today's climate, the ability to drive through a foot of water is pretty handy too.
Hit a pothole the wheel is toast along with dragging bottom on the pavement. Hope there isn't anything critical down there like suspension components to be ripped off the chassis
I'm a past customer of Jaguar (I've bought 4 Jaguars previously) and might easily have bought one again. However "good" the next Jaguar is, I wouldn't accept one, even if gifted to me, because the name Jaguar now stands for something I totally disapprove of. If the entire board of Jaguar were summarily fired and publicly humiliated - then an apology were given with an assurance that this advertising scandal was just a bunch of fools having gone rogue, I'd probably reconsider. The apology by Jaguar would have to be something very compelling and sincere.
With a totally new retro Jag muscle car V12 that runs on petrol and radioactive mad cow testosterone with baby seal skin upholstery and whalebone fitments.
Apparently they plan to close almost all of their showrooms. The few they retain will purportedly be "art galleries." Which raises the question of where anyone foolish enough to buy a new Jag, or unlucky enough to have an older model is supposed to get the car serviced.
@@pressb Jag would still have a reputation for electrical problems so I'd wait to see if the orphan sinew wiring harness had problems with widow tear infiltration from the wiper fluid tank.
'Marketing professionals'. See, that's the problem. They asked 'marketing professionals' to make their ads without ever actually screening it by a single actual normal person.
I once worked for a company making quality consumer products. Shortly after arriving, I asked a colleague why the company was barely profitable. "We keep making shit that no-one wants." came the reply. Apparently it all went bad when they stopped asking for customer feedback and switched to "marketing professionals" and "focus groups". Key problem - no common sense.
No the rebrand is not a bold step towards anything. It is pandering and self-indulgence of the egos behind the ad. This ad was not made for you the ordinary human being. It was made for us and they have planted their flag on Jaguar just as they had done with entertainment and many other companies/products without anyone in their special group really knowing how to be successful in these companies/industries. But success of whatever they plant their group flag on is not important. Only their group is important. Strange tho. For such a marginalized and oppressed group these seem to get the most support and prominent pandering from governments, entertainment, banking and industry worldwide.
Governments, entertainment, banking and industry, the same places where pedophiles so often control things? I see it as them bringing their culture out of the closet where they want the rest of us to accept and include them.
I'm just waiting for the lawsuits claiming that Jaguar destroyed the value of already sold cars. Imagine being a collector, owning high profile legacy cars, now dropping in value like stones.
I disagree with people saying the rebrand didn't show a car. It did, it was that huge slab of quarried rock at the end, polished and painted trans pink and blue for the concept car launch.
This family of four has been long time supporters and fans of comics, Star Trek, Dt Who and other geek IPs who've not bothered with any new material from those topics in years, outside of building our catalog of older movies, books and graphic novels from 2nd hand sources.
"Whenever you intentionally include someone you unintentionally exclude someone else." There's nothing "unintentional" about it, they're both fully intentional.
The people who know how to do things that work eventually get replaced by people who don't know how to do shit but know how to climb the corporate ranks.
Feel like we should name this car 'The Homer', in regards to that time Homer destroyed Herb's car company. But then that car had a lot more going for it...
I am struggling to think of the market they are aiming at with this rebranding. They want to sell expensive luxury cars so they surely needed to be mindful of a target audience who could first afford such things and second the kind of messaging that would resonate with that audience. What they produced ain't that, of this I have no doubt at all. All the years of crafting an image of elegance and performance with roguish undertones is gone in an instant replaced by something the public already rejected before it was even aired. The guy on stage at the reveal looked like they were holding his family hostage, he so obviously didn't want to be there and had little to no confidence in what was being presented.
I think a lot of these groups make the same basic mental mistake people in many, many industries make: They assume what they already have (materials, facilities, market share) does not require constant maintenance to maintain or keep. The human brain seems to default to "one and done", the ongoing effort and cost of keeping something once you have it is something that needs training and you will lose it if it is not constantly refreshed in your mind. Probably a leftover of early human evolution when there was nothing to maintain: you found the food, you ate the food, you looked for more food.
02:06 In the recent years, the senior management of BMW too refused to admit they were wrong and even publicly doubled down on their terrible, disproportionate vertical front grille that went from classy purebred nostrils to a pig snout shitpicker, despite the unanimous disapproval of their customers. But finally, very recently, the design team was recycled almost entirely and they finally reverted back to good looking horizontal kidneys of a new kind with the upcoming production version of the Neue Klasse.
As a advertising executive, I don't care what a university teacher says. They are all ideas, and no actual work. They live in ideal-land with no money or real company finances on the line. Unfortunately many brands are hiring equally inexperienced people with lots of degrees and no real world experience.
You’re spot on. I’m in the exact target demographic for old Jaguar, and now wouldn’t be seen dead near the brand. I have a Range Rover and I really hope this contagion doesn’t spill over into other JLR holdings.
I predict this is the end of the brand. They're cutting back on dealers, they probably spent a ton on this rebrand, they are unlikely to have any other ideas or options. This was the end of Jaguar in real time. It will take a while to work itself out, as businesses do. But I don't think there's any coming back. This is like when Homer Simpson's brother Herb let him design a car.
Well, lets be clear: this wasn't just a marketing problem. The whole structure of the company (or at least top part of it) appears to be all-in on the product design, marketing and philosophy of 2015--When woke was, maybe not in its prime, but was in ascendency.
When you are in the red fir 20 years then you are toast and all the fantasies dont help. Time to grow up and get out of the red. This is not the fantasy baseball league.
@@y6cd3sdzHs1g I once queried an employer over what I believed to be a foolish sales strategy. I was bluntly told "This organisation is not a democracy." Perhaps not, but it went bust 28 years ago.
