Seriously: What the Heck Is Going On At Jaguar!?

[@kevinledgister5252]

As a former marketing and brand manager (and current Jag owner), if you want to do something radical as a rebrand, you have to replace your current customers with new ones immediately or your business fails. People are cancelling their orders for the current inventory in droves - and there is a lot. The company has been put at severe financial risk with this and I think it needs new leadership. You can dramatically rebrand without tossing your 90+ year heritage and fans in the trash.

[@afellowinnewengland6142]

Have you bothered to look at their sales figures and strategy? They aren't selling anything but F-PACE's right now. The F-TYPE has been discontinued. The XE has been discontinued. The XJ has been discontinued. The I-PACE is going out of production shortly. They do really well with middle aged women when it comes to their smaller SUV's and most of them wont care about this ad. There's no existing customer base to really damage. Besides, most of their current cars cost under $85k. Jag is moving to $120-150k price points which is a whole new customer.

[@RespectfullyHumble]

Agreed 👍.

[@QALibrary]

I think you have no clue how bad Jagour's sales are - when you have zero sales especially in the USA - back in 2000 it was 50% of Jag's income you now have no history or current customers to upset - you already in trouble so doing a rebrand will never hurt the company. And what are these idiots going on about we don't want EVs - that never going to work you stupid people - come 2025 onwards you can not sell ICE cars in Norway and come 2030 to 2025 and onwards to 2040 those figures are going up and up so what the hell you going to sell - you not going sell ICE cars! Since 2020 it has been cheaper to build an EV in China than an ICE vehicle in the Western World and that changed in the summer of 2023 and more so in 2024 even building an EV is cheaper now in the Western World than ICE. Add to that until Telsa started slashing prices EVs were being sold at ridiculous profit margins even now they make more money selling EVs vs ICE but dealerships love ICE becuse they need people to pay for services to stay in business.

[@bonusb2924]

We have an F-Pace Type S (AWD). Compared to an Audi SQ5, it’s quieter, more luxurious, has more presence, and is easy to drive. It feels solid. And yes, it’s my wife’s ride, lol.

[@ibentTube]

They’re silly for cancelling over a commercial. Speaks to a bigger societal issue.

[@wernerengel4919]

Reliability destroyed the company. That’s all they had to fix.

[@kornkernel2232]

Yeah, it's the cars and the money they ask for that quality. IMO it's not the brand itself which already holds a rich heritage, but that heritage only goes so far if the product is bad. People will just not buy new ones and old cars that was more true on that heritage will simply be celebrated and they get no money from it. This rebranding is far more risky. So this has to work or the company is kaput which is sad to see a long live car brand will just die with this attempt.

[@christianolssontravels]

they used to be very reliable. Jd powers shared first place with Lexus early 2000s. 2016 onwards catastrophic. but earlier they are ok. Complicated cars so they crave skilled educated techs but if maintained quite ok. Ié got a 25 year old Jag. quiet, fast and very reliable. nothing goes wrong basically.

[@Jagshemasher]

Bingo - make good reliable cars and people will buy them.

[@andreasbonney2505]

I've had four XFs (pre 2016 shape) in a row, no problems with any of them. With those and the XJ Tata was working hard to deliver a quality product. Indeed the XJ is one of the most reliable cars in a recent survey. Unfortunately the need to cut costs meant quality took a downturn around 2015 onwards, and still didn't deliver profitability. They tried and tried. A big change of focus was needed if the brand was to survive. The advert is awful but everyone is talking about Jaguar, aren't they? Fingers crossed this works.

[@fscottgray9784]

Their new ad campaign is going after .5% of the driving public. Good luck

[@Jose_cab]

You do know they are a luxury brand right? Ohh it doesn’t matter to you because you just want to be mad and cry about their add right? Just be honest and say what you feel.

[@NomenClature-o8s]

@@Jose_cabJose, not everyone’s mind works like yours. The original commenter was 100% correct. If you want to defend this vile crap, then You be the honest one and write exactly what you really mean.

[@tedunguent156]

If that. Remember, they have to be able to AFFORD Jaguar's products as well as actually wanting one. I don't see them making a comeback. Too many other better choices out there.

[@tedunguent156]

@@Jose_cab "Cry about their add?" First of all, it's ad, not "add". Secondly, he wasn't crying in any way, you are. Stop trolling people who are minding their own business.

[@gordoeinstein]

@@tedunguent156 Exactly.

[@JF-lt5zc]

Nothing says "I don't understand business" more than chucking decades of brand recognition.

[@TattleDelta]

To be fair, their current business would have seen the brand die out completely in 2 years. They barely sold any cars.

[@markcoopers1930]

Yeah, their heritage wasn't exactly doing them any good beforehand.

[@mononeo]

@@JF-lt5zc Jaguar doesn’t have any brand recognition. Nothing says I don’t understand branding more than decrying the end of brands that essentially don’t exist in the zeitgeist.

