Rory Sutherland on Jaguar's bizarre rebrand and why they've abandoned their British roots

[@gauloise6442]

I work in fashion. Fashion uses these kinds of advertisements because they get young, not wealthy people to buy perfume and cosmetics, which generate enormous profits. The problem is Jaguar does not have low cost products to sell, and this advertising will not appeal to wealthy older people who have the money to buy their car.

[@acex222]

This isn't a fashion industry or perfume industry styled ad.

[@ostevoostevo1592]

@@acex222 Sales, @acex is selling. Doesn't matter whether you're selling cornflakes, cosmetics or cars. @gauloise is absolutely right.

[@percussion44]

@@acex222 LOL, no? what pray tell is it then?

[@farmerned6]

@@acex222 its closer to fashion/perfume ad than any car ad

[@funkg]

@@gauloise6442in brackets is a comment from my friend, who has worked on an account for another car company for years (I just had to give it a watch it completely passed me by 😂 I can see Talk TV has gone into meltdown, which is very predictable and a bit boring. This is a distraction campaign as they tease the new rebrand. The aim is to get people talking about Jaguar which I think it’s done. With regard to the creative and whether I like it, I think I do. People who buy new cars are typically 40+ and I think this type of imagery will speak to them as it touches on all the elements you raised. The real success though will be in the rebrand. Car companies are in a tricky situation at the moment as cars become more than just a mode of transport and more entertainment capsules and the trick will be how to bridge the gap between where they are and where they need to get to.)

[@bftb]

nothing about this rebranding is revolutionary. i don't think i've ever seen anything so conformist. its not creative. its dictated to from the doctrine.

[@XXXX-yc6wv]

Not to mention cynically designed as rage bait.

[@bannjaxx]

@@XXXX-yc6wv Correct - and it works a treat - job done - tick

[@richardterry.]

Maybe wait until they actually launch a car before pouring scorn on them? Just a thought.

[@eclectic_gamer]

@@richardterry. nobody is buying EV's, faguar plan in nut shell is to sell something nobody wants to customers that do not exist.

[@devidwobinson8747]

@@bftb so intelligently put

[@RandomNorthernFella]

I'm a man in his early thirties. Not a 67 year old car purist. The problem with this ad is that it thinks it's revolutionary when it isn't. It looks like every woke (for want of a bettter word) rebrand from the past 5 years, and Jaguar are late to the party. Imagine you were a woman over 40, and all the products aimed at you were being marketed like they were supposed to appeal to 14 year old boys. You would probably ask why. And if the company just said "Shut up. You must be some old spinster who hates kids", you'd never buy their products again.

[@markeightfourone8693]

They're 'wokifying' just when everyone else is going off it, you really have to wonder what goes through the minds of people in boardrooms / marketing agencies

[@michellej1372]

Well said. It’s like a teenager thinking they’re unique when all other teenagers are being unique in the same way. It’s boring by this point. Ironically an edgy ad now would be to be anti-woke.

[@gambanteinodal1246]

You are on to something. This ad is for posh ladies who instantly recognize the ad language from upscale make up ads... This will be a rebranding for the coming handbags on four wheels.

[@wowbaggertheinfinitelyprol6262]

I am the 100th person to like your comment.

[@XXXX-yc6wv]

@@gambanteinodal1246 Rich UK Karens with high class problems and a pathological need to virtue signal are a whole market unto themselves, and it is them the ad is for. I suspect they dumped it on the general public in full knowledge it would get a strong, visceral reaction simply in order to spread the ad. Their deliberate provocation for rage clicks is as cynical as it is amoral.

[@techdadnyc]

Decades from now, business schools will use this as an example of what not to do

[@TheBalaloca]

years*

[@jehutyprime]

Months* this is going to be the auto-industry equivalent of Concord.

[@bob_the_bomb4508]

@@techdadnyc it’s their Ratner moment

[@kevinj9270]

Probably not I bet they know what they are doing.

[@alfaV6boy1]

Its like that Virgin airlines advert where we are supposed to be amazed that a black person has a gold watch and travels in first class, or that the male air steward wears eye liner and is gay, and that the pilot is female..... this isn't a big deal to 99.9 percent of people. Adverts like to lump people into one size fits all groups, that isn't cutting edge, that is offensive.

"Look how out there and zany we are... are you impressed yet? You better be or I'm telling on you on twitter!" springs to mind😂

[@anonUK]

A gay air steward. Pass the smelling salts!😅

[@Perriermaster9]

yeh that advert is absolutely crap too and made me want to not fly with Virgin 😕😬

[@Vengeance1978]

@alfaV6boy1 well said and spot on

[@onemorevideo3295]

Brilliant example and excellent point.

[@tomasarfert]

As a foreign Jaguar buyer, I must disagree with Rory Sutherland; the reason we buy a Jaguar is because of the Dover-Spitfire-Silverstone-Stirling Moss-British Racing Green-heritage. Without that Jaguar is just a car, with no soul. The fact that it is British is the main reason we own a Jaguar. Because it is cool. Like an E-type.

[@htimsid]

But to what extent is a modern 'Jaguar' British?

[@TorianTammas]

Jaguar is Indian Tata Steel as the company selling Jaguars was bankrupt.

[@DanRyan-v5y]

Yes that is the problem. The longer it remains non British, the more of the British luxury patina wears off and it just becomes an other car. When the lore becomes an Indian car built in Serbia or wherever ,then I doubt it will have quite the same cachet outside maybe the Indian community and similar. I would certainly see no cultural reason to buy one over and above any other ev. Even the quality reputation isn't that good these days which is poor for a luxury and expensive vehicle.

[@TorianTammas]

​@@DanRyan-v5y1989 is was sold to the US Ford Motor Company. After they lost enough money they sold it to Tata Steel of India. So it is 35 year a foreign brand and company. They produce in the EU and will soon close downsize the Brtish leftover plants.

[@nudisco300]

@@tomasarfert All 6 of you buying a car because of its heritage doesn't pay to keep the factory lights on. I'm sure at this stage Jaguar would sooner lose all that heritage bullshit and sell 50% more cars than hang onto it and suffer a long slow death. The heritage enthusiasts really wind me up. You can't pay the factory workers on an E type that was made 60 years ago. You need to sell cars, lots of them and yesterday.

[@DrivenAmbition]

The new Jaguar video is, quite frankly, a colossal misstep for the brand. As a marque synonymous with elegance, innovation, and timeless appeal, one would expect their marketing to reflect the same level of sophistication. Instead, this video feels like a confused, poorly executed attempt at trying to appear trendy without any substance behind it. The production quality, while technically polished, lacks soul. It’s as though the creators threw together a series of flashy visuals without any cohesive narrative to tie them together. The result is an empty spectacle that tells us nothing about what makes Jaguar special. The pacing is erratic, the soundtrack feels out of sync with the brand’s image, and the dialogue (if you can call it that) is cringe-inducing. But the biggest offense is how little respect it shows for Jaguar’s heritage. Instead of celebrating the legacy of performance and craftsmanship that built its reputation, the video seems more interested in chasing superficial trends. It’s alienating for loyal fans and unconvincing for new audiences. This video feels like a betrayal of everything Jaguar stands for. It’s a stark reminder that even the most prestigious brands can lose their way if they fail to understand their core identity.