That’s exactly what a young girl told me, it was aimed at the residents of The Capitol in The Hunger Games. When I suggested that Jaguar use a South London Hard man, she thought it would be an improvement. I even pitched having a delectable girl like Fann Wong, Kimberly Chia, Gong Li, or Willabelle Ong driving down the Amalfi Coast, her eyes lit up.
When I see a car ad, the things I look to see: The kind of person driving the car... Are they confident, excited, or maybe relieved to have something solid and reliable? (nothing wrong with solid and reliable. Soccer moms and dads drive too.) The car... what does the image of the car itself say about the expectations I should have for the product... The road... Is this a rugged traveling vehicle on the range or the mountains? Is it a highway car where I'll enjoy the smooth rush of air? A city car, meant to look classy... or a suburban warrior? All their ad showed was people who don't look thrilled to be driving. More like they've got chips on their shoulders. No car, and no road... So I'm supposed to be excited about scowling and smirking faces dressed in painfully eye searing pastels? Yeah Jaguar... That's not selling cars. It's bottling an unpleasant attitude and saying "Take a swig." Well... Now I've seen the car and I understand why they didn't show it and certainly not in a real world setting. It looks neither thrilling to drive nor rugged, nor reliable, and nor does it look like the car I'd want to step out of when going downtown. They're trying to sell something but it ain't cars. And what they are selling? I'm not interested in buying. This is a golden opportunity for Astin-Martin to step up and capture the market jaGUar is abandoning. Hire Pierce Brosnan, take an Astin on the road, let it run. Dodge sure knows what to do. Look up their "Save The World" ads. THEY want to sell you a Car!
I’m a Jaguar aficionado and three time owner, from an XKE, thru an XJ6 to my present XK8. I’m an affluent Professional white straight man. The ad appeared to be aimed at my polar opposite, unhappy, gay, trans, Sub-Saharan people. I am completely repulsed by the new cars. I will have to look into Aston Martins if I want a new beautiful British car.
I start questioning other areas of the brand like quality of materials used in the build, when they willingly self destruct on a seemingly simple no-go area. WTF questions arise.
Though this is a parallel to the Bud Lite fiasco, it reminds me of another company that fell for ‘groupthink’ - the Sinclair C5. This was a ‘unique’ electric pedal car, designed far before enough cycle paths or battery technology had evolved to be useful, but no one had the guts to point this out to Sir Clive Sinclair. A similar marketing disaster ensued.
I disagree that it's lost it's connection to British heritage. If you're paying attention, this is exactly on brand for the nightmare Britain has become.
He's in the pink, the Pink Panther 🎵 The rinky-dink Panther 🎶 And it's as plain as your Nose! 👃 That he's the one and only, truly original 😹Panther-Pink from head to toes!!
Jag's new commercial is...uhh...Wild...yes, wild...it reminds me of certain parfum ads from the 90s. Everyone is shading Jaguar for their woke commercial but no one is asking WHY the car company needed to rebrand. They are under pressure to abandon gas powered cars and be totally EV by 2030. In a press release in September 2024 they said that to meet this goal they are prepared to shed up to 85% of their old customer base. They are banking on a new (imaginary) customer base who can afford to shell out $75k for a low-end EV and up to $150k for a loaded model. The problem is that their target audience doesn't have that kind of money. Things will get interesting over the next 5 years.
Radical marketing campaigns like this are perfectly fine for brand new companies or brands but rebrands of long established companies with known characteristics have a duty to their existing customer base if they want to keep them.
They keep going on about British iconic car, but its been Indian since 2008. They have been just 4 wheeled motorised dustbins for some time. Who cares if they go woke. It aligns with how Tata has now made them.
It was American Ford Companzmy before it became Indian. The British run it into the ground and bankrupt it. It was dead and Ford and Tata try to revive it
They do have time to fix this. The only problem is it's running out fast. The bigger issue will be the higher ups who, just like Bud Light, have set their course plotted and won't leave it. By the time they're willing to accept they made a mistake it'll be too late, the same as Bud Light.
It used to be that only the buyer's opinion was important. Now buyers can guage the general public's reaction to their 'status symbol', and realise they will not be admired for their purchase.
Amazing how long it takes to build a legacy, yet how quickly it can be destroyed...
Cause these activists are actually grifters!
Get woke, go broke
For activists: Not their company, not their brand , not their problem if everything burns. The activists will just move to some other industry insisting that nothing is ever their fault.
Except that their 'legacy' image and traditional marketing approach HAS NOT been working very well for the past DECADE... Jaguar Has cars PILED upon dealer lots that they can't sell, and had to stop manufacturing more cars recently because dealers had such a huge surplus of vehicles...
This is extreme, but they had to to do something since their old techniques just weren't working anymore. So you can't really blame them for abandoning their 'Heritage Elegant' image.
102 years of beautiful cars that become iconic, gone like fart in the wind. Weird… weird.
I hope that people will decide to buy a 'Restomod' instead. 🎉
The problem seems to be it’s a car manufacturer being run by people who don’t actually like cars.
Who like LGBTQ+.
Honestly this is probably right on the money .. hell even matte rimmac likes his petrol cars and his whole income is ev xD not even a new car its an on m3 xD n that m3 is how he started his love of cars and thats why the nevera is such a good car
Is it just a coinsidence that this people are woke?
They don't seem to like humans either.
Spot on. The French CEO they hired (he might be gone already, unsure) actually bad-mouthed their current vehicles when he agitated to have Jaguar go all-EV. They discontinued the XJ series, a model type with decades of tradition (existing long before the S-Class or 7-series), at around the same time the XJ became good enough to lead the Luxury Class in terms of realiability, a status which they would have needed to uphold if they wanted Jaguar to shake the bad reliability image the time under nationalization (1970s-1980s) inflicted upon the brand.
"inclusion is exclusion" perfectly put
"tolerance is intolerance"
My only quibble about how Andre put it is, he said they unintentially exclude others. No, it's intentional.
