The DOWNFALL Of Jaguar... So Bad They QUIT Making Cars

[@Tool0GT92]

They hired the person Bud Light fired from their marketing team.

[@redwavetheinkling4640]

Who is that person?

[@Atlas-y8u]

Yawn!!!😢

[@glassvial]

Jag sales are down 70%, with this new commercial, they'll be down 100%.

[@ahhamartin]

There's literally nothing to sell for at least another year.

[@marklawrence2417]

They started loosing sales after it was announced they were ditching all their current cars for pure EV. My wife & I both have Jags (F-Pace V6S & 2010 XKR) - love them to bits, just hope the EV is an amazing looker or they will not be in a good place (not for me though, even if I wanted one as I can't have an EV charging point without spending many ££££ on grid connection upgrades for a charger made more difficult due to living in a Grade II protected house). They were getting close on development of a full size SUV based on RR or RRS (not sure which) but that was pulled late in development not so long back.

[@lothar52]

@@marklawrence2417 dont care how much I’m gonna dislike this new jag stance…. Their car from 2012 to 2020 with the V8 and V6 are awesome. XE, old and new XF, XK, Ftype, Fpace, and Ftype. Not a fan of the E or I pace though.

[@Markking1678]

​@@lothar52The Ignium engine is very fragile

[@AutoAuctionRebuilds]

I saw that ad this morning and about puked! WTF where they thinking?

[@angelcelis9090]

Something tells me you don’t own and never have owned a jaguar.

[@dinkokolic4386]

​@@angelcelis9090Does this mean that only trans not binary lgbt+- they/them own or have owned a jaguar?

[@bluerazor7049]

Actually, he did. An XJR.

[@paulf2898]

Needs an Englishman with his cane and tweed jacket in the advert not a bunch of rainbow people 😂

[@trendel13]

@autoauctionrebuilds That negative engagement is still engagement. Especially in a year in which they have no product.

[@kerrylewis2581]

That ad campaign might work if your clients were Teletubbies.

[@bextar6365]

Or a gay transvestite !

[@dave3657]

😂😂

[@P.Galore]

Reminded me of a politically sensitive upfated version of " Sprockets" - Touch my Monkey! Touch Him!

[@Rudyfastcat1]

😂😅

[@kerrylewis2581]

@@P.Galore That's It... Sprockets "I'm as happy as a little girl"

[@markfudger5267]

This is what happens when companies lose their customer focus.

[@jdawglawler8833]

For the average motorist Jaguar has NEVER been a dependable or good car!

[@perryelyod4870]

Oh, don't you have a fully equipped automotive garage like this guy?

[@stevielowe2853]

Jaguar made brilliant cars so your knowledge is zero

[@loum.4377]

@@stevielowe2853 My XJS convertable nothing but trouble.

[@Watcher3223]

But Jaguar did make great driving and beautiful cars. Now they can't even do that anymore.

[@stevielowe2853]

@Watcher3223 the f type is amazing.

[@thatslowjag]

Hey! The head gasket doesn't just "fail". It fails due to running low on coolant and overheating. I'm pushing 700HP on a V8 for a while now with zero issues. Although I've swapped out all of the plastic pipes with metal ones to prevent any blow out. I know people with 150k+ and haven't had to do the head gaskets. Injectors will 100% need to be done at 100k or so.

[@iibise.3827]

Yes people always overheat the engines and thats the end of that

[@anman366]

I never thought that I would yearn for the "Jaguar under Ford ownership" era to come back. I guess you really don't know what you've got until it's gone.

[@WatchJRGo]

Right, Ford could’ve kept Jag alive! 🍻

[@paulf2898]

That's the trouble with British car manufacturers great style and class but terrible management 😢

[@davidnorton5887]

@@paulf2898 They're Indian.

[@paulf2898]

@@davidnorton5887 exactly 😂 nothings British anymore,lotus,Rolls Royce ect ect

[@ryanm4319]

lol kinda incredible to think about how true that is now😂Saturn owners remember

[@MikeInBendOregon]

Whoever it was at Jag that gave the okay for that absolute piece of garbage ad should have already been fired... I hope they didn't actually pay for that. Jag has made a lot of nice cars for a long time. Yeah, some were problematic, but every manufacturer goes through that. They have history and legacy, they didn't need to stoop to something at that level... Obviously we all know what the target point was, and personally I'm really tired of that crap. The never ending pandering to certain groups of society got old a very long time ago, and I refuse to do business with any company that uses it as a means to appear that they support lifestyle choices as a way to improve their bottom line... Sometimes different works, because it keeps people talking, but in this case I don't think that the talking will be a positive thing. All EV ? Good luck with that. They are just getting started, and manufacturers in the U.S have already found out that EV's are not the answer on a large scale, and they are re-evaluating their game plans.

