“It’s Embarrassing!” PR Guru Analyses Jaguar’s ‘Woke’ Rebrand

Talk’s Mike Graham and PR guru Mark Borkowski discuss Jaguar’s rebrand, with some critics calling their latest marketing campaign ‘woke’.
Their conversation highlights the potential expansion of Jaguar into non-automotive markets, like perfume and fashion.
Click here for more from Talk talk.tv
If you need any help visit: talk.tv/helplines
#jaguar #cars #car

[@gavriloprincip11]

Jaguars new TRANS-MISSION

[@howdan1985]

😂😂😂😂

[@bladesphere]

😂

[@carnutzomari]

😂

[@Couldntgiveamonkeys]

🎉😂

[@johannabarry4672]

Brilliant!😂😂😂😂

[@tonybytheway7543]

As a former employee, this is just embarrassing. Take an iconic brand with great style, history and performance....and destroy it in 5 minutes, I hear the leaper is going too. Doesn't every premium car brand have a recognisable and iconic symbol? The Mercedes star, the BMW propeller, the Rolls Royce spirit of ecstasy, Ferrari's prancing horse, the Audi rings etc. Why lose the leaping Jaguar ? I just don't get it.

[@horsepower523]

Indeed. To me a car company's logo is as integral of an identity symbol as a human's face. If you change the logo then you destroy the entire identity.

[@anthonyduffy1278]

Agree with the comments above. They’ve traded recognisable, for instantly forgettable. Very sad for the employees

[@mohamedabdelhalim7521]

The leaper didn’t go anywhere.

[@lewis72]

@@mohamedabdelhalim7521 Was it meant to ?

[@grabannon]

Too masculine.

[@Danceup-dh6kn]

True story: I went to the jaguar website yesterday, to look for an approved used car. I saw the add and wondered what the hell was going on. I definitely won't be buying one now.

[@nothing-jl2dz]

good choice.

[@smoothtalkerguitarsuk4431]

Oh shame.

[@ashleymoore1099]

I think they have done it deliberatly to have reason to close the business

[@JonDingle]

I agree, the decision was made when they launched the last XJ, I knew then the writing was on the wall.

[@veronicabell6652]

They didn’t need this to shutter it. It could have died gracefully.

[@c6h5choh-cn82]

the goal is to "sell the RUINED company to China at CHEAPEST PRICE".

[@nothing-jl2dz]

@@veronicabell6652 i agree, no need to destroy their dignity like this

[@W.A.J.J.]

Actually I thought this to. The left hates capitalism so this could be some fringe extremest groups way of fighting from the inside.

[@KelculesIII]

It says "Copy Nothing" Yet they have copy and pasted standard DEI style advertising. Just design quality cars. Who cares about who buys n drives them. It's very low effort yet again from big corporations.

[@jacopofbargellini4005]

and sledgehammer from Apple commercial 1984

[@nothing-jl2dz]

some idiot made it but the real question is how it passed the rest of the team

[@georgedavidson957]

its just sad that something iconic is now a laughing stock.

[@smoothtalkerguitarsuk4431]

It's not a laughing stock. They have more publicity now than they have ever had. All because of a bunch of narrow minded bastards lol. Lighten up, wait for the new vehicle. No need to sh*t the bed just yet.

[@ashleymoore1099]

Jaguar are already dead they just dont know it

[@smoothtalkerguitarsuk4431]

How many Jaguar's have you purchased in your life?

[@ristau]

Faguar has six months, maybe less.

[@DhimmiSausageStarmer]

Cut their losses…sell the name to so one who makes real cars!

[@dredgewalker]

Months? It already died after this ad

[@CodMemories]

Jaguar has been irrelevant

[@ashleymoore1099]

Vw have gone broke making electric cars so did ford .

[@brigidlaffey7343]

And electric cars are far from the sustainable, good for the environment ’creation’ that they were sold to the gullible on. Heavier, more damaging to the roads and any car or unfortunate person they collide with. The inconvenience and time consumption in travel i.e. Charging and queuing. The cost of running them has been proven to be double that of petrol engines, and that’s without even getting started on the mining of lithium etc…

[@Haffschlappe]

Fiat is also broke

[@Pyrrho_]

BYD seems to be doing OK.