Over 30 years ago I was taught that it costs 10 times as much getting a new customer than it costs to keep one you already have.
It seems that has been forgotten.
All these companies throw their old customers away and don't even have new ones lined up. Worse, the ones they chase don't even exist and if they do, not in large enough numbers to replace the old ones.
If I was a shareholder, I'd sue these people out of their positions for not having any business sense.
With BT my broadband costs had soared to extraordinary heights but seeing deals for half or less cost to new customers. They have linked with EE and leaving EE was a horror story with a particularly aggressive nasty phone call from a salesman. EE and BT definitely deserve each other. Interesting that when they lose a customer they make sure he will never come back and I have switched again but EE are permanently off the choices. I complained to OFCOM but no response, there's a surprise. I do not think I have ever received a reply from Ofcom and if you complain a scam number it will still be operating for years to come with again no response. A leisurely job for the boys quango if there ever was one and no 'far right' boys of course but only those with the most impeccably correct government approved attitudes.
Also the value of word-of-mouth advertising. If people you know at 'the club' have Jaguars, you're more likely to want one too. Who are they planning to sell these to?
Worse still... they view their existing customers as the enemy, and treat them as such.
The way I see it, Jaguar was always an exclusive brand and now they've decided they're not exclusive enough and are taking measures to become so exclusive that they'll exclude themselves from existence
It's like their purity spiral. It's always an exclusivity competition where in the end only one can be the winner. It's why they eat their own
I mean... the old Jaguars will get cheaper because of this? nah, will become even more expensive.
@@Kiyoone Absolutely no possibility that you're correct.
The target audience will not want to be seen in any Jaguar. Old or new. That means the ONLY possible change in the used Jag price is down. Way, way down. So that a new target audience can afford it.
They didn't just destroy their future sales. They destroyed their legacy. They destroyed it fully and completely.
@@Kahless_the_UnforgettableI dunno. Triumph committed brand suicide with the [ironically named] Acclaim; the cars they made beforehand are still popular.
Same with Pontiac. The Astek was pure brand suicide, yet the Firebird and other classic Pontiacs remain popular.
Jaguar is definitely dead after this (Tata would be well in their right to S-Can JLR in totality as the latter's stockprice crashes), but the E-Type will always be cool, simply because Jag's from before 2024 demonstrably weren't made by the same people as the unsellable garbage being pushed now.
@@Kahless_the_Unforgettable I agree. I am an older guy who was about to buy a Jag in the next few months. But, IMHO the Jag reputation just took a turn to somewhere I don't want to go. I have no interest in being even a single time a subject of a Jag related trans/woke/coming out of closet --joke in my professional or personal circles. There is no such problem with other brands. I see great potential for less demand for Jags and thus possibly lower prices on second hand ones. So I believe they truly did no favors for their old customer base who will lose money when selling or trading in their old ones. Too bad.
Imagine beliving the customer is always wrong
The customer is always right, in the matter of taste.
The customer is always right _in matters of taste_ and Draguar has proved it by all its customers turning their backs on the rebrand and the concept car.
Well that's the opinion of the failed.
In the UK I find it is a prevalent attitude. It was always a joke when the UK said it was switching to being a service industry when it is probably the last place on Earth for that. The times I have been in shops where staff were focused on fiddling around rearranging things behind the counter entirely oblivious to the customer. I always think that League of Gentleman local shop for local people was not that far from the truth. My wife and I always remember an old waitress in a restaurant merrily chatting and smiling with friends ignoring us and when she did notice us, the terrifying transformation to a sour irritated face as she approached and the curt taking of the order. Very much a local restaurant for local people which is what we still call it. In the UK the customer is more a nuisance than anything with for example the attitude that stopping the bus to pick up passengers messes up schedules a normal way of thinking.
Harvard Basics - the customer is always right and will move to products that they wish to buy and are appealing; voting with their tastes and their $$
One thing not being mentioned enough is that Jaguar is moving from gasoline powered cars to electric ones and their last award winning electric car is currently being recalled en mass due to batteries turning into portable bonfires.
Even lithium doesn't want to be associated with this sh*tshow
ah so they are giving BYD a run for thier own money.
This is a huge problem with electric cars as a whole. In the UK one burned down an entire parking garage
Yes their EV products do not seem to be reliable. Maybe speak to the Chinese companies like BYD and CATL. EV is the future but you have to get it right else you might deliver a bad product that will tarnish your reputation.
@@arostwocents "In the UK one burned down an entire parking garage"
That news was so "off message" that the BBC et al insisted it was caused by a "traditional diesel". An independent video showed the car on fire to have fierce jets of flame shooting out from the location of a battery pack - exactly like a diesel doesn't.
At least we know why the ad didn't include the car now😂
Hahaha
Aye. Looks like a rejected Audi... on Teletext on a malfunctioning TV 😅 .
Ah ,you saw the car .
They are a car company. They have a marketing department. If they have to explain it then it failed. If they have to defend it then it failed. No, they as a car company and a marketing department DO NOT GET TO DEFEND IT! This is not art. They are not artists. Same as actors and directors - what THEY believe DOES NOT MATTER! I'm being really harsh here but I'm tired of this nonsense where people trying to get money from me defend their actions as though I am the problem. If they did something stupid it is their fault. It is not my fault if I am unpersuaded by their rebranding campaign. They are failures for putting out a failure of a campaign.
Very well put.
That is the core of this ideological struggle. "Look how bad you are! Give us money!"
Excellent summary comment.
Yup. Castle Bromwich is fated to become a housing development after this, as JLR has no future to speak of.
I'd bet money on owner TATA s-canning JLR in the coming weeks.
