Jaguar's Go For Broke Strategy

[@goldreverre]

the "drag" coefficient looks to be very high.

[@chrisallen766]

I think they nailed the "broke" part

[@carmangeek8882]

They're done.

[@urbanstrencan]

Jaguar lost it, the legendary nameplate is ruined 😢

[@Un-Apologetic]

The "00" is how many they're going to sell.

[@TheJohnbjunior]

Good one, makes perfect sense !

[@Speed-birds]

🤣

[@theog_72fortyclub68]

My mother-in-law owned a jag, every service was done at the dealers. One day they just quit servicing the car. Customer alienation. Some companies seek the oblivion.

[@0HOON0]

They refused to service her car?

[@ML-762]

Catering to the brokest, most capitalist hating demographic seems like an odd strategy for a large corporate car company

[@pistonburner6448]

I dunno, there are many hundred highly paid 100K+ DEI managers and execs in many companies and universities...that'll fill their order books for a few hours' worth of production.

[@rawnet101]

@@pistonburner6448Take your politics and piss off - it ain’t welcome here.

[@pistonburner6448]

@ Your fascism is what's not welcome, Adolf!

[@Dr_LK]

Draguar, Faguar, go woke, go broke. Goodbye. It was nice knowing you.

[@maestrovso]

An elongated pink casket for the irrelevant car brand.

[@TheHk1966]

They truly are going for broke and are doing a mighty fine job doing so.

[@niceracleous9999]

I think you meant in the title Jaguar going broke LOL

[@billmitchell7904]

Remember the saying “if it looks right it is right” well this looks 💩so it is 💩!

[@unclebear4806]

To me, it looks like a death trap waiting to happen.

[@JackBeckman]

It's a zero zero, that's for sure. So we're ditching both of our existing customers and looking for who again? Who wants this at any price point? This just seems like the death rattle of a doomed company.

[@ricktotty2283]

They are already broke

[@bigpuppy9923]

I'm sure they will make at least six cars per year. But are there six people who would buy one.?

[@mrdsn189]

Did they talk to young people with lots of money about this? It’s hideous!

[@dontelindsey5846]

What age demographic are they trying to attract? I'm a millennial that actually owns an XFS and now I have to go to Merc. I can't even get a 300 Hemi because those idiots can't run a brand either.

[@DoctorSkillz]

Definitely wives who are easily influenced by Instagram.

[@Gadfly2025]

JAG Type 00 Chrysler Cross fire 🔥 remake

[@M3jet]

That ridiculous commercial was a poor start of their new direction. My confidence factor that Jaguar will make it is less than 10%

[@TerryHickey-xt4mf]

I checked twice just to make sure it was not April 1st.

[@jwcrunch]

Is it April yet, he has to say April fools somewhere in this story !

[@MikesCarInfo]

There are people out there that will spend millions on a banana. This could sell in low quantities.

[@sharkinstx]

Did anyone at Tata vet this ad agency, or look at any of their previous work? This looks like a disaster. They even changed the logo. RIP Jaguar.

[@praneethjayasimha5943]

lol this is genius. the car looks fantastic.

[@marianoherrera6038]

​@@praneethjayasimha5943said no one never

[@faheemabbas3965]

I think it’s just India getting their revenge for what their colonizer did to them.

[@ianchmp]

This strikes me as an undergrad project, not a finished studio design. I wish I loved it more.

[@mobbkopf]

It is super generic and thrown together quickly and without any consideration for anything - wouldn’t call this a “design” by a long shot. This thing looks like it was drawn by an AI. No space above the wheels indicates they don’t see a need for suspension, the rims are taken over from another car, and who needs storage compartments or stuff holders on the inside? The material choices are the exact opposite what every reasonable person would use in a car - or rather, there are very good reasons why no one today uses brass and stone in a car. They managed to come up with a ridiculously large car on the outside that provides even less than average space and legroom on the inside, and they ensured that in any case only four passengers max will fit in. Absolutely astonishing and the exact opposite of a clever or good design.

[@gordtulk]

No chance.

[@cbongiova]

Type 00 - that’s is the number of these cars that will be sold.

[@Kenneth_Francis]

It's crazy because at this point we've seen this sort of brand reimagination fail for so many companies.