[@JF-lt5zc]

@@mononeo You're telling me that a logo that has been in use since before WW II and a name that has been synonymous with performance has no brand recognition? Sure. We'll just roll in a couple of inverted letters that have ZERO meaning to anyone along with men and women wearing day glow poodle dresses and see how that lands.

[@NomenClature-o8s]

@@markcoopers1930That’s because of mismanagement. Making this creepy ad doesn’t change that.

[@Pepe-dq2ib]

Not all publicity is good publicity. Mass murder puts you on the news and Frontline, but it's not good.

[@kevinledgister5252]

That adage only works for celebrities. Negative publicity has killed many businesses.

[@AndrewPL5]

You can’t compare a car rebrand to murder. Two completely different things. Most normal sane people are correct, nobody has talked about jaguar in years, now people are. All eyes are on them. You don’t need to like it, and they aren’t selling to you. There is a market of people, the joke is on you.

[@TKRevRay971]

Why are you crying? 😂 ​@@AndrewPL5

[@AndrewPL5]

@@TKRevRay971 huh? How and why am I crying? That's news to me tbh

[@netcruzer]

That stupid commercial has models in clothing that you literally could not drive a car while wearing. Idiotic marketing for a car brand.

[@witkowskimarcin4552]

After seeing this ad I thought that Jaguar now sells clothes. It was just like the last H&M commercial 😂

[@tedunguent156]

I thought they were selling BAD haircuts.

[@neolithiumproduction]

I thought it was a perfume commercial.

[@smk4565]

You guys are right, anything Jaguar did in the last 10 years didn’t work so they have to try something different. Although I don’t think this new strategy will work either.

[@ang888]

They haven’t tried making better cars.

[@jamesh1641]

Wrong on “trying”. Business is full of failure. It’s not a recognition issue.

[@unkindled6410]

they tried, its just that excentially jaguar tried to be like Audi with american like mscle to some of their cars. it didnt quite work because the german car market is indeed really strong and they werent really offering better mechanical advantage, if they actually tried to solve that it would probably had earned them a market niche at least.

[@KingSs-e2c]

They can improve reliability

[@cooperization]

A brilliant move??? It is suicidal.

[@Fm-ib9tb]

Agreed… probably its their last attempt to get them out of bankruptcy. I’m shocked that the board has approved this

[@Kattr824]

Seeing the number of people who are upset about and defending the “Brand” image I think is a proof that it isn’t a brand problem rather a products and the prices issue. They screwed up.

[@Miata822]

The F-type is a great car at a reasonable price for what it is (was?). The I-Pace was a fine EV from the start. People ranting about the "Brand" most likely can't name the other two models that Jag offers w/o looking at their website for the first time in years. The Jaguar brand was already dead. This is an attempt to revive it. At least now people are paying attention.

[@110markb]

Those spy shots, is Jaguar just copying the 6000 SUX from Robocop….?

[@kevinledgister5252]

@@Kattr824 I have been saying the exact same thing. And recalling nearly 3,000 electric Jaguar I-Paces does not give confidence for an all electric Jaguar. It wasn’t just that their products were a bit stale, it was that they gave owners heartburn.

[@user-cg7cc7zj3e]

Bankruptcy 😅 they had to reinvent or die. They chose death.

[@tedunguent156]

Good.

[@mozzberg590]

"Everyone is talking about Jaguar!" Yeah but not for a good reason. See Bud light of 2023.

[@elizabethhopkins3826]

Are you kidding me? Whoever the ad agency is doing Jaguar's ad campaign should be dismissed immediately!!! It's horrible!!

[@johninNJ]

It was done in-house. DEI is Jags new DNA.

[@EastexCruiser]

I heard on another video from someone in advertising that Jaguar had 800 people work on this rerand over the last 3 years.

[@Fm-ib9tb]

@@EastexCruiserand what have they been doing during this time exactly? Changing Jaguar to a clothing line perhaps!

[@jwalkerblk]

Have you seen the new head of marketing, watch his speech and you will understand why they went in this direction.

[@LifeAfterLosing]

I would have done something funny and used their reputation for being unreliable as a joke. A man wearing a Burberry scarf goes out to start his Jaguar and it won’t start. Flashbacks of him driving the car on a twisty road make him smile, but he is done dealing with the reliability issues although his car is beautiful. His neighbor then pulls out of their garage in a new electric Jaguar that is also beautiful, but quiet. The commercial goes to a scene of the new Jag on the twisties, the camera pans around the beautiful and modern interior to show the original man with a smile on his face enjoying the new reliable electric Jaguar. Burberry scarf flies out the window and the Jaguar logo ends the commercial. I have too much time on my hands.

[@TheReal_JG]

Your idea would have cooked well with the audience. 'Kill' the old brand with irony, but reinvent the name as a new brand.

[@TheHk1966]

Bravo! Brilliant concept

[@LifeAfterLosing]

@ exactly. They were always beautiful cars with bad reputations. We still make em beautiful, but they start everyday.