[@adamgrimsley2900]

It's great.

[@robmcd]

You’ve hit the nail on the head. I would never buy a Jag or Land Rover because I demand dependable reliability. But I’d love to own a Jaguar or Land Rover. I love the new Defender. This feels like a Swiss watch maker rebranding to make luxury plastic digital timepieces.

[@schrodingerscat1863]

Like an old man trying to be cool with the kids when the kids aren't interested and all those that might have been their target audience now laughing at them.

[@gauloise6442]

It's so out of touch with the times. It seems really dated and 10 or 20 years past its prime. People are sick of luxury that is just slick branding and really want craftsmanship and elegance.

[@mikexhotmail]

. It’s as though the creators threw together a series of flashy visuals without any cohesive narrative to tie them together.

[@mrscreamer379]

Why would you spend all that money buying an expensive automotive marque, only to turn it into an EV start up? They binned the branding, the logo, the technology, the back catalogue, the fan base, the reputation ... what exactly were they buying? If I was an investor I would be incandescent with rage.

[@Rich-bb5gp]

Either because they need "Clear blue water" between internal combustion Jag and EV Jag, which would probably be a combination of their poor reliability and the "Alfa problem" (An old Italian joke is that when Alfa- Romeo sell you an engine they give you a free car to put it in), so if you take away the Jaguar engine how much of the aura will be left? Or because they are skint and preparing to go to the government for a "Chrysler Europe" * bailout and have spotted that woke tomfoolery gets you Starmer support. * They guilt tripped- ah a Labour government- to stump up for the development money for the Sunbeam hatchback but it did them no good, they ended up being sold to Peugeot for a pound.

[@pauls1ngh]

Car buyers binned Jaguar. They were buying Land Rovers, but not Jaguars. The hideousness/postmodernism is a distraction. Behind the scenes, they’re probably angling for ESG funding from BlackRock & the UK government. Their ESG risk rating from Morningstar Sustainlytics is 16.6. Low category. That qualifies them to apply for anywhere from €100m to €2 Billion in ESG funding schemes.

[@tomk8729]

Its a vast conglomerate, money to burn. Jaguar lives or dies, its a rounding error.

[@JohnFromAccounting]

Perhaps they reason that Jaguar is so terrible of a brand that they might as well gamble everything on a rebrand, or shut down the company.

[@glynnera]

They could have opened a new division, with a sub-logo and its own unique branding, but they didn't want to do that, they wanted to get into people faces and preach their diversity religion.

[@thepodbaydoorshal]

They should have just done this: your typical Jag owner goes down to his garage. Inside is a line-up of their most iconic cars from the E-Type to the I-Pace. The camera pans to their latest electric vehicle (or a visualisation if it doesn’t yet exist) and then a pan to the man’s face. He looks at the camera, smiles and says knowingly “it’s a new day”. He gets inside and drives off down a beautiful country lane. Done. Simple. Understood. Firm. Proud. British. Secure. Dignified. Yet still new. How hard is it to simply give people what they want?

[@exiledscouser919]

@@thepodbaydoorshal The ad agency are attempting to give people what they themselves want. On first sight of this ad I thought it was a parody, that come the December launch they’d laugh at our gullibility and wheel on Daniel Craig in a dinner suit. A listen to the CEO accusing anyone criticising as an intolerant bigot yadda yadda made me realise this was no joke, this was deadly serious. I’m no brand expert but I predict this is the end of an iconic brand, destined to be another MG or Royal Enfield. These woke acts of sheer unadulterated vandalism have to stop.

[@stevechangworld5120]

Welcome back, Don Draper!

[@thepodbaydoorshal]

@@exiledscouser919 Royal Enfield are doing quite well nowadays, but then this woke nonsense wouldn’t fly in India which is their biggest market. Maybe they should borrow their CEO to sort out Jaguar. Oops, I mean jaGuar. 🥴

[@artsmith103]

Quick, copyright it before it's stolen.

[@chrisburn7178]

@@exiledscouser919 I agree on principle, but I don't think Enfield is a good example. They are still concentrating on producing cheap, small, fun bikes, but also with some of the best manufacturing in the business and aesthetic appeal that Enfields past would die for. Their engines beat everyone - Japanese, European and American - in a run-in period oil cleanliness test, for example.

[@jeremymercer5655]

As a car person I have terrible news. Large alloy wheels with very low profile tires that have short side walls only help performance up to a point. But most modern cars have gone well past the point where they actually start making the car worse on a race track not better. The only purpose of the extremely large wheels is aesthetic.

[@paulallen3839]

About 20 years ago this would be considered "brave" or "bold" or whatever. It's just pretentious

[@Sparky245]

Yep, your spot on... www.google.com/search?q=1980%27s+pirelli+ads+lou+reed&sca_esv=8d419a3d49aff387&rlz=1C5CHFA_enIE912IE912&ei=w4NHZ5mCNe7JhbIPnKK5mQI&ved=0ahUKEwjZ783Sr_2JAxXuZEEAHRxRLiMQ4dUDCA8&uact=5&oq=1980%27s+pirelli+ads+lou+reed&gs_lp=Egxnd3Mtd2l6LXNlcnAiGzE5ODAncyBwaXJlbGxpIGFkcyBsb3UgcmVlZDIFECEYoAEyBRAhGKABSOWGAlCiEFiK_QFwAngAkAEAmAF6oAG8BqoBAzguMrgBA8gBAPgBAfgBApgCDKAC6gbCAgsQABiABBiwAxiiBMICBRAhGJ8FwgIIEAAYgAQYogTCAgcQIRigARgKmAMAiAYBkAYFkgcEMTAuMqAHtyQ&sclient=gws-wiz-serp#fpstate=ive&vld=cid:3f426db2,vid:64xoAIfphaA,st:0

[@GaryPatefield]

@@jnielson1121 You are as hazy as the ad . Get yourself some education “ dude” 😂😂😂😂😂😂😂

[@paulallen3839]

@@jnielson1121 where did I say "woke"? Am I not allowed an opinion?! Haha

​@@jnielson1121 'Woke' was never mentioned. He called it pretentious, which it is. I don't think the school you attended knew what 'education' meant either.

[@stanmarcusgtv]

"ridiculous" worthy of ridicule

[@yasdnilknarf1885]

No Jaguar sales in: Saudi, Qatar, UAE or Kuwait, Russia or China. Way to go.

[@nickc6583]

Or the U.K. USA Europe yeah way to go

[@K10House]

Excellent point, and too funny.

