Jaguar’s Rebrand - Fearless or Foolish? The Car Podcast

[@E7DMG]

Life long Jaguar fan - I wrote to Jaguar when I was 9 asking for a catalogue (that was in 1971) which they duly sent with a loverly letter. I have now owned over 20 Jaguars including E-Types, XJ's and for 10 years the mighty XJ220 - if thats not brand loyalty I do not know what is. I felt rejected yesterday when I saw this add. It basically said - Sod off! we don't want your business, we're not building cars for the likes of you.

[@buggerlugz6753]

That's because they are not....they're building cars for nobody.

[@andrekhor933]

No worries. There will be a whole bunch of new 9 year olds getting inspired.

[@gagamba9198]

@@andrekhor933 Going to be marketing it at Draguar story hour, are they?

[@Eogyu09]

​@@andrekhor933Not by those weird Wokesters

[@SimonHughes-rl4jg]

@@andrekhor933You obviously live in this same woke world as the Jaguar board. Let’s see how it goes shall we? I’m guessing there will be no Jags left for these 9 year olds to buy, time will tell!😊

[@aldosam5317]

They aren't rebranding Jaguar. They are terminating it.

[@danielshinerock1526]

I agree!

[@realMaverickBuckley]

Yeah I think alot of people don't quite understand that the new breed of Exec, as with many Cosmopolitan folk, are just Caviar Commies. They want to end things. Burn it down and start again. Quite literally the Marxist mantra.

[@ioanparry]

What a spot on and - I suspect, unfortunately - accurate statement

[@chrisbarker3034]

By orders of the WEF and climate change cultists

[@pistonburner6448]

@raptorcaptainYup, like BMW modifying "SUV" (Sports Utility Vehicle) to "SAV" (Sports Activity Vehicle), Jaguar modified it to: "HIV" (Hail-mary Identity-politics Vehicle)

[@jep1912]

Looks like a new brand of DUREX.

[@martinhami3]

Yes, but not with a 10 foot barge pole

[@red9zero]

Come again.

[@oldclassiccarUK]

The circular logo (made in MDF?) suggests the letters "e d", which is unfortunate

[@kenkim78]

Apt. Looks like they may have f*cked themselves.

[@BigMacIIx]

Better protection for sensitive driving experience

[@simonblues1]

Worked at Jaguar for 43 years and took redundancy this June because we knew this was coming ! Going all electric will kill this brand 😢

[@quakerjohn44]

That alone will kill the company

[@buggerlugz6753]

Its amazing that if the brand doesn't understand going all electric will finish them going all woke most certainly will.

[@quakerjohn44]

@buggerlugz6753 It's like they have a death wish

[@hedydd2]

Afraid so. Tata should save their money and invest it in more Land and Range Rover models. Electric and net zero may well even kill Land and Range Rover at the rate things are going, to be replaced by Chinese vehicle sales.

[@paulc6766]

It's got nothing to do with EV's they save you huge amounts money.

[@JohnFromAccounting]

I don't know what they're thinking at Jaguar. Heritage and brand recognition are literally free marketing. New markets are important, but alienating the existing owners is pure stupidity.

[@DimitarStanev]

Alienating all 5 of existing customers? If it's not working you gotta shake things up.

[@TheG60528XiJinPing]

​@@DimitarStanevThere's shaken not stirred, and then there is flushing it

[@dariussimon5134]

Amen , I couldn’t have said it any better !

[@theprawn8401]

​@@DimitarStanev 5, there are 5 on my street alone. Such a dumb comment, were you part of the marketing team by any chance as its that kind of simple mentality that will destroy Jaguar. Went from Jaaaag to Faaaaaaag!! Catering for what 0.00001% of the market to lib dem blue haired bums that simply can't afford nor actually drive Jaguars. Go back to your safe space and think before you speak.

[@sandersson2813]

Initial reaction is that Jaguar rebirth doesn't look great. It's supposed to be a company that will challenge Rolls and Bentley. Not on the basis of that. The people who can afford one, are not the kind who will buy into this redesign.

[@SufferingAddict88]

Just occurred to me that Aston Martin must be loving this. Aston and Jag used to have a somewhat similar brand identity. Bit like maybe Audi, BMW and Mercedes are different flavors of the same underlying identity. Now Aston has that space all for itself AND they are in F1.

[@lorddarlo6194]

​@@CandyMan2001TVR might just come out of the Woodwork and save The British Sports Car industry

[@lawts1240]

@@CandyMan2001To call Aston a bit shit is a ridiculous comment really. They’re still an incredible brand. I take your point about the engines, but the craftsmanship and design is still truly awesome.

[@AKK5I]

​@@CandyMan2001the German drivetrain is literally the only good part mechanical of the car.

[@albanana683]

Aston and Jag weren't just similar, under Ford's stewardship they were the same. The DB7 is just an XJS in a different frock.

[@intenzityd3181]

Yeah but they have the Strolls...

[@Binit_777]

RIP Jaguar. The senior management have killed this company. This has to go down in history as one of the worst rebranding of all time alienating pretty much all their customers. I feel for the employees who will be out of work.

[@ioanparry]

I was going to write a comment, but bravo to you, this is almost exactly what I was thinking. Those folks working at Jaguar will surely be preparing for layoffs within the next year due to this, they're the ones I feel genuinely bad for

[@justkiddin1980]

All for a better ‘ESG score’

[@JonatanRonnlycke]

The person responsible for the rebrand, Santi something, thanked DEI, Diversity and LGBT+ in his speech on a Jaguar gala or some venue like that. Their ESG score is maxed out In perfect timing for Jaguars launch next year.

