Road Kill is dead! What are JaGuar doing??

[@rogermaybank9345]

The advert is so bad it looks like the sort of thing a team on The Apprentice would present to Alan Sugar only for him to say; "You're fired!!"

[@hokman1]

They need to get bruno to campaign the new image.

[@darthvirago]

The days of “Grace, Space, Pace.” are gone now.. The workers at Jaguar aren't going to be happy with their new uniforms.

[@bentullett6068]

A relative of mine works at JLR and they aren't impressed with the way they have gone down the new route of things.

[@nakoma5]

Heritage doesn't sell these days does it?

[@jorgehorta980]

@@nakoma5exactly 👍👍

[@AWMJoeyjoejoe]

If Jaguar put the same effort into designing decent cars as they do into their marketing they'd be above Lexus in the reliability tables.

[@v285ljx]

Jaguar were pretty high up in reliability surveys late 00s early 10s tata destroyed the brand in my opinion

[@AWMJoeyjoejoe]

​@@v285ljxThe ingenium engine is a notorious turd for sure.

[@TassieLorenzo]

@@AWMJoeyjoejoe Wow, there's an inline-six 3.0L petrol turbo in the Ingenium family (mainly used in Land Rovers)! For people saying the V6 and V8 are wrong, would that engine have "saved" Jaguar by resorting the classic inline-six?

[@Sha-Ayo]

Jaguar has been dead since at least 2016. The second gen XF was so underwhelming. Even when it was launched. The ingenium diesel engines are known for blowing up. The F Type was the silver lining

[@jgh548]

Agreed. And even the F-Type was half the car it should have been. Too heavy and wide, yet too short at the back, rubbish interior and then utterly spoiled by a crap facelift that made it more bland. Plus, build quality was poor.

[@Sha-Ayo]

​@@jgh548yup

[@HIOP0]

You might have made a positive impact, if you had picked the correct year for the XF facelift...it was 2015.

[@ukmud6218]

I've never been a fan of roadkill and other money no object channels, the new jaguar logo looks like it's now selling ladies sex toys

[@Mudster250]

A growler for her growler?

[@jazzhands7771]

Setlle down, Lorraine Kelly 😂😂😂😂😂​@@Mudster250

[@matthewgodwin3050]

Haven't Jaguar always sold those. A lot of E-Type owners have had a very good time with them. Not necessarily whilst driving.

[@owensteele1645]

Yes, it looks like the front of a box of cut-price condoms.

[@hokman1]

coincides with the american pro democrat stars exodus to rural England....which will then drive other gay/woke ppl with $$ to follow them....trust me. They are all together on this and they aren't stupid. Hope Trump can revitalize the big3 with classics/muscle and show these opponents just how gay and wrong humanity can get!!!

[@wizardssleeve6049]

Glad Top Gear has been canned, it went from a proper car show to a poor attempt at a comedy show, it ended up crap.

[@jbconno]

Agreed, they did seem to have run out of ideas a few years prior to it being canned.

[@TheProfessional99]

Well done Matt. One of the best videos you’ve made. We can see your emotion and knowledge through your speech. Very proud of you 👍

[@mickc7388]

Unlike Matt I hate everything about this new Ad. The Death Knell for yet another British Icon.

[@ARC15509]

Looks like the rebrand was done by non-car people. They haven't understood the heritage and what they've binned.

[@MdvK13979]

I think that's exactly what happened. This screams panic-mode from the JLR top brass as well imo..

[@hokman1]

They would rather have that and double down on gay/woke ppl with $$.... Check US celeb exodus to England...

[@jamesmiller6977]

The only worse rebrand Jaguar could have done is to have resurrected their old company name of "SS Cars"!

[@HIOP0]

Why would you think that might happen?

[@jamesmiller6977]

@HIOP0 Google the word "humour".

[@HIOP0]

@@jamesmiller6977 So now you claim humour as the basis for that nonsense... you've been caught making a f001 of yourself and now you're looking for a way out... sad and somewhat pathetic.

[@thedeadstig123]

Problem is they want jaguar to be a low volume manufacturer making expensive vehicles, they keep saying they want to be like Bentley, well brands like Bentley and Aston Martin sell on their Britishness and the brands are seen as "'cool', well making the brand colour pink with silly logos and strange people in adverts isn't going to make Jaguar appear 'cool' Ive seen some people try to defend the rebrand by saying it won't matter as long as the car is good but let me put it this way, no rich person is going to spend 100k+ on a Jaguar if the public are going to point and laugh at it driving down the road......