[@RelentlesslV]

That would’ve been a genius script to be honest compared to that joke of a marketing ad they produced. 👍😂

[@superalain1961]

Start by. Building reliable cars Jaguar….i’ll keep driving my Lexus cars

[@atmartens]

What cracks me up reading the comments on this rebrand is the idea that this is literally the most people have talked about Jaguar in… well, probably 15 years. No one wants their cars. The brand image is unreliability & British. It also cracks me up because no one has been buying their cars. People would easily take a BMW, Audi or Mercedes over their stuff. Heck, Volvo has been doing better. I don’t find the ad that great. It’s very stereotypical for a “new age ad”. However what do they have to lose? The only thing I’d agree with is your point Roman. The going up market is a hard sell.. and many others are struggling with that.

[@sunderw1641]

I agree with you and people totally forget this is a British company doing what they think works best for them the British way.

[@DroneStrike1776]

They didn't have much to lose, but this had cause them to lose everything they had left. The brand is now tainted. No person looking to buy a $100,000 car is interested in a brand that is this out of touch.

[@alanmorales1500]

An american saying the word out of touch is hilarious​@@DroneStrike1776

[@Weezedog]

If I wanted an overpriced, unreliable vehicle, I'll get a Stellantis product. Jaguar is clearly going through a mid-life crisis where they no longer identify as a car company.

[@BillLaBrie]

More like death rattles.

[@DroneStrike1776]

They went through a midlife crisis and hired a CEO is is LGBTQ and he decided to brand Jaguar based on his sexuality. One hell of a midlife crisis. When I turned 40, I bought a Mazda3 awd hatchback because I always love little hatches. It's not fast or powerful, but it's a fun car around the curves. Feels like I'm a rally driver on the backroads. That's my midlife crisis. It was either that or a motorcycle, or a new rifle. Jag went polar opposite from villain car to fruity tootie.

[@kornkernel2232]

Yep they are losing sight of themselves, forgotting their heritage and instead of foxing the present issue, they decided to ditch that rich heritage and try to be new. As if branding fix everything and not because the product themselves are the problem.

[@husshardan3511]

Apparently they are going to change the name of Jaguar to kitten. All lower case letters.

[@LeesChannel]

Another name springs to mind...

[@onetwothreefour-s1n]

😂😆

[@popptrp]

Better with a tiny hippo badge. Yes, I means Moo-Deng.

[@M.W.H.]

Just replace the "J" with an "F" and there you go.

[@onetwothreefour-s1n]

@M.W.H. 😂😆

[@10000Islands]

It is about as brilliant as the Bud-light commercial. Everyone was talking about them too. What an ignoramus.

[@Pooters73]

Exactly. It’s an intentional marketing ploy to get attention. And it’s working.

[@JF-lt5zc]

@@Pooters73 AB got attention with the Mulvaney ad campaign and it cost them $1Billion.

[@mikedx2706]

@@Pooters73 Many LGBTQ people love to get attention, whether it is favorable or not.

[@derradune6722]

Grow up, loser

[@mononeo]

@@10000Islands omg like how all the conservative snowflakes freaked because Bud Light made ONE SINGULAR BEER CAN that was never sold in stores for one social media celebrity. How dare they! Conservatives cried so hard about a singular custom beer can being made. Proves how stupid they are!

[@EclecticGearhead]

Jaguar’s problem is a reputation for poor quality that they earned over decades of making junk cars. It doesn’t matter what font they use for the logo when people think the car could leave them stranded on the side of the road.

[@jamesh1641]

It’s not brilliant. It’s idiotic. Wtf is “Dad” saying. But Roman is never wrong. TFL full of itself.

[@craigster1234]

And how will it be different? It will be yet another 6-window, 4-door 'coupe' with a Jaguar grill stapled to the front.

[@markcoopers1930]

