'Like Invite To A Transgender Party' | Jaguar Rebrand BLASTED By Former Top Gear Presenter

[@rhettcorbett3346]

They don't even have a picture or video of car. Just a bunch of weirdos.

[@myrahouse2368]

Woke is perverse.

[@thebrightsided136]

Jaguar rebranded to Faguar.

[@mashm6866]

Hopefully it means that Jaguar are going to relocate all the weirdos to Mars and out of our faces. If that's their plan, go ahead, fill your boots. Otherwise Jaguar are VSF.

[@franciswynn1929]

That’s because the GT isn’t released until 2nd December

[@ОлегСмирнов-й7ж]

если бы люди смогли бы понять смысл этих реклам,вы бы тогда не спрашивали зачем они это делают?они уничтожат всю мировую индустрию и цивилизацию вместе с ней(((((((((

[@JuliaCostin]

So Steve Berry thinks the 1% of people who identify with people depicted in this advert are going to buy Jaguars? Oh dear.

[@paulclothier2583]

This is distraction from the Boots advert. They have hedged against Boots.

[@automotiveaffairsshorts]

No wonder Steve has been out of relevance for the last 25 years!

[@peekaboo1575]

0.1%

[@chrismarshall6956]

They would go for the electric VW bus I think . Not a Jaguar.

[@Crustle1]

he's clearly lost the plot

[@stevenr2463]

Is Steve Berry taking the piss?

[@cherryseptember8697]

Either that or he's suffering from early stage dementia. He says that the weird ad is aimed at the likes of his early thirties daughter who has a law degree and might be persuaded to buy the new jag based on the advert!!! So I asked my daughter who, as it happens, is also in her early thirties and is a solicitor (though mainly working in criminal defence, which is now badly paid and chaotic, so money is not there to be wasted ). Her reality is she drives an old Ford Kia which her dad or her husband repair when necessary BUT she has her dreams, however unrealistic. She loves the old classics, such as the Triumph Stag and of course, the old Jags. She is not old fashioned but she enjoys history and heritage and can appreciate the old values of good engineering. She says she has no idea what the new Jaguar model is like but this ad told her it was not, and never would be, for her.

[@itsheresy]

Probably taking a paycheque from Jaguar to shill this abortion

[@blisteringbooks2428]

Nobody could replace Clarkson and Co, he imagines he has a name in the motor world.

[@123munter]

Nope he's getting paid by blackrock

[@zanussidish5685]

He's saying what his Jaguar mates want to hear

[@darrenpatto2475]

I’ll go with Elon’s reply

[@robertcreighton4635]

Elon should eff off back to Africa where he belongs. Africans should have any influence on usa politics.

[@full_marx3047]

sheep

[@elihernandez330]

​@@full_marx3047speak for yourself marx***

[@ekenejohnemordi]

@@full_marx3047 full of sh*t max

[@nbgoodiscore1303]

@@full_marx3047 Define a woman

[@GreatSageSunWukong]

I'm a woman and my son is a teenager and we both think the new jag logo is crap and the advert is crap and they have destroyed themselves

[@franciswynn1929]

Destroyed themselves?? Destroying themselves would be remaining as they are as their buyer demographic, which was already not very large, will only diminish. That demographic also had a tendency to buy cars less often, whereas the current market is driven by financing cars, just look at BMW, Mercedes, Audi, Land Rover. That is the market Jag needs to be in to survive, having a good portion of their cars sold to customers who will finance and then get a new finance 3 years later and so on

[@JustAnotherRandomGamer]

​​​​@@franciswynn1929Yes they need to do something different BUT just because they are doing something different does not mean they did the right thing. Jaguar is doing something different and the wrong thing at the same time. If anything, they sped up their demise rather than save the brand. This is cutting the wrong wire while defusing a bomb.

[@FallenAngel9979]

@@franciswynn1929Wow. You are naive.

[@franciswynn1929]

@@FallenAngel9979 how?

[@hansvonmannschaft9062]

​@@franciswynn1929 BlackRock will gladly finance also, as we see. Anyway, you're wrong, simple reason: You go for a credit when it's either for a vital asset, like your home, or something that'll end up yielding more than what you payed for it, like industrial expansion. Getting a loan to buy a car is tossing money away, rich people don't do that, otherwise they wouldn't be rich to begin with. Moreover, the ad appeals to the lowest possible amount of people in the World, if they wanted to begin making ev's for the masses, then make it look like a cheeseburger, like Batman, do something the whole World will recognize and feel attracted by. Defo no angry martian trans teletubbies.