[@DixieDaydreamer]

TATA could have just shuttered Jaguar but instead they chose to mock it to death, it's quite sad but this is the modern world. We won't realise what we've lost until it's all too late.

[@Pezzerd]

It’s run totally from the UK by British and Europeans. I wouldn’t blame Tata

[@Angus_____]

Email head office and say you are cancelling your Jaguar car order.

[@lesgamester7356]

Faguar, Draguar, rainbow seats, interesting rebrand. 🎉🎉🎉😅😅😅

[@KG-vn8ou]

Tranguar!

[@sams3015]

It’s not fag or drag…it’s just a boring ad trying to be edgy and failing miserably

[@thetruereview6780]

Transguar.

[@c6h5choh-cn82]

Most requested accessory: 5-speed environment friendly D1LdO 🤣🤣🤣🤣🤣🤣

[@Kenny-t6j]

JAGOFFS

[@jeffrydiamond]

I loved my '77 XJ6L. If it's not British, manufactured in England, it isn't a Jaguar.

[@JonDingle]

Apparently Jaguar admitted to the media that they expect to "loose 85% of their customer base" and then build a new one from a younger generation. People have it wrong about Jaguar. The new powers (Since 2008) from the design centre upwards have been given the job of killing Jaguar. The last XJ, HIDEOUS, the growler logo (as the one in the video) looks like a Lion King caricature (utterly horrid compared to all previous growlers except the one on the XK120 which was also horrid and Sir William changed it) and now this insulting, offensive, deeply disturbing "advert" is absolutely degrading to the fine brand Sir William Lyons built from nothing having starteed out building Swallow Sidecars ini Blackpool. Although I never met Sir William Lyons in person, I love the Jaguar's he designed and some of the later models too. I have owned about ten Jaguar's and still own an S2 XJ6 and an XJV8 today. I am confident Sir William Lyons will be looking down angrily and scornfully upon the humiliation of his brand. RiP Jaguar!

[@lewis72]

"The new powers (Since 2008) from the design centre upwards have been given the job of killing Jaguar." - I think that this is bollocks. If Tata or whoever wanted to kill Jaguar, they'd just stop making Jaguars... which they have kind of done.

[@dcoughla681]

@@lewis72 They’ve stopped making them this year.

[@randomcomputer7248]

no, they are going bust.

[@lewis72]

@@dcoughla681 I know.

[@missk7001]

Well if the woke, rich and young influencers are tempted they might age the brand. Joe average, young or not, will never be able to afford it.

[@schrodingerscat1863]

I foresee bankruptcy in the not too distant future. Jaguar the car company wasn't even very good at selling cars, they are delusional if they think this will allow them to sell anything else, they just destroyed their brand.

[@Craig121000]

You damage yourself by rejecting progressuon.

[@davidperri8862]

Maybe by design to devalue for easy buy

[@paulneville7154]

they sold 450,000 units last year...

[@Angus_____]

​@@Craig121000your brain is damaged beyond repair !

[@Angus_____]

​@@Craig121000it isn't progress you clown

[@Fan-nothing]

I feel sorry for anyone who owns a jag. Your now going to be classed as a back door burglar.

[@smoothtalkerguitarsuk4431]

Are you racist as well as homophobic? Or just a grandfather who hasn't been able to move with the times?

[@mikedignum1868]

Does anyone remember Bud Lite?

[@TheHateSpeechChannel]

This is like the advert version of Gerald ratner

[@livingintongues]

Who??

[@Ingrid-sb6my]

Still boycotting...

[@sdfilmproductions4193]

Jaguar went from 'its good to be bad' to just bad.