I believe regular car reviews said it about Maserati, but it applies to Jaguar: this is a brand that normal people think rich people buy because they're special, and that rich people forget exist because they can't hold their own. And thats not wrong, Jaguar's certainly have character. A Jaguar F-Type looks and sounds better than anything else you will have seen on the road today, I'd almost guarantee. But people who have the money to spend on a Jaguar don't even give them a first look, they go straight to Mercedes or BMW or Lexus. It's been that way for decades. Those other brands have a better level of quality, power, fit and finish, often reliability, UI, and presence. Jaguar has some great heritage, but so do those other brands. And Jaguar's heritage hasn't done them any good. If you look at 2023 sales figures for the Jaguar XF, which is their sedan sized and horsepower rated on par with an entry-level E-class for $13,000 less. The XF sold less than a thousand units in 2023. Mercedes sold over 17,000 e-class, and the e-class can be astronomically more expensive. The massive savings isn't enough of a temptation. Now look at it from the other end: The XF is also fairly similar in size to the Charger 300 (which were on sale in 2023), And many trims of those cars were priced at or even above the XF. Sales of those vehicles dwarfed The XF, and in fact many were willing to spend twice as much on an upper tier Charger instead of buying the Jaguar: he dodge getting the buyer far more power, relatively similar fit and finish (albeit with worse interior material choices), and no worse reliability. Jaguar makes a car for a demo that can't afford it, and when somebody from that demo is able to afford it they're tempted to buy something else. They have no pull from the class above. This is all to say, that what they've been doing isn't working. Is this advertisement the answer? I certainly hope not, And I imagine they don't adopt that advertisement strategy long-term. But now non-car people are actually talking about Jaguar, and that hasn't happened possibly ever. I already know two people who couldn't care less about cars who have put on their calendar that December 2nd reveal date because they were so confused about what they saw. Jaguar is known for sedans, this new model makes sense to be launched as a sedan. Especially If it's a higher tier lower volume model, and given they have Land Rover covering the mass market SUV space. The only real question will be the quality compared to its competitors, And that will have to be proven by the product itself. Edit: And a quick scan of the comments seems to confirm that nobody commenting on this video has never owned a Jag, But apparently all of them were definitely going to buy one right up until this commercial came out 😂

[@LeesChannel]

It shows you that the brand had cachet, even if most people believed they would never own one. I think that they would have been far more successful if they leaned into their brand's history, and came out with a mass-market vehicle reminiscent of their classic vehicles, rather than shattering that history and prestige. I don't think this is a "new coke" moment, personally, this really sours me on the whole brand, and definitively shows that the Jaguar of the past is dead. I really don't care what they do past this point.

[@markcoopers1930]

​@@LeesChannel Cachet ≠ Cash, eh? Ultimately, that's all that matters. I'm looking at a Jalopnik article right now from July talking about how Jaguar's entire fleet is dead except for the 8-year-old f Pace. We all should have been expecting something like this, you can't pull a Nissan and just do the same thing for decades hoping something different will happen. They already tried doing retro inspired throwbacks: the F-Type was excellent, and they've always been known for their sedans. But nobody bought them. Truth is none of their models, Even the "historic" ones were ever really smash sales hits, so calling back to a mediocre sales success didn't result in any current sales. They launched an SUV that sold okay, but not nearly as well as Porsche launching the Cayenne and macan. It seems blatantly obvious most of the people who seem to be upset were never going to buy a Jaguar in the first place: so it's not like those consumers were ever theirs to lose. And the vast majority of the negative discussion seems to be about the style of the advertisement: after all, it's not like there is actually any car content in the ad for people to criticize one way or the other. Jaguar has nothing to lose and only gain from making some sort of splash. Otherwise they just would have whimpered and died, not having annoyed and confused a bunch of people. Like Mercury, or Saturn.

[@M.W.H.]

@@markcoopers1930 This is not a splash, this is a splat.

[@tedunguent156]

Your comment after the (Edit:) is greatly exaggerated. No one buys Jags because they don't have a strong dealer network. That's the same reason that they DO buy the Dodge Charger and 300. Why would I buy a Jag if I have to drive 50 or 100 miles to buy it or get it serviced at the dealer? For me, it's never been a question of "how much does it cost" but "how close is the dealership" for a car that I'm sure will satisfy all my requirements. Luxury cars are for people who feel the NEED to impress other people. They're overrated.

[@markcoopers1930]

​​@@tedunguent156 I get that statement, but personally I do all of my own maintenance and I try to do my own repairs if possible. Dealer networks have never been a concern of mine, especially because everyone I've ever met has always told me that dealerships are stealerships trying to steal my money. These days, I understand the need for dealerships for warranty work, but outside of warranty it's better to be on your own and self-educated. Or just obscenely affluent and willing to pay to get the car handled regardless of distance with these high-end products. That said, it seems pretty clear that if somebody doesn't live near a Jaguar dealership, they probably can't afford a Jaguar product. Just looking at a map of Jaguar dealerships now, they're strategically placed around those areas that are typically wealthy enough to buy one.

[@jimbo3]

I drive a XF daily. it's an awesome car. looks good, super comfortable, affordable, supercharged, fun to drive. as long as they keep to their old adage of "grace, space, and pace," they have hope. this perfume commercial is embarrassing.

[@squod1]

They're gone. BlackRock is now a car maker. Toyota, VW, Ford, now Jag.

[@Inferno45]

Black rock basically makes everything. We need monopoly busters again

[@DragonInfraXtremeRGT]

@@Inferno45 Thats explains why the mach-e exists .

[@shiftymcgee9359]

Wait, a car company’s goal in 2024 is to cater to an even more affluent audience? That group has a limited pool, who happens to be stuck on status symbols. Lamborghini, Ferrari, Rolls Royce, and Bentley. That’s what rich people buy. Jaguar isn’t it and they’re going to eat loses trying to get there.