[@robertsaca3512]

This video is almost a word for word copy of the previous. Bit lazy guys I've got about 40 years left of new car purchasing ahead of me. I started by owning V12 sovereign and Damiler Jag and a few products, I I currently own an F Pace I purchased new, because it was electric, stylish and relatively conservative. As much as I don't like to admit it, I buy products that other people see that don't shout a particular image, it's why I passed on the G wagen from Benz. This kind of marketing means I'm out on the Jaguar image.

[@bArda26]

That’s what you get when MBAs run the show! You could revamp your racing and make better cars but that’s hard and expensive. Hmmm. What if we act like a fashion brand ? It may work if they could manufacture what designers dream but real life is a bit different? I’m just beyond upset that they come to this from pace with grace.

[@mikerodas1]

If the main focus of their rebranding is on Diversity, Equity and Inclusion, then why are they alienating or dumping their current and loyal customers for a select demographic based on their new advert? That advert is the total opposite of Diversity, Equity and Inclusion, in my opinion, since it only focuses on that demographic. Also, again, in my opinion, traditional Jag owners should hang on to their Jags more so now that it will become instant classic and sought after since it will truly be the O.G. Jag and may command a hefty price tag. Lastly, please pronounce it as JAGUAR and not JAGWIRE. Thanks.

[@pixelfairy]

With the long hood and missing back window, this looks ai generated.

[@205rider8]

Why use the name Jaguar?

[@FrankRicchio]

"Broke" is an accurate term. They've destroyed a storied brand with their computer drawn yawn and have just 'Bud-Lighted'themselves. If they are to survive, and they have any resources from which to draw, they should walk the streets of Turin, Italy, and find a nice, gentle, smiling Italian with a pencil and a sheet of paper, even a napkin would do.

[@Hallowcore]

Hopefully it works out for em. I hope to see some in person!

[@DoctorSkillz]

Listen, if you’re true upper middle class with gobs of disposable income and a wife who constantly scrolls through Instagram influencers, you know you’re going to get these.

[@BLAISEDAHL96]

Just make Jeremy Clarkson CEO. Problem solved.

[@ArthurZakaryan23]

He would make a fine CEO if Jaguar pivoted towards being a clear boutique outfit selling $500K+ vintage Jag restomods but to be a relatively mass market luxury EV brand competing with the likes of MB and BMW, not sure if he can pull that off.

[@storeskeeperrvl3797]

Is he queer ?

[@TerryHickey-xt4mf]

quite a good idea!

[@3184Patrick]

Jeremy Clarkson is an idiot.

[@theninethrees8044]

Jeremy would make the tool kit full of stuff that’s not for fixing the car but for burglary. And change the badge from Jaguar to JAAAAG

[@Carguytct]

It's never a good idea to ignore your current customers to try to attract new customers. Just ask budlight and disney with their marvel and star wars movies.

[@JamaicanMeCrazy]

It is if you current customers are geriatric

[@IanReid-e9r]

😂😂 there are practically NO current customers.

[@christianolssontravelsandmore]

Current customer here. Young enough to spank both of you back to social services! 😝

[@christianolssontravelsandmore]

It would be so easy to fix quality issues and build something exiting like pre 2016. But nah... they are DEI focused. The worst for quality and engineering. Ask Boeing...

[@IanReid-e9r]

@christianolsson834 Jaguar is a wholly owned subsidiary group of tata motors, India group. Dei .... really... hahahaha

[@kmrtnsn]

You misspelled, “straight to broke strategy”. There, fixed it for you.

[@mukamuka0]

What's a point of rebranding if it's alienate the old customer?

[@mrtee3477]

Attract new young buyers with cars priced between $150K and $200K?

[@quackcement]

Yes millennials and gen z can definitely afford that

[@mbadi5735]

Yes, tiktoks and Instagram posts will get them there.

[@rogerrussell9544]

They could have had a car advert like no other brand. The heritage, the brand identity... they could have used that to bring in the people who love cars and are younger. Something like this...."You businessman pulls up to the curb and gets out to open the door for his mother to get into his new Jaguar. She smiles, touches the car and says "Your father loved his Jaguars!" The young man smiles and says "It's taken me a while, but I finally bought my first Jaguar!" She slides into the seat and he goes back to the driver's side and a young adorable woman shakes her finger at him, he sighs and gets into the back seat allowing her to drive. In front as they drive away the two women give each other a knowing look....