[@colintx800]

The guy in red with the paint brush, looks like he touches things he shouldn't 😲😲

[@DhimmiSausageStarmer]

The one on the right looks like Lizzo

[@fsl4346]

😂😂😂😂

[@ginghamt.c.5973]

I just spat my tea out!😂

[@openbabel]

This is all deliberate..... As a marketing professional, never expose your brand to political opinion at any time. Benetton sorely regrets employing a man that did that.... Destroying a brand means the net shareholder value declines and shareholders sell fast. Then , jaguar is up for sale and is bought by BYD and everyone loses their jobs.. Another growth idea from this failed government. The advert was simply made for children s play time and bought on the cheap for some marketing company.....jaguars are not from Mars, but the person who did this was certainty spaced out.

[@Haffschlappe]

Jaguar has a Marketing Ai

[@RobertPerry-e4r]

I don’t the important Middle East market is going to embrace this one….

[@louiswilliamterminator2887]

Might as well have changed the company name too, in order to modernise it. Maybe something like 'Qweerz'?

[@cp4512]

It’s like watching a child a school that simply doesn’t understand what to do. It really isn’t a clever advert. It’s just entitled fools in marketing pushing a woke political agenda at the expense of shareholders and profit, and I’m amazed the CEO could be hoodwinked so easily 😂

[@steppingstones144]

By all accounts, he is fully on board with woke agenda and positively encourages it. Maybe he will go same way as the Harley CEO?

[@StillAliveAndKicking_]

It makes me wonder if they did any audience testing beforehand.

[@Steve5151]

I can envisage James Bond in a multi coloured Aston Martin in the next film the way all this bollox is going.

[@PopCultureCat]

That's Jenny Bond to you and it is ma'am. It is ma'am.

[@rumpoh8039]

APPEAL TO A SECTOR THAT DON'T BUY CARS PYSSE -AWF YOUR CURRENT OWNERS

[@StillAliveAndKicking_]

Rumour has it that the new Jaguar has the gear stick in the middle of the driver’s seat. RIP Jaguar. Over 100 years building a brand, a few minutes to destroy it.

[@Evasius]

Why even retain the strong animalistic name if they’re going to deflate and emasculate the brand in every way?

[@quartytypo]

Jag fits in with the UK political mind-set.

[@Cupid_Stunt]

So .... Jaguar starts with an "F" now.

[@Ingrid-sb6my]

FAGUAR. just say it

[@johnhewett9483]

jaguar have just kissed goodbye to their car company..... a nice xmas present for their shareholders

[@dcoughla681]

and their workers.

[@T.J4644]

Thought they were a clothes company

[@the_forbinproject2777]

the car is the rock at the end - useless as transport and hard to shift when you try and re-sell it !

[@bobcarptheTaf]

Ferrari changing prancing horse for a rainbow unicorn next haven't you heard 😂😂😂

[@MuffinTop90]

My thoughts exactly! But then I thought….they might “identify” as cars 😂😅

[@bungle3912]

Regardless of the politics, the advert fails as you've no idea what it's for. Where's the car? If you removed the company name from the end, you'd have no idea what this was about. If this was made by contestants on The Apprentice, Alan Sugar would be fuming, asking where the 'bladdy' car is.

[@rutgerhauser2377]

Jaguar old logo is iconic. It literally shows the hood ornament by which most people can immediately tell it's a jaguar. This new "copy nothing" marketing campaign doesn't show a new car. It doesn't show a new model. If you didn't know what jaguar is, you wouldn't know what they were selling. It could be clothing, it could be lipstick, it could be paint. It copies the format of any of those commercials. But no one would guess it is a car commercial.

[@chrisbuster6947]

I was think of getting a jag or a older mustang, decision made now.

[@FredScuttle456]

I want a Jag which S N A R L S, not minces.

[@df289]

jaglite

[@citisite]

I studied marketing with Philip Kotler. Since yesterday I've been asking myself: "why?"

[@haraldsulzmann3893]

Like in politics, movie business etc. there are people working in a direction where they have an audience in mind, but this audience doesn't exist in reality.

[@Haffschlappe]

Wef forced them to sell fragrances and handbags.

[@MrPagnu]

From leaping Jaguar to Pink Panther just like that

[@dixiethedog1777]

This could have been why "Two Jags" (said with absolute respect to the man) died. May he like Jaguar RIP. If he was in his grave he would be spinning.