[@theycallmejames7649]

Honestly, coming from Russia, haven't seen much of them at all. However I would love a jaaaaaag, but not for the hip looks or woke ads, but for the opposite. A classy, distinguished-looking car from a gentleman's brand. Seems like I won't be getting one 😂

[@markleggett3944]

Management must be working for potential investors who wish to tank the company and then swoop in to buy the existing assets for a fraction of their worth.

[@RobertDore-w4l]

It's heart breaking.

[@Truthurts-s9t]

I think this is what's known in the trade as Brandocide.

[@curiositycloset2359]

The HR department hired you know who, because the HR department is you know who, and no one can say who you know who is, on pain of losing their job. I expect we will see a lot more of this.

[@johndaarteest]

It seems to be a deliberate thing now to do this, it's almost as if they were trying to destroy the western economic and cultural system.

[@bishboshs]

And yet Jaguar is getting more press now (ahead of a few car launches) than it has in decades...odd that eh.

[@gardoni]

@ they miss spell it at the end, should say "FAGUAR" 😂. No offense to anyone, just couldn't resist 😂😂😂😂😂😂

[@Truthurts-s9t]

@@bishboshs All publicity is good publicity, it will be all down to sales at the end of the day. Personally I think this is short sighted and stinks of desperation, not something that is synonymous with the Jaguar brand.

[@lennywood6868]

They stepped out of their lane, no one liked it and they immediately call those people bigots. Not great PR.

[@PaleBlueDotCitizen]

That's what the left do. If you don't agree with them they'll call you names. They are infants.

Now on the hard shoulder wondering what went wrong.

[@markleggett3944]

Keep one's lifestyle and values in the private life and do the job of selling cars, which is supposedly what these people were hired to do. Eliminating the remainder of a small customer base does not seem to be the best move.

[@peternewbould8419]

Marketers sometimes may think that companies own the brands that they promote, but in fact, brand ownership lies with the customer as it is in the minds of consumers where our brands truly live.

[@NeilMcAdam9]

And there aren’t many customers left before this rebrand!

[@kevinj9270]

They don't care about the current buyers that's the entire point.

[@wilfredruffian5002]

They missed the moment. Peak woke was 15 minutes ago.

[@UXXV]

Their NFTs are out next month

[@fredk6992]

Im not a Trump guy but I feel it kinda died with his re-election

[@SF-eo6xf]

Maybe that's why they are in decline since long. Late to every trend

[@annieseaside]

November 5th America said We are DONE. Shove off with WOKE & DEI.

[@TheUltimateBlooper]

@@lindseyfraser4408 Good catch, but it's not even that. It just looks like any "luxury" or fashion brand ad, it's just not special...

[@charlesmoss8119]

I think they were marketing to a new woke society - the recent election indicates that they may have missed the zeitgeist

[@annia2960]

@@charlesmoss8119 probably, the ones who are against consumerism and capitalism? 😂

[@poo934]

@@annia2960 pretty sure woke just means anything i dont like

[@schrodingerscat1863]

yeh, this ad is about 3 years too late and even at the hight of woke it would have been a disaster for selling cars because the woke folks don't buy cars.

[@kanucks9]

​@@poo934 Woke: cares specifically about race, gender, and capitalism. That is, anti-white, anti-male, and anti-capitalist. Plus activism for the disabled, which is a bit more hit and miss. Oh yeah, and inexplicably pro-Islam.

[@acarroll6842]

90% of the megacorporations are pushing the Woke stuff down our throats, it's about time they start to go bankrupt over it.

[@ExileGilby64]

I love Rory, but didn't confront the elephant in the room... which was the actual advert.

[@NickHarman]

It is not done for dog to eat dog, Adland is no exception, if they start eating each other they all lose client confidence.

[@offshoretomorrow3346]

Turning to the owner of the hideous electric Mustang travesty on a question of aesthetic taste was always a non starter. Jaguar had a superb image - with bland products (XJ and XR excepted). They didn't sell - so.... They decided to trash their image. Go figure.

[@finnogorman5683]

I'm glad people can see how he avoided the obvious.

[@RichieKeane]

@@offshoretomorrow3346 x type and xf sold well but that generation wanted a bmw or and audi.. repair costs didnt help. older XJ are spot on and cheap enough to keep well.

[@tenbear5]

As usual he said nothing, … a lesson in constructive gibberish, typical of these marketing types busy destroying creativity.

[@BasilBeaton]

Jaguar's marketing strategy for the past few decades has clearly failed. With the move to EV, the brand had to do something pretty extreme to survive. Not sure this is it, but what I am sure of is that rehashing "Cool Britannia" from the 90s or focusing on the racing heritage wasn't going to cut it.

[@ak203]

I was a long time Jaguar buyer. I stopped 7 years ago and moved to Porsche, of which I now have a Cayenne S and a 911S. I wouldnt touch a Jaguar. On my 6th XJ8 the trans went at 52,000 miles. The warranty expired at $50,000. They refused to fix it at their expense. I haven't touched one since. But if they go electric, they will never compete with Porsche or or expensive brands. They lost their niche and these new ads are for...whom?

[@edmundcharles5278]

Jaguar IS NOT in the Bently band level, never was, never will be! Fire the Jaguar marketing VP and CEO!

[@bogstandardash3751]

Indeed, I might have been able to afford a new xf, I definitely can't afford a Bentley. So I'm just one example

[@lookoutforchris]

Jaguar is effectively dead. They’ll be trying to sell $200,000 washing machines for a while, but they’re no longer a car company. Expect vintage Jag prices to rise.

[@mrdanforth3744]

For a long time the Jaguar was seen as a cut price Bentley. Similar in size, performance, comfort etc for half the money. Today and for the last 20 or 30 years I don't know what they were aiming for. But going all electric will lose most of their customers and doubling the price will cost them the rest.

[@bogstandardash3751]

@mrdanforth3744 the xkr felt like an Aston Martin for half the price. Modern jags were BMW competition rep cars otherwise.

[@Dwelijan]

@@edmundcharles5278 That is actually true in the same way as Bentley itself is not where original Bentley was. Both are irrelevant.

[@stephfoxwell4620]

Why does Jaguar not wish to be associated with Britain?

[@katarn848]

Some say it's new Indian owner syndrome. I think the video was just butt ugly. Have no idea , why this got released. Also I just made it syndrome for fun.

[@jdg9999]

Because it's run by leftists (and most leftists hate their own country).

[@jacksonmiked]

Because woke progressives hate British history

[@SabotsLibres]

Because they are now Indian???

[@ianhunt4147]

It’s been owned by tata for 20 years

[@papershark]

Bud Light... Hold my beer

[@jasonloader8149]

@@papershark Yeah. Bud Light did not rebrand - they created a SINGLE CAN OF BEER with bespoke graphics and gifted it to Dylan. They sent many other custom cans to other social media influencers but you didn't hear about them. It seemed liked a massive event because the Republican media machine jumped on it and used it as a tool to bash trans people. There was no Bud ad, there was no rebrand - Dylan simply posted a photo he took of the personalised can of beer and people lost their minds.