[@volvo09]

How do we sell a car? Do everything but show a car...

[@aussie2uGA]

Infiniti, is this you?

[@12point131]

It was a teaser, the car is scheduled to be unveiled first week of December

[@Oaky]

Jag has nothing to lose. They need to swing for the stars

[@technom3598]

With 1% of the population in the US and alienate most of the rest of the world?

[@DroneStrike1776]

They swung for the landfill.

[@TheSolarium18]

they swung some dicks

[@prudhvichandra8211]

One of the greatest ad ever. They were successful in making people talk about JaGuar again. They are trying to do something out of the box which might not go well with most of the people but they are targeting the niche of the market.

[@tedunguent156]

Ask Bud Light if all the "publicity" was good. There was a LOT of talk about that, too. You sound like someone in marketing who's drinking the Kool-Aid.

[@NomenClature-o8s]

Their niche market is people who can afford $100,000+ cars. People like the ones featured can’t afford those cars.

[@brucejohnson1264]

Jaguar used to signal that you were a fan of British style and masculinity. Now it’s the opposite. Good luck with that.

[@CarlosGonzalez-vd7kf]

If they show that add in United Arab Emirates, Saudi Arabia, and Kuwait Jaguar sales will drop to 0 in that countries.

[@markv78]

Jaguar really ended its heritage when tata motors took ownership. People buy a Jaguar for the heritage and novelty sorta like a Min. Which I think bmw is slowly ruining but yea .my dad bought a brand new 1988 xjs v12 convertible British racing green what a car beautiful . Now TWR is making the Super Cat XJS. Amazing . This is what Jaguar should have done bring back heritage models

[@Hattonbank]

Tata pushed Jaguar to bring out a proper sports car, without them the F-Type would never have seen the light of day. The had no influence over design, but gave Ian Callum the space to design it. JLR management manage the company, Tata are merely the shareholder at arms length.

[@AdamKeene-ec4nk]

Old world British styling did work when Jaguar made it. They haven't made an old world British car sense the 2009 Jaguar XJ. Tata Motors in India has been trying to run a British car maker like a German knock off.

[@narasima_0183]

Nah bro tata motors cannot interfere with how and what cars jaguar is making 😂 they are just the owners in terms of agreement

[@Jag-leaper]

AS AN OWNER THIS IS TERRIBLE

[@jrag1000]

Your car gonna drop in value now...

[@Jag-leaper]

@jrag1000 it was always worth more to me as a car than investment

[@Crab44]

nobody wants our cars so let's triple the price change the logo and make a commercial about a desert woke rock?? the whole commercial made absolutely no sense… Surely that'll turn it around!!

[@erickuelker5079]

Jaguar just did the most astonishing move in corporate history, moving from selling expensive sports cars to starting a clothing company for LBTQIA people. AUDACIOUS!

[@NomenClature-o8s]

Jaguar is now run by a malignant narcissist who wants to make a company a platform for his lifestyle instead of making cars.

[@afellowinnewengland6142]

Doesn't sound like Adrian Mardell at all...He's a lovely fellow.

[@dB_944]

They have 15 DEI departments. Go figure.

[@Neojhun]

"have 15 DEI departments" LOL you're just spamming impossible nonsense. You were giving political talking points and smashed them together into a word salad.

[@dB_944]

@ it’s from the CEO. saw the video with my own eyes and ears.

[@Jogeta5]

@@Neojhun The CEO was the one who said it.

[@frcluc]

It wasn't the CEO. It was the head of branding a month ago -- Santino Pietrosanti

[@dB_944]

@ picking nits. Still represents the company.

[@NomenClature-o8s]

Oh please guys…take a stand. At least the executive at Jaguar did.

[@ianscorey5293]

Gentlemen…. Gentlemen…. Why do Americans have trouble with pronouncing the word Jaguar????? There’s no W in Jaguar 🐆!!!! Please concentrate on the U In Jaguar 🐆 In fact use two U’s to get it right!!! Therefore to write jaguar you do it like this Jaguar!!! But to pronounce Jaguar you do it like this…… Jaguuar!!!! Thank you gentlemen!!!! Kind regards Ian 👨‍🎤🇳🇿🍸🍸

[@grishyroy9271]

oh there is bad advertising/publicity, and this is it! Jerry McGovern or no, they've turned current owners and buyers off.

[@juanzingarello4005]

The problem with Jaguar wasn't their marketing. The problem is they literally axed their lineup into irrelevance. They killed off their sedans and their one sports car, and left only their SUVs and an EV, which happens to be an SUV. That's not such a big problem these days as many seem t be doing this unfortunately except for the fact that the brand is practically paired as a package with Land Rover. And now Land Rover has split into sub-brands like Range Rover, Discovery, and Defender (yes these are models but the site treats them like sub-brands with various models). So now you can't even leave Jaguar as the posh SUV brand while Land Rover can be the rugged SUV brand when Land Rover has its own sub-brands. So now, with no sedans and sports cars, I don't even see the point of Jaguar unless they bring these vehicle types back.