[@jamest7539]

there's an image of a weird futuristic car on the website, which no one has mentioned

[@peterforshaw2560]

Really fancied a used F Type but OMG the stick I would receive if I did..so a big fat no from me!!

[@NewtonInDaHouseYo]

To bad, because its an awesome car in V8 guise.

[@ormsk954]

Not showing the car in a tease ad campaign need not be wrong. But the ad is confusing anyway because it clearly alienates everyone who admires the Jaguar brand. They are clearly targeting LGBTQRSTUVZ+ market.

[@hifijohn]

I bet the sale of yellow sledgehammers goes way up.

[@dcoughla681]

Jaguar only sold around 9,000 cars in the US this year & when Trump adds tarriffs to the cars, that market will be dead. The ad has been altered for the Middle East market so that’s killed that one. They are not selling any cars this year in the UK & Europe. I presume they want to go bankrupt.

[@less.65]

They mustn’t have made the car yet 🤷🏼

[@edgarsdzerins]

Draguar identifies as bankrupt ... RIP

[@kevinthompson2753]

Nowt to with EV, they’ve lost jaguar ID with poor model distinction and competed directly with Land Rover products.

[@nizguy]

This was brilliant...no one has said a word about Jaguar for years..and now everyone is. AND we are all interested in seeing their new car, whatever it is

[@0tispunkm3y3r]

I think it's been misinterpreted as woke when really it's just 10 years too late with the high art/high fashion thing.

[@michaeldickson2634]

Must be the same french director that did the Olympic Opening Ceremony...

[@Angus_____]

Boycott. Simple.

[@ragtowne]

This is a fatal head-on crash of a once great brand, a disaster of biblical proportions, employees should find new employment before the bankruptcy occurs

[@molenz1960]

Remember the Paris gaylympics opening ceremony, this is now Jaguars customer base.

[@macmachine]

I've been saying this all week. This is the start of a complex flip.....

[@MediaMania2010]

The Jaguar logo was perhaps the most badass of all automobile brands and they replaced it with the most generic and boring thing ever.

[@Driv3rWisard]

There you see Harley Davidson! You don't need to hire a politically correct shoe salesman from Austria if you want to kill a brand that is considered a national symbol. With the right incompetence within your own house, you can slaughter the most sacred cow. Bud Light called and wanted royalties for their advertising idea!

[@jillyanddavedave280]

I think they made a mistake with the add it should have been on Indian tv

[@user-ug5zc4zy2o]

Looks like Dylan Mulvaney and Greta Thunberg had kids

[@rogerbichanicz9420]

EVs are bankrupting the vehicle makers so why waste your money on this crap advert.Jag have been gradually getting worse.We had S type and XK etc and they were different but not this bloody different.

[@madanto2394]

What they actually meant to have done was design a jaguar logo that is looking towards you as if its on the hunt something like the Lamborghini Logo. Jaguar needs to go back to the drawing board and also put into production a modern XJ220 like they did with the f-type and call it the XL220. The people in the commercial don't look well and i think Charles III should intervene.

[@IanParks144]

Fact: if you wire the Male and Female terminals of a car battery the wrong way around, the car may become irrevocably damaged and will cease to function......Society is no different.

[@keithisco123]

I will NEVER buy Jaguar again!!

[@DucatiDave68]

If the candidates on The Apprentice produced that advert Lord Sugar would go mental …. Quite rightly !

[@bobrice3957]

Jaguar used to be a make to aspire to. Now it will be a make to avoid for the majority.

[@GlynOC]

Notice how they've capitalised the G and U to subtly nudge you to say it the American way - ja - GU - ar

[@hruben7149]

This great brand is destroyed by people who have no clue.

[@joedudz]

The Jag CEO thinks that 99.9% of people are vile. Great just FRO and take your brand with you.

[@jaguarlover8199]

I’ve driven Jags my whole life…..so very sad this has happened…..RIP Leaper/growler badge……😢

[@savuti98]

In the same way that everyone was talking about Jimmy Saville....for all the wrong reasons

[@RTC1655]

Jaguar is technologically so far behind the competition (Porsche, Mercedes, BMW) that they might be focusing on controlling a tiny, little share of the luxury cars segment: Rich gay people with low quality standards.