[@SmartMart1658]

I wonder if Jaguar will do a deal with Lucid for their electric powertrain? The range and spec they are quoting are very similar to that of the Lucid Sapphire.

[@TheBigCheese-s3e]

There is hope that Jaguar will have a future teaming up with MATCHBOX.. 🚗

[@Jm-Gonz]

Hysterical that they released the concept car in 2 colors, the TRANS flag colors That said it all 😂😂

[@javelinXH992]

Thank you for taking a balanced view of the new Jaguar launch and the reasons why they had to do something radical (even if it is not my cup of tea) instead of 99% of the media trying to pick a side in the culture war. I have seen so many commentators saying they will never buy a Jag now, but looking at Jags sales figures, it looks like those same people never would have owned one anyway! I’ve never had a desire to own a Jag and this launch does not change my mind (not that I could ever afford one anyway). It’s interesting that so many motor journalists have complained that all cars today are dull SUVs that all look the same. Then as soon as someone does something different, they hate that even more 🤷‍♂️. All that does is encourage the industry to keep playing it safe and bland. The best looking car I’ve seen in the last few years? The Opel Manta EV concept! A one off for fun / publicity, but boy would I have liked to own that retro body style in its modern futuristic form! Subscribed!

[@kanatsizkanatli]

This car looks shit. It doesn't look aerodynamic so will not do what they claim in terms of mileage. The advertising is ridiculous. Everything about this whole charade is utter nonsense

[@potencjalnypracownik2966]

Jaguar, you lead.

[@TerryHickey-xt4mf]

Copy no one, so leads involved.

[@yariav]

00" is commonly used to signify a toilet in Germany and Eastern Europe; it's essentially a code for a public restroom, with the double zero originating from the practice of assigning "non-numbers" like 00 to areas like toilets in older hotel room numbering systems where they were often near stairwells or elevators.

[@paulh-747]

Why didn't they make a new E-Type jaguar? the name would work with an EV.

[@faheemabbas3965]

India got their revenge I guess.

[@doc2146]

They are chasing Bentley. What’s the average age of a Bentley buyer? A lot younger than a typical Jaguar buyer?

[@TheBigCheese-s3e]

GOOD BYE Jaguar! Thanks for the memories..🐸

[@pistonburner6448]

You can't even spell "bye"? The US education system is completely broken...then again that probably doesn't matter much as a huge proportion doesn't even speak English at all...

[@rok1475]

Buy a dictionary …

[@MaticTheProto]

You can’t even spell bye. You couldn’t afford one

[@TheBigCheese-s3e]

@rok1475 I am too busy with U mother, right now 😉

[@TheBigCheese-s3e]

@@MaticTheProto Jags are overpriced JUNK...

[@TheLastMoccasin]

Yea, what existing customer base lol. This won't be the last legacy auto name to do something "crazy" before fading into the history books.

[@donaldduck5731]

Sales dropped because Jag gained a reputation for being unreliable, even the new I-Pace EV is having issues, the money should have been spent on science and engineering, R&D on their current electric cars, to make them better with longer ranges, not re-branding and advertising, because brand identity was never the problem. That said, hope it works for them, hope they find their customer base, hope the cars are high quality and Jaguar lives on well into the future.

[@IPLAYLOUD]

Genesis looking at Jaguar: "Here, hold my Beer".

[@stevevictory4463]

I see a new CEO in their future soon.

[@desobrien3827]

JLR in reality in today's terms, need to prove they can build reliable cars first!

[@Brimstoneandfire]

The front looks as though you could stick an Audi badge on there and declare it “The new Audi TT”.

[@colind427]

GORGEOUS from the side. The front and back will be less extreme.

[@TheAllMightyGodofCod]

I must say i was nicely surprised by the prototype they showed. I didn't like the new logo and thought they were doomed but the prototype gave me some hope. Let's see how it will go.