[@DavidSmith-ze2wi]

I think the next big announcement by Faguar will be " Jaguar announces plans for a large new housing estate on its former manufacturing site" to be called Lyons Gardens in honour of its founder. As of now the land is a lot more valuable than the company. Must be a lot of serious conversations going on now at Tata Headquarters.

[@Binit_777]

⁠ I honestly cannot believe how this was received by Tata HQ. I saw a speech Jaaaaaag’s Brand Director and he was talking about how they had embraced DEI and to watch out for the announcement - which they just made so it’s not unfortunately just a massive joke to get worldwide publicity. With the rebrand I doubt people would even buy second hand Jag’s. Utter destruction of a brand. Maybe it’s all planned. It’s bizarre how this was approved.

[@M-uq2jr]

Why is everyone complaining? This is the best ad Jaguar ever made for buying an Aston Martin vehicle. It’s genius!

[@OliCM3]

My first full time job was gamekeeper/handyman for a billionaire who wasn’t interested in cars, but he did have a new at the time XKR. One day I was tasked with driving the Jag from Derby up to their highland estate and will be flown back from Scotland in helicopter. Best day of my life and I’ve loved Jags ever since, until now.

[@Lukey-jy4ez]

Big top gear fan here, never ever thought badly about Chris on TG.

[@neillfergie]

I remember Jaguar marketing about 10 years ago with Tom Hiddleston, Ben Kingsley and Mark Strong, "it's good to be bad". They captured the essence of Jaguar, sporty, high-end and uniquely British, it was brilliant! This new branding direction is just embarrassing.

[@HowToSpec]

That was such a good ad. I watch it every time I see an f type pretty much

[@eliotgoodfellow7294]

Embarrassing doesn't come close

[@superrrnova1986]

Cars for manly men!! Now they're cars for womenly men and manly women

[@MrGreen_]

God I Remember that brilliant add

[@jdstep97]

As an American, I'm embarrassed with you.

[@dalerowley6039]

Gerry McGovern said Jaguar had no brand equity left. He was wrong. This advert has served to remind us all just how special Jaguar is and how we hope it to see better days worthy of, and in celebration of its enviable heritage. The truth is that the Jaguar brand is universally loved and we all want to see it make great, stylish products again.

[@paullacey2999]

Gerry McGovern trashed Rover and MG and now Jaguar.Pretty good going....

[@SodiumSyndicate]

Homosexual products. Jaguar is now a Homosexual company.

[@joejoe2658]

buy a dictionary

[@paullacey2999]

@@joejoe2658 go take a long walk off a short pier

[@BikeThrottleOfficial]

Such a massive ball drop it might go down in history

[@spunkbubble1]

I think balls are not wanted

[@ashwb1]

Ball drop... hmm have you seen the ad... I'd say ball tuck back...

[@gregmcfadden8505]

More like ball tuck.

[@subieasunayuuki]

As a rude swan song honestly

[@sc1837]

On fairness Jag first dropped the ball 20 years ago..

[@alexschmidt3692]

I'm 28 and American. My first car at 17 was a jaguar. Not because it was a good car, but because it was a jaaaaggg. They ONLY thing they had going for them for the last 20 years over the competition was the heritage (and tbh that was slowly slipping away). They've just pissed it all away with this direction

[@MrRea112]

Jaguar was an emotional brand of speed, style, uniquely British character

[@eliotgoodfellow7294]

Was

[@ashleydunn2628]

😢.... was 😢😢😢

[@eastbaystreet1242]

Beginning the 1950s my aunt was a Soviet specialist at the US Department of State. By the time of the Cuban missile crisis she had become the first woman ever to head INR, the State Department's internal intelligence unit. She was at the table with Rusk, Kissinger and Kennedy. And she was the first person among our family and friends to own a foreign luxury car. Her car, dare I say it, had Grace, Space, and Pace! The Jaguar brand has held a special place in my heart ever since. In an odd, rare and quite lovely twist of fate, I married a woman who along with her sibling inherited the family's car dealerships. And yes, one of them is Jaguar! So while I can't claim to actually have it in my blood like our dear British podcast presenters, it is definately in my soul. This emergency podcast was really touching, seeing life-hardened businessmen like you show such real affection for a brand that has been part of, at least in my estimation as an American, what it is to be British. Warmest wishes to the team at Jaguar who are, no doubt, working night and day to begin the next chapter. And thank you for this!

[@priyaonthego6113]

Loved this from you. Nice sharing and memories

[@michaelvecera8394]

Bring back the cat. Fire the marketing team Get a passionate engineering team. Jaguar to me is a charismatic brand which translates as strength through presence.

[@roadislandlife]

This should be pinned👏👏. I could never articulate the feeling I get from Jags but that last sentence hits the mark.💪 I would add brilliance through engineering.

[@MrSparklespring]

Not only fite the marketing team but sue them for destroying what's left of the brand!

[@superrrnova1986]

Let them ruin it. Hopefully a native Brit will buy it back for peanuts in a few years

[@PastelitoPapi]

If Jaguar had a passionate engineering team for the past 2 decades, the marketing team would be doing something different. marketing isn't deciding to take the company in a new direction. it's merely choosing the message to send out after receiving it from executive leadership. and leadership is making changes because product and engineering has been shit since Tony Blair was in office

[@SodiumSyndicate]

@@MrSparklespring What happened to good old drawing & quartering?