[@yogisfriend7869]

As a Jag owner (2005 XJ8L 80K mi) I absolutely love this car. What I DO NOT love is that Jaguar has abandoned us owners of older models. Take it to a dealer and they'll turn you away. Sorry, if you don't care to support your product, I don't care to support you.

[@jamesmedina2062]

The dealers want your money but the manufacturer is another thing.

[@AbcDef-iq4no]

That ad is positively irksome. At this point they might as well go all the way and change the name of this brand to to RuPaul and use his face instead of the jaguar on all of the trim pieces.

[@crazyman8472]

When you lose “WatchJRGo”, you’ve lost Middle America. 🤦‍♀️

[@SlimWhittman]

I feel sorry for the shareholders and most importantly for the employees. The end of an era.

[@f1y7rap]

(in Jeremy Clarkson's voice) Jag... has a very similar problem to what Nissan has had for some time. Carlos Ghosn was brought in to balance the budget and make the company profitable, but in doing so nuked everything that made Nissan "Nissan". Then we saw the re-launch of Godzilla (right in time for the 2008 financial crisis), and again things languished. Nissan still hasn't found its mojo. Jag NEEDS to find its mojo, and this ain't it. They're trying to lean in to DEI thinking it'll save them. It Won't. All of the forced DEI/BRIDGE crap is now being rejected because they tried to boil the frog too fast.

[@tomball84]

If anyone religiously watched UK Top Gear, they may remember the "Star in a reasonably priced car" segment with John Prescott, the former deputy Prime Minister. His nickname was "Two Jags" because of his love of the brand, he refused to sell his own Jag when he got given a government one. Jaguar released that ridiculous advert and he died a few hours later. The brand is done. Dealers don't have any cars to sell for over a year and their new target customer doesn't have the money for one of their ridiculously overpriced products.

[@srb2834]

It’s like Jaguar hired the people from the Netflix show Emily in Paris to run their car company

[@itsheresy]

Jaguar didn't need a rebrand of their identity.. most people thought the look / feel of the company was fine... They didn't sell cars because of their awful reputation in Quality and Service... Not because the Logotype was too aggressive, or the growler was too scary. Hyundai and Kia had awful reputations for reliability and they tackled that by offering super long, extensive warranties to build customer confidence... That's what they needed..

[@iankuah8606]

A lot of corporations including Boeing are dumping DEI. Since Jaguar with all its glorious history as a seven-time Le Mans winner and the E-Type being called, "The most beautiful car in the world" by Enzo Ferrari himself means nothing, they might as well have started from scratch with a completely new brand! Call it Leopard or Tiger. Anything but Jaguar! Former UK Deputy PM, John "Two Jags" Prescott, died the day after this ad campaign was released. This was clearly the last straw!

[@Vikturus22]

The problem is Jaguar is they have a branding issue imo. Jaguar does not know what it wants to be, going full electric WILL NOT save them. I think they should wipe the slate CLEAN of all models ( kind of what they doing now but slapping EV on it ) but listen to their customers feedback! Anyone who can afford a Jaguar does not want a crummy EV with questionable build quality. I think they should go back to what customers want which is usually a luxury sedan ( or estate car ) with modest styling and great engine choices. No hybrid options on certain models and then market the cars properly. I havent seen a Jaguar advertisement in 15+ years ( top gear doesnt count )

[@RealRickCox]

I loved Jaguar... the F-type was one of the coolest cars they ever built. But the rebrand... OMG. This is an absolute train wreck.

[@MdvK13979]

Jaguar was once owned by the company that desecrated their model names 'Mustang' and 'Capri' by unashamedly putting them on big SUV EV's.. In a way the Jaguar apple didn't fell too far from the Ford tree I guess

[@isaacwatanabe9599]

Luxury car companies and beer companies apparently have no idea who their main buyers are

[@boelensds]

they want nice market. but only they forget it is to small market.