[@hokman1]

unless that richie is gay

[@matthewgodwin3050]

There's only really four groups of people who approve of Jaguar's new image. Lexus dealers, BMW dealers, Mercedes dealers, and Audi dealers. They'll be doing very nicely out of it, believe me.

[@HIOP0]

Believe you?...What have you done to earn the trust that you demand?

[@hokman1]

@@HIOP0 He doesn't need to do anything, it is simple common sense and logic.

[@HIOP0]

@@hokman1 Adding those words, doesn't necessarily make them applicable to the garbage posted by the op. You believe they have the ability to predict the future luxury automotive landscape?... an even bigger f001 are you.

[@HIOP0]

@@hokman1 Since when did the possession of common sense, become simple... you have proven it is anything but.

[@tlongie6055]

Jaguar don't owe you anything. They're a company that has one goal: make money. Traditions and heritage are something any company will sacrifice in order to be a successful business. Let's face it, the same people that are complaining about Jaguar's new direction, are the same people who are still tinkering with old rust buckets in their garage and have no intention of buying a brand new electric car, let alone a brand new Jaguar. You are not the target market. And let's not forget one thing: 📢📢📢WE HAVEN'T EVEN SEEN A CAR YET!

[@Sha-Ayo]

💯

[@Sha-Ayo]

Let's be honest here, the company ever since the Launch of the XE has been struggling, it has been dead since 2016. This is an attempt at revitalising the brand. We need to wait for the car

[@jorgehorta980]

Exactly

[@DJEylisium]

It legit looks like a vending machine condom brand

[@flea1972]

😆Yep, 'Jaguar condoms, for the cat'. 😂 ✌️

[@hokman1]

coincides with the american pro democrat stars exodus to rural England....which will then drive other gay/woke ppl with $$ to follow them....trust me. They are all together on this and they aren't stupid. Hope Trump can revitalize the big3 with classics/muscle and show these opponents just how gay and wrong humanity can get!!!

[@kevinnye5132]

I can honestly imagine Rustival being the Glastonbury of KZbin spin offs and becoming a “Hey man , way out there old hippie get together “ with Ian already 75% there with his mullet 😂, from little acorns Matt 😁

[@BillyNoMates1974]

the advert reminds me of the telly tubbies running around. lol

[@hokman1]

try bruno's personality.

[@benday1218]

There's something *extremely* British about 'total brand confusion'

[@grrfy]

Design nothing,builld nothing ,Sell nothing.

[@owensteele1645]

jaGuar. live livid.

[@jbconno]

The advert is even worse, you'd swear blind it was for Dulux.

[@JaredJohnston]

It’s obvious what happened here: they deliberately subverted Jaguar’s masculine image. I’d be more open-minded if they weren’t so disingenuous. Read the CEOs statement

[@hokman1]

They need Bruno to market for them....but then it will be too obvious. It would be liike refusing to use they/them. Gays like to stay ambiguous!

[@DannySB991]

I'll be completely honest, I really dislike the redesign, theres so many better ways they could've done this. But I also think the fanfare around it is a bit silly too. Lets not kid ourselves into thinking Jaguar are a big player these days, no one talks about them and you rarely see them on the roads. It's getting angry for the sake of getting angry IMO.

[@Sha-Ayo]

It's the culture war, which is a distraction

[@UnusSedLeo-w5l]

The idea that you have to defend this crap as a respected dealer... It's a joke, but it may cost a lot of money and respect.

[@GoldenCroc]

Its either this or being out of business in short order. There currently arent enough customers of note to defend it to.

[@jr-hr2mw]

I really like this format of video - more Furious News please! How about doing one on the new Capri?

[@bentullett6068]

I saw one of those in a dealership near me. To try and make it cool and retro all they have done is shine physcodelic multi coloured lights on it. Still a VW ID4 in Ford drag and I put that on there Facebook page for the Capri.

[@danieleregoli812]

Oh my god, what happened to jaguar. How could they so blatantly and irresponsibly trash all of their heritage??? Sickening.

[@hokman1]

This is what's happening to our world. Other's like Toyota and Nissan are merely lingering onto their golden products and nameplates with facades such as crude implementation of iconic styling cues or using iconic nameplates on cars actually manufactured by other marques.

[@iainmacleod4007]

My front hall is dedicated to the 1950,s and early 1960’s Jaguar Advertising campaign “ Grace Pace and Space”, pictures of XK150’s and Jaguar Mark 2’s looking like scalded cats ready to pounce. Now I look at the leaper on my mantelpiece presented to me by my late father and I want to cry. Jaguar are finished.

[@darrenwilson8042]

also worth bearing in mind a few years back Heinz announced they were ending Salad Cream production as sales had slumped - people were buying cheaper own store brands. The result was sales soared and they never did stop production.