[@markmywords5509]

I am ordinary - so JaGuar want me deleted. I’ve owned over 25 x Jaguars. Never again.

[@janijoni5115]

25 Jaguars?! Wow

[@franciswynn1929]

@@janijoni5115hopefully when the new jags are released they’ll stop the need to buy so many as they’ll be far more reliable.

[@SoloLevellor]

Bro is billionaire

[@Christoff8188]

Sounds like you enjoy burning money if you swap your car every two years (at most). Money sense seems to be equal to your common sense, based on you saying "never again" over an advert, without even seeing their next product yet. I think the advert is trash, but if I rated companies by the quality of their adverts, I'd have nothing left to spend my money on. 😂

[@RotiJohnPrata-h9o]

load of bollocks, micky... you can't afford a monthly bus ticket, JFC...

[@ebonynaomi1085]

I feel like im in a alternative universe or timeline. 😂

[@MorrowindES17]

Same her not the only

[@Trippenzoid]

you aint the only one. Scotland here, and UK is about 4 years behind you. USA has already rejected the woke crap with the BIG T in the house now, but we are still delulu.

[@Terry-q7y]

We are

[@stevepoynton2858]

You and me both Naomi. Stop the world, i want to get off!!! 😂😂

[@lizziec7495]

How many trans are there and how many can afford a jaguar, not many I'm sure. They are alienating the people that can afford and would want one.

[@AshSmith-nx4fo]

@@lizziec7495 an exquisite point.. Hopefully jagggg will sèê their major mistake & go back to what Jaguar stands for, ie power, class & being a bit noughty.. 😏🫡🤡

[@iankuah8606]

Their new EVs will be sold in any colour so long as it's pink!😂😂

[@Ken-bs3ve]

Why do you mention trans? Have a watch of the advert again and tell me exactly who is trans... I see people in colourful clothes

[@NomenClature-o8s]

@@Ken-bs3veYou’re either delusional or deliberately dishonest.

[@franciswynn1929]

@@Ken-bs3veI see a fashion runway from every decade for the last 5. I don’t see why ppl are getting so incensed by it all. The companies current demographic tend not to buy cars frequently and are also dying. That demographic was not very large to start with. To remain a company Jag needs to change. The current social media whatever is infuriating and there seem to be less and less ppl like you or I that take a step back before posting.

[@alandavies3727]

He can’t be serious? This company is heading for oblivion. Electric cars are not the future. Ford has just said they’re laying off 4000 of their staff because EVs sales are non existent.

[@Christoff8188]

And yet, Tesla manage double digit net profit margins. Legacy car companies are struggling. Many will likely disappear. EVs are very popular because they save you so much time and money. I've not yet met an unhappy owner, regardless of brand, Ford and the others simply can't build them without making a loss. Jaguar have the right idea here, spending over a year to get something drawn up and built efficiently.

[@Dezzasheep]

Car journalist or not, he has a NO IDEA on branding.

[@Anti_everything_and_everyone]

How/who do you mean?

[@AshSmith-nx4fo]

Isn't Jaguar a brand of class, power and crime!?. 😏🤔🤡

[@Dezzasheep]

@@Anti_everything_and_everyone Firstly, they've gone full EV, so have cut their market share massively. Secondly, they're chasing after a demographic who cant afford their product (there's exceptions ofc)... reducing the size of pond they can fish in even more. Add to this the tone of voice/style is now old hat. The culture is/has moved on, especially with recent events in the US. This campaign seems very cliched and 'obvious'. I'm a designer at a marketing agency. The whole office laughed in disbelief when they saw this rebrand yesterday - some even saying it could be a giant troll to generate attention. So yes, this car journalist doesn't have a clue. He thinks because his daughter may like it means the market will. So wrong... and will be proven over the next 18 months.

[@Dezzasheep]

@@AshSmith-nx4fo If you say so.