[@izno73]

You mean main murican beer-buyers are homophobe? alright. After your election, I have no doubts.

[@McBake]

I’ve been looking for a fun weekend car and was kind of split between a F-Type or a C6 Z06, but Jaguar just helped me make me decision.

[@Rob_S_Z06]

Make sure the LS7 had the engine work done. I think it was valves dropping or lifters. Google LS7 engine issues and it will come up. Other than that, a great car if it’s done.

[@jamesmedina2062]

Some cars modded are pretty fast. Think GTI or WRX are fun. A Cobra will keep its value. But so will a Camaro or Dodge. So many V8's are going bye bye

[@chham57]

Jaguar has no customers, no market share. A swing for the fences is probably their last swing at keeping the lights on. Running it back on Jag’s legacy isn’t going to cut it. It’s not even close to how many people are talking about Jag right now vs was Jag fans would consider a good relaunch.

[@igormac88]

That's my thinking... they passed a no return state that only a strategy like that to make people talk about them again, even worse since they won't have any new car until 2026, and well.. it worked 😆

[@jamesmedina2062]

They could have gone total upscale like Bentley but the owner in India are playing the long game their way. I guess we will just have to see.

[@philipthompson7341]

The F Pace has a lot of luxury features but the outside (as does every mid size SUV) looks almost exactly like my daughter’s Hyundai, which looks exactly like a Lexus or a Toyota or whatever, nothing special about it.

[@t_q1799]

A depressing time for all Jaguar owners.

[@Danji_Coppersmoke]

"Drive a Jag and you could be a Concord character."... 🤣🤣🤣

[@toddtonis]

If Jaguar's marketing goal was to file bankruptcy, then..... well done executives. Although I do like a good cup of coffee, so maybe I'll try one of their boutiques when they aren't busy, like on a Saturday afternoon during their spring sales event.

[@P-J-W-777]

I’ve gotten absolutely sick of the crossover suv station wagon look. Bring back k the coupes and sedans and various models of each. The Jaguar redesign.rebranding is just more proof that most modern designers are idiots. I gotten absolutely tired and disgusted hearing about EV’s and all the BS and false advertisement about them. I’m really hoping that the new administration takes away all the government incentives for them as well as the insanely overpriced solar program and save that tax money.

[@l.h.2543]

Hunger Games’ Capital elite meets a 90s Benetton ad. Nothing new here…

[@johnmoruzzi7236]

I’m hoping it’s just the biggest spoof ever…. Trying to ‘Trigger’ all the traditional Jag fans so they’ll embrace what eventually emerges… Here’s hoping !

[@carportchronicles1943]

OMG! I saw this story yesterday and am just shaking my head. The new hood medallion looks like the logo for an overpriced perfume that is trying to look more special than it is.

[@dcar]

JLR opened an R&D facility here in Shannon (Ireland) a few years ago. Supposed to be for autonomous driving features (connected car, advanced driver assistance technologies & future automated driving features). Some people were hoping to see some cool things driving around but the general consensus for a lot of people is that it was set up to get as many Irish government and EU R&D grants after Brexit.

[@jamesmedina2062]

All these people with money have an irritating desire to corner some kind of technology only for themselves. I understand burning oil is out of vogue but honestly big SUV's with heavy batteries are crappy for the foreign environments as well. I am a big hybrid fan even if I am not an owner of one.

[@loum.4377]

They quit several years ago. Jaguars are Land Rovers under the skin.

[@lloydtucker]

No, They are Tata under the skin

[@micd9256]

Somebody has to be the worst luxury brand……..and it’s Jaguar. It’s actually been Jaguar for years. I can only imagine an Indian-owned, British-made EV to be even worse.

[@brian5o]

You know, the UK is very well known for their great electronics so watching Jag go electric should be interesting to say the least. 🍿

[@paulf2898]

Could be worse could be an Italian ev 😂

[@THATMOFODIRT]

I will never purchase anything associated with the people who are responsible for Jaguar’s current ad campaign.

[@chrisgoetz7420]

You know, who cares about soft close? When has it become so hard to close a door?

[@Engineerd3d]

It does not matter what they say, Ford not only kept jaguar alive but made it current while kicking and screaming. Tata tried to continue then they did this shit. I dearly love the fpace as it is understated and absolutely a lovely car to drive!

