It's not looking good

[@Bern_il_Cinq]

I have a theory that Tata is doing India's revenge on the imperials.

[@arkhalis3682]

Must be :D

[@DvlNarsist]

Well, Tata only funds JLR, They don't entirely control them. JLR is still indipendent.

[@Desert_Rogue_Tanker]

Well, whomever is in charge,is undoubtedly woke

[@Not_sheeple]

I love them for that!😂

[@HarnoorSingh-pt2vf]

​@@DvlNarsist😂😂

[@lewischime5737]

A jaguar should be like a jaguar, quick, fast, agile, strong, and roar like a jaguar

[@thanosianthemadtitanic]

nah it's lame and gae now😂

[@donyiiovanni]

It SHOULD be...but don't you know there's a new jaguar in the jungle that's the child of a shiny refrigerator, and an air conditioning unit?

[@aidaaliten8817]

its a cat that identifies as a jaguar now

[@andrewhurstcars]

This jaGuar saga will be studied in marketing circles and business schools for many years.

[@GratefulNPC]

JaGUar according to one of the designers lol

[@kpv123]

As a case in what not to do

[@andrewhurstcars]

@@GratefulNPC yes correct, but most people now see it as ‘jaGuar’

[@andrewhurstcars]

@ unless they pull off the biggest marketing coup in history and come out with a straight-six hybrid E-Type that weighs under 1600kg.

[@Fanboy1222]

now, a lot of people thaught that about the lotus eletre aswell. Only to see that the eletre is selling well and making lotus profitable for the first time probably

[@senne3315]

The sad reality is if Jaguar doesn't go 180° back in the other direction, they WILL go bankrupt. Which is an absolute shame. But would hopefully set an example of what arrogance can do to any brand, even as historic and special as "Jaaaagggg"!

[@civicrider5556]

its too late when even the execs are doubling down on this nonsense, its over

[@hollowrift]

Man this is such a shame honestly The XJ220 will stay one of my favourite cars ever, and no terrible rebrands can change that.

[@alphatrion100]

The xj220 is one of the LEAST jaguar like cars they ever did.

[@moneymikz]

The average Jaguar customers a 55-year-old man, I’m sure they will really love this lol

[@cjmhall]

They already said they only expect to keep 15% of their current customers. I guess they decided that it's more lucrative to target gender-fluid, ethnically-ambiguous buyers who are in the market for a $150,000 EV.

[@moneymikz]

@ bold biz strategy Cotton…

[@hoody3758]

@@cjmhall "gender-fluid, ethnically-ambiguous" live with their parents and only buy a scooter. let's be serious.

[@Lupo45]

15%??? More likely 1% or 0.1%

[@TrondelagianPatriotsriseup]

@@cjmhall That market can't afford a broken down sab for 1000$, jag is committing suicide right now

[@RealAtf]

Who thought “wow this is a great idea! We’re going to make so much money!”??

[@francesco5254]

Exactly. Sometimes designers go off with their ideas, but how come that NOBODY in the entire management team spoke up??

[@sambitdas9416]

Someone on crack I suppose

[@cryololphosaurus]

Sir William Lyons *_DID NOT_* die for this shit 😭

[@BernsteinOmega]

I think the Ad is working. EVERYONE is talking about it. Now drop the new Jaguar while we're still talking about it.😂

[@lewischime5737]

😂😂

[@nasif_710]

Good one😂

[@ivato46]

yeah, we talking shit and we aint buying that. so its a flop nontheless

[@sainsrikar]

They are dropping something in the first few weeks of December. They said it themselves 2 days ago

[@ediltonspencer6974]

If the car is actually good, the marketing department will be regarded as geniuses. If the car looks bad, it's RIP JAGUAR.

[@kdoodoo]

Earning brand reputation is by 10yrs warranty not ugly logo.

[@larssonk22]

loved the Villians ad campaign

[@MRVSKIN]

As a British petrolhead. I have a very bad feeling about this. The advert and the teaser images is just completely wrong and the logo. There are things that shouldn’t be changed. The new logo and lettering looks cheap. I am dreading this concept release

[@Dario01]

Being different is not always a good thing

[@Tram-30]

This looks like Megatron if he decided against being a tank.

[@terrencebiggane8648]

There's an online support group forming for those poor souls who are traumatized by this change.

[@lucasmoreno5330]

it's the same group who profess to be Christians yet never attend a church service.

[@MonkeyPower55]

Not traumatized, concerned about the future of a brand we love going bankrupt.