[@DanRyan-v5y]

​@@jasonloader8149 they tried to rebrand away from the normal dad bloke who drank the piss to wokey kids and students that didn't. The marketing boss went through it, so it's a thing. You just didn't get out of the bubble and find out what everyone else knew years ago

[@joycerhythms]

🤣

[@StereoFozzie]

@@jasonloader8149 Goes to show how the media really does want us more divided. It’s more a faux outrage machine than a source of good information.

[@HALLish-jl5mo]

@@papershark Bud Light didn't really do anything, they just weren't transphobic. They worked with a huge number of tiny influencers, one happened to be trans. Unfortunately most people are, and got offended that a beer brand was less bigoted than them.

[@lawrencegoldworm]

Excellent and intelligent interview. Thank you very much!!

[@johnrapp1116]

This is the most balanced take on the rebranding proposal I’ve seen. Really nicely done.

[@simracinsam]

I would say this is Jaguars Bud Light moment. The ad and re-brand is truly awful.

[@PazLeBon]

yet i liked bud light lol

[@anneother6224]

They had an ad a while ago featuring a gender-ambiguous skater lady but no-one seemed to object or even to be interested in the matter. Perhaps they took it as a green light.

[@HALLish-jl5mo]

Bud Light reached out to a huge number of small influencers. One happened to be trans. For just not being transphobic, the bigots of the world decided to avoid them. Bud Light didn't really do anything so much as not do something horrible

[@edwardchester1]

@@PazLeBon That's where you went wrong. Dreadful drink.

[@PazLeBon]

@@edwardchester1 bud was bad so tried the lite, it was only lightly bad :D

[@goansunborn]

There’s a video on KZbin doing the rounds from jaguars brand manager. It speaks volumes on their direction and explains the ad.

[@Jadty]

But do they pass the *early life* test?

[@dirkscott5410]

I remember working for a financial services company in the 1980s. Their ad agency suddenly came up with a new campaign based on a vicar on a motorbike. It was announced to us at a big conference in London . The silence from the company audince was deafening! Like fashion trends for skinny female models which originated with designers who preferred young boys, this was a huge mismatch between ad agency people and their target audience. It that what is happening here?

[@peteriddqd]

nah they just went full woke and going bankrupt because they missed the memo

[@JohnFromAccounting]

Yes, that's part of it.

[@NickHarman]

The workers rarely see the big picture

[@GrooveTasticThang]

@@NickHarmanwhere did you get that from a 1990’s MBA course- I’ve been in organisations where the top down arrogance gets them nowhere- these days it’s about asking the people who do the work for their insights and problems solving, ownership.

[@NickHarman]

@@GrooveTasticThang Sounds like you've been on a course yourself. 'Insights', 'problem solving ownership' Ha! No, I've just worked in advertising all my life.

[@markcarli8259]

If you are an Indian company and buy an English heritage brand, why do 180 degree spin on the heritage? Are you not devaluing what you purchased? An Indian company bought Royal Enfield, embraced the heritage, improved on the brand and it is very successful.

[@username_PK]

Team is still British... Just the owner is tata.. Everything else is still British..

[@AnuragSawant-k1o]

@@markcarli8259 The Indian have actually made the mistake of letting Jaguar be independent. The woke virus infection that made its way into Jaguar didn't come from India, it is very western. Woke doesn't exist in India. Woke is a western far left ideology making the westerners hate themselves while the east has always respected the western Heritage. I guess this is what happens when virtue signalling starts becoming reality, the elite are so out of touch .

[@mullac02]

But they were selling hardly any cars and making no profit. Needed to do something otherwise jaguar would just shut down

[@markcarli8259]

@@mullac02 Currently they are selling "no cars" and have produced one car and an ad that alienated most car buyers in their target market.

[@markcarli8259]

@@username_PK Good to know. I would rather Tata be making the current mistakes though. Then India not the UK would be embarrassed.

[@arnman2093]

Rory managed a whole lot of word salad on this one.

[@lindanorris2455]

HE DID!

[@cluelessbeats]

He always does.

[@wetdroidedition2549]

Tell me where he hasn't done this before? This guy has managed to sell himself as an expert and his opinion is average at best.

[@TheFakeyCakeMaker]

Yeah a bit disappointing.

[@edwardchester1]

All because he didn't resolutely come down on your side of the argument? It's called nuanced discussion. And he's quite right.

[@MisterHughes]

I've owned Jags before, and was considering picking up a 4.0 V8 S-Type R as a retro bruiser-cruiser, but this kind of full-body cringe, pretentious Zoolander-esque tripe has projected shame both into the future and the past of the brand. Jaguar is now less cool than publicly soiling yourself. Hard pass, forever.

[@Squadron_Bodron]

This is antisemitic

[@lindanorris2455]

RIGHT ON!

[@garyb6219]

Exactly. Because if someone sees you driving a Jag now, they will automatically think that you are "woke" and that you fully support everything that goes with being woke. Because of that one commercial. Yay, you win!

[@user-copiadeamigo]

Nah, I’d still drive a s type r, or e type any day. Those are jags, not fags.

[@markleggett3944]

Men would rather own a vehicle that projects a James Bond type of image than one that is associated with a woke company that aligns itself with alternative lifestyles. Jaguar fails to understand that 95% of men feel this way.

[@karlbassett8485]

Two points. The issue with the i-Pace was that Jaguar didn't make it or the platform. It was manufactured by Magna Steyr, the biggest car manufacturer you have never heard of. They make cars for other manufacturers but their speciality is making low volume niche models for big car brands. So when Peugeot for example wanted a sporty coupe they had Steyr make the RCZ for them. Made more sense for them to build a low volume model and let Peugeots own factory make the volume big selling cars. But if Jaguar wanted the car to be a big seller this wasn't so great. They had to pay Steyr to make it and didn't own the platform. They had to drop the i-Pace if they wanted to make their own EV where they would own the platform and didn't have to pay someone else to make them. Secondly, talking about Sony and technology disrupting a company a better example would be TVs. For years Sony CRT TV tubes were recognised as the best. They were distinctive and had a great picture thanks to their technology. Then plasma and LCD came along and suddenly all Sony's CRT technology was obsolete. Suddenly Sony flat panel TVs were just the same as Panasonic, Toshiba, Philips, Samsung etc. That is analogous to EVs replacing petrol cars. That's why you now see videos on KZbin of a five seat, five door, Hyundai winning a drag race against a Lamborghini. Decades of engineering skill, craftsmanship and technology in making petrol engines is now useless when a company can throw in a couple of electric motors and a big battery and beat you on the track.

[@UXXV]

Loved the RCZ from looks. Thanks for the informative post.

[@MosesKaldor]

Very insightful comment. You hit the nail on the head comparing it to Sony televisions. Mercedes will be pushing the brand further up market as well because of the quality of new EV’s from China.