[@Eduardo_Espinoza]

I like how Chinese owned Western brands are using both left and right wing stances against us. Pro life Ad Copy nothing Ad

[@walt3223]

Try reducing its prices.

[@kevtheobald]

For me, it looks like Jaguar leadership is just tosding away decades of history. They would have the same chance of success as Fisker. Very sad to put Jaguar in the same group as Fisker. It is strange to see them use bright colors and an artsy vibe like they are selling toung adult cloths, but then present a vehicle with an old fashioned long hood design. If they truly breaking away from the past, deliver an innovative design, not something that looks like a freshman at some design school did for their homework.

[@BLAISEDAHL96]

This strategy seems similar to the high end of GMs EV portfolio. Cadillac Celestiq: $340,000 Hummer: $103,000 Silverado: $97,895

[@gmv0553]

Tesla model s 100,000 plus, Cybertruck 100,000 plus, model X 90,000 plus!

[@trainman9119]

It looks like a cross between the Batmobile and a Rolls Royce Spectre which begs the question- why not go for a Rolls or a Cadillac Celestiq?

[@TheJ1s]

It better be able to compete with Lucid Air Sapphire if it going to have that high of price. Also, Tesla don't have the charging stations to charge vehicles on a 800 or one thousand volt architecture just yet. I don't know how they going appeal to the youth with money, though I feel a lot of advertisement is needed.

[@praneethjayasimha5943]

lucid? it is fast but so boring. no thanks.

[@cuda426hemi]

You mean kW??? Cybertruck haas 800 VOLT capability, but that has nothing to do with charging measured in Kw kilowatts. 👀

[@cunawarit]

This was the only move they could make-the brand has been effectively dead for years, with its products falling below par for decades. A full reboot was desperately needed. Unfortunately, I don't believe it's going to succeed. Jaguar, like many European car brands, doesn't seem poised to create a truly high-end EV. Even the established giants like VW, BMW, and Mercedes-Benz are struggling to transition to electrification effectively. The brands succeeding in this space, such as Volvo, benefit from substantial Chinese backing and advanced technology. For a legacy brand like Jaguar, which is financially stretched and lacks technological prowess, the odds of leading the EV market are nearly zero-unless they partner with a major player like Tesla or BYD.

[@grmmjhnsn2]

This whole new direction Jag has chosen all depends on how good their technology is. Nobody cares how new or different the car is if the screen is laggy. I hope they bring a new OS to the game, their current system is meh at best.

[@M1911jln]

They won’t have the money to create a good infotainment system.

[@RichardJoashTan]

Glad that I will buy a fully loaded Jaguar Type 00 anyway because once I will buy it, everyone will know that there will be no chinese cars left for everyone to buy. And there will be nothing left to rule.

[@glenwoodriverresidentsgrou136]

I own an IPace and absolutely love it. It is gorgeous, fast, and handles superbly. I guess if you like the Cybertruck, you might like this thing. But it’s not for me. If it doesn’t work, it is not the end of Jaguar though. We’ve heard that doomsday talk before, but it’s kinda like the Jeep brand. Somebody always comes along, buys it, and fixes it.

[@lot2196]

All manufacturers only want to sell fewer vehicles to the top percentage of wage earners.

[@TimeisReel]

No........

[@giuliopedrali4794]

I design cars from always, this new Jaguar is not a bad design car, is a true Jaguar like the 30s SS1 or the 1968 XJS, or the E type : long Bonnet, great proportions

[@buntnik]

This is a beautiful car! Let’s wish them good fortune.

[@winstonsmyth1646]

Your title should be " Jaguar's Bankruptcy Strategy".

[@jimj2683]

I think the concept vehicle looks great. The main problem is that the production version will look like crap compared to this.

[@Mr.Benson]

A "big gamble" or the final act of desperation?

[@don.newlon]

They are changing so many variables at once. Despite whatever you take on the marketing is (bad move in my mind) they are changing product and customer base at the same time. Things are going to go wrong with this many moving variables, and probably dramatically so.

[@desobrien3827]

Looks like a Cadillac Sixteen to me..."Copy Nothing" huh! Designed by a "fashion ex-pert"!

[@dr.andersonsghost4315]

What an inclusive design! The only thing missing are retractable butt plugs in the seats.