Agreed. Chronic failures cannot see themselves as the problem. It's always the audience. If Jaguar had the slightest clue as to what it was doing, the chat forums would be ablaze today with people saying, "Wow - did you see the new Jaguar? It looks amaaaaaazing! I sure would love to drive one of those some day!" So, did anyone say anything close to that? No. As a former Triumph TR3 owner, I am a sports car enthusiast and I hate to see Jaguar disappear but it is gone. There is no recovery for a vision and a strategy this malignant.
One reason the vandals don't make their own things is that the main appeal of whatever they do vandalise, even to their loyalists, is the fact that it used to be a cherished icon of their enemies.
It does seem to be pure spite doesn't it. Hanlons razor applies to most things but this does seem quite deliberate, either that or it's a shocking level of ignorance.
@@Alastorm8can it be both at the same time?
@@raccoon681 You know what, fair point.
Sure, they have the bitch personality.
True, and on the rare occasions they do, they create something like Dustborn, which had a peak player count on Steam of 83 people.
For Jaguar, who wanted to include the 1%, have now just secluded the 99%. Well played!!
From chick-magnet to Q-magnet.
Even aside from that, sort of... I don't want to be riding around in a vehicle whose marketing screams WOKE.
i want to say its more like the 0.01% because they have even alienated those on the rainbow who arent on board.
Too bad, that with this, they made even the old models utterly undesirable.
@@Nyet-Zdyes Not like you can afford one racist
Maybe their marketing dept went to the same schools as the BUD light team or event Disney.. DEI = Delete Equity Immediately
They must have fired the aerodynamics guys or something because they would have pointed out the glaring drag and this whole thing could've been avoided. 🤣
That’s funny
Bruh 💀
yeah but the trans mission was on point
DEI hires rather than engineers? Sounds like Boeing!
its a DraGuar. Of course its should have drag
The thing is that for activists, it's not their money, not their companies, not their brands,so it doesn't matter if the company crashes harder than the DeLorean.
It is about their own reputation though. If you become known as the guy who tanked Jaguar how many other marketing jobs will you be able to get after Jag fires you
They may not care since those people seem to get hired not fired.
Yes entitled woke activists who represent less than 1% of the market. Maybe 0.001%
They will be using Jaguar and Bud Lite in business schools as examples of what not to do when marketing a classic product to consumers.
Unlikely, too contentious, they’d never risk tuition. That and it’s too current, case studies tend to be more than 20 years in the past so the research around them has been vetted. Think Toyota, Ford, Caterpiller and Deere of the 60’s to 90’s. Dot com era ones have only recently started being used heavily.
Professors are woke
It looks like the Bud Lite marketing team have moved into car "design".
Looks like Brittain needs a Sinclair fail once and a while. By the way: Sinclair used a rainbow flag printed on their computers...
Add Gilette to that list of what not to do too.
I think the rest of the car industry is laughing. Woodrow Wilson once said, “Never murder a man who is committing suicide”.
The way the Jaguar management has doubled-down on this reminds me of an apt adage: "When you're in a hole, stop digging." Only time will tell.
Meanwhile at TATA: "Why did we buy this again?"
If the problem was they were selling too many Jaguars, they have solved it.
Maybe writing off a financial loss against tax? From the school of accounting which brought you the insurance fire.
The brand was already in the bin due to quality issues, this has just killed it off.
It's 'bold' in the same way that the Gallipoli campaign was.
St least that killed lots of Turks, sank a Battleship and freed up the Russians a bit 😅 .
This... has likely just put thousands of UK workers out of a job, and fated Castle Bromwich to become just another housing estate 🤦♂️ .
Nice work JLR; you played yourselves.
There is a fine line between bravery and stupidity.
(well, not so fine in this case)
99 years to build your world wide image, 1 year to utterly destroy it.
All it took was 30 seconds
Exactly !
You mean 3 minutes to Utterly destroy it with the immersion of "the Androgynous view the Top Half of Me and the Bottom Half of You" Lyrics - Lead Vocalist INCORPORATED THING BAND.
#DRAGUAR
#DRAGULA
#EvironmentalVampireCar
Image doesnt pay the bill and they lost money for the last 20 years.
Jaguars Image was shit the last decades, no one was buying them, or did you?
The new models look like cheap, plastic junk. The tire design was lifted from another vehicle. This was supposed to be revolutionary?
Yes. Lucifer's rebellion.
It’s amaziiiiing…ly bad.
What the rebranding says to me is 'sexual prvrsion".
Cheap and poorly repurposed? Sounds like lgbt
Designed by Lady Penelope of Thunderbirds. Pink and square.
From luxury vehicles to clown-cars.... O how the mighty have fallen.
😂 😂 😂
it's the fagjag designed to out people who are in the closet.
Even if the new cars were lovely which they are not. They are way to big for the 2020's crowded roads. They should go for small elegant and quality ! High tech and if you are going EV make them special. Very long range, fast charging, and built with luxury materials. You will then attract a lot more people and you may even steal some other car brands customers ! Here you have pissed off your customer base and shown a car that is so impractical no one will buy it. Unless you want to sell only a few hundred ! You got this very wrong you woke self entitled bunch of clowns.
They're trying way too hard to be Tesla.
@@RanMouri82 ...which is ironic as Elon Musk burned them hard for that ad' with "Do you sell cars?" 😂😂 .
That, and even Tesla are moving away from EV's, in favour of Hydrogen.
JLR's "campaign" is as derivative, as it is comically behind the curve and lacking in any kind of marketing sense 🤦♂️ .
I'm 60, and Jaguar has been iconic since before my time. I owned 2 used XJ6 models and they were high maintenance, but the sexiest, most recognizable autos you can pull up to an appointment in. They are pulling a Disney / Bud Light hybrid marketing. Ruin an iconic brand and advertise to traditional Jag customers, that they really aren't interested in them buying from them anymore. They better have enough "modern audience" folks that have the money and credit to actually buy enough units to make it worth throwing the baby out with the bath water. They should have just sold it.