[@I-Libertine]

None of the models look like people i want to spend time with or gain the favor of-- anti aspirational. Vodka for self-absorbed, pretentious, out of touch judgmental jerks is what this ad screams to me. Nothing classy, desirable or upscale. Or vaguely automotive.The death knell for a once aspirational brand.

[@person86422]

There's an elephant in the room that you seem to be avoiding.

[@fortheloveofnoise]

What?

[@NWI_Steel]

What's that?

[@person86422]

He finally addressed it at 7:54

[@whitewalker9622]

A car company is about THE cars, not politics... THE BIG problem of today is that everything is politicized. I love cars and I love my hobbies and I don´t like when crap gets in the way of my hobbies... Does anyone?!

[@TFLcar]

True that

[@quantumphaser]

Look how they massacred my boy!

[@aurus4909]

Jaguar leads, but on the way out

[@MattMaranMotoring]

Totally agree with all the points you guys made, I said much of the same in my last livestream. Thanks for bringing some sense to this conversation.

[@cunawarit]

Jaguar had to change, nobody is buying Jaguars anymore, the brand name isn't trusted, and a full reboot was needed. Will it work? We don't know yet.

[@TomSherwood-z5l]

That is not a Jaguar in the thumbnail, it is a Zebra.

[@lanceripplinger8352]

So Jaguar decides to waste precious resources on DEI/Woke crap, instead of actually building cars that people want to buy. I hope they finally go bankrupt for being idiots.

[@SamLucky-g3c]

Yes exactly. These executives aren’t car fans, they’re twisted degenerates who like sex and have a chemical (serotonin) addiction to sexual weirdness.

[@jaybeemhardscrote7466]

What the hell is "woke" about this? The women? The black people?

[@412fk]

Yeah, they should build a Project 2025 car

[@SamLucky-g3c]

@ what’s project 2025?

[@RespectfullyHumble]

Agree 100% 👍. Companies that go woke always go broke!

[@Normanx964]

Just think of all the new pretty handbags, vegan chocolate underwear, glitter lipstick and lifestyle dresses by Jaguar.........for men. Reply

[@ah244895]

It keeps getting pointing out that "most" of the comments are coming from people who never had a Jaguar, nor were likely to buy one. But that's the case for everything shown on KZbin. The rub is nobody seems to like it, and the people who would/could buy a future Jag are likely to have similar feelings.

[@DavidJao]

Yes. There's videos on KZbin of current Jaguar owners, filmed from inside their Jaguar cars, saying how this fiasco is making them sell their Jaguars. It's not just non-owners.

[@ndeeepak]

I think the advertising company was confused. Instead of advertising the car company they did an ad for a company that makes bathroom accessories in India

[@JDoors]

First! That is, the first journalists to review the latest Jaguar news with an open mind. Congratulations.

[@mikefly562]

I'm very curious what will be revealed on Dec 2nd. Given how bad the commercial is, the car will need to be spectacular.

[@scottkwiatkowski8472]

The biggest problem was all Jaguar had was the logo and brand and they just tossed it.

[@MichaelMiller-rg6or]

In order to properly analyze how this ad is being received and what the fallout is, you really have to delve into the world of politics. But as you guys say, you do cars, not politics.

[@sriramramu2174]

To me logo doesn’t matter only performance matters

[@davlphs]

The XE, XF and F-pace could have been successes if they weren’t half baked products when released. The interior the XF and F pace have right now is what they should have had from the very beginning. Mistakes like that are what killed those models, in my opinion.

[@DSC800]

I think they took a page out of Bud Light's play book. The old axiom "any press is good press" didn't work out so well for them.

[@TheReal_JG]

I heard a rumor that Jag hired the director of that infamous Bud Light commercial to do this rebrand. If that's true, I can 100% see it, but now the Jag brand is dead.

[@kugelfunk]

Bud Light was different. First of all, Bud Light wasn't a total rebrand attempt. The deal with the trans woman was just one out of many different marketing activities. It blew up when it was discovered by some conservative podcasters. It was also different because Bud Light was still the biggest beer brand in the country and a mass market product. Jaguar on the other hand is almost dead anyways, and being a luxury brand it will never have to appeal to a mass market. So technically it could do well even if the majority of the people hate it.

[@russethridge]

They 100% didn't learn anything from Bud Light.

[@tedunguent156]

@@TheReal_JG "I heard a rumor." Then it's not true.