[@petero7937]

@@MosesKaldor The Europeans are losing the global motoring plot. China is the biggest manufacturer in the world, Iran manufactures as many cars as Italy for eg. In a few years the EU will outlaw electric cars while China, Japan and S Korea will continue to sell ICE vehicles. The third world does not have the infrastructure to support Electric vehicles and neither does the EU if all cars were electric. Electric vehicles cannot provide the independence of petrol ones. The EU is making it harder for their companies to survive.

[@DanRyan-v5y]

Beat you on the track but not at the refuelling station, or over the long distance

[@DanRyan-v5y]

​@@petero7937 the EU is suiciding itself. Germany having to close multiple car factories to suit EU idiot mandates will badly affect Germany's economy which will inevitably have a large knock on to other EU countries , because it is the largest contributor

[@pistonburner6448]

You're reserving judgement "in the absence of a product"? The whole point is *_THEY_* decided to begin a marketing campaign like this: with no product at all, but pushing this extreme hideousness on us! So judge them based on their marketing which has no product, only extreme degeneracy and in-your-face derangement!

[@NickHarman]

He's reserving judgement because this teaser may be an 'April fool'

[@nerd_abroad]

I hated the ad too, but if you think that wearing brightly coloured clothes and odd makeup is “extreme degeneracy”… I’m sure your nights out are fun 😂

[@schrodingerscat1863]

@@NickHarman No way, it looks too serious to be a parody and if they now turn around and effectively make fun of it the DEI establishment will use the press to destroy them.

[@pistonburner6448]

@@NickHarman Companies don't spend tens of millions on global ad campaigns for "April fools" in November.

[@pauls1ngh]

They’re unveiling one of their EVs on Dec 2nd in Miami. The no car car advert was probably a deliberate ploy to create demand/supply tension.

[@Monkeyslunch8]

Rory apologising for this LGBTQABCDEFG crap that is being shoved down everyone's throats for the last 4 years is vomit worthy. It's a horrible ad and awful taste in destroying an iconic British brand. You don't need to be a Rory Sutherland to get that. It's not rocket science...

[@timothy790110]

hes trying to keep his job.

[@markleggett3944]

100% right. A vast majority of the public is completely turned off by this attempt at social engineering. Their shame tactics are not working anymore. People will not tolerate this behavior.

[@jonlivingstone]

Excellent analysis! 🍒

[@andrewsdavidson]

I agree with Rory about large low-profile tyres. It's very strange to be fitting these to SUVs which aspire to be suitable for some off-road utility use.

[@HJV24]

@@andrewsdavidson they're also less efficient, to add to the list of negatives

[@NickHarman]

Toyotas are the real rural working 4x4s

[@Metro6am]

Who is really taking these SUVs off road? lol

[@NathanWoollaston]

@@HJV24 and far noisier... So more sound deadening is needed to compensate.

[@chasf3433]

Again driven by marketing departments not engineers who know they ruin the cars dynamics. Ultra low profile tyres on huge wheels are also very heavy and this along with the lack of sidewall flexibility places huge strains on the suspension on uneven UK type B roads.

[@registeredmental]

Who do Jaguar think they appeal to?

[@katarn848]

Double university income couples that fine Tesla boring and mundane ! Not 100% sure not into this subculture.

[@petero7937]

The British PM maybe

[@TheCoolhead27]

@@registeredmental gay dudes apparently

[@PazLeBon]

apple folk

[@mrdanforth3744]

Snobs cads and bounders

[@mandyshanks2327]

The jaguar cat badge was the best thing.

[@markleggett3944]

Current management cares more about social engineering than the Jaguar brand and history. They care nothing for the workers who may have worked there 20 years or more. Where will they go to find automotive jobs in Britain?

[@AnthonyJoh]

This is probably the best assessment of the Jaguar ad I've heard so far. It will be interesting to see how it plays out in a few years.

[@Equality-7-2521]

Sutherland is wrong about where much of the hostile noise is coming from. Most is coming from normal people who buy cars and aren't purists so much as they are normal people who are tired of having everything consumed by the same extremist agenda. Jaguar's marketing executive stated explicitly that part of their job was to represent people who don't buy their product. And won't be buying it, especially if it becomes a ridiculously expensive electrice vehicle. Especially when that market is shrinking rapidly and facing cheap ChiCom competition. How wise is that, do you think? And here's Sutherland sneering at car purists. You may look down his nose at the rest of us for not being nudgeable in the desired direction, but the fact is Jaguar's consumer base has just become much more selective.

[@Idk_about_anything]

@@Equality-7-2521 I disagree with that assessment

[@MultiKarmacharger]

I agree.

[@tenbear5]

He didn’t say anything, it was a lesson in constructive gibberish typical of these marketing tw@ts.

[@petero7937]

Maybe its the pure normal people that are Jags new purists

[@alastairsnook851]

Normal people have no idea this is happening nor any interest in car adverts.

[@HerewardTheW]

What we are seeing here is the fruit of the very thing that William Lyons feared most: Jaguar has become a brand, not a car company. Lyons and his successors, notably the great John Egan, jealously guarded Jaguar's independence from the BMC and then British Leyland mothership. Jaguar may have been a brand, but it wasn't going to be sharing anything with workaday Austins or even Rovers. This independence remained, but was diminished under Ford. Think X-Type sharing components with the Mondeo or S-Type with the Lincoln LS. But then at least the XJ and (Astons notwithstanding) XK were safe. Under Tata, Jaguar is a brand within a brand, a part of the Land Rover colony within the Tata empire. Once a company becomes a brand, the questions "what do we stand for?" and "where are we positioned?" become unavoidable. The Edselification of Jaguar is the inevitable result.

[@justaguy6837]

This is a fantastic analysis... Long time Jaguar enthusiast and owner (E type, XK150, etc) mostly vintage stuff. They had too many mis steps before the Tata acquisition, and lost me (and many others) as a long term customer. I am the sheer definition of the car person, but absolutely not a purist (i've owned way north of 100 different cars over the years) I personally don't find the advert too bothersome. Its like an amped up old school Grace Jones music video. But the fundamental problem with Jaguar is their product vision, per your analysis, is the generification of automobile designs as "brand" interpretations, and this is where Jaguar is lost in a sea of car brands. The F type (which I may impulse buy in the spring) was the last interesting almost William Lyons spiritual car they released. Everything else is just generic....

[@matthewiskra771]

Fair disclosure: never owned a Jag. Had a Triumph Spitfire Mk III and an MBG though, for what it's worth. I think Ford brought a certain reliability and quality that Jag needed, but also diluted the brand by trying to share more parts than they should with Ford's other car lines. Jag seemed to be going to a higher end but common car, like Ford does with it's Lincoln marquee but sporty. I have no idea why Ford sold it. Unprofitable? Needed capital elsewhere? Tata has lots of cash? No idea at all. Just IMHO.

[@tomk8729]

@@matthewiskra771 Long time Jaguar owner here. going back to XJs in the 90s, XF today. Ford did a fantastic job with Jaguar in just about every respect - parts sharing is a fact of life these days and was done sensitively - and its sale to Tata was a disaster for the marque. Tata made zero attempt to do anything except milk residual customer loyalty, and ran the brand into the ground. This new fiasco is the ultimate consequence.