[@ThriftMachine]

Jaguar could've brought back a modern version of their classics like the E-Type, kind of like the Challenger was a new version of a classic car

[@jensenhealey907efi]

BTW, this F-Pace S is NOT a car! It's a SUV. Not the Jaguar I would want as a Jag enthusiast. Also as a Jaguar it needs some real wood in the interior.

[@Randydaudt]

Phagsuar, what a deal.

[@yupsir791]

Loved my '83 XJ6 VDP! funky harmonic balancer and those rear brakes are a pain.

[@vitocatricala5265]

I’m sorry they’re not built well. I’ve worked in a dealership and I saw all the problems with them.

[@dewdew34]

All they are missing is a screaming Grace Jones.

[@johntamlyn6383]

It’s very sad. Can’t tell you the exact figures but from the sixties through to this century they used to sell a lot of cars, and they were good looking and desirable! ‘Grace, Space and Pace’. I fail to understand or believe that the ‘reimagine’ strategy of making small numbers of very expensive cars (up with Bentley) is a good idea. Though no doubt ‘experts’ will tell us all differently.

[@reese8752]

Jaguar was doomed the moment it was sold to Ta Ta Motors. Land Rover will probably be next.

[@JimFlanagan4206]

How did the management at Jaguar see this ad and say "Yeah, that's great! It worked for Bud Light! Let's do that!" 😅

[@torreyinnewyorkcity334]

I had the most gorgeous 2000 XJ8 hit 68,000 miles. The car literally was breaking every other week fuel pump starter coils semi rare and it me and then the transmission went out.

[@brian5o]

It’s really hard to believe that the same brand that created the E-Type created that ad. Oh how the mighty have fallen.

[@brucebelitz3451]

I've loved them all my life, it's a shame they are trashing the brand!

[@chrissmith2729]

I have a 2017, I love it. I'm disappointed about the new ad campaign, wondering who they are catering to? Clearly not the people who are drawn to Jaguar. It's a very classy, sporty looking SUV and you can't beat them used. I bet you'll see plenty come up as people ditch the brand for a BMW.

[@henryrodier8024]

JLR threw in the towel I would say that the only way to own new ones is that you can only own it under warranty otherwise expect to lose tons of money on it. They won’t survive in the high end market,they will only make Stellantis look ok.

[@jamesneville3141]

"The companies forget how to make great products. The product sensibility and product genius that brought them to this monopolistic position gets rotted out by people running these companies who have no conception of a good product vs. a bad product. They have no conception of the craftsmanship that’s required to take a good idea and turn it into a good product. And they really have no feeling in their hearts about wanting to help the costumers.” Steve Jobs said it best

[@jensenhealey907efi]

JR, have you seen the videos about the "new" TWR XJS limited edition cars? This sort of exciting and interesting stuff is what Jaguar should be doing.

[@GriffDoesVideos]

The alcantara headlining is one of the nicest things about my XFR! Makes such a difference and a nice distinction from the lower spec models

[@mechanicalintentions5431]

It’s kinda funny how the Venza design wise is similar. Very much different of a car. Just squint your eyes after at dusk😂

[@johnlabree6286]

What a ridiculous marketing decision.

[@trendel13]

Jaguar made the equivalent of a tiktok guy telling you to fix your wrecked car exclusively with bondo and chicken wire and is feeding off the negative engagement and press.

[@nickm2558]

Lets face it, Jag has been building cars that all look like a ford focus. Nobody wants to spend a premium to look cheap.

[@mentonish]

Tata have made so much profit on land rover sales, let them spend some money on the new jag journey. The new brand is bizarre

[@kclefthanded427]

Is Jaguar selling cars or clothing with that latest ad? I'm confused

[@placeyplacey]

How about the parts situation going forward? If they’re not making cars they’re not making parts… Sucks to own a Jag right now

[@VWT3SyncroDoka5E]

@23:50 AAWireless (most likely other devices are available) is a great addition to make wired Android Auto / Apple Car Play compatible car infotainment systems wireless and give that more modern feel!

[@brandyn22100]

The interior was updated in like 2022 and it is way better. My friend has one, still drives like garbage and feels like a boat though. So many warranty claims on suspension, brakes, and transmission.