Hahahaha, the "modern audience" folks are living in an one room apartment with 10 "roommates", they don't have a job nor do they have money.
The E-type followed by the XK120 are my favorite cars of all time
The Chinese will buy the name and make cheaper EVs for the UK market!
TATA motors will regret the day they bought the brand and left it to DEI management to run the division. They will run the brand right into bankruptcy
No heterosexual man in their right mind would buy a Jag at this stage, the brand is completely done, dead in the water.
…or woman!
Pandering to a highly-vocal minority to the exclusion of the majority is dreadful economics.
@@kitchfacepalm As a woman, if I had the money to spend on a luxury car, the fact of it being pink wouldn't be enough to persuade me. It's not cute or sexy, just boxy, and not in the odd-but-cool way of the Tesla Cybertruck.
Elton John will buy a few
I doubt even a blind, autistic, wheelchair bound black bisexual femboy (their apparent target audiance) would want a hideous brick on wheels 😂🤣🤡🤡 .
JLR is dead... and good riddance at this point, as nobody should buy anything from people that mentally defective.
"Models in brightly colored outfits" doesn't adequately describe this freak show
Perhaps they would have expected Austin Powers promotion of the brand... the psychedelic 60's were somewhat outlandish but had a playful swagger to it.
This was noted to be inspired by brutalist modern architecture, and has about as much character as a concrete and steel block of flats.
even as somone on the rainbow they dug hard into the Q part of the rainbow alienating even us gays.
@@NoahGooder don't lump yourself with that demonic narcissistic organization..
I'm bi but I'll never be part of that disgusting cult.
It doesn't teach people to be better,
it actually makes people into self centered drones who will now blindly support and defend gross actions
(like going after children and turning them into degenerates with their f'd up ideology)
Sorry but I'm an independent individual and will call out any injustice from either side..
What a miserable looking bunch. They look angry. Maybe they can't afford the current JAGS so want to delete them so no one else can have one? This is a very immature ad.
@@NoahGooder Seems they dug hard into the T, which is a bone of contention for the LG.
The new Jag is beyond embarrassing, pure 1% gay shite for a 1% audience living in downtown Hollywood
One tough looking car.
@@amracewayYou mean gay looking car
@@Ben-jl2rh No doubt you drive a gayer looking car, if you are even are old enough to drive.
lol, it deleted our comments
Even if it did sell, where can they take the design from there, its incredibly ugly and basic, how much can they add or remove to the design in future models, I cant see where else it can go as its so minimalistic so they either would be adding things to make it look more like a car or removing things to make it look more like a block of metal?
The Type Nothing looks like a low-poly copy of a Rolls-Royce Spectre.
"Copy nothing.(...except Rolls' homework, but change it a bit so it's not obvious)." - Jaguar
They should have named it the Type LGBT+.
Maybe they got AI to help them 'Cheat' like many do with their essays ?? Just a thought.
Reminder: the leaders of the marketing team for this was a group of millennial women who love taking selfies.
Selfies as a hobby is a powerful indicator of narcissism.
Did they let them design the car too? Because it is one of the weirdest and ugliest cars I ever seen.
I don't think the commercial is as large of a mistake as the actual car, it cost a fortune to design a new car while it is possible to fire the marketing guy and apologize for a bad commercial.
I kinda want a Faguar just for the novelty. 😄
CEO requires all employees dei training. Let that sink in.
@@aegaeon117 What is the plate gonna be? A55K1N9?
I can't claim I am boycotting, as any Jaguar is way out of my price range. But if I could, I absolutely would not .
Jaguar used to be one of my aspirational cars. Now, I'd be embarrassed to drive one.
not for long buddy, they'll be on sale soon haha
Well they've been suffering from an 'unorganized' boycott for the past decade... Their 'traditional' customers just weren't buying the cars anymore, and Jaguar was going bankrupt.
It's not like the MCU, where they inexplicably changed a formula that was working.
It is boycot enough, if you laugh whenever you see a Faguar in the wild.
The owner will notice, and regret his choice.
Boycott daydreaming of owning one, that's what I'm doing. 😂😂😂
The "Jaguars" in that ad, look like Cadillacs from the 2000s, when the latter adopted a "metal origami" look. Making one brand's car look like another's, is such an EPIC FAIL.
So much for "copy nothing", eh?
Maybe they only want to sell cars to countries with very big wide and empty roads. That will expand your customer potential !
Looks to me like a rejected Audi concept 😂🤣 .
Pontiac committed a less embarrassing brand suicide than this.
@@michaeldawson6309 An ALL-ELECTRIC car that cannot be driven for long on roads, before the batteries run low and it needs to be recharged? The limited range means it can only be driven WITHIN CITY LIMITS, i.e., no big, wide, and empty roads that are VERY FAR AWAY from the next recharging station.
It's b/c the DEI marketing team are just lazy. They copied the rejected homework of others and screwed the pooch
Their marketing people must have graduated from Clown College.
Marketing colleges only teach the buzz words diversity, inclusivity, representation. So these people go out into the world with no knowledge of marketing beyond those buzz words with little understanding of how they apply to the real world.
Nah they probably flunked out of that too😂
Correction, Clown University. Upper tier clowns.
PhD in gay clownery
Most likely one of the most prestige woke brainwashing establishments that cost a fortune to enter unless your 'entitled'
The rebranding of such a luxury item will look at its pre-orders for an indication of success. I would love to be in the room when the head of sales starts to scream at the head of marketing and head of development
"Good news boss, our reimagining worked perfectly. All our typical customers have not shown up. Message delivered and message received. Only problem is, no one else turned up either but I am sure when the Just Stop Oil protests finish, those people will walk in to our dealerships and place orders."