[@ReeceT20]

I've did a tour of the factory when they just released the F-type, I'll never forget the sound of those 5 litres starting up for the first time, it was like the god of thunder himself was in the heart of each one leaving the factory

[@XennialGuy]

Now the entire company sounds like a queef.

[@TheG60528XiJinPing]

This whole thing makes me want an Aston Martin

[@PazLeBon]

or a Lotus

[@Cloxxki]

Lotus being Chinese now is indeed a lot more appealing. They are trying. Jaguar seems to be pandering to deep minority degenerates rather than second rate aristocrats.

[@sc1837]

​@@PazLeBon or a TVR

[@literallyhuman5990]

​@@sc1837or a used Conqueror

[@dodgywheelsandropeywiring5697]

@@sc1837 Ginetta G10 for me (if only, they're being sold by invite only).

[@Gulliath]

Back in the early 2010's when the marketing for jaguar was that bad guys used jags and the whole "it's good to be bad" thing, it was super cool with F-types, XKs, and the CX75 in the spectre bond film it was just so well placed. It all played into the The top gear jaaaaag reputation and it was a period for the brand that i think was something we could have been proud of as a brits to see what they were doing back then and now it's seeming lost the soul of what made it cool. It didn't need a reset or relaunch, it needed updated competative products as Neil said.

[@TheG60528XiJinPing]

Im early 20s, this appeals to no one. 07 goodbye Jaguar

[@S-u-p-a]

Bud you don't have 100 grand and won't for a long time. 😂

[@ThatRosco458]

@@S-u-p-a Don't be an ass. This marketing isn't even appealing to young folks. From a 20 something with that money

[@cozza819]

​@@S-u-p-a that's his point. Marketing firms are dominated by people who think this appeals to young people and it doesn't. And it alienates the actual median 50+ year old buyer too.

[@JTM610]

@@cozza819don’t be stupid there are Tons of Rich people in their twenties

[@IS300Spartan]

@@JTM610and they’re not buying Jaguars.

[@BlackPete...]

When Neil said, "We were all a bit moany about The Nude Offender", I thought I'd missed something crucial in the Jaguar ad. Turns out, The Nude Offender is a Land Rover.

[@ricochetpig]

😅

[@TheG60528XiJinPing]

You can't replace XJ with ExtraGay

[@mr_jdes]

jaGuar

[@veretos7]

jaguar: hold my bud light

[@dandylion1987]

@@WhatIfJojoSiwaWasGay Based GF make sure you marry her.

[@TheG60528XiJinPing]

Second this​@@dandylion1987

[@Garf2O]

🤣

[@mthomas4139]

Neil is spot on. It wasn't the brand that was failing, it was the product. In fact, I WANTED to get a Jaguar as recent as last year. But the lineup was either dated or lacking in some area so glaringly that I couldn't justify the expense for any other reason than "it's a Jag and I've always wanted one." If anything, the desirability of the badge has been keeping it afloat amid a bevy of less than competitive products (because all else considered, why else would someone get an XF over a 330i or A5?). Ultimately, killing a storied brand to embrace some "youthful trend" (that happens to be trending DOWN at the moment!!!) is criminal. Jaguar has quite literally made the same mistake as Bud Light with the benefit of having already seen that entire debacle play out in front of it. Instead of growing the tent to make it larger, Jaguar has kicked everyone out the tent who's already in it just so it can curry favor with an audience that is indifferent to what it does and is unlikely to ever embrace the products it sells. What. A. Mess.

[@NikH-f8b]

CEO has also confirmed that they want to take Jaguar ‘back to their natural habitat’ which will involve doubling their average price point, currently at £55,000. Obviously smoking the same thing the marketing department were…

[@f.kieranfinney457]

They need a Boxster, a 5 series, a Macan, an X7 and a beautiful halo GT car. That’s it. Perhaps some quirky EV crossover for the kids.

[@philbe9961]

stellantis tried that with Jeep Ram....looks what happening there.

[@Umega101]

Jaguar/Rover saw what Stellantis was doing and decided they do a 'Hold my beer' moment

[@stephenkern5784]

All EVs will double the price.

[@5ebra1]

A friend told me that Jaguar hadn’t made a profit since the 80’s. I can’t see their future being any better or lasting for more than another 3 years.

[@michelebertoncello7913]

What if they are just trolling us all? That video is the absolute essence of all the Jag target customers would react negatively to. It is TOO PERFECT to be true.

[@AlexBurns86]

I really hope this is true & they put out a video next week saying "Ahhh, April Fools... In November for some reason"

[@oldclassiccarUK]

I did wonder that too. IF this is the future direction of Jaguar, they might as well re-name it and be done.

[@NewCastleIndiana]

Now you know how most Americans have felt with the political landscape of late.

[@quacktac]

Their head of UK brand strategy is a proper DEI lover. This strategy has had exactly the intended effect.

[@PetrolTaster]

@@quacktac Who's that?

[@andrewbeardmore7725]

Great rant chaps... I think most car enthusiasts are with you on your thoughts and summary.

[@Assyl.Yacine]

They used to build Jags, then they just built Jaguars, now they build jaGuars. Jags are long dead. "D'ya like Jags" -Brad Pitt, Snatch.

[@theprawn8401]

Went from owning a Jaaaag to now owning a Faaaaaaag

[@CapelAdventurer]

Dags

[@cozza819]

@@theprawn8401 🤣🤣

[@f.kieranfinney457]

Right now, Jags ARE dags.