[@AshSmith-nx4fo]

@@Dezzasheep just lòôk at the history of the jagggg mate, & you see then understand on what I said... From the birth of racing, to the criminal element of style, to the richmans class acts. It's a symbol of wealth, serious driving & being noughty... They should stick to what jaguar or Jagggg stands for & will always stand for..... 😏🤔🤡

[@paulgibson3433]

Disrespectful to the memory of Mr Jaguar Sir Willam Lyon’s

[@petermyers5793]

Well said Sir. That’s the most sensible and obvious comment that has been stated about the matter.

[@franciswynn1929]

How would you know? Were you personal friends? If anything Lyons legacy is that he challenged convention and created something he wanted. And from everything I have read about him he was more than willing to change with the times.

[@SoloLevellor]

Oh please, You are not 102 year old are you?

[@kleidi2429]

@@franciswynn1929they ruined a REAL MANS CAR brand and if you don’t see that you probably identify as they/them

[@petermyers5793]

@@franciswynn1929 Aye, he did challenge convention, but he didn’t do it like that ffs.

[@showmethemoney6128]

Steve Berry sounds like a legacy media shill to me he just said he got back from holiday with his paid jaguar mates too 🤣😂🤣

[@judgejase7583]

Yep, I reckon he's got skin in the game and doesn't want to get his pals off side.

[@hotpotato4027]

More than an element of truth in that I agree and as arrogant as Clarkson but with zero humour or a shred of irony, a Clarkson wannabe who didn’t make the grade! BTW I’m not keen on JC but I did find the trio complimented each other and worked well on the 2 car shows they fronted! Who’s Steve Berry again?

[@flyingmortgageman]

I feel like Jaguar need to talk to Budweiser or the Democrats to name just 2 of many and see how the Woke approach goes.

[@Make_Boxing_Great_Again]

I’d rather the Jaguar brand to be discontinued so that it can be immortalised in history instead of the brand being trashed like this.

[@thraxman]

Clearly someone got a check from Jaguar prior to appearing….

[@peterbeninger7068]

The only possible explanation.

[@peterrose7329]

I,ve had to sell my Jaguar at a big loss so that people don’t think I,m part of that lot.

[@Christoff8188]

Sad that you care so much about what others think. You'll want to work on that.

[@LoveMusic785]

If you really sold your car over an advert then you’re a mug.

[@JuliaCostin]

I can't help feeling that the advert is a massive wind up🤡

[@chriso8485]

Sorry to say it's not

[@TagusMan]

Buy Aston Martin. That's what this ad is selling.

[@kylemylo3776]

You can preach all you want, customers are the ones who have the final word, and the word is no

[@PeterHart-h2y]

Steve berry getting paid by his two jag designer mates.sad

[@rayvinloony2322]

He said he had just been holiday with his jaguar mates!! What does that tell you?

[@Raptorace225]

HAHAHA! Exactly. I reckon Berry is coming out! Good luck to him. 🤡🤡🤡🤮

[@Christoff8188]

That he has insider info, and believes in the next product they're proposing? How it sounded to me.

[@rayvinloony2322]

@ Would you buy a product you could not see?

[@steveb5110]

This is Jaguars Budweiser moment……

[@BrianMurphy-t3u]

What has jaguar done to its self?

[@VenomLeon]

It turned into a drunk cougar..

[@HARDROCKFOREVER1]

Go woke, go broke!!!

[@AshSmith-nx4fo]

That advert is unacceptable for the legendary jagggg.. 😏🤬🤡

[@Vanosphere]

The only people that like the advert are Boots

[@paulclothier2583]

The Boots ad is intended to be repellent. The share price of Boots is INTENDED to plummet. It has been short- sold by people who knew how repellent the ad was going to be. Boots employees, who have been encouraged to buy shares on the open market, will get ripped off badly.

[@rickh7553]

Bet Steve Berry drinks Budweiser and loves Dylan Mulvaney as well

[@WOLFIE-96B-UK]

Hahaha! Spot on comment 😂

[@keithrobinson5752]

They have openly said they want to get rid of their customers and replace them a ' new' people. Let's see how that works out for them 🤔

[@alcbaz]

I’m yet to see a woke marketing campaign actually make money.

[@DiversParadise69]

Wow! I was NOT expecting that!!! Steve Berry sounds like he has lost his mind!!

[@gavriloprincip11]

Jaguars new 5 speed TRANS-MISSION

[@darrengiles3883]

The fact that he just sat there and told us how chummy he is with the high ups at jaguar shows how biased he is.