[@brandonsnider7907]

Consumer Reports doesn't have much good to say about Jags, and there isn't enough data on reliability to make a call, but likely most consumers have heard bad things in that respect. I don't think it's a good argument in Jag's favour that customers apparently need a big garage so they can do engine/transmission swaps to enjoy the cars. Chrisfix's Jag, driven by his dad, blew a head gasket and all four O2 sensors at nearly the same time. Replacement parts were ruinously expensive. Individual customers can be stupid, but the entire market isn't.

[@boriss.861]

Sir William Lyons would be Spinning in his Grave!!

[@danieleregoli812]

... Maybe is....

[@ksteak27]

They caught that mind virus.

[@sccarguy8242]

What’s going to be interesting is the impact this has on used Jags… on one hand, some folks will want to cut bait and run so as not to be associated with the brand… on the other hand, the value of the “Cat” jags may go up as they are the true heritage of Jag….

[@christos881]

How do companies never learn?

[@jamesmedina2062]

Nerds!

[@boelensds]

The do not want to have an animal in logo. as the animals might sue and want reparations from them.

[@aftonline]

The value of all the old Jags increased overnight with that ad campaign. From what I can tell from the spy shots of the new Jaguars, they're nothing special, just boxy upmarket cars which have lost the sleek look of the classic Jaguars. give me a 70's XJ6 any day over the more modern stuff.

[@GLH8]

The diesel ingenium engines in Europe have the worst reputation in Europe. That killed their sales

[@j.f.l.7649]

So ironic I saw a project 8 the same color as the one you showed this morning at my local grocery store.

[@QALibrary]

It shows how lost Jaguar is last year or year before they paid out high millions to magna because they had a design and production agreement ie magna was going to assemble 5 EV jaguar models and jaguar only gave them zero to do after a very slight Ipace upgrade

[@olikat8]

Disney. Bud Light. Harley Davidson. Jaguar- "Hold my wine spritzer..." The response videos are hilarious mocking of that shlocky trash

[@mrgrumpy5116]

I think they have been conned by some marketing guy who has spiked their cocktails .. jaguar made some really nice cars .. and they made some mistakes, ... for years they have had electrical problems ... why would jag get into EV's ..

[@ryanm4319]

It’s kinda wild to watch the ‘Kia follows everyone’ production and design, flip and all of a sudden Jaguar is looking at all those letter emblems and cheap EVs like👀👀

[@jorgeantonini201]

So, you’re thinking they made bad cars and that’s why they stopped making cars for a year. Jaguar’s reason is they had too much idle/unsold inventory. And THAT is why they took the year off production. Think about it. Their cars are in the $60k+ range and honestly is easier and usually better to get a Mercedes, BMW and or Audi. Most other car companies have high end models that rival luxury cars, there’s Genesis as a new competitor recently in the market(Kia/Hyundai’s version of luxury). There’s Acura and Lexus and other luxury brands I didn’t mention. Jaguars are not too common dealers, and even less common on the road. As a former Jaguar technician, yes their cars aren’t really bad, it like all luxury vehicles they depreciate and break down extremely quickly and then the used car market marks them as bad cars because when they break, they generally get lumped and/or sold instead of fixed. Think about it. You sell a product, that only select people are interested in AND you already have 1-2 years of inventory for sale that nobody is buying. You’re also about to release a new product soon that will force you to retool half or most of your manufacturing lines and supply lines and chains. Is it better to make more WHILE changing tooling, processes, supply chains etc? Or is it better to let the already made product sell and you take your time in a year or year and a half and redo everything you need to? Don’t forget you’re still paying out salaries and inventory cost while you’re making product to sit around. And that product will deteriorate as it sits to a certain extent. Now tell me what the better option is? Make or wait?

[@halhortonsworld5870]

"but it's not a Ford..." HAHAHAHAHAHAHAHA

[@douglasbray3563]

Good Evening John Ross

[@WatchJRGo]

Hey Douglas! 🍻

[@JackXxXify]

I have the exact same car and absolutely love it. Now I am embarassed to drive it after their Zoolander Rebrand!

[@RichieBoomBatz]

Austin Powers will lose his mind lmao...

[@gloryholdofficial]

If someone made a reliable car that’s easy to work on and advertised it as that it would stand out and sell out

[@georgecarl6040]

Its like they hired Madonna as the CEO

[@josephbzezinski6847]