[@superrrnova1986]

JaGayars

[@Reversoverse]

I think we’re all being played. These ads will get increasingly absurd through next year and when they finally unveil the GT, we’ll get a snarling “The big cat’s back” type message.

[@GeoffBuysCars]

Chris we didn’t hate you for top gear. It was Paddy that was the problem. Can I just say personally how much more I love and respect you after the Joe rogan podcast? I’ve listened 3 times. Lots of love (genuine love not man love) from Geoff.

[@Woodysuffolk]

Not just me then that paddy boils my blood 🩸also love the channel Gman

[@HowToSpec]

Hi Geoff!

[@yota8325]

Ofcorse chris harris fans don't hate him for doing top gear. He probably got hate from the people that thought top gear should have ended when clarkson was fired

[@Carrera-gp9od]

@@Woodysuffolk I can’t stick him either , pain in the arse.

[@m900monster]

Chris is brilliant. Paddy sucked and had no place in that show. Ruined it.

[@mikelondon1970]

As a designer - The fact that everyone is outraged about this rebrand, is evidence enough that there is plenty of equity in the Jaguar brand. They have this wrong and will need to pivot, what worries me is they won't.

[@adubord20]

Watch Chris Harris drive the F type R like a mad man and tell me it doesn’t make your heart race. It convinced me to buy one that I still own and love. I also have a 2008 XJ I have owned for 6 years that is my favorite car to run random errands or road trip in. They just give you a sense of success and accomplishment when you drive them. I’m not a rich man but I sure feel like one every time I get in one of these. I hope Jaguar doesn’t ruin that for me.

[@JimPakeman]

I drove my 2010 XKR until it had 230,000 kms and sold it two years ago. It’s still going strong. Of all the cars I’ve owned that one was special to me.

[@RyneLanders]

I'm on my 3rd XKR, a 2013 after a 2008 and 2014. Absolutely awesome vehicles. I'm deeply saddened by the news of the past 24 hours.

[@JimPakeman]

@RyneLanders now I’m looking at them for sale lol!!

[@R.CHIZ.Gaming]

I respect you guys so much for protecting the heritage of these companies!!🙏🏻

[@timsaxon5825]

What are the boys on about? I then go watch the rebrand film. Holy shit. WTF!

[@Adrian-fy7rd]

same hahahaha... I so hope the boys got it right. They spent 70p on marketing 'cos they are really focused on making the best cars EVER!

[@roadislandlife]

More like WEF!

[@1225KPH]

They're not boys, Sherlock.

[@HowToSpec]

@@roadislandlifeyou will eat ze bugs

[@TheG60528XiJinPing]

​Consoom ze boogs​@@HowToSpec

[@VRcrazyman]

I own a 2017 XJ and a 2017 F Type - two beautiful cars; and I bought into the brand a few years ago and haven't looked back since. I have always been in love with the E and D Type and relish the racing history of the brand. In addition I am absolutely Jaguars target audience. The backlash to the advert has primarily come from customers like me who don't want to see Jaguar throw away their heritage in favour of....well I am not sure what exactly they are trying to say but it is not encouraging me to stay in the brand. In addition, if they are targeting Bentley and RR, then I believe they will fail. For those people who want a Bentley or RR, a Jaguar won't hit the mark. Your panel is correct; they should simply have brought out improved cars. What a shame.

[@dan77773]

jaGuars Bud Light moment? yup... dire.

[@TheG60528XiJinPing]

Bang on. There is no path to return

[@cromulentpotato]

Jaguar can't have a Bud Light moment, nobody was buying them to start with

[@dan77773]

@@cromulentpotato lol

[@BigMacIIx]

or Ubisoft black samurai debacle.

[@beardymart906]

Worse than a Bud Light moment, worse even than the New Coke debacle. The difference is that Coca Cola could return to the established product - Jaguar can't.

[@kristjanveski]

You guys got it spot on. From an American perspective, Jaguar has always been the quintessential British car brand, representing legacy, class, and British pride. It was a brand that never needed to evolve beyond its own limitations, it had enough status on its own, so when we see this it seems forced, and tone deaf to brand loyalists. Also, from an objective outsider's perspective, this rebrand looks a lot more like a socio-political push than it does an experiment in creativity and design, which is why it completely misses the mark.

[@AntonHoward-mx9sb]

I've got an 18 year old Jag X type Sovereign estate and I love it. The reason I love it, even though it's a mundano underneath, is it's like an old fashioned Jag, I don't like new cars. The best thing is, everybody who sees it loves and comments on what a nice car it is.

[@ryanwilliams6526]

Only about 20% Mondeo. Even the wheel bases are different. They're great cars, and get unfairly picked on.

[@deanchur]

I was looking at a diesel X-Type for my next car; 50MPG and a comfy ride for under 10 grand, what's not to like? If the mechanical bits are from a Mondeo then that's even better.

[@lorddarlo6194]

I thought the new XJR was very Jag like but maybe the old one is actually better

[@derekbeaton4543]

I loved my 2018 F Pace Diesel and would have kept it longer but with Jag's recent announcement, I immediately traded it in for 2025 P-400 F Pace so I could have one of these fantastic vehicles as my last SUV. In 50 years of auto ownership, these two vehicles are the best one I've ever owned. RIP Jag.

[@DirtyDingusMcGee]

I got the svr f pace. It's a keeper. Fast and loud sums it up.