[@marksaddington2426]

Lunatic 😂

[@PeterGriffin-lh6wp]

Steve Berry is incorrect because this advert will be the cause of Jaguar's demise. Let's watch the performance of their shares.

[@Christoff8188]

We'll see. It'll be interesting to find out how many existing car companies survive the EV transition.

[@MarkDeakin-sl5eu]

Has this guy decided to come out or something

[@simonl4523]

Jaguar: ‘Are you sure this will sell cars?’ Agency: ‘Cars?’

[@HARDROCKFOREVER1]

Go woke, go broke!!!

[@markhorton8578]

Like Harley Davidson, Jaguar survived on heritage, nostalgia, and status, this advert destroyed all three. Teletubbies have interbread with a futuristic Adams family to create woke horror movie.

[@inannamoonchild7643]

More like an advert for hideously styled designer clothes at astronomical prices...not a car from a classic brand.

[@MorrowindES17]

Even if you collect rare cars wtf you can't defend this nonsense

[@CrimsonCage]

Steve must be on jaguar’s payroll at this point. 😂

[@NorbertFFM]

In a few days he will appear at the Basel Art Fair in a yellow jumpsuit. Smells like bribery to me. Obviously he had too many 5-course meals with the Jag top brass in 3*** restaurants recently.

[@drengskap]

Steve Berry: 'I for one welcome our new alien overlords.'

[@Tonezone331]

Imagine being a person of prestige driving a Jag by a group of sane people after seeing this advert Hahaha

[@yellowtommytanker]

Steve Berry has lost the plot, Jaguar has lost 99% of it's current customer base, Jaguar is done (sadly).

[@felpsgbr]

Journalist get paid or recieve special favours to promote this woke BS

[@keithtaylor278]

Think Steve is getting a back hander from Jaguar

[@kennethdavis3736]

Oh No! Did Disney replace the Seven Dwarfs again?

[@FredFox-m9v]

Message to Steve Berry. The world may be changing but sometimes in life the world is wrong, not us.

[@ThaDutchDK1989]

I don’t know what Steve uses , but he lost his mind .

[@Puddy429]

A bigger issue than the Ad for me is changing the logo from a jaguar cat to the 2 opposite letter J's... The Jaguar cat was the heritage, two J's reminds me of a cheap and cheerful Korean of Chinese brand. Well done Jaguar for that fantastic advert for BMW & Audi.

[@davidraddings8211]

I hope Range Rover makes an advert like this too

[@lorrainemclay3343]

'Copy nothing' - like the hair from the It Crowd and the blond guy in the dress with the sledge hammer is a rip off of the '1984' advertisement from by Ridley Scott. 🤦‍♀️🤦‍♀️🤦‍♀️

[@spurs4life391]

"You had a breakdown " 😂😂😂 go woke go broke imo 👏 budlight moment 😢

[@HARDROCKFOREVER1]

Where's the cars??? Go woke, go broke!!!

[@hudsonbear5038]

Has steve stopped taking his meds????? He has gone off is rocker lol

[@ruanverwey4141]

When this interview started, I actually thought the motoring journalist was taking the piss....jokes on me.

[@dougwarren2992]

Rawdon Glover Jaguar’s MD said that while the overall buzz of the new campaign had been “very positive”……….. Have I missed something, as all I have seen and heard is the complete opposite. Perhaps he is talking about positivity around the Jaguar Board Room. Don’t make laugh! 😊

[@makalu69]

I can see why he wasn't on Top Gear long.

[@broceliandeforest7420]

The ad agency clearly thought Harris was going to win and this stuff would be good signalling.

[@user-Markk81]

Poor Jag, they absolutely destroyed it.

[@heneganov]

Thing is, when you see the people who run Jaguar's branding and the way they talk about DEI, it doesn't inspire any confidence whatsoever that they can make a decent car.