I'm sorry, screaming is insensitive to those with trauma. Please use jazz hands to[reads note from HR] sorry, please use 'stage person' hands to show excitement.
As always, the customers will be blamed and insulted
Yup, I’ve been a Marketing Professional since 2006 and can attest that they blew it 😂
as somone on the rainbow if they wanted to perform something like this, you start with the homosexuals eg stick your toes in the water before diving all the way into the Q part of the rainbow.
The proportions of that new model looks like the cars i drew when i was 9 years old
Surely it can't be worse than the Cyber Truck.
@@SanchoPanza-wg5xf They make the Cybertruck look macho and fun.
I was drawing more stylish cars than this when I was 9. And building them out of Lego.
Why has an EV that does not have an engine have a hood? What a waste of space and weight.
As a retired engineer, I agree. The first thing I noticed was poor aerodynamics. Especially if a car is electric. You will burn a lot of battery power as this will not 'slice' through the air. I owned two In the past. Not S or X type. English made. Example... the x type was a Ford Taurus.
As a designer, this was my first thought too when seeing it
As an engineer who has worked in the automotive sector, I am grateful to be retired and won't have to pretend to be gay to get a job.
EV's need to be fast and aerodynamically efficient. This is most likely just fast with a huge battery so heavy too. Plus what is all that long bonnet all about. That space could have been used or excluded for a more luxurious cabin area or weight saving to also 'tick' another box that of 'environmentalism' Look you missed a box to tick.
Just wait until you hear about the brass impaler that runs down the length of the car, or the stone slab in the back. They obviously gave no thought to battery efficiency.
The world has gone insane. It's not even that these products exist, it's the fact that customers are treated as being wrong. That would've been unthinkable to me a couple decades back.
There's also a delay to come back to a brand when you now know who is running the company. It's like, "yeah, you fixed this mess, once you were called out, but you still have the brain and values that led to this kind of travesty in the first place". I think there's a tendency to stay away until you know the leadership has been turned over.
no returns, they have destroyed the trust. How your real relationships work applies to anything you buy. Everything has a form of trust entailed to it, when one destroys it....oh well. Bye bye, sayonara. Closest you get is the walking on egg shells treatment, you better grovel at even receiving that.
They have allowed m4rxists into the organisation and the trust is gone.
@@Parlimant_Strifey "no returns, they have destroyed the trust."
Absolutely. Time and again it has been shown that winners trust everyone once - and only once.
If you aren't a winner, you can't afford a Jag. RIP.
They hold their customers in contempt.
Customers are just obstacles between them and their money
It's surprising they haven't gone full Bud Light and come right out and called their customer base a bunch of troglodytes.
They have missed their calling: they should be politicians.
They have no customers now.
I look at those concept cars and the first thing I notice is their incredibly small ground clearance. Good luck driving over a speed bump in them or getting over any sort of curb.
Or anywhere that has snow.
It sure is a stupid car; might as well buy an old Ford Cosworth😅
expecially since its electric because thats how you put holes in the battery and cause it to vent and catch fire.
Speed bumps. The very reason I switched from diving a "supermini" to an SUV. With today's climate, the ability to drive through a foot of water is pretty handy too.
Hit a pothole the wheel is toast along with dragging bottom on the pavement. Hope there isn't anything critical down there like suspension components to be ripped off the chassis
And the CEO had the audacity to call customer reaction “vile and hateful”!
He needs to be fired and sued for wrecking a good brand
If you are in the consumer business, you have to give the consumers what they want, not what you want.
Or go broke. Perhaps that's their true intent? Tax write-off?
"you want a free jaguar?
hell nah man I ain't gay"
Yup. It's the He-Man effect all over again 😅
Jaguar showed Disney and friends who's boss by ruining a whole brand with a single commercial.
Ruining what? a brand that does nit make money is a clown amdthey did not make moneyfor the last 20 years
@@TorianTammas Perhaps going completely broke is a write-off against a tax bill?
They put a flamer in charge.
They put a Moron in charge* 😂
I'm a past customer of Jaguar (I've bought 4 Jaguars previously) and might easily have bought one again. However "good" the next Jaguar is, I wouldn't accept one, even if gifted to me, because the name Jaguar now stands for something I totally disapprove of. If the entire board of Jaguar were summarily fired and publicly humiliated - then an apology were given with an assurance that this advertising scandal was just a bunch of fools having gone rogue, I'd probably reconsider. The apology by Jaguar would have to be something very compelling and sincere.
With a totally new retro Jag muscle car V12 that runs on petrol and radioactive mad cow testosterone with baby seal skin upholstery and whalebone fitments.
Apparently they plan to close almost all of their showrooms. The few they retain will purportedly be "art galleries." Which raises the question of where anyone foolish enough to buy a new Jag, or unlucky enough to have an older model is supposed to get the car serviced.
@@pressb Jag would still have a reputation for electrical problems so I'd wait to see if the orphan sinew wiring harness had problems with widow tear infiltration from the wiper fluid tank.
Its a M^rxist infiltration or takeover, no one sane would do this.
Seems there aren't enough "i bought a Jag" as they were in the red for the last decades.
'Marketing professionals'. See, that's the problem. They asked 'marketing professionals' to make their ads without ever actually screening it by a single actual normal person.
I once worked for a company making quality consumer products. Shortly after arriving, I asked a colleague why the company was barely profitable. "We keep making shit that no-one wants." came the reply. Apparently it all went bad when they stopped asking for customer feedback and switched to "marketing professionals" and "focus groups".
Key problem - no common sense.
I think the new Faguar looks FABULOUS!!
I see what you did there
Groovy baby, yeah! Except those cars in the film were cool.