[@HIOP0]

So, what EXACTLY, is your rather obscure point?

[@hokman1]

@@HIOP0 He is hoping this is November fools.

[@brittainadams5960]

I think you are wrong though more gracefully than other commentators. The advert is brilliant, I can't remember any previous Jaguar adverts if they just showed their car next month with a standard heritage ad then few would look at it. The target market for the ad was social media and the discussion created means everyone will want to see the car. If it is any good it will have a degree of success. I worked in the advertising and marketing sector for many years and I agree with Rory Sutherland the logo is not bad, however, I also agree it is more like a Chinese brand. The point is the Chinese and Korean brands are noticeably better than some European and American brands (see VW ditching their own platform for a Chinese one) so this is not a bad thing. As far as heritage goes, that does not disappear, for the future, I would agree with this quote. "History is more or less bunk" Henry Ford At the end of the day it is the quality of the product they produce that counts, let's see.

[@simonwoodward438]

I started watching car stuff on YT because I find the content more real and relatable than the stuff on TV. As for the Jag thing, I really am speechless.

[@00kirbyd]

Never heard of RoadKill until HubNut also mentioned it being axed recently and I like to think I watch most Automotive content. Not everything American translates so well to Brits and Europeans. Their car culture is just so different. I imagine that's why the American years of Wheeler Dealers featured a good number of European cars.

[@TassieLorenzo]

The Finnigan side of RoadKill tended to involve putting huge engines in things and then putting turbos on the huge engines, which perhaps didn't have huge relevance to the average UK auto enthusiast!

[@00kirbyd]

@@TassieLorenzo that's exactly it, and the Americans have more of a passion for restoring cars with customisation, whereas we much prefer taking them back to how they used to be. Nothing wrong with that except that values and peer pressure dictate that we like it that way!

[@EuropaSman]

Not sure it's going to work out well for Jaguar. The marketing has attempted to be contemporary with other types of product, but not automotive. The new branding is more Primark than premium. It will be sad if the brand completely dies. Looking at another brand with a huge legacy, Lotus. Whilst they did cheese off quite a few of us "legacy" Lotus owners like me, at least they've seem how things are going with the EV market and have changed the business plan, so are no longer going 100% electric. Lotus also kept the iconic logo, albeit tweaked. Like Jaguar they are aiming for a younger demographic, but haven't destroyed the brand cache. The Clarkson format Top Gear format has had its day I think. I quite like the original Top Gear format 1977-2000, but alas the car industry isn't what it was. I think KZbin is now the main source of car content, with the likes of you Matt, HubNut, Top Dead Centre, JayemmOnCars, Harry's Garage, Ian Tyrell etc.

[@worldofrandometry6912]

Jag is an Indian company now, so as bad as the rebranding is, should we care really too much? It lost its Britishness a while ago just like many other businesses. Meanwhile I'll always remember those lovely big XJs and E Types. Grace, Pace and Space.

[@lukevibertuk]

Linus Bowman needs to critique this rebrand logo rehash… the JR logo reminds me of the dr branded Chinese cars sold in Europe…

[@stevenjervis1184]

100% with you and what you are saying about Jaguar rebranding

[@hondamonkeyboy]

Road Kill? Never heard of it. Jaguar? Not interested. Rustival? A Big Well Done!

[@jbconno]

I'd never heard of Roadkill either

[@shaunfleming8668]

A successful campaign by Jaguar, everyone's talking about it.

[@subieasunayuuki]

Jaguar of old is no more. They're leaving their heritage, soul and enthusiastic fans in the dust. There is sadly no more Jaguar but rather JaGuar, the fashion appliance (EV) brand

[@LeakSprungGarage]

I never did roadkill but all I can say is you are spot on about Jag, great video Matt.

[@kevinnye5132]

My wife wrote a book titled “ Bun in the Oven “ people thought it was a baking cook book 😂, so easy to make a mistake with a FONT & TITLE Matt 😂, she sold 5 copies

[@androo4519]

I'd say this Jaguar ad and brand relaunch was a great success. The world is talking about Jaguar. But it's the car that matters in the end. If it's good, you won't care about the logo.

[@danieleregoli812]

Except people are talking about it for all of the wrong reasons. Rest assured, they were not hoping in their wildest dreams to set the internet on fire for these reasons. They thought people would think 'how cool is that', except we're all saying 'how shitty'. It's all wrong.

[@Sha-Ayo]

​@@danieleregoli812the brand has been dead since 2016, at least people are wanting to see what they present for the future. That's an improvement

[@simonburleigh5551]

Matt, as a Jaguar owner, 3rd now I completely agree with you. Jaguar have got the rebrand totally wrong and I really hope that they survive this mess.