[@RobinHarding-ep1ud]

Starmer designed the Jag advert !😂😂😂😂😂😂😂

[@carlosspicyweiner642]

How much did jaguar pay him

[@DreamCarGarage1]

I think that the 'all-electric' push will massively backfire. Even something as simple as the fact that in the UK there are almost 7 million terrace houses. That means that for at least 7 million people, plugging in an electric car at home will not be possible. If you take away the cheap ability to charge your car at home, overnight, then owning an electric car becomes largely impossible. Millions more don't even have parking outside of or near their homes. Add in the massive depreciation we are now seeing from established brands like Porsche, with their Taycan, and I really believe the writing is on the wall for electric-only vehicles. For me I think non-plugin hybrids will probably rise in popularity, and also, the combustion engine cars will start to rise in value. I'm a Jaguar buyer, and this new ad direction does not speak to me at all.

[@guygrenville1670]

Jaguar’s ’bud light’ moment.

[@deswalshe9414]

Sorry Steve, you're simply wrong on this one. I have owned many Jaguars and currently have a few in a modest collection, including an XK8 and XFR. This gives me a right to comment. Coincidentally, I also have a daughter touching thirty, with a law degree, who is as perplexed and disgusted by this affront of an advertisement as I am. The advert is disgraceful, an insult to all existing customers and to Jaguar's heritage. I cant find anyone in my house or office, who believes that it is a good advert. We all know that JLR have been struggling with substandard products, particularly Ingenium etc.. however that is no reason to destroy your entire brand's history and legacy in one fell swoop of utter woke nonsense. I wonder where the marketing idiots found focus groups to endorse that advert.. it certainly wasn't regular folk... no matter what age group.

[@TREXdudi]

He just said he's been on holiday with bunch of Jaguar designers, ,, What do you expect his answer/reaction would be ? Of course he will suck up to them, 😅

[@alanthecat59]

I took delivery of a new Tesla Y today . I am a target customer. I will never order a car with this brand message.

[@Lord-hoboco777]

Better get down the bookies see what odds they'll give me on Jaguar going t*ts up by the end of 2025 😂

[@Make_Boxing_Great_Again]

I’d rather the Jaguar brand be discontinued than having it desecrated like this. They should sell petrol v8’s and target wealthy straight white men, they would sell like hot cakes then and at least the brand could retain its niche and appeal. Instead they targeted literally no one and trashed their appeal. Traditional jag buyers will hate this new image and the advert is so bad that ordinary people in the market for a new car just won’t be appealed by this branding.

[@LoveMusic785]

JLR’s big market is China, they don’t need the gammon pound anymore.

[@Driv3rWisard]

There you see Harley Davidson! You don't need to hire a politically correct shoe salesman from Austria if you want to kill a brand that is considered a national symbol. With the right incompetence within your own house, you can slaughter the most sacred cow. If the customers are bothered that the cars are not very reliable, a problem Jaguar has had for probably 25 years, you can choose to make them reliable. Jaguar chose to scare away the old customers and invest in a clientele that will probably never get a driver's license. Bud Light called and wanted royalties for their advertising idea!

[@richardthomas175]

There are not enough natural resources to make the batteries and the National Grid cannot handle the demand. Electrification has failed already.

[@tompwh]

I used to love Steve Berry. He has gone woke

[@HARDROCKFOREVER1]

Go woke, go broke!!!

[@jumper123910]

It's a Brilliant ad everyone is talking about it, unfortunately just like Bud Lite, it's not going to sell anything, maybe the remaining handful of Bud Lite drinkers will by one each. They were only planning to make 5 Jaguars weren't they? The Trump election has not changed the worlds view, it's just people rather than being intimidated from calling out garbage are now feeling emboldened to call it out. This may even surpass the bud lite add of the pivotal moment of when a brand went over the cliff. Even Volvo have decided all electric is not a good idea. I would love to hear from the propper former Top Gear hosts, Clarkson, May and Hammond. Now that would be interesting and funny. The New Bumper sticker "I bought this car before they made the advertisement"

[@ubmuhkehcubol]

'Copy nothing', yet they look like something out of a 1980s/90s pop video.

[@hedydd2]

The younger diverse people who want or can afford such a car with this image can probably be counted on one hand

[@chr1slemus]

No one who has claimed to “be cool” is actually cool.

[@kenbenfell7477]

Well god help the furture if we have one.

[@iankuah8606]

In 2020 Jaguar’s UK market share was 2.55%. In 2024 it was 0.9%. Next year it will be 0% as they will have no new cars to sell. So when they relaunch in 2026 Jaguar will indeed be a copy of nothing!