No the rebrand is not a bold step towards anything. It is pandering and self-indulgence of the egos behind the ad. This ad was not made for you the ordinary human being. It was made for us and they have planted their flag on Jaguar just as they had done with entertainment and many other companies/products without anyone in their special group really knowing how to be successful in these companies/industries. But success of whatever they plant their group flag on is not important. Only their group is important. Strange tho. For such a marginalized and oppressed group these seem to get the most support and prominent pandering from governments, entertainment, banking and industry worldwide.
The ad team are commercial vandals.
Governments, entertainment, banking and industry, the same places where pedophiles so often control things? I see it as them bringing their culture out of the closet where they want the rest of us to accept and include them.
RIP Jaguar
The fools thought Zoolander was a “how to” video.
I'd say, Bruno 🤣
On the plus side, the new jaguar model would make for a nice pair of Crocs.
😁
A work colleague of mine who has owned a few jaguars, is now selling his current one and buying a truck.
Also, I don't think former customers will forgive easily.
And future customers are scheduling their surgery early.
I'm just waiting for the lawsuits claiming that Jaguar destroyed the value of already sold cars.
Imagine being a collector, owning high profile legacy cars, now dropping in value like stones.
@@DavidicusMaximus Good one!
You are correct.
I disagree with people saying the rebrand didn't show a car.
It did, it was that huge slab of quarried rock at the end, polished and painted trans pink and blue for the concept car launch.
The fact that few recognised the slab of stone as representing a car is telling.
This family of four has been long time supporters and fans of comics, Star Trek, Dt Who and other geek IPs who've not bothered with any new material from those topics in years, outside of building our catalog of older movies, books and graphic novels from 2nd hand sources.
"Whenever you intentionally include someone you unintentionally exclude someone else."
There's nothing "unintentional" about it, they're both fully intentional.
The people who know how to do things that work eventually get replaced by people who don't know how to do shit but know how to climb the corporate ranks.
I hear that the entire top Jaguar management team have all been arrested ... by Inspector Morse!
I’m actually buying a new car for the 1st time in 26 yrs, myself…. & there’s no way in hell it’s ever going to be a Jaguar
If you've got a Jaguar budget, you could buy something luxurious AND reliable - like a Lexus.
In these days,..Reimagined: AKA Wokeified.
Feel like we should name this car 'The Homer', in regards to that time Homer destroyed Herb's car company. But then that car had a lot more going for it...
'Pretentious, Moi?' 😂
I am struggling to think of the market they are aiming at with this rebranding. They want to sell expensive luxury cars so they surely needed to be mindful of a target audience who could first afford such things and second the kind of messaging that would resonate with that audience. What they produced ain't that, of this I have no doubt at all. All the years of crafting an image of elegance and performance with roguish undertones is gone in an instant replaced by something the public already rejected before it was even aired. The guy on stage at the reveal looked like they were holding his family hostage, he so obviously didn't want to be there and had little to no confidence in what was being presented.
People are going to replace the 'j' in jaguar with 'f' when referring to them.
Car looks like a bigger joke than the ad!
I think a lot of these groups make the same basic mental mistake people in many, many industries make: They assume what they already have (materials, facilities, market share) does not require constant maintenance to maintain or keep. The human brain seems to default to "one and done", the ongoing effort and cost of keeping something once you have it is something that needs training and you will lose it if it is not constantly refreshed in your mind. Probably a leftover of early human evolution when there was nothing to maintain: you found the food, you ate the food, you looked for more food.
The Draguar 00 - Marketed by zeroes, marketed at zeroes.
02:06 In the recent years, the senior management of BMW too refused to admit they were wrong and even publicly doubled down on their terrible, disproportionate vertical front grille that went from classy purebred nostrils to a pig snout shitpicker, despite the unanimous disapproval of their customers. But finally, very recently, the design team was recycled almost entirely and they finally reverted back to good looking horizontal kidneys of a new kind with the upcoming production version of the Neue Klasse.
As a advertising executive, I don't care what a university teacher says. They are all ideas, and no actual work. They live in ideal-land with no money or real company finances on the line. Unfortunately many brands are hiring equally inexperienced people with lots of degrees and no real world experience.
But I bet they all have MBA's.
You’re spot on. I’m in the exact target demographic for old Jaguar, and now wouldn’t be seen dead near the brand. I have a Range Rover and I really hope this contagion doesn’t spill over into other JLR holdings.
‘Copy nothing’….and a woman appears with a sledgehammer aping the iconic 1984 Superbowl Apple Ad. So, the commercial lacks honesty, as well as a car!
"‘Copy nothing’….and a woman appears with a sledgehammer"
Are you SURE that was a woman?
That was not a woman, it was a man in a dress.
I predict this is the end of the brand. They're cutting back on dealers, they probably spent a ton on this rebrand, they are unlikely to have any other ideas or options. This was the end of Jaguar in real time. It will take a while to work itself out, as businesses do. But I don't think there's any coming back. This is like when Homer Simpson's brother Herb let him design a car.
Child Protective Services would like to have a word with Jaguar.
Maybe we will eventually see one of the cars in a pantomime along with all the other box ticking characters.
They should have a word with the Scout movement while they are at it. They too have "gone rainbow".
Aahh now the picture of the rock at the end of the advert makes sense. It was showing what a lump the new model was!.
The new Barbiemobile looks cool!
Barbie drives to his/her gender reassignment surgery in their trans coloured car
Hahaha I see it
As soon as they finally showed the car I could understand why they were reluctant to show it in the first place.
What does Jeremy Clarkson think about all this? Is he burning his Jaaaag collection in protest.
Those old, true Jags should be worth more now, like the great paintings of a dead artist.
That thin line between being "bold" and being utterly insane.
So it is a crossover?