[@futurepig]

I guess rear visibility was too "ordinary" so they deleted it

[@honsolo8906]

Noone at Jaguar: or we could take the money and fix our reliability issues

[@MonkeyPower55]

Right, the issue they need to fix is reliability problems and depreciation because of it. Just focus on that.

[@franciscoesteve5758]

They have killed the most reliable products, the 4.2 v8 naturally aspirated, the 3.0 supercharged, the 5.0 supercharged... They have also killed the xk, f type and xj....leaving the ingenium and 204 dtd engines destroying the brand from within. ..

[@matthewpervere6965]

New logo looks like Pepsi’s old logo mixed with the Dyson logo.

[@CharlesBojangles]

Dyson, Smart (car), Nectar mattresses, Saatva mattresses...the Bauhaus font logo has been done to death.

[@alexli5279]

jaguar sales have been shit for the who knows how long nobody was buying their cars so at least people are talking about jaguar again. like literally no one was talking about this brand for years

[@NicoSchurr]

If what Jaguar was doing up until now was so great, they wouldn't need a rebrand now would they? And yet they were barely selling cars.

[@A_Planner_and_a_Dreamer]

All they needed to do was bring back the design of the XJ you shown but with a modern sleek touch. In fact I have great ideas on how to reinterpret those classic Jag features while keeping the rich heritage of the brand intact. This is nuts, honestly. How in the hell a car company this great managed to torch down their incredibly rich heritage in one fell swoop with this amateur-hour slop?!

[@blackcow8114]

Ditches the engines that they were famous for, makes a woke ad, and reveals EV concepts. How classic.

[@einautofan6685]

The way to go broke...

[@LIL-MAN_theOG]

everything isnt woke goofy...its just an avant-garde ad, live with it...or not. Some of you just wanna use woke for every damn thing when anyhinbg pops your brain-sponge lolololol.

[@cjmhall]

@@einautofan6685 they were already broke

[@NoirEminence]

What does woke mean?

[@einautofan6685]

@@LIL-MAN_theOG Some of us don't want to see gay trans or unisex advertising... And some of us can't stand the whole LGBTQ thing anymore... And some of us just want to see an actual CAR in a car advertisement!😜

[@TheWinwin4all]

This will be a bold statement on what side of the fence you are, by driving the new (f)jag

[@UpperRobin29]

If anyone running Jaguar was smart, they'd see all the backlash and cut their losses and do a full 180

[@pmatusco0725]

I own a beautiful XK metallic black with all black interior that turns heads everywhere… I’m not changing a thing!!!

[@xbszz]

Copy nothing Create nothing Sell nothing JaGUar.

[@jo8512-y1e]

I’m stoked to see your new car!!

[@adriandrakaruniawan]

We are witnessing an evolution of a wild jungle beast to a sassy house cat

[@KtothG]

"sentient AI humanoid robots are the closest thing we will ever create to something that is ALIVE"

[@Tripl7x-i4i]

Jaguar pulled a Bud Light with that commercial

[@ezeavila]

This is huge F for Jaguar... sadly that brand is gonna die.

[@Richard_Heng]

Jaguar is something else now…

[@АнтонДемченко-д8т]

Jaguar is soon to be dead with cars like this.

[@Kertgaferg]

Can we get Jaguar to make the clothing in their ad campaign their official company uniform? I want to know how far we can push this.

[@Knobslobber11]

This isn’t Jaguar

[@b1r2y3n]

You mean this isn’t grandma’s jaguar, which by the way wasn’t cutting it. New generations are ready for a reinvention, something that doesn’t feel like a car headed to the senior center.

[@Knobslobber11]

Chill princess

[@markallenstehley]

Interestingly….. I am in the market for a new car. My wife has always driven Mercedes or BMW and I have loved Jaguar since the original TV series the Equalizer. I convinced her to go look at the Jaguars and then…., The disaster ad was released. We researched the company executives and their objectives. At that point…. We elected to continue driving Mercedes and will be shopping them this weekend. Jaguar is free to do whatever they choose as a company. Equally…. I am free to spend my money on whatever I choose. And it will not be Jaguar. Ever. They have completely eliminated me as a potential buyer for life.

[@wildflashback1979]

RIP jag. You will be sorely missed

[@united002]

I find it dificult that a world renowned company would abandon there heritage

[@adnaanu]

Jaguar: "Copy nothing " Also Jaguar: Copy Tesla strategy, cyber truck, PC Penny font, L'Oréal advert, Richard Ayoade hairstyle...

[@TechGuyZone]

Very sad to see a company falling down so dramatically. Do they understand anything? Crazy.

[@SmartyPuns-mz3vv]

That photo is actually the front of the car.