[@tommiller12345]

Sedans are going away. Jag should pursue a strategy of sporty cars and SUVs like Porsche. Jag could use the Land Rover platforms and make sporty versions. I don’t think this new strategy will work.

[@Roger-qn8yu]

Acceleration towards bankruptcy...

[@splurb5000]

Broke is where they're headed.

[@MaticTheProto]

They were headed there when catering to your kind

[@MarkB-33]

​@@MaticTheProto what kind is that? The majority kind that know woke is ludicrous? 😂😂😂

[@MaticTheProto]

@@MarkB-33 then why did they have their sales tank huh?

[@splurb5000]

@@MaticTheProto My kind? I've never been a Jag customer. I drive cheap Japanese cars. Catering to me would mean they were trying copy Honda. That doesn't look like a Honda. It looks like poorly rendered 3D model from the early 2000s.

[@eeblatter]

Jaguar used to be an enthusiasts brand that was created by people that loved cars. Beautiful bodies with lots of curb appeal, road hugging suspension, a powerful engine that made great sounds and a old world interior of wood and leather. And, yes, they lost much of that with their Ford ownership years. The new design direction looks like a badly made toy designed by interior decorators with no sense of ergonomics that hate cars. While I love some raw and elemental designs this was such an amateur effort.

[@EVCurveFuturist]

100% Agreed! It's very bold. Love it.

[@jake78441]

I would buy a jaguar but for younger folks they hellla expensive msrp so no point in even trying they mainly for older ppl who got cash to burn. Hell i even heard my local Jaguar store sold the rights and they not selling them anymore 😅

[@jordanschultz2232]

Head firdt plunge into the deep end either makes you look awesome at a party or a quadrapalegic

[@johnandersonjjr]

Dash to axle distance not seen since the 30s? what about the 69 Grand Prix?And more importantly it’s not just the ungainly ridiculous looks.What about the fact that it’s powered by a (now passé)electric motor(yawn)and a potentially explosive 1,000 lb battery.It’ll be a good idea that the owners manual includes a suggestion that hip new owners park their ground breaking new ride at a practical distance from their (presumably also)early 21st century modern home .So as to not lose it in a thermal runaway blaze

[@JohnnyBean78]

Jaguar needs to be phased out like Chrysler did with Plymouth if they're doing that bad. Jaguar's branding and concepts look to weird to appease to anyone other than my upper snooty grandmother who looks like one of those ugly models in the commercial. Good Lord! And the seats, is this a bus or a car?

[@aussie2uGA]

Is Jaguar quietly doing this to qualify for some sort of funding, corporate credit score boost, or DEI equivalent program the public is not privy to?

[@davidmccarthy6061]

Jag hasn't been anything for a very long time, always on the verge of disappearing.

[@charlescole-p9v]

EPIC FLOP !

[@larryscott3982]

I can’t see any of this ‘concept’ passing NHTSA regulations.

[@ilollipop100]

OMG... What a fantastically balanced view of the situation. Makes me think differently about it all... I'm still expecting it to be a huge failure though... EV's aren't the future..

[@spmk0928]

Excellent video with very good insights. While I think the car exterior look is ugly and the interior bizarre and uncomfortable, I agree that there was no point to continuing to compete so unsuccessfully with BMW, Mercedes, Lexus. This is a copy of the Cybertruck approach, as noted in the video. Also as noted, are there enough buyers after the novelty is gone at a price point to compete with Porsche, Bentley, Lucid, etc. JLR did not have a choice, but this has failure written all over it, unless break even can be 30-40K cars at around $200+K.

[@elvinthalund5193]

Can you say rebranded Lucid!

[@quackcement]

Jagars biggest asset was the brand they could of partntnered with a chinese ev msnufactor so they could focus on premium styled snd upholstered vehicles

[@ChicagoBob123]

Going to miss Jaguar. They were cool now they are desperate.

[@davidpate6095]

Going for broke or going for woke.

[@b1r2y3n]

I love their new designs. Nothing but boomers complaining really. Jag is appealing to much younger buyers and it’s designed screamed grandpa!

[@jeffos8724]

Maybe it will work out. Doubt it….and even if does, I won’t care.