[@owensteele1645]

jaGuar OMG. British Racing Green E-Tyres in blinging condition being driven quickly by villains is what Jaguar has always been about.

[@TassieLorenzo]

Fair point! Yet Jaguar claims they were losing money on F-Type production. Indeed they claim they were losing money on all five of the models they dropped from sale (F-Type, XE, XF, XJ, i-Pace). Go figure.

[@thedeadstig123]

Also the funniest thing I found when Jaguar first launched its 4x4 range was they were shouting about large sale numbers in the USA, then it came out that the new ugly Discovery wasn't selling aswell as these "large sale figures" of the new Jaguar range was the same customers that now didn't want the discovery so in one swoop JLR had designed a ugly car which put off a whole loyal customer base and sold the same customers a new Jaguar.......so it cost them twice as much to design two cars and gained no extra sales

[@TassieLorenzo]

To be fair, the new Defender IS the new Discovery. Putting swoopy styling on the Discovery was a misstep -- they could have just called the new Defender the Discovery whilst keeping the old Defender in production and kept everyone happy. Oh well.

[@gwheregwhizz]

Volkswagen Group make far more profit from a £10K Porsche Design Chronograph 1 watch, than a £20K Polo SE. Jaguar want some of that by building a big profit lifestyle brand over and above cars, and I can understand that. Porsche know the next person to pay big money on a 911 or £600 sunglasses may be a Chelsea FC teenager or somebody in their 70s and retired. Both have emotional attachment to the heritage Porsche live by. Now that Jaguar have abandoned their heritage, there's no reason at all to buy anything Jaguar, unless it's phenomenally good.

[@drumtum]

Well to me electric cars are lifeless no character lumps, so that logo probably fits their goal. I doupt it will be a success.

[@jongmans38]

A rebrand by Temu.

[@Luke-PlanesTrainsDogsnCars]

Surely the whole point of - J A G U A R - is that it is a very fast and very skilled animal personified in a car...the brand should continue to reflect that. Name future models after the characteristics of the Great Cats....Chinese brands would kill for that much heritage. Should we brace for the CITY JAGUAR?.

[@Sha-Ayo]

The brand has been dead since 2016 because that marketing does not translate to sales.

[@Luke-PlanesTrainsDogsnCars]

@@Sha-Ayo So your saying there's no point to the name? It works for M U S T A N G .

[@GoldenCroc]

@@Luke-PlanesTrainsDogsnCars Mustangs doent sell on the name itself in isolation, really. Same with Jaguar, but much much worse, since it has so very little brand recognition and positive vibes, globally, compared to whats needed to keep the lights on.

[@TassieLorenzo]

"Chinese brands would kill for that much heritage." In theory, yet the Xiaomi SU7 is (for example) such a good car that people don't care it has the name of a mobile phone and vacuum cleaner company on it. If Jaguar were making cars that good it wouldn't matter. The CEO of Ford drove the SU7 for 6 months and rave about how much better it is than any Ford or Lincoln BEV (not a good sign for Ford!). Geely does have Lotus, yet people just complain their flagship luxury EV SUV is "not a real Lotus". Meanwhile MGs have really nothing to do with MG, people just buy them because they are cheap and good value -- if they were called Morris, or Austin, or Roewe, or just SAIC, I don't think it would make any difference to the sales.

[@Luke-PlanesTrainsDogsnCars]

@@TassieLorenzo BUT of course they bought MG...and that wont be the last.

[@Rich.Aardvark]

Jaguar brand was dead. Only old people buy them. Old people die.

[@jorgehorta980]

Don’t even old people was buying them

[@terryatkinson899]

You are obviously more qualified to talk about Jaguar than most of us, to me looking at its ad, it screams flaky oddballs who just want attention and they are going to shove it in your face whether you are interested or not. How a company could sit around the boardroom like clapping seals and agree with this effort as a way to attract customers beggars belief 🙄 You'd have to feel sorry for the staff who will be turfed out the door..... they should start at the top 😮

[@nakoma5]

I like the part where Gerry McGovern swore he and his team were not on drugs. Even they knew this was "a trip".

[@mikeburnitt403]

You have covered the Jag rebrand perfectly, I will drink (a Bud Light) to that!

[@garyhardwick8489]

Truly hideous. This may well be the end of Jaguar. I bet Sir William Lyons is spinning in his grave.

[@d.c.Jones70]

I am hoping now this New Jaguar campaign is out that they take notice and the agency responsible are got rid of. Remember the Jaguar board sat through this stuff and signed off on it and probably high fived each other. I am glad there is a big backlash and I hope they listen,sadly pretty sure they won’t and within 10 years they could be gone.