Well, lets be clear: this wasn't just a marketing problem. The whole structure of the company (or at least top part of it) appears to be all-in on the product design, marketing and philosophy of 2015--When woke was, maybe not in its prime, but was in ascendency.
based on the leaks from inside Jaguar, it sounds like most of the workers had the same reaction as the public
When you are in the red fir 20 years then you are toast and all the fantasies dont help. Time to grow up and get out of the red. This is not the fantasy baseball league.
@@y6cd3sdzHs1g I once queried an employer over what I believed to be a foolish sales strategy. I was bluntly told "This organisation is not a democracy." Perhaps not, but it went bust 28 years ago.
This has been the best critic ever! thanks!
Nothing like marketing to the capital city of Panem in the Hunger Games. Bold strategy Cotton
That’s exactly what a young girl told me, it was aimed at the residents of The Capitol in The Hunger Games. When I suggested that Jaguar use a South London Hard man, she thought it would be an improvement. I even pitched having a delectable girl like Fann Wong, Kimberly Chia, Gong Li, or Willabelle Ong driving down the Amalfi Coast, her eyes lit up.
When I see a car ad, the things I look to see: The kind of person driving the car... Are they confident, excited, or maybe relieved to have something solid and reliable? (nothing wrong with solid and reliable. Soccer moms and dads drive too.) The car... what does the image of the car itself say about the expectations I should have for the product... The road... Is this a rugged traveling vehicle on the range or the mountains? Is it a highway car where I'll enjoy the smooth rush of air? A city car, meant to look classy... or a suburban warrior? All their ad showed was people who don't look thrilled to be driving. More like they've got chips on their shoulders. No car, and no road... So I'm supposed to be excited about scowling and smirking faces dressed in painfully eye searing pastels? Yeah Jaguar... That's not selling cars. It's bottling an unpleasant attitude and saying "Take a swig." Well... Now I've seen the car and I understand why they didn't show it and certainly not in a real world setting. It looks neither thrilling to drive nor rugged, nor reliable, and nor does it look like the car I'd want to step out of when going downtown. They're trying to sell something but it ain't cars. And what they are selling? I'm not interested in buying.
This is a golden opportunity for Astin-Martin to step up and capture the market jaGUar is abandoning. Hire Pierce Brosnan, take an Astin on the road, let it run. Dodge sure knows what to do. Look up their "Save The World" ads. THEY want to sell you a Car!
They will never acknowledge this mistake, hence the rebranding will never be saved.
Entitled woke activists will never apologise they are angry spoilt kids at heart.
I’m a Jaguar aficionado and three time owner, from an XKE, thru an XJ6 to my present XK8. I’m an affluent Professional white straight man. The ad appeared to be aimed at my polar opposite, unhappy, gay, trans, Sub-Saharan people. I am completely repulsed by the new cars. I will have to look into Aston Martins if I want a new beautiful British car.
there's a very VERY slim chance people will begin to like their recent concept.
They didn't need a rebrand, they just needed a new car in the tradition of old.
I predict massive drop in stock and massive layoffs and you don't have to be a fortune to see this one coming from a mile away 🤔
I start questioning other areas of the brand like quality of materials used in the build, when they willingly self destruct on a seemingly simple no-go area. WTF questions arise.
Yo jaguar if you want to be more inclusive drop your prices by 95%
Problem is, the depreciation is doing that for them 🤣
The problem is ESG funds. They use your money to vote and lend out to promote this. Change to non esg funds like Strive.
Jaguar has no new customers gen Z isn’t interested and can’t afford Jaguars, and marketing to a small fraction of society will doom your company.
Though this is a parallel to the Bud Lite fiasco, it reminds me of another company that fell for ‘groupthink’ - the Sinclair C5. This was a ‘unique’ electric pedal car, designed far before enough cycle paths or battery technology had evolved to be useful, but no one had the guts to point this out to Sir Clive Sinclair. A similar marketing disaster ensued.
Apparently, in all these ivy league MBA programs, they don't teach that all customers are not the same.
When did Jag was out of the red the last time? They lost money for 20 years
I disagree that it's lost it's connection to British heritage. If you're paying attention, this is exactly on brand for the nightmare Britain has become.
He's in the pink, the Pink Panther 🎵 The rinky-dink Panther 🎶 And it's as plain as your Nose! 👃 That he's the one and only, truly original 😹Panther-Pink from head to toes!!
The cars actually look worse than the people in the advert. Now that's some high level marketing genius.
Jag's new commercial is...uhh...Wild...yes, wild...it reminds me of certain parfum ads from the 90s. Everyone is shading Jaguar for their woke commercial but no one is asking WHY the car company needed to rebrand. They are under pressure to abandon gas powered cars and be totally EV by 2030. In a press release in September 2024 they said that to meet this goal they are prepared to shed up to 85% of their old customer base. They are banking on a new (imaginary) customer base who can afford to shell out $75k for a low-end EV and up to $150k for a loaded model. The problem is that their target audience doesn't have that kind of money. Things will get interesting over the next 5 years.
Radical marketing campaigns like this are perfectly fine for brand new companies or brands but rebrands of long established companies with known characteristics have a duty to their existing customer base if they want to keep them.
They keep going on about British iconic car, but its been Indian since 2008. They have been just 4 wheeled motorised dustbins for some time. Who cares if they go woke. It aligns with how Tata has now made them.
It was American Ford Companzmy before it became Indian. The British run it into the ground and bankrupt it. It was dead and Ford and Tata try to revive it
Indian, not British, helps to explain the bright red, yellow, orange and pink color scheme.
They do have time to fix this. The only problem is it's running out fast. The bigger issue will be the higher ups who, just like Bud Light, have set their course plotted and won't leave it. By the time they're willing to accept they made a mistake it'll be too late, the same as Bud Light.
I've been waiting, another upload from you!
It used to be that only the buyer's opinion was important. Now buyers can guage the general public's reaction to their 'status symbol', and realise they will not be admired for their purchase.
A brand that was once admired has become one where people will point and giggle.