[@peterlomax7143]

I find the Ad cringe but I can see the point that carmakers will have to diversify.

[@sharisjourney]

Could it be symbolic the end of diesel ⛽️ or petrol cars manufactured?

[@veronicabell6652]

Jaguar fashion and perfume? Is K-mart still around to sell it?

[@paulanderson4323]

If it does nothing else, this advert diverts the publics gaze from Jaguar reliability issues. Don't worry about our cars breaking down, we know what's good for you.

[@JaegerLeMaserati]

Jaguar was already struggling and now they've put the final nail in their coffin

[@nigelfisher3756]

If Jaguar’s intent is to cash in on merchandise like Ferrari, I think they will fail. Whilst having some track success, the marque is simply not in the same motorsport league as Porsche, Alfa Romeo, Mercedes and said Ferrari. Failure looms.

[@StillAliveAndKicking_]

That ad looks like the Star Trek episode from the original series that was banned for being too scary.

[@robfromsnorejella7982]

I never bothered to look at any other Jaguar advert

[@thehandleishothott]

They are missing a middle eastern, a south East Asian (India), Hispanic, native and a racially ambiguous

[@richardlabeja]

Let's be honest, Jaguar have been left behind as a car brand for the past 20 years. They are now marketing themselves for the future, not their customer base of old. Do not underestimate how backwards people are today. In the age where attention is golden, controversy sells.

[@robg5710]

Do they seriously think a rebranding fronted by a bunch of miserable they/themselves will sell anything, never mind cars?

[@TheMarky26]

If they are investing in a world they think is coming..I don't want to live in that world and I'll fight it till my last breath.

[@sirusmay5614]

Shame, once a contender of Rolls and Bentley and now they can't keep up with Koreans for looks and even performance.

[@ianscorey5293]

Hi dude….. I live in Queenzland Australia….. the biggest island on the planet!!!! Hence traveling distances are significant!!! To travel from Brisbane to Melbourne is nearly a two adventure!!!! EV’s just don’t cut it in these situations!!! You travel to the red centre in Australia and all you get is dust!!! No EV charging stations!!!! Just dust!! EV’s might be great in Sydney but out west they’re a joke!!!! And most car manufacturers are getting out of EV production!! The ICE engine is here to stay….. technology will make it more efficient!!! Regards Ian 👨‍🎤🇳🇿👍🍸🍸

[@W.A.J.J.]

It’s great for guys like me that love the DOHC classic jaguars. I’ll buy a DEIscounted faguar.

[@Danny-qq5nr]

That Ford engine didn't do much for them

[@nuprojects]

Theres a sanitaryware company called JAQUAR, made in India. logo looks very similar.

[@executorprime]

If "cougar" is a character description then "jaguar" is too, apparently. Men don't want to be called that.

[@MichaelGarland]

David Bowie dropped Ziggy Stardust hype in 1973 after a year as is was too contrived to be sustained. These people lol

[@paulobainz1210]

Problem is they’re confusing fashion brand creative directors with true advertising creative directors.

[@danh5637]

And yet everyone’s talking about this? Kinda sounds like they won.

[@hanrickbarnard4424]

Jaguar comes out standard with an oil leak... And now this??

[@tibbydudeza]

China is the biggest automarket actually 30 million vs 15 million annual sales.

[@ColinGarner-h1t]

I only hope that eventually when we see the new cars they are spectacular!!!!!!!!!!!!!!!

[@fasthracing]

Their new car is going to be a £120,000 electric saloon.

[@paultenhout2446]

They misspelled jaguar. The j should be an f

[@Oohgotanypoobags]

We’re going to witness jag disappear 🫠

[@peanutbutterjellytme]

Weirdos aside, the took one of the world’s strongest brands and completely gutted it for no reason. If the brand and its history means nothing to your new business model, start from scratch. What they have done makes no economic sense. Sure, their products may have been suffering but the brand was not. People still wanted a part of that even though they knew it likely meant unreliability. This rebranding has flushed all of that away.