[@user-ih7gc7dt9l]

“Out” being the operative word😂

[@GoldenCroc]

You got it backwards, sadly. If they didnt do this, they wouldnt have even 10 years. This is a Hail mary, and for now, it seems like a succesful one. Marketing department did its job perfectly (getting people talking), and thats not a joke.

[@Klutch58Customs]

That advert looks like a parody of a perfume promotion. It's the type of thing that would cause a rational person to throw their dinner at the T.V. screen. Did they just pick a handful of tropes from a hat and shoot that or was actual time and money spent on the thing. To be honest I think JaGuar could have died off a year ago and no one would have noticed but JLR have blown it with this move. What a shame. R.I.P indeed.

[@mgcarmkm4520]

A very well presented critique of the Jaguar shambles. I like your comparison with Porsche v Jaguar. They have completely lost their way but in truth Jaguar have been slowly dying for 30 years. Whatever loyalty was remaining will be completely gone after this.

[@trevorcrook2565]

Never heard of Roadkill, but you nailed it with Jaguar. EVs are the future, but what are the poor dealers going to be selling for the next year, and what's happening at the factory?

[@gmcdon]

Road kill is how I got into car KZbin years ago. Watched those videos on KZbin religiously. But as a teen with no bank account I couldn’t even think of a way to watch it behind the paywall, particularly when it was region locked.

[@furiousdriving]

There was no way, as they locked it to a US bank account, not just the viewing browser

[@cj9739-y7u]

Congratulations on the rustival award nomination - how amazing is that - well done!! 🎉🥳

[@alfagtvjan]

Excellent video Matt. You make some excellent points. My fear is that by just building electric SUVs, Alfa Romeo are falling into the same trap as Jaguar. People who buy Alfas/Jaguars don't buy SUVs and people who buy SUVs don't buy Alfas/Jaguars.

[@TassieLorenzo]

"People who buy Alfas/Jaguars don't buy SUVs" I'm not sure that's true. A lot of BMW, Mercedes and Audi sales are SUVs, and I don't see how Alfa or Jaguar are any different to those brands? Or at least they WANT to be as well known as those brands, and not as niche as Alfa and Jaguar are. [Well Jaguar wants to be Bentley now, good luck to them on that...]

[@TassieLorenzo]

"people who buy SUVs don't buy Alfas/Jaguars" Someone mentioned Porsche below -- I think most of Porsche 4-door sales are Macans and the bigger one whose name escapes me. I reckon Jaguar and Porsche are relatively similar brands, so in theory Jaguar selling luxurious yet sporty SUVs (where Land Rovers and Range Rovers are not very sporty) would make sense (as much as a performance SUV is an oxymoron to us enthusiasts who make up FuriousDriving viewers).

[@BRED510]

Maybe Jaguar are doing this as a publicity stunt. When the cars are revealed the actual vehicles and brand logo might be very different? It’s certainly given them a lot of free publicity….

[@furiousdriving]

I did wonder that until I heard what this cost

[@Carrera-gp9od]

I like to think I’m a massive car fan but I e never heard of roadkill. Apart from squashed rabbits etc at side of road

[@furiousdriving]

Check it out, it’s one of the best

[@01ls1z28dabx]

You're not missing anything, in my opinion

[@TassieLorenzo]

It's good if you like huge engines in rusty cars! lol

[@D3lorean85]

Jaguar had one of the coolest badges going and a heritage other brands would die for. They did need to move on and as you say the existing badge and branding perhaps needed a slight refresh to modernise it slightly but what they have done is totally bizarre, the advert is beyond weird, looks like the Teletubbies! The new font and badge looks terrible, almost feels this was a task on The Apprentice!

[@jorgehorta980]

Hopefully every single of you is wrong. There’s no cristal ball, let’s see what’s gonna happen. Jaguar is long dead, everyone knows that. I believe this rebrand it’s the last try, hopefully successful.

[@Charstring]

It is probably too late to resurrect the Daimler brand as the upmarket division of Jag, but I've decided that pre-merger Daimler where just ahead of their time when they built giant V8 barns on wheels (like the Daimler Majestic Major) when I was looking at a Bentayga the other day...

[@cabrini00]

Very insightful commentary. You should do more of these.

[@SirOsisofLiver]

Haven't cared about Jaguar since the demise of the XJ8 (X350s). The X351 as well as the x250/260 were just too generic. They could have come from anyone. The F-Type was cool, but limited market, and the juvenile and obnoxious bangs and pops from the exhaust were off-putting. They needed a return of the inline 6 instead of the various V6s and V8s. They could have gotten a lot of mileage out of sorting their perennial reliability issues also. I never did understand why they thought Jag SUVs were needed, with Land Rover already successfully covering that space.