[@Cambuster-1]

@@matthewiskra771 When Ford bought JLR Land Rover made a $billion a year, Jaguar lost a $billion a year. Quality improved but Jaguar wanted to go volume to compete with BMW and M-B, the Mondeo platform was excellent but transferred badly to the external design which Jaguar wanted for the X Type, as the DEW99 Lincoln platform was truly dreadful, so was the S type. The XF made the best of a bad job but Jaguar's failure meant that profits didnt pour in so Ford, being short-term profit focused (and after firing the architect of the JLR purchase, Jaques Nasser) were ecstatic to find a buyer in Tata.

[@NickHarman]

John Egan only grudgingly did ads at all, I know because I wrote some of them!

[@KR-rs3vn]

How To Destroy A Brand Image

[@christopherdavies7213]

I could listen Rory for hours. His insights are so interesting. Did Jaguar need a refresh? Yes. Is this the right approach? I very much doubt it. Who is going to buy this car?

[@shmookins]

This is exciting. I haven't thought about the brand in years and now I am anticipating what they do. As for the teaser, I think it works in the sense that they are teasing that they will change to something different and do a complete rebrand.

[@SimonBody]

The thing not mentioned is the Bud Light moment for Jaguar may the company RIP, and like a lot of the comments and love Rory as well.

[@FredrikThool]

The problem with it is not necessarily the transition to electric (even though I think it's unnecessary and too early to ONLY do electric), but rather the rebranding which is - to be frank - woke as fuck and does not appeal to it's customer base. At all.

[@TorianTammas]

This is a rehash of a 90s superbowl ad of Pepsi Crystal.

[@Squadron_Bodron]

This is antisemitic

[@notmyrealaccount8564]

How do you know though? You presume that you are the target audience for this ad when you aren’t. Since when was a company only allowed to advertise to one specific audience? You don’t even know what the product is going to be yet so how do you know it’s not the right target audience?

[@markleggett3944]

Additionally, the Jaguar CEO calls out the naysayers and calls them vile and contemptible, or something of the sort. He must not understand that he is talking to 95% of the public. Completely delusional.

[@drew2pac]

I have a Jag E-Type - I love it! It is beautiful, very British, iconic, and wonderful to drive. I live out in the Cotswolds, not too far from Gaydon. I have friends who work there, and even they do not buy JLR, mostly due to being aware of the numerous faults the cars have. It is strange how they have gone in this direction, which in my opinion is doing what everyone is doing. When, what customers would really value is a bloody good car - that has good design, functionality, and reliability. It is not hard

[@Lkhrobertson]

@@drew2pac enjoy enjoy your ride!!

[@MrVvulf]

The Cotswolds were rife with Jaguars when I lived there in the late 1970s. E-types were a common sight. Gorgeous cars and what wonderful countryside to enjoy them in.

[@adambritain5774]

You’ll be looking for a Toyota then, by those metrics.

[@drew2pac]

@@adambritain5774 Joking aside, I am going Asian for my next car. I have a Mercedes E-class as my daily driver, and I feel done with my usual brands - overcharging for everything, issues, etc. They are also pushing for their 'services', where you pay monthly/annually for having adaptive headlights or some crap

[@TorianTammas]

​@@MrVvulfYes you had a lot of time watching the landscape while you repaired your Jag again.

[@JAVELIN73]

Great interview with salient points from Rory about where Jaguar has been and where it might go in the new and changing car market. Perhaps James Heale can cinch up and straighten his tie?

[@FOXHOUND4143]

I'm actually quite surprised with Rory's knowledge of cars! Top interview. really enjoyed this. Thanks.

[@wsmempson1]

This is a seminal moment for Jaguar - a Gerald Ratner moment, where they reveal that they have lost touch with their client-base and harbour a dislike for the people who have made Jaguar into a world class brand. The chinese are going to have them for breakfast.

[@tc88888888]

The thing is that their client base haven't bought any cars

[@lindanorris2455]

RIGHT ON!

[@sandham]

and yet Rory tells us that that opinion is exactly wrong

[@wsmempson1]

@@tc88888888 One of my oldest friends until very recently has always had new jags (usually on lease, but still - he’s ordering them and paying for them) and for the last two years has clung on to his XF (in black with black leather) because he says that jaguar no longer make anything that he wants to buy. You cannot have a clearer indication of the trouble they are in - they no longer listen to their serial buyers and don’t seem to care that they no longer buy from them.

[@paulaus]

What client base?

[@markevans4088]

My god, that was an awful lot of words to not say anything about the ad and to reserve judgement!

[@johndaarteest]

He's an ad man, that's his speciality.

[@RM6737]

He also ignored Tesla, the HUGE elephant in the room regarding car electrification. Was it because they don't do advertising? Pathetic.

[@burstcity3832]

I find a lot of what he says matches my experiences of ads and retail. I think here, he is unsure because Jaguar have not released their new range. Until then, it's guess work. I'm not sure what they are up to either but I suspect a car in the 40k range is due, it would explain the rebrand.

[@TheStalec]

@@markevans4088 then you weren’t listening

[@markevans4088]

@@TheStalec I know what I didn't hear, but thanks for the feedback.

[@PrincipledUncertainty]

I like Rory, but that was pure blather and he knows it. Yes, Rory, it was the car enthusiasts who were horrified by this ad. The whole, lack of car business. What are you talking about? I understand not wanting to go over the top on this one, but then step aside when asked to comment. E-cars range? A distraction. It is quite distracting to have to make long distance every business trip an over night stay. Again, I love Rory, but come on.

[@phillydirector]

I agree, like most of these guys, he is walking a line not upsetting the hand that feeds. It annoy me because i'm in advertising and no one gives their honest opinion, especially on LinkedIn. This is why Advertising sucks at the moment. He says he reserves judgement because of no car but thats very weak. Its as plain as the nose on your face that the JAG campaign sucks.

[@robg521]

Yep a whole load of waffle to sit on the fence, but there were Key words…. “The ad was not to my tastes” and “I am reserving judgement until I see the car” He thinks the advert was a branding mistake but is not prepared to say it, he likes the marketing profile of an EV but he is worried that the product won’t live up to what people actually want from a car.

[@DanRyan-v5y]

Given how strong and wrong so many of his opinions seem to be, I am surprised he held back. My judgement is based on a load of shorts so to be fair there may be more to the picture and the shorts may be badly edited.

[@usefulcommunication4516]

@@robg521 Sutherland wouldn't know a branding mistake if it sat on his face and wiggled. Never has. He'll wait for the sales data and then claim he knew all along either way.

[@AntCooke]

I hate the new advert and new look. But here we all are talking about Jaguar. So at the least it has achieved that.

[@danpatterson8009]

One of the more insightful (and surprisingly optimistic) analyses I've seen. But no question this is a massive gamble for Jaguar. If it makes old E-types cheaper (dream on) I'm all for it.