[@evernhamanderson]

Dear Jaguar Boss, your new ad campaign/direction is geared towards less than 1% of worldwide population. The last time I checked, your job was to sell cars. AS MANY CARS AS POSSIBLE. It is professionally incompetent to use your marketing budget to pander to a statistically insignificant demographic. Some would say your actions are actually NOT in the best interest of the brand, or indeed, of your shareholders. In a very competitive sales environment, where Jaguar is doing worse than "struggling", devoting what marketing money you have in this manner is just......stupid. If you couldn't be successful marketing your brand to the 99%, it would seem to be obvious that switching to marketing to the 1% is a true step backwards and can only spell your demise. Board members are generally quite insistent when it comes to the level of performance expected form their CEO. This is how activist CEO's get fired. Read the room. Wokeness is NOT on the rise. Rather, it is being smacked down all across the globe. Rightly so too. Good luck. You are going to need it.

[@smk4565]

Their job isn’t to sell as many cars as possible. It is to sell 30,000 cars per year globally at as high a price as possible.

[@jaybeemhardscrote7466]

Their failure has nothing to do with "wokeness". Please tell me what's woke about the ad? Is it the women? The black folks? Just say it out loud you hate women and minorities.

[@yariav]

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

[@NoLimitsCommemorativ]

I was waiting for Mr. Mugatu to pop out at some point 😂

[@OldLugnutz]

If I want a super-duper fancy e-car, I’d get a Lucid. But then again, I’m just a lower middle class worker with even less money. But I would get an old Mk II in a heartbeat.

[@erikgusarov1690]

There is no bad publicity... yea sure, say it to Bud light 😂😂

[@andrewb325]

You guys just need to learn to "live vivid," whatever that means

[@OS-hx4jk]

Brilliant move? What’s wrong with you!

[@loki_wolff]

The difference is this time it will put them out of business.

[@afellowinnewengland6142]

How so? They're not a standalone company-they're part of JLR and JLR prints stacks of money with Range Rover and Defenders right now. Doesn't matter if Jaguar makes a dime-it's not going anywhere.

[@123uzuz]

DRAGUAR.

[@manoz6194]

The ad is ugly, I associate Jag with beauty

[@RnBFAN06]

So many politically charged comments about "woke" but the truth is they were already done and failing. Unfortunately I guess a lot of auto fans are taking anger out on anything different and taking pride in being ignorant. Just say the logo is ugly and the commercial was ineffective and go.

[@TKRevRay971]

They literally have a video with them preaching about their cultish points. Instead of saying "yay our sales are up" the man in the video gets a thunderous applause about how inclusive they are. They don't care anymore that's all that matters. DEI. Same thing going on at Disney, same thing going on with game devs. Everyone has joined this new religion and they're on a crusade.

[@FOHguy]

A lot of people on KZbin say that they are boycotting Jaguar. Out of those, how many can afford to buy one in the first place? It's not the same as boycotting Bud Light. (Which should have already been boycotted for the taste).

[@12point131]

Others typing “ive sold all my jaguars”, ya did? In less than a week?

[@sonofagun1037]

Here's the thing about Jaguar. The only Comercial i can think of from jag are the one with all the villian actors saying villians drive jags, and this one. It seems like an SS situation where it doesnt matter what car you make if you dont advertise it.

[@snacking5908]

Jaguar is trying everything besides making their cars reliable

[@TxCwby]

Yeah, talking and buying are two separate things. "All new" ain't gonna cut it. Maybe if they concentrated on better built cars?

[@Yogi5D]

Jaguar is history. Fastest kill of a brand in history😂

[@lesalbro8880]

Jaguar has been dying for years. It's been anything but fast.

[@jamesspringer-rj3iq]

During a time when EV's are not really selling all that well, Jaguar decides to go 100% EV. What could go wrong?

[@billylanderos6227]

Mmmmmm. How about make a car that is reliable. Then you’ll sell the hell out of it.

[@afellowinnewengland6142]

So if that's the problem why do Defenders and Range Rovers sell like crazy and have a waitlist? They're a reliability mess as well.

[@thomassnyder7605]

What's wrong at Jag? Couldn't be the guy in the sparkling black jacket and see through shirt could it?................😶

[@afellowinnewengland6142]

Hundreds of people in Jag marketing and leadership. He's one guy and he's not even C-Suite level. You're looking for someone to blame, but it's not so easy when a company has over 40,000 employees...

[@TMS5100]

So jaguar is going to stop making cars and sell perfume, clothing, and hairspray. That's all I can tell from their new commercial anyway.

[@JacobRamsey1979]

All I can say is if I own a Jaguar I'd be embarrassed to be seen in it.

[@dB_944]

Who cares.

[@Slickpete83]

*1)Go Woke Go Broke,2)they should build cars that last like Toyota/Lexus and maybe people will buy them*

[@kevrohrig]

If they stopped being famous for Unreliability, and became renowned for very High reliability, they would earn true Prestige and a deserved surge in sales. Instead they crank up the clown dial?

[@txvet7738]

Go Woke, go Broke….there’s you some free advertising Jaguar!

[@TFLcar]

Just curious….how many Jaguars did you buy in the last ten years?

[@txvet7738]

@ well if I had the money for one I probably would have bought one, I do think they have made some really good cars. If they want to go down this road in their marketing then they’ll probably have another awful 10 years of sales!