[@jamesdecross1035]

He'd never heard of 'Roadkill'. It looks very American day-time telly. Not my kind of thing.

[@Dhira108]

It is the chemistry between the presenter's that makes a good car show. But yes the big budget car shows have ended, but the simplicity of car shows on KZbin really works and is more accessible (for instance: top dead centre; steph from idriveaclassic and your good self) Jaguar lost its way when they stopped producing the sports car's, the SUV's were bland and just looked like a cheap Chinese SUV. The brands new logo and advert was confusing not even a sneaky peak of what is to come. Well done on being nominated for an award, rustival is going to be the car show to be seen at, Mr Hubnut, Steph and you really are appealing viewing and are passionate about what you do.

[@LeeAllen-lq7ml]

Im' a huge Jag fan and have had a few .....but i ain't buying anymore as i'm not the type of person they seem to want driving them ( bald mid fifties ) . Cant wait to meet a freind of mine who works for Jag and is old school and hear his take on the new look and what he thinks

[@anthonystevens8683]

Oh dear Jaguar what have you done! My word I really hope they take another look before it's too late. Jaguar used to oose elegance at one time and yes probably rested on the laurels for far too long along with many other brands that ended up as part of BL Cars. Lack of long term investment due to lack of available funding. Niche cars need to be elegant. There is nothing elegant about this new logo in my humble opinion. It looks like it's pandering to fashion and we know how quickly fashion changes. A very well articulated message Matt that I hope the bigwigs take a serious note of. That advert! Why! Did anyone know what they were doing when it was signed off or were they busy in a play ball pit at the time? Many thanks for sharing your thoughts Matt and well done for Rustival.

[@mrcogginsgarage7062]

Thanks Matt the most level headed summing up I've heard so far.

[@darrenwilson8042]

Think of this. That advert has been viewed over 15bn times - 15bn !! People getting angry about it sharing with friends - over 15bn - no idea of the price of the rebrand, logo and advert and that would be a fraction of what getting an advert on telly enough times to add up to 15bn. And its got people talking about Jaguar - there is no such thing as bad publicity as they say

[@GoldenCroc]

Exactly right. The really had nothing to lose (that translated into enough sales) beforehand as well.

[@danieleaton1399]

Auch a shame motor trend is closing really hope road kill can come together and keep the yt channel going as always a good laugh to aee them , jaguar have been dead for a long time

[@allanriches9381]

The issue with this ad is everyone is talking about it and playing it like the old saying, any news is good news. They are getting a lot of free advertising. not my thing.

[@mikegalvin9801]

Trying to imagine how many "person hours" of meetings, focus groups etc went into this dud. My Aunt Edie had an XKE back in the 60s. Beautiful car.

[@GoldenCroc]

Its not a dud form a marketing perspective, it made people talk. I respect their hail mary. Your aunt Eddie alone, if he is still alive considering the timeframe you talk about, likely wont buy several hundred thousand of cars every years which is needed to keep the brand afloat.

[@Jezza_C_WT]

I was a paid MotorTrend subscriber and was really annoyed when discovery geo-blocked MT content in my country. I have absolutely no idea why anyone thought that selling out to Discovery was a good idea. And the proof is in the pudding. It wasn't a good idea!

[@MrDoblo7]

Jaguar really does need to take a leaf out of their competitors' books. BMW, Mercedes and Audi were stagnating and introduced smaller, more affordable cars with much wider appeal. They can develop a new, modular platform that can be shared within JLR. Introduce a competitor to BMW 1 and 2 Series, Mercedes A and B Series. Use the platform to introduce a smaller, more affordable Land Rover along the lines of the Dacia Jogger, but better quality. They could even reintroduce Rover as a feeder brand using the same platform.

[@Sha-Ayo]

The market is too small, there are already the Germans + Lexus + Mazda (moving upmarket), + DS. There's hardly any room for Jaguar

[@MrDoblo7]

@Sha-Ayo I get what you're saying, but I reckon they could pull it off as an alternative luxury brand, if marketed correctly and if they work on reliability and the residuals for the all important lease markets. JLR did it successfully with Range Rover by introducing the Evoque, so no reason they can't do it now with Jaguar.

[@GoldenCroc]

@@MrDoblo7 Its super expensive developing a platform, especially one with as razor thin margins as small car sales. I doubt Jag has got the money for that. In fact, even most larger manufacturers dont.