[@paulharrison8475]

It looks like a stock advert which was being touted around for a customer as it doesn’t show the customers product just the name of the company which could be added after the concept had been fully developed.

[@NickHarman]

Think teaser, think April Fool.

[@danielwarton5343]

Good thought

[@rideitpodcast]

This marketing of Jaguar appeals to young students who work in coffee shops and cannot afford a Jaguar, particularly when they're now going to be targeting the high end luxury buyers, so they're dead in the water.

[@jimbo4375]

Exactly 😂 people who live in cities who don't drive anywhere and own e scooters

[@ComedicRick]

See this is where people are wrong. This ad isn't targeted at young students. It's targeted at rich people, but a different type, they're going after the sort of person who would buy a Hermes handbag. Incredibly rich but into fashion and art. The sort of person you see in 'the devil wears prada'.

[@raven-sf3di]

​@@ComedicRickyep it's basically aimed at the owner of the company and all his friends who want to feel virtuous while doing nothing . Because they are upping the price they will only need to sell 50-70 a year worldwide to make a profit . It's much riskier to mass produce an electric car which may never take off Everyone might go sod buying an electric car I'm getting myself a motorbike .

[@markleggett3944]

Brilliant marketing strategy!

[@SabotsLibres]

Both Jaguar and Land Rover are so quintessentially British - it is the selling point - but this is devaluing the brand and its roots completely. If they really want to go upmarket, then this logo is absolutely wrong. And the same applies to the people presented in the film...

[@petero7937]

Well at least the ad will appeal to the British PM

[@TorianTammas]

The British company was bankrupt as it was sold to Ford motor company and then to Tata Steel of India. A brand is a marketing tool to distinguish one box from the other.

[@SabotsLibres]

@@TorianTammas Actually, Jaguar and Land Rover were not bankrupt as entities; it was the parent company Rover that was in trouble and they were not sold to Ford but were bought by BMW. This was a move principally made to secure the iconic MINI brand, at which point, Land Rover and Jaguar, once plundered - particularly Land Rover - for their tech, were sold off to Ford. With the disbanding of the Premier Automotive Group some years later, JLR went to Tata, Volvo to Geely and AML was auctioned off to a consortium including Dave Richards of ProDrive

[@timmurphy5541]

Britishness has turned into a disaster mot of the world doesn't know what that even means but many that do believe it's about low quality and mechanical problems. It might be as well to great a global brand which isn't trying to harp on and on and on about all the cliches.

[@tc88888888]

The Britishness is why it doesn't sell any cars

[@sheldonweinman3988]

I see a new video w/ Rory, I drop everything, I click, I watch, I like.

[@TheUltimateBlooper]

The ad is rubbish. It looks like an ad from a generic "fashion" brand than a car manufacturer. I get that they wanted something "revolutionary" and they claim "don't copy others" or whatever - but they are ABSOLUTELY copying others! Show that Jaguar logo at 3:30 to anyone on the street and they'd think it's a company that sells overpriced purses!

[@1Fmarcel]

MG's are selling quite well in England and they have absolutely nothing in common with the old english brand, except for the badge.

[@e-mail8580]

They were slow in the market in the UK just a few show room models on display at their Piccadilly show rooms but have been selling in the antipode’s and USA for some time. The brand name means nothing now to most buyers who are completely ignorant of its primarily early history. “Did you put the Might Go (MG) on charge last night honey, or do we make the kids walk to school?

[@mwallace2922]

@@1Fmarcel the ads here in Australia play up the history of MG. This ad is not like that.

[@MosesKaldor]

They are good car in their own right. Two work mates have them and really like them. They know it’s not a real MG. It ticked all the boxes that they needed for a new car. I think the interior is a bit lacking but they are great to drive and really practical.

[@HenryThree]

While I agree that a Jaguar ad doesn't necessarily need a specific (or any) car, especially given their current transitional status, the ad still needs to be particular to Jaguar as a company. If I watched that ad without the logo at the end and had to guess which company it was for, there are about 500 different companies I would guess before Jaguar. It's like they went shopping at the ad store and just grabbed something off the shelf.

[@owenrodgers8020]

@@HenryThree yes but as is being pointed out here and elsewhere, this is the beginning of the journey. I don't know exactly what I think about it, I think the font is weird, and the ad seems a little underdone. But from a brand perspective, we're at the beginning of the story, and we're dealing with a total reset. So of course it seems a little thin.

[@HenryThree]

@@owenrodgers8020 We may not know how the Jaguar brand will evolve during this transition, but we know that it will still be a automaker. Nothing about this commercial indicates that it has anything to do with cars, it would be far more appropriate as an ad for some company in the cosmetics industry.

[@johnenglish929]

Interesting that they didn’t dare to do this until old TwoJags had died !

[@wayland7150]

No, it was watching this Ad that killed John Prescott.

[@TorianTammas]

Glad that fairy tales and magic thinking is alivem

[@commonwunder]

Probably the best possible person to profusely pontificate about this subject.

[@sbjrcourses7961]

I'm glad Spectator had Rory on... Exceedingly interesting!

[@markiesmith4537]

Jaguar might as well experiment...they have stopped making cars and will re-start with new models in 18 months time. Not only are EV sales slowing alarming with Mercedes, VW and BMW closing their EV factories and scaling back but Jaguar want to now sell at the very highest price-point...Given than Jaguar EVS have got a bad reliability history I say "Good Luck" with that. I think Jaguar know they have no chance of selling anything and they want to go out with a bang...

[@katarn848]

The industry cannot produce a new petrol engine for cars like this, because there is no petrol engine that can deliver the amount of horsepower with the emission targets. So its a new EV or close your production for Jags forever.

[@johnristheanswer]

They've overlooked the fact the new cars will start at £60k and the audience they are appealling to are about 25 with limited income who can hardly afford a bus ticket.

[@Cambuster-1]

Prices planned to start north of £100k

[@GhostGuitars]

Exactly. typically jag driver is likely to be a middle aged guy, commuter with some cash. Not some young woke bellend in the middle of a city

[@j4mm3d]

19m of saying nothing.

[@pistonburner6448]

Hard for him to say anything when, like Kamala, he has no expertise at all...

[@heycidskyja4668]

@@pistonburner6448 How can you possibly say that?

[@pistonburner6448]

@@heycidskyja4668 Because he has no expertise.

[@Wotsitorlabart]

​@@pistonburner6448 Well he is or has been a Jaguar owner and he is vice-chairman of the Ogilvy advertising, marketing and public relations agency. He seems to tick the right boxes regarding this story.

[@pistonburner6448]

@ As if all people who have owned cars would be experts in the industry... He clearly didn't have any insights, any observations on the background for this nonsense. Nothing.

[@bobgenghiskhan2499]

Problen with the i-Pace is was completely outsourced and built in Austria. Also the platform was already obsolete by mid-lifecycle especially for charging speed.