[@toha2939]

New logo looks like it's for a smart juice machine company.

[@XOTICXPATRIATE]

oh my god I could only imagine how fast sir william lyons would be turning over in his grave if he saw this.

[@sambitdas9416]

I don't understand why today's designers hate the rear window so much

[@feolive]

What were they smoking in their office???

[@michaeldavis2039]

Time to go classic and vintage from this point forward. . If money was no object, I as a customer and consumer would either go bespoke-custom to a gasoline-powered, manual transmission, analog display dashboard with as minimal digital-computer crap as possible, or purchase a used vintage classic and bring it back to its former glory.

[@ChivuShencoAI]

... in the meantime Geely is discussing their take-over bid. ( to be continued )

[@yanis_s500]

RIP JAGUAR

[@abhigyanghosh9330]

Jaguar does sell perfumes though, so probably those would sell well now

[@Nogood_Sobad]

Handsome squidward looking ah car

[@1989jeev]

I think Jaguar knows what they're doing. They did say copy nothing so we'll see what they didn't copy on 12.2 😄

[@senseihEnRY16]

The most beautiful car in the world for me is the Eagle Speedster which is based on the Jaguar E-Type. I'm still gonna wait for the real car, don't care even a bit with the ad and the new logo, just make beautiful cars!

[@marting7639]

This is the new kind of marketing, make an add that makes people upset, then release the product that is not good and people don't buy it because it's not worth it, then blame the customer and call them bigots, all kinds of phobes and "-ism"s etc...

[@ObilloFitz]

Cars are, inherently, masculine This is plainly an attempt to re-define masculinity And to revise all things that once passed as beautiful

[@Scion2112]

Red Rocks amphitheater is just around the corner

[@blairbrown4812]

I'm loving the new Jaguar, if only because it's giving pretentious Automotive Fops resounding tension headaches!

[@brianbohnet1907]

Front end looks like someone took a M2 and said "How can we make it look uglier"

[@kfh123]

Everyone now loving the old Jaguar design (me too). But were these people buying a Jaguar? Nope ;) (Jaguar XJR (X308) most beautiful limo ever made). Criticism of the rebranding is needed. Judgement without the a revealed car? That's a bit early tbh. Let's see next week...

[@BernsteinOmega]

Why ignore that pre 1960's Jaguars were boxy and that they didn't just make "XJs"

[@jaeluatl]

I think you’re absolutely wrong if you look at most concept cars and futuristic vehicle even down to a cyber cab this is the design language. I think we’re going to see in the next 10/15 years. It’s gonna be somewhat revolved to super smooth electric vehicles. It’s the next phase.

[@josemonsaji]

I dont think i would be so disappointed if they stopped maming cars and enter the AC market or fashion industry like they advertised.

[@brandonperlow9091]

All Jaguar had to do was engineer their cars to be reliable and be a compelling competitor to German Cars. This rebrand is likely to kill the company.

[@LaurentiusTriarius]

They're not sniffing the white stuff just a heavy dose of their own farts 😂

[@mentalstatement]

Design is easy, manufacturing is hard - Elon Musk

[@kdoodoo]

Jaguar as Bentley? lol

[@z28camaro79]

I absolutely love how polarizing and how triggered everyone is over this ad. I love it just for that. Personal I’m looking forward to the rebrand although I’m pessimistic about sales. I do believe they should move upmarket but 130k for an EV from Jaguar sounds like a recipe for disaster. Regardless Jaguar has had no sales over the last few years it’s time for a revolution. Everyone had their chance to buy Jag over this last generation and we all chose not too.

[@hoody3758]

RIP JAAAAAAAAAAAAAAAAAG

[@pmatusco0725]

They should have taken the Hybrid route as a slow introduction into the EV market… This is shock and awe!!!.. And I think it’s gonna be more of the awe when they look at the bottom line 10 years from now and AWE what it could have been…

[@nmccw3245]

lol - I just picked up a few shares of Aston Martin Lagonda

[@larryscott3982]

If the introduction of the EV was smarter, then the EV wouldn’t have this kind of feedback. So it’s going to have to fix that. It’ll be compared to cyber truck and that should’ve been avoided.

[@fredericoamigo]

Glad Jaguar is going all EV. In my mind that is the right move. However, im not sure about the boxy styling.

[@jamestkirk6198]

And you can now have any colour that you want ….. as long as it’s PINK 🌸😂

[@JohnMackay-kn3rl]

Faguar insulted its customers and made Jaguar owners regret owning a symbol of rainbow filth

[@satiready]

I would Have Preferred Themgoin back to Natural Materials. Wood Interiors with modern organic forms and Simplicity. Clean Graphics on the exterior, Alternative materials like Brass Titanium for grills and vents etc. That woulc have added a different flair of Luxury for sure.