[@TheQueenslander97]

I’m a 27 year old mechanic and have had the pleasure to work on classic jags for a few years. They were truly the best cars in the world from 1949 to 1970. From the xk120 to the s1 xj6. They were so far ahead of their rivals in terms of power and handling, not to mention there looks. It’s so embarrassing that they have done this crazy marketing stunt. But maybe we are judging them too soon. We haven’t even seen a car yet. I just hope it’s a modern low sleek 4 door or 2 door xj car that has a timeless design and better ride comfort and handling than a 5 series.

[@desmondroberts6034]

Haven't you made their case for them: 'they were so far ahead of their rivals...not to mention their looks'? That's exactly the avantguarde spirit that I suppose that they're promising to recapture. Jaguar were not supposed to be a backward-looking traditional and classic brand. They've been chronically short of money since the 1970's so, got stuck, stylistically in that era unintentionally.

[@Penguinracer]

Once British Leyland got their claws into them & William Lyons & his SLT were sidelined, it was the beginning of the end for Jaguar. Name one great invention which came out of a committee?

[@The-Sea-Dragon-1977]

The British Airways comparison makes sense as the Landor scheme was much loved and still one of the best airline branding examples ever. The changed it to the global tail fin scheme & then rowed back to something closer to Landor.

[@GeoffBuysCars]

I was waiting for the big names to say something! Nice one Chris, let’s see what Harry and Jeremy say next…

[@TheMacMaster]

Jaguar are now removing their tailpipes and identifying as a Battery Powered Appliance.

[@Copper4192]

Geoff, I saw your own video on this, and you were 100% spot on👍. This is just horrific. Jaguar haven’t shot themselves in the foot, they have shot themselves in the face.

[@GeoffBuysCars]

@@Copper4192Harry is sitting on the fence, I think he’s far too involved, is he a JLR ambassador / on the payroll somehow? I did think that when he got the Project 8

[@Copper4192]

@@GeoffBuysCars Maybe he doesn’t want to be seen as someone who is critical of car companies, as then they might stop lending him things to drive and put on KZbin🤷‍♂️. While I applaud JaGuar for trying something different, it’s hard to understand how they could get this so spectacularly wrong. I am amazed it didn’t occur to them to just build cars that don’t keep going wrong!

[@lorddarlo6194]

Jeremy will call them out basically

[@TheRjk76]

you nailed it when you said "there's nothing wrong with the brand, its the cars"/ The brand is still cool and evocative but for teh last few years the cars have been dull as ditchwater. Get the cars right and leave the brand alone

[@jandlnicholsonashcroft2488]

Love the juxtaposition of the TWR speedcat coming out the day before with muscular touring car looks, massive engine displacement and a classy leather interior trying to incorporate the 21st century

[@waverleyjournalise5757]

Damn, that is ironic. Let's hope it gives TWR some momentum to keep going

[@BrendanEvan]

Loved this impromptu podcast gents, thanks for making it happen. I missed the JaG news and am playing catch up

[@andrewhurstcars]

The over £100k EV saloon car market is very difficult, even Porsche struggle with it.

[@keithhoughton4308]

Very true. There is no secondhand market. Once the business aimed government handouts have worn off, a 3 year old iPace is 20k. It's a great car and a bargain for the enthusiast.

[@john1703]

Proper Jaguars stopped twice. Once in 1968 when the 420G ceased production, taking the bonnet leaper away. Second when the XJ6 ceased in 1986 taking the XK engine with it.

[@inflamable1977]

OMG . It's over for Jag, I've just watched their marketing directors speech at the virgin awards. I'm very sad today.

[@Hereford1642]

No less than 15 different DEI initiatives. He mentioned Gay, Women and Neurodiverse but that leaves another 12. I am sort of morbidly curious about what they have managed to come up with. It seems to be their central focus. Which is odd.

[@simonvalente2187]

perhaps if they spent as much time on a new transmission as they do on transitioning they would have something to boast about? 😪

[@stevecoulthard8060]

Gerald Ratner is rumoured to be Head of Marketing

[@TheJoeMB]

Chris points are so on point. The only people in the comments defending that drivel were agency people.

[@JamesPink-j2k]

30+ Jaguar owner of 50 years here, Mk1 and 2 saloons, 420s, Mk10, E-Type, XJ saloons and coupes and, yet again, they are snatching defeat from the jaws of victory. Goodbye old friend...

[@kevincoombs7348]

In the '60's Dads boss would occasionally lend him his 3.8 mk2 as a thanks for negotiations carried out well. Those Saturday/Sundays I will never forget. We would go to WSM or Castle Combe race circuit and I felt like a Kings son.

[@jonnybeach9322]

A good friend off many years who has worked at land rover for a long time said to me this morning " As they haven't turned a single penny in profit for the last 30 years the fu_kedness has been going on for decades, 2025 will be Jaguars best year since 1995 as it will build zero cars and therefore lose less money!! " 😮😢.

[@daniellenner813]

I worked for Jaguar in 2018. At a educational visit at the HQ in Gaydon I was frank and asked wtf is going on? They didnt have a clue it seems like and it has culminated in this. The product needed alot of work and they needed to embrace history. Lets hope this go well for them because I love the brand.

[@NewCastleIndiana]

I always felt like Ian Callum leaving was either the beginning of something or the end of something.

[@alpacaman6256]

They are leveraging the location of their factory to embrace the wokeness of 2024. Very Gaydon of them.