[@MrDoblo7]

@@GoldenCroc I agree, it's a huge cost to develop a platform. The thing is, the majority of JLR platforms are getting old and need replacing or updating soon anyway, plus with the new direction they're going in, they will likely have had to develop a new platform. If you can create several model lines from one platform, there are cost savings to be made, so it can help the profitability of a single model by reducing development costs, albeit not guaranteed. A baby sister to the Defender along with a commercial version, would probably sell quite well in my opinion, helping to generate income to help rejuvenate Jaguar. Anyway, wishful thinking on my part. I hope they know what they're doing and wish them success in the future.

[@GoldenCroc]

@@MrDoblo7 Land and Range Rover is trucking along ok... Jaguar is a walking dead brand. However they do know what they are doing, but its in the same vein as a cornered rat will turn back and try to attack the cat. Its the very definition of hail mary.

[@williamwales6619]

Wow!! Well said Sir. Remind me not to pick a fight.😂

[@davidhinkson8856]

I've heard of Roadkill though Ive never watched it, but i think people liked TV car shows when they were simpler and either reviewed new cars or worked on or modified old ones. As for Jaguar, it should have retained its heritage with the badging, as other companies have done over the years. I agree Jaguar kept the old fashioned styling on its saloons a bit too long, and now it makes too many SUV type products.

[@gregwhitaker438]

I don’t know… For a whole day my social feeds were full of nothing except the Jaguar rebrand, and not one post mentioned the woeful reliability . If the marketing brief was to get people talking about the brand, they did achieve that at least.

[@jamesmurmurzancone4532]

I'm sure I drive a classic, and Hubnut are the only people to love the new Jaguar imagine. They've both had metaphysical disagreements over the same kind of theme with Geoff buys cars.

[@GoldenCroc]

I doubt they love it. Conversely, I doubt Geoff Buys cars hate it as much as he makes it out. Strong emotions in videos and talk of "current events" brings the views... "Drama" is a magnet to the general populace.

[@alecporter1784]

Well done on the nomination, I sort of agree with you but lets see how it pans out and they are doing great things if Formula E.

[@darrenstables4171]

Glad the f type is discontinued. Could you imagine the new logo on such a fabulous coupe!!!!!!

[@GoldenCroc]

I cant see how Jaguar cars in the way we know it can survive. Many people (car enthusiasts specifically) extremely underrate how many units and the profit margin you got to have shifting cars these days to keep the light on. Just as Rover was dead the moment BMW decided to sell it, there is no coming back as in independent entity for a modern brand with these numbers. There isnt a single car brand the average person have even heard of (or even exist at all, full stop) that can survive on just selling to enthusiasts, even worse when its legacy ones. Not enough people care about the heritage and legacy of any brand either for it to be viable. Nah, Jag is done, put a fork in it. I salute their hail mary marketing campaign though, they at least tried something. I cant get any worse.

[@kevinclarkson5565]

Jaguar is in the same situation as Maserati. Those two brands are two of the most evocative brands - a cut above BMW & Mercedes. Unfortunately, their products aren't. However, unlike Maserati, Jaguar is hamstrung by market trends and the fact they share dealerships with the king of SUVs. Nobody is going to buy a Jag SUV if they can get a Range Rover/Land Rover. A shame, I do love the look of the F-Pace but it's an SUV so not for me (nor am I brave enough for JLR reliability) and the X351 XJ was, to my eyes, the prettiest saloon ever. I haven't seen the advert but, if it is as confused as it appears, then for a brand that decided to go on a gap year, it could be disaster. And the logo - JaGuar? What on earth?! It looks so wrong! Instead of wasting money on a rebrand, they should fix their reliability.

[@furiousdriving]

exactly, they cant beat the original SUV at that game, they need to find a new niche

[@wanderingorganist]

I just wonder: if Jaguar aren't making cars for a year, what are their workers doing? And the dealers?

[@scottishcarenthusiastsandtrain]

Only ever seen the Mighty Car Mods and Road Kill Collab back in 2016, but sad to hear they have been killed off by Motor Trend TV being killed off. Jaguar I hope do survive and I do hope the reveal on the 2nd December is something which will make people go wow. From the teaser I seen it's already getting mocked... The advert just made no sense my take was from the delete ordinary, where they have deleted the car and potentially customers and existing customers. Even Aldi got in with the fun with the copy nothing tag line. I heard about the Rustival award, you, Ian, Carly, Steph and Matt Pink should be very proud for creating a event which has been received so well by the car community.