[@rolandjosef7961]

They are selling a Yellow sledge hammer.

[@TechGuyZone]

They are finished. Stupid CEO. Has no idea of customers.

[@Biden-SUCKS548]

Reminds me of some of the RR concepts from the 2010s

[@eamfos]

Everything is becoming "the same". In the old days you could see a car from far away and you knew the company..... now they are all the same... The same thing is happening with motorcycles.

[@theworldsbonkers]

How to kill a brand in 30 seconds. How could you get something so wrong???

[@infidel-catto]

they should have rebranded as Draguar.

[@ferrarifrank7854]

Are you going to be there at the art festival?

[@ashcarrier6606]

Why is it these days when a corporation says they need to appeal to an audience other than their current customer base, the new audience is always the weird, alternative lifestyle crowd? As if there aren't other groups, larger groups they could appeal to? As if you're either appealing to Nigel Farage or Andy Warhol. There is no other group.

[@Noname-bg8sh]

9:35 wasnt this Mercedes Gameplan before it Backfried. But you can clearly see they are preparing for a Future where thes believe a Car itself wont be affordable to everyone anymore. Who's making that Future?

[@monke9326]

id rather jag end now, than become a SUV company for a decade like every other brand... just being honest

[@1e2werks15]

Very high risk. Hubris before the fall?

[@d4l3d]

I need to remember never to hire you..

[@1Gr8Editrix]

Jaguar probably has the problem of a lot of legacy brands, as you said, of how to move forward. The culture that sustained it is in decline. Ironically, the people in the ad sort of prove our overfeminized decadence

[@Zeyek1]

trying to copy acura

[@redparis9225]

Why would someone not just buy a Polestar then and save $60k

[@Mono-Toon]

I don't like the new car design so far. It feels incomplete, like it's aesthetic is all it relys on. You realize it when you see it stand next to another British sportscar. They invite you to walk around the car to see how the shapes change from every angle and all lines and chamfers seem purposeful and characterize the whole car. This new version does not give the breathing-room for all the bold shapes. All I hope for is that the final car turns these elements into an actual identity with presence on the road.

[@Puppet_masterUK]

Being British and being a car enthusiast for over 50 years, I can tell you that Jaguar has only ever really appealed to white, middle-aged, middle class men. The F-Type is a beautiful car but every time you see one, it's being driven by a grey haired gentleman... It's kind of a cliché. I understand that Jaguar sales are down by 70% and that this brand is at risk of becoming the next British brand to become extinct. While I'm not a huge fan of this relaunch of the Jaguar brand, I do understand why they're doing it and I hope they succeed

[@pedrodscom]

I think it's gonna be a success, but a bad one. Like something made by Balenciaga for a Kardashian. It's for bad taste millionaires. And i'll hate it so much, but it's gonna be a success. Mark my words.

[@einautofan6685]

It's a shame...😱 Let's see them go broke!😏

[@ronaldarambulo6450]

My favorite Jaguar were XJS, XJ220 and the C-X75.. The ad was successful, it capture the attention of everyone, but looking at the suppose initial design, it will flop. Jaguar stand for elegant curves and classy beauty.😔

[@AndrewTSq]

The xjr-15 also! Otherwise i agree :)

[@flvrmd]

If there is basically nothing to say about this new logo, it means that it does not fulfill its basic task of being at the very forefront of branding. Generic, characterless, negligible - typical design fast food. Such a shame...

[@xVERT4x]

So how is it alive when it literally looks more robotic and angular than ever. If something is alive it should be more curvaceous, I feel like they’re trying to commit brand suicide.

[@kpv123]

I can guarantee you that this brand will not be around in 2 years. I'm glad they change the name and the logo because the new looser company is nothing like the praiseworthy original

[@ahmadmhamed3495]

The new cocacola 2.0

[@pmatusco0725]

Woke = Broke…. What really makes me disgusted is that they complain that women have been demoralized over sex selling products… Sexy woman, sexy car.. We have always dreamt of having that awesome vehicle with the perfect girl by our side.. Now they are using Jaguar as a spring board as an activist platform selling what?… sex, but not in the way the 98% customer base understands… So if the 2% is your new customer base? Good luck Jaguar because first they need to have a strong position in the work place to afford 130,000…

[@donataspabreza]

They could've just renamed the brand to jag or jaaaaaaaaaaaaaaaaaaag :D