[@aaronbryan5095]

​@@NewCastleIndiana the beginning of Jaguar's death and the end of their brand

[@eliotgoodfellow7294]

Gaydon? Makes sense.

[@lawts1240]

Er, isn’t Aston Martin’s HQ at Gaydon? Jaguar’s at Coventry isn’t it?

[@Mitkawatch]

As a Lancia nut, I know the feeling Jaguar guys are feeling right now:P

[@RustyZonda]

I never thought anyone could truly replace the chemistry that Clarkson, Hammond, and May had on top gear. However, I think these 4 doing a show like that or if they were Harris co hosts when he was on I think it would have been just as good as the beloved trio. Great chemistry together, they are all different, and they always seem to have something enlightening to share. Cheers

[@PazLeBon]

the tax dodging farmer bloke?

[@Aegilops]

I would watch the hell out of a full show with these four. I keep asking for road trips; their chemistry is untouchable

[@dchoi0720]

Agreed wholeheartedly 🙏

[@leestrugnell3259]

Top Gear? What a pathetic show.Clarkson, Hammond, and May getting off on themselves, and the worst part - the audience standing around like a load of dummies. No thanks.

[@RustyZonda]

@leestrugnell3259 you're entitled to your opinion of course. However, you are among the minority when it comes to thinking the show was anything less than brilliant

[@SufferingAddict88]

8:20 "there wasn't anything wrong with the brand, there was something wrong with the product" THIS, so much this. THE ONLY REASON I ever considered buying a Jag was the brand. In the end I could never convince myself even enough to even bring it up with my wife (who would have shut it down anyway). "Rebranding" is the last thing they needed. Brand was all they had left.

[@nickduncan1505]

How on earth can Jaguar have no brand equity. Just go and walk around the Jaguar Heritage Trust museum where the brand is on full display with some astonishing concept and production cars epitomising Grace, Space, Pace. Neil is spot on, they just need to focus on the product - not some stupid reworking of the logo that looks like it was written by someone who hasn’t quite mastered the alphabet… Appreciate the emergency podcast, esp if you’re on the street in Mexico!

[@-DC-]

Nobody under 40 can barely remember Jaguar as anything other than utter Mediocrity, Not much Brand Equity in Rattling Timing Chains and FWD Non BMW Competitors.

[@johntilsley9111]

jaGuar seems to have ditched it's own heritage. How much longer will the museum be supported?

[@rolandgeorges960]

As a dedicated Jaguar enthusiast with a history of owning these remarkable vehicles, I just purchased a one-owner accident-free F Type R with 7285 Miles in like new condition. I'm happy as a lark.

[@9ogt]

It's hard enough for legacy car brands to compete with the new up-and-coming Chinese brands as it is, the one thing legacy brands have on their side is their heritage. If you erase that, then who are you? You might as well be a new start up. Sad day for a brand I loved so much.

[@cikame]

What was the most successful and beautiful car ad ever made? Honda's The Cog, you can talk for hours about why that advert is so special, people would stop what they were doing gather around the TV and watch in awe at this beautiful, thoughtful and satisfying production. jaGuar: tOuCh My NiPpLeS.

[@matthewjames4268]

That Ad was on the same level as the opening of the Paris Olympics. So off colour.

[@panoscoach310]

The ad convinced me, I'll buy the jaGuar fragrance for my wife

[@RespectfullyHumble]

Be careful she might justifiably hate it, because it would likely smell like hairy onions 🌰 with cottage cheese and 💩 poop diarrhea combined with urine. 😠 😡 She will be soo upset 😡.

[@XennialGuy]

I don't know if you want to do that, it's going to smell very neutral and neutered.

[@CCFerrariF1]

Owner of a 2012 Jag XJ Supersport SWB here. Absolutely love my car, and absolutely sickened by this nonsense woke marketing. Not only does it have nothing to do with their rich and deep heritage and pedigree, it also markets towards people that will never own a car, let alone a Jaguar. Sad day. Whoever signed off on this, should be fired.

[@cromulentpotato]

How many new Jaguars have you bought?

[@Garf2O]

@@cromulentpotato found the jaguar marketing team member

[@Col83]

I’ve heard people now referring to it as “Faguar”. 🤷🏼‍♂️

[@nickbrotherton5804]

I own a 2011 XKR Black and Speed Pack, 550bhp supercharged GT. THE best car l have ever owned. Continental mile eater. Today, every ICE Jaguar is probably a collectors car!!

[@JWL-UK]

I agree. I own a 2018 F-type V6 manual transmission and I think this queer ad just added a few more grands in value to all the heritage Jaguar models like yours and mine.

[@BlatentlyFakeName]

I'd rather have a Lotus though

[@N911GT2]

Lol the XKR is utter utter crap... It's just a ford with a fancy badge...

[@JWL-UK]

@@BlatentlyFakeName I considered the Emira before buying the F-type as both could be found with a manual transmission. The many quality and reliability issues put me off from buying the Lotus. It's a cracking looking car though. Maybe in a few years once all the gremlins have been sorted, I might look into it again.