[@furiousdriving]

Im more sad about RK than Jag, as it has more relevance to me, I will miss that show but hope the presenters can get together for some videos in future

[@richardhargrave6082]

OK, change the logo, but you need the leaping cat in the background? You're right, Matt They have cocked it up Makes me sad

[@garysimpson3900]

"Porsche don't break", what about the shocking M96 & M97 engines in the 996 & 997.1 series that suffer IMS failure, "D Chunk" cylinder failures & bore scoring. Agree with what you say about Jaguar, the name against the Pink background & the freaks in the Woke advert says it all.

[@GoldenCroc]

Long enough faiilures after initial sales, methinks... No doubt Jag got more small niggles every now and then from the get go.

[@TassieLorenzo]

They break for sure, but it's relative! Compared to Ferrari and Maserati (or Lotus, apart from the Toyota engine bits, sadly), Porsche have fewer faults or defects AFAIK. I love the Lexus LF-A, that's my favourite supercar, very few (or no) faults on those but you'd expect that when every one was sold at a loss, lol!

[@hokman1]

There's is somethng seriously wrong with the world when furiousdriving for the first time i've seen makes a departure from usual programming to a special anouncement.

[@jeremyshaw5963]

Was the advertising company called "Bialystock and Bloom"?

[@BillyNoMates1974]

a sneak pic of the new car looks like a food blender. who wants to buy that ?

[@ruk2023--]

Problems for Jaguar are 1) no customers 2) their old brand hasn't done them any good for decades. Almost none of the people complaining about their loss of heritage or brand have owned or will own a Jaguar. They haven't rebranded they have reborn. You and I aren't the target market. They are targeting the generations that are all about climate change, influencers, peacocking on social media, experiences over products and ev's. The first adverts are a hype campaign. It's not uncommon to never mention the products at this stage. Mystery is the best way to create desire. I'm not a fan of what I have seen so far but I get what they are trying to do and love it or hate it there hasn't been this much chatter about Jaguar in decades. History shows us that oftentimes the worst marketing turns out to be the best. We are the only country that cares about brand heritage. The big markets like China and USA just don't care. You see more Kia's than Mercedes in America and China has an enormous domestic market of new players.

[@GoldenCroc]

Exactly right on the money. Some people cant see outside their own bubble. Car manufacturing is a cutthroat business.

[@notniceprawn]

Is Jaguar trying to catch left leaning buyers leaving Tesla? Maybe there's a market there. Become the automotive equivalent of Bluesky.

[@GoldenCroc]

I doubt its in any way enough. But they tried, got to respect that.

[@fhwolthuis]

Totally agree with you on Jaguar.

[@furiousdriving]

It’s such a wasted opportunity. I’m not offended by the ad, just disappointed, and the logo is so low rent

[@fhwolthuis]

@furiousdriving yeah agree. They should've just started a new brand like Polestar to start from scratch

[@Luke-PlanesTrainsDogsnCars]

Cant agree with you on the Roadkill thing though Matt...nothing turns me off more than a group of over-hyped American lumberjack bearded men and women, with reverse ball caps shouting down the tube at me...with massive engines poking out of cars. But then you like Ford Crown Victorias...😂

[@01ls1z28dabx]

You've pointed all the reasons I have no interest in that show. I'm American as well.

[@furiousdriving]

but it was very genuine, real car guys who live nuts and bolts 24/7, and have real passion for what they do, and that translates well

[@964tractorboy]

The target audience suggested by the new branding and advert seems to be at odds with that willing or able to splash 150k on an EV destined to become obsolete within three years at most. By about twenty years, minimum.

[@neilbucknell9564]

Strange (or not) - I had exactly the same reaction Matt - both the advert and logo look like cheap trashy disposable fashion for teenagers. Did someone switch the files at the advertising agency? Are Temu or Primark's marketing department currently looking at a powerpoint they have been sent wondering why there's pictures of E-types, mark2s and Jeremy Clarkson and wondering why their new logo has a leading big cat? God help Alfa if something like this is proposed for them, too, as they are in a similar state to Jaguar.

[@mpersad]

Thank you Matt. I agree with every word.

[@ukmud6218]

If they had had a man at the end looking for his wallet all would be fine

[@furiousdriving]

hahaha!

[@marklawton5753]

Jaguar! Well whatever is going on its has a brilliant piece to marketing! The whole of the internet and media are talking about it. What will follow ? One thing is for sure people will be interested to find out! There is a heavily disguised car that can be seen driving around Loughborough at the moment, It's a Jaguar by the look of it. A saloon? coupe? doesn't look like an SUV. Watch this space see what comes.

[@martinbourne8463]

Great comments, Zoolander on wheels,

[@user-ih7gc7dt9l]

You maybe right. But it’s a super risky move.

[@DarkSphinxx]

the wife says she loves the new logo, i just want to see some cool cars!