[@chriso8485]

Its only over if the consumer decides it's over, and the consumer doesnt want arty farty EVs

[@asa1973100]

Love how the director of the video puts himself in the video just a stroke his own ego talk about a narcissist

[@PUNKinDRUBLIC72]

Is he tripping?

[@andykimbot7097]

It's clear trans ideology. And it is an ideology. Hence why it is so identifiable. Steve Berry gets little coverage these days, so is saying what will get him the most coverage. Jaguars CEO, Adrian Mardell absolutely covets his LGBT awards and, this shows he will do ANYTHING to be lavished in more. No one will pay three times more for an Electric Jaguar, more so when the brand is using a comic-sans font. We witnessed this fall with Budweiser and, multiple other companies. VW, Volvo and Lotus have back-tracked on electric only cars as it simply isn't sustainable. More so with Labour removing all the tax breaks, and buying discounts, etc. Multi-brand car-sales groups are removing their Jaguar stock so it does not 'taint' the other brands they stock. I wouldn't like to be working at Jaguar.

[@satsohpal3594]

His a car journalist, what a joker! Lol 😂

[@annagiersz3314]

hmm I understand they want to change and move on with the times but I dont think people who look like the people in the video can afford a jaguar. We can't even afford a house... so I don't know. Feels like it's missed the spot completely. But I guess time will tell and maybe I am wrong.

[@miele939]

I'm a 52 year old middle of the road guy.. to be fair Steve berry hit the nail on the head, jaguar has gradually reached the end of the road with their current thinking so fair play that they are trying to completey re start their image and brand. It's a huge gamble but I applaud that rather than just rumbling on untill there is nothing left..

[@nickbrighty1930]

Genuinely thought he was trolling, but, no 😵

[@roccoz2231]

"They're not selling cars, mate!" (exasperated) "Well it says Jaguar at the end!!!!!" Take away the talk show format and you've got a classic Monty Python sketch. Savage Brit humor. 🤣😂🤣🤣😂

[@petermyers5793]

THE WORLD HAS NOT CHANGED.

[@lorrainemclay3343]

Endeavour Morse is spinning in his grave. 🤦‍♀️

[@markmowbray1769]

Steve, embracing the future? Jaguars are not art to hang on walls. Your daughter in her early 30’s, I’d like her opinion. Steve, you just said it, it reminds you of old advert for an old defunct brand. Enough…..

[@ndzi_karl]

JAQUAR IS ARGUING WITH ITS CUSTOMERS

[@talvisota1939]

"How to destroy brand in 15 seconds"

[@LouiseIngram-hd5yc]

An advert that doesn’t include the product , how erm…unsuccessful and pretentious.

[@marzipanmonkey]

This guy is either trolling for attention or has no clue. 😂 Jaguars core market is as it always has been which is more mature drivers with the money to be able to afford their cars. Trying to appeal to a more woke, younger demographic who can’t even afford your cars is just insane or they just care more about pushing the agenda than selling cars.

[@joecarlon-f6w]

This alienates every single person who this brand has traditionally appealed to. I’ve owned a jaguar before and absolutely loved it. Never again sadly.

[@MASS1866]

Berry has a point. Cars are all the same. It doesn’t matter if they show them on the advertising. They’re the same as all their competitors. They have to convince the public they’re different another way. Still wouldn’t by one myself, just BECAUSE of this advert. Go Woke…Go Broke

[@satsohpal3594]

They should have focus on quality and reliability, rather then re-branding. They still have hope, sack the lot in the advertising department and revert to what was already their! The demise of a classic name is what I see here, sad days! 😢

[@shamster7182]

He's gone native

[@abc33944]

This is what happens when the elevator door opens at my works

[@kizzyp2735]

Probably why nobody knows who Steve Berry is anymore .

[@TJSTR]

As a bit of a Jag man I don’t like this but I’m 50 and it did occur to me too that this is a radical change because they are looking towards a different market. Quite a few people moaned when they stopped producing one big saloon and one huge GT and moved into more mass market cars with a more modern look but they’d already be gone if they hadn’t done that. I’d have loved it if they could have remained a bit rare and different but it had to change and it will be interesting to see what happens here. As Steve says, probably not for me and I’ll be buying interesting and relatively rarer older stuff for as long as I can.

[@YorkyOne]

But Benetton literally were selling jumpers - not motor cars.