[@NomenClature-o8s]

@@TFLcarWhere are you going with this?

[@ducati-uv1ov]

Interesting. Guess that commercial did not turn off everyone. Odd

[@venom5809]

I remember when people said Cadillac moving their headquarters to NYC was going to be the end of them. fast forward I see a hundred billion Cadillacs everywhere, especially Escalades. God I see so many Escalades everywhere.

[@Nonyabuisness90]

Jaguar and Land Rover have almost the worst electronics and crap reliability I’ve known 3 people who had them and all three of them had constant problems with them

[@NarolAlexa5777]

They hired “professional” marketing “specialists”. “Expert” without valuable’s expertises. 😂😂😂

[@pramodh.36p]

Do you think range rover team has no valuable expertise.

[@davidjernigan8161]

The reason nothing worked was the poor quality of everything they made in the last twenty years.

[@lasdkfjeeif2df]

thats why they changed to focus on ideology😂otherwise what is their selling point

[@oov55]

Jaguar Marketing Director: Santino Pietrosanti - never employ this person Jaguar CEO : Adrian Mardell - never employ this person

[@afellowinnewengland6142]

LOL! You seriously think the CEO of a global auto manufacturer is spending his afternoons reviewing advertising creative?! Buddy, CEO's at his level sit reviewing supply chain issues and financial statements all day as well as going around the world building relationships with suppliers and political figures. CEO's don't mess with this stuff- it's beneath them. That's why you have a board of directors and leadership that runs a given department under that board.

[@oov55]

​@@afellowinnewengland6142 you're correct to some extent - but - a 21stC CEO is an idiot if they don't review key marketing product. Otherwise they're a CEO with a limited tenure. You can guarantee that TaTa management DID review that advert ... This video declares that the Jaguar campaign is controversial , purposefully, to create a big noise. And, some will say a big noise, negative or positive is getting the attention required. That is true. The problem is, the advert is 20 years out-of-date. It's something you would find in Madonna's basement. Of course the ambition of the 'new' car itself is the issue; if it's a tiresome, uninspiring and pedestrian effort - then the Ad/the Car, will define the end of Jaguar as a mass-selling brand.

[@horsepower523]

Oh shut up. You're the only two people I've seen who think this is a brilliant idea. Do you own some Jaguar stock that you have to defend or what? It's like listening to salesman trying to talk up an obviously crappy product. Cringe.

[@ColinMill1]

There inclusivity does not, apparently, extend to those working for the 60 UK distributors that they plan to get rid of.

[@dB_944]

You all need to watch the Gutfeld! show last week about this 😂

[@TFLcar]

No……we don’t!

[@dB_944]

Oh dear. You are from Colorado. 😊

[@ah244895]

They don't look diverse, they all look the same.

[@telliesmith9825]

Jaguar messed up running after BMWs and Mercedes when they should have been running after Bentley and Rolls-Royce they use to be called the poor man's Bentley

[@LifeAfterLosing]

100%. I see them as a much higher end brand than even BMW. I could even see them doing well with a car similar to a Lincoln Town Car with the classic Jaguar look. Comfortable and big rear wheel drive luxobarge with optional all wheel drive and even electric and hybrid options for those who want it.

[@GT-hk8dy]

It's now embarrassing to own a Jaguar lmao.

[@benjaminkoontz2711]

They need a dealer network! Jag only has dealers in major cities so it makes sense to go way up market. Years ago my dealer in Richmond, VA told me Jag would no longer supply parts for older cars like my 2003 XKR. That dealer closed soon after and joined the local Land Rover dealership at an old used lot. As with most English and Italian brands, the dealer network has to be built out to have a successful brand.

[@primitiv114]

The car looks ugly behind the stripes. I had an E-pace and an F-Type R that was great but I dont think I will choose Jaguar again

[@robcioffi7725]

I want to see this new car, part of me thinks that weird 30sec teaser they showed which looks like some fashion designer ad might mean Jag is partnering with a fashion designer or multiple designers for interiors or something, where customers can get custom interiors or something since they're going so up market and that's not really copying anyone like they're saying. Which would then make the ad make sense. Going electric I think is still a mistake but I'm happy I picked up a V8 F-Type last year before they went that route. Waiting to see what they show on Dec 2nd

[@hugolafhugolaf]

You're missing the point. All of that could've been done tastefully, without resorting to woke freaks, and then without bashing critics ase being «vile, hateful and intolerant». And newsflash : the woke crowd couldn't afford a Jag, and they won't be able to afford the new, upscale Jag.

[@nkr1159]

The calculation at Jaguar is based on the successful sales of 6 figure special edition Range Rovers which does make sense. However I still think the move to pure electric is premature at best. A parallel can be made with the Watch industry Quartz crisis 50 years ago. Today most sold watches are quartz, the most prestigious luxury ones however are mechanical.