[@nickbrotherton5804]

@@N911GT2 Says he who drives a Renault Megan 😂

[@Stavr0ss]

Chris muddling up the F pace and ipace perfectly captures the biggest mistake they made with that car IMo- the ipace name was too similar to the e pace and F pace, and to the buying public just sounded like a trim level of the same chassis/platform when in fact it’s a whole different car. Worse still, on paper even I did a double take when I realised the ‘e’ pace was only a hybrid, while the ‘i’ was full ev- seemed back to front even if you agree with the ‘pace’ family of cars. Xi would have made more sense

[@jettmyrmidon7826]

This seems like an increasingly popular approach: Take a storied brand that appeals to an older demographic, conduct an overly 'modern' rebrand, boost all online engagement with the backlash, then give the core audience the not-very-interesting-next-step-product you were going to give them anyway but now it looks like a win for that core audience.

[@RyneLanders]

That kind of makes sense but I'm struggling to think of other examples and you mentioned it was a common trend. What other companies have done this?

[@hyhgtsssassfilj]

But the core audience wouldn’t touch their product after this. Not a smart move at all. Just feel sorry for all the Jag workers who will be losing their jobs because of this.

[@Hereford1642]

No mate. They really mean it. Watch this - 'Jaguar's Santino Pietrosanti speaks at the Attitude Awards 2024'

[@seanc193]

I’ll never forget when I owned the 2014 Jaguar F-type convertible, I was watching Chris Harris drive the same spec F-type coupe around a track. He called it “an absolute thug of a car” and you could tell he was having a blast. That put such a smile on my face. How far has Jag fallen now. 😢

[@mentonish]

Being a jag owner for over 20years, just received a message confirming no problem for future maintenance. Think I will change for a Lexus !!!!

[@DzenanA-m6h]

I’ve never owned a Jag, but I’ve always wanted one. I always thought I’ll have one once I get older, but after this commercial I wouldn’t want to be seen driving one. I wonder what Jeremy Clarkson thinks about all this

[@Petrospect]

I’m 23 and I’m not old enough to remember the heritage first hand but I remember it, I grew up with the XKR in Gran Turismo 4 and I loved the E-Type and F-Type! I just don’t see why throw all of that away in pursuit of customers that don’t exist-shit looks like Hello Kitty. New money will laugh at it, old money are alienated. I hope they make a banger of a car.

[@jonty50]

I’d say it’s going pretty well for jaguar. They’re currently the most talked about car brand in the world. When was the last time that happened? If they now show the cars to follow it up, they’ll get a lot more eyes on them than they usually would.

[@Aegilops]

All I could help thinking was: I just want a stylish British 911 S/T in a killer elegant body. But of course this doesn't allow for anything like an all-electric future.

[@scr1v]

That’s literally all Jaguar had to do. The EV market is oversaturated and demand is shrinking. Meanwhile, there is less competition in the sports car segment every year. You’d think the decision would be obvious especially given the brands history.

[@lorddarlo6194]

New E-Type or F-Type or that long waited CX75 Concept Car

[@stevespacek8893]

Jaguars are easily some of my favourite cars. My first car(s) was a mini 1275- bored out to 1380 when I bought it. Had few a more minis afterwards. But my next and serious car was XJ6 4.2 series 3 in a bright red with pepper pot wheels. Oh how I absolutely loved that car. So much so that I’ve vowed to treat myself to another at some point in my life again. An XJC coupe like Harry’s(Harry’s Garage) would be at the top for me. A Daimler Double Six version being the pinnacle. I digress. Jaguar’s problems stem directly with those tasked with taking care of such a precious brand. Seems like the last twenty years, the caretakers have been asleep at the helm! I tell you something, so many moan about how each new Porsche 911 is the same as the last. But regardless they are smashing it and are arguably one of the most profitable automotive brands in the world right now. Obviously doing something right! All jag needs to do is to take a leaf out of Porsche’s book. I want to see a modern interpretation of a 70’s XJ6/12. Add in a new E-Type. Continue to finesse their SUV(F-Pace) and they are sweet. No need for rebranding, reinventing nonsense. Just bring everything bang up to date and competitive enough for the competition. Add in a few new tech advances that maybe the others don’t have- not essential but worth it if done correctly. As for the I-Pace. Same again, just keep finessing and bring it inline with the competition. As electrics go, I think that one is easily one of the best- at least look wise- inside n out. Jaguar is a well loved and respected brand. Just tighten up your game and the punters will always support you by opening their wallets. Meantime, for those who are not happy with modern Jag, what a lovely back cat to plunder ! Add a bit of elbow grease and a reasonable amount of cash and you can be wafting around effortlessly in a big cat.

[@TeeShongwe]

The best version of Jaguar was when it was the automotive representation of the bloody animal the company was named after! Classy elegant refined but bold and capable, even vicious when it needed to be. All they had to do was make sure they were the best at being that.

[@petergibbs]

I thought it was a clothes ad! I think this is the end of Jaguar

[@dchilton]

I don't think the gay tele tubby marketing will end well.

[@TheG60528XiJinPing]

😂

[@Fulloctanegarage]

I have had a lot of Jags… currently the Jaguar XKR-S GT (Because of your video Chris! David Moore says “Hi” BTW) also have the Project7 and the Project8 and an FPace SVR… I am all in! We have a lot of other performance cars … some on paper are better performers of course… But nothing gives the true JAGUAR driving experience!!! Love my Jags. I think Jaguar is correct that CHANGE is eminent , but I think they are still clinging to this 2020 marketing plan that does not reflect the current climate. EVs are great… but they can not give up on the ICE. That will be the end of them. They have to do 4 things… 1. figure out who their customer is now 2. Come up with an amazing product 3. Bring that product to market in a new but consistent way 4. Watch the NEWS and REACT lol

[@tobideinlein8715]

500k well done chris and friends! 🎉

[@jackworboys6323]

Watching this after the car has been shown, I can’t help feeling “Grace, Pace, Space” sits quite nicely with the 00 concept.