[@TruManloves]

Yes, its 2nd Dec Miami. This is a much more sensible response. Also from a true Jag brand and car lover. The ad is about a copy of nothing, its about individuality, uniqueness etc, no long a brand / product only catered for a small pocket of customers.

[@briankepner7569]

Mark safe from buying a Jaguar.

[@MonkeyLaughing101]

FFS; this guy completely missed the culture wars from the last 8+ years? This form of virtue signalling advertising is only new in the automotive industry. It has failed everywhere else. Jesus man, pull your head out of your ass.

[@markwalters2927]

The Jaguar marketing team: 'How can we make people hate us?'.

[@n.lyndley.9889]

Rory is remarkably well-informed and, as always, very insightful. 🏆

[@victotronics]

That's a pretty sane analysis. Eh, unlike most of the comments here.

[@andrewnorth4857]

That capital G is there to show that Jaguar isn't afraid to challenge convention. How underwhelming.

[@DanRyan-v5y]

Just a start to the lGbt etc that it is aimed at, DraGuar as someone else termed it

[@lindanorris2455]

STUPID, OLD SCHOOL 1990's MARKETING MENTALITY USED IN THIS BRAND. NOTHING NEW HERE TO SEE.

[@lesgamester7356]

😂 😂 😂 😂

[@edwardfletcher7790]

The capital G is for gender.... LoL

[@markleggett3944]

What is the point when one angers 95% of their current and potential owners.

[@gerardomenendez8912]

A good rebrand would have been a reliable Jaguar

[@mwallace2922]

👍👍

[@BevanWard]

So they want to cost as much as a Bentley, and advertise to cafe workers and art students. Bold move

[@Coatsey007]

They didn’t just throw the baby out with the bathwater, they throw out the bath as well. Tell me, I’m in this price bracket, I’m in my 50s, relatively conservative with an open mind, why do they think that advert would appeal to me and lots of other people with the wealth to buy Their cars?

[@---df5sr]

End of Jaguar! The only thing keeping it afloat was its history and heritage. Now thats gone they may as well start a new company and good luck with that in the current market

[@francocba7301]

I'm a middle low class worker from argentina. I'm hopefull now jaguar will finally be affordable to me. Looking forward to it

[@johnrogers5207]

I’m not a car obsessive. I own a Jag and this will be the last one. This is a lesson in how to destroy a great car company. I’ll never buy another Jag. I just feel sorry for the workforce who will end up on the dole. Only way out is to sack Jaguar management. By the way, the guy doing the talk is full of it.

[@jagvette1]

The end of Jaguar

[@joeingle1745]

I think you'll find it jaGUar...

[@thequintanashow5058]

Plot Twist: The branding chief is actually an employee of BMW

[@nolanolivier6791]

Supposedly, Santino Pietrosanti (the guy responsible for the rebrand) has been with Jaguar for 7 years; he is literally every stereotype that the ad implies that he is, though... it wouls explain a lot if it turned out that his plan was not pure idiocy, but the machinations of an agent of the competition.

[@thequintanashow5058]

@ 🤣. Don’t squash my conspiracy theory!!

[@alida4790]

As if they needed to sabotage an already failing brand

[@BoredBoy888]

I disagree with Rory. This is not just a drumroll moment to welcome something spectacular. Jaguars were simply not selling and some senior manager decided to jump on the woke wagon because they think this is their last chance to appeal to people. Unfortunately they will learn the hard way that they bet on a wrong horse..

[@sandham]

Love the new Jaguar brand work. Really excited to see what cars they have coming.

[@jensgronning4436]

Jaguar hasn’t made anything extraordinary since the e type. They’ve been a dying car brand for 20 years. This is the death nail.

[@ArnoldJudasRimmer..]

Ironically a new E-type electric may actually do well? I mean do a proper petrol version for the lovers of the growling v8. But not hard to release a new version. G-Wagon by mercedes proved how easy that process is.

[@Cambuster-1]

Back in the day I owned an E Type 4.2 manual coupe. Yes, it turned heads, but in all honesty it was not at all a nice, or even reliable, drive, I've never since been in awe of a car looks, much more interested in the mechanicals, ride and handling - from Ford Zephyrs & Granadas to today's Skoda Superbs.

[@HALLish-jl5mo]

They literally built the fastest car in the world in 1992.

[@PaintDryLifting]

There's literally no reason to buy any Jaguar model when you could get a much better BMW, Audi or MB equivalent The only thing they have is their boomer bait brand, and they just torpedoed that

[@garrystubbs4891]

death knell*

[@MZig-rw7su]

That reminds me.... I must go to a charity shop and buy the first 5 items of Grandads clothing that I see.

[@marmadukewinterbotham2599]

The ad appeals solely to a demographic who couldn't possibly afford a footwell mat, let alone a high-end (sic) car.

[@wfifa199]

This advert is a huge success! Everyone is talking about Jaguar and giving thought to, and expressing, their views on a beloved brand. Admittedly, a lot is negative, but now half of the worlds population knows that there is a new Jaguar on the way. If the new car is beautiful, it performs as well, or better, than its peers and is priced correctly, Jaguar will be just fine. If it's not, they're in trouble. I am really looking forward to see what the new car looks like.

[@joelpacheco7360]

Good interview. Thank you.

[@kb8570]

The only problem with Jaguar is reliability.

[@Cambuster-1]

and corrosion !

[@misswithahiss]

It's not a botched rebrand. It's a financed DEI intentional rebrand.

[@TGMaxwell]

Rory, EVs are dead on arrival Much like the Jaguar rebrand However the value of all pre 1999 cars just rose 20%

[@MsGnor]

If we're getting a Rory Sutherland interview out of the Jag rebrand, I'm not disappointed.

[@yewo.m]

While everyone else has already talked about the political/cultural aspects of the rebrand, I like how this shows us things from a different perspective

[@CharlieLamdin]

Never seen Rory tiptoeing around the elephant in the room like this before. Get off the fence! When did he start being so tactful and delicate, rather than blunt and direct?!

[@clivematthew-wilson7918]

Luxury cars like Jaguars, regardless of how they're powered, are supposed to help you send out the message: “I’m better than you, higher up the food chain than you, wealthier than you, more fashionable than you, more powerful than you - and I can prove it by my vehicle."

[@KangoV]

Exactly. I remember Clarkson got this when his dad parked a Cortina 1600E outside the house. Everyone knew you'd "made it" :)

[@haraldontour]

Yes, and those who don't like that buy Smart anyway. There should be something for everyone's taste.

[@noonecaresaboutgoogle3219]

It's like they watched Disney ruin the star wars brand and thought, "How can we do that but with cars?"

[@swampThaang]

This is one thing I appreciate about the British… they don’t get worked up easily. Here they completely avoid the lightning rod elephant in the room, dismiss it like a child throwing a tantrum and focus on what matters: the fundamentals of the business.

[@dontuno]

And of course and entirely predictably there are those who claim to see what no one else and how brilliant the ad really is! They, too, haven't got a clue, but apparently their elitist view is worth more than the majority of us plebs!