[@TheG60528XiJinPing]

Just pulled up the new Jaguar website. JAGUAR is officially dead. What a gay puddle of mess

[@gabrielbarcellos1036]

Jargay

[@portaccio]

MaybeJaguar are trying to shake off the homophobic crowd

[@quacktac]

@@portaccioIf you don't want everything you buy to be gay then you're a homophobe!

[@dandylion1987]

@@portaccio Jaguar chasing 18 year old they/thems that can't afford a 100k EV is not a recipie for success.

[@TheG60528XiJinPing]

​@@portaccioWell yeah I guess Jag could do with shaking off more customers

[@leostreat3573]

I'm on a fairly tight budget and currently own a 159 sportwagon ti as I love pretty estate cars and my next car will be an XF estate in that metallic red . Many in the Alfa group on FB agree it's a very good looking wagon. Bring us more lovely wagons please Jaguar.

[@the_tube]

The dealers need a reboot rather than the brand. Main dealer service levels would stop this existing owner buying another Jaguar product and if they think a Bentley customer would accept that level of service then they’re on a hiding to nothing.

[@MM-xr6tz]

£100k, 100% electric. Aimed at 8 people from a bad copy of a Jean-Paul Goude video. Like Lotus, it will be out of business by 2030 or sold as a going concern. Jaguar didn't actually have a brand/logo issue, they had a product issue. Rolls-Royce had similar issues, but navigated it by building cars people actually desired whilst maintaining their rich history.

[@SiempreC-if2ug]

Podrían haber lanzado una campaña para reparar los Ingenium defectuosos. Prefirieron no hacerlo y cabrear a mucha gente

[@xu10j4rs1]

This makes Ford's new Capri look reasonable...

[@burnoutlloyd]

Crazy but true

[@sholehan]

Nailed it in the first few minutes - they were in an unusual situation where everyone knows Jag - they have an incredibly strong brand image already, but the cars were all 10 years out of date!

[@jobyparkes5442]

This is an early mid week treat!

They recently ran some adverts, beautifully shot in slow motion with stunning music. I loved them.

[@HendrickT-bi4iw]

As someone who actually works in marketing I find this move by jaGuar quite a head scratcher. I've seen clothing brands do similar things before and that's probably where the team in Milan got their inspiration from. But Chris Cooper is right, why keep the Jaguar name at this point? Why not do what Renault did with Alpine or Seat with Cupra etc. On one hand there are now a lot of people who never followed the brand and are now glued to their pages to see what this new car is going to be. Chances are it'll just be an EV SUV that no existing jag buyer would want but at least they've got a lot of curious on lookers I suppose.

[@oomstu]

The big G stands for GONE

[@RichardHarrold1991]

The Chinese would KILL for the brand heritage Jaguar has. Seven Le Mans wins, all with little-modified road car engines. The first carmaker to introduce disc brakes. The iconic E-type, bringing independent rear suspension and modern aerodynamics to the masses in a package so elegant that Enzo Ferrari called it the most beautiful car in the world. Then the series of IRS saloons in the 60s - the S-type, 420, Mk10, then the first XJ. The XJS's racing successes in Europe and Australia. The first aluminium monocoque passenger car in 2003. One of the most iconic advertising slogans of all time. Frankly, I kinda hope MG buys JLR when Tata jacks it in (which it surely inevitably will now old man Ratan is dead). I honestly feel like the Cyberster is a more sincere homage to brand heritage than anything Jaguar is doing these days. Can't agree with Chris about the iPace, I think it's absolutely horrid.

[@angusmurray3767]

Whilst you're right on most things, the E-type's aerodynamics were in no sense modern In spite of Malcolm Sayer's best efforts to reduced drag, the drag coefficient is high compared to modern cars.

[@RichardHarrold1991]

@@angusmurray3767 it was an exceedingly aerodynamic car by the standards of 1961. The drag coefficient was somewhere around 0.44, which is really not bad at all compared to most cars of its time.

[@imwilki]

I agree about the cyberstar comment , it is a proper cock up. Marketing should augment the product, the cars better be feckin amazing to overcome this!!

[@joeharris3810]

MSG

[@RobsonRoverRepair]

They got mg and I'm surprised they didn't buy jaguar

[@martinlaver007]

A midweek special?!? We are lucky lucky folk! Cheers guys!

[@henrybenrycat1]

Watched this podcast, and when it ended, the next advert was Brooke Taverner - menswear. Guess what? A period home with a glorious e-type out front was used to pitch the style values of the clothes brand. When it comes to understanding what Jag is all about for most of us, that advert says it all...

[@lorddarlo6194]

They used an E-Type in a Perfume Advert last year

[@garethwilliams976]

A great idea! Make an ad that goes viral and gets you all that free publicity on channels like this. And there is no such thing as bad publicity. Hopefully people will go online and view the ew XJ and XI and will be blown away by them. The first in the queue should be the first person on the post as he is clearly unaware of them.

[@jmfangio286]

F Type was a great car. So was the F Pace. Got one of each.

[@DEADB33F]

It's a bold strategy Cotton, Lets see if it pays off for them. Surprised they haven't insisted we all now refer to the brand as "Jar Guar" (spoken in a pretentious tone as in "Gap Yah").

[@tomparsons7505]

An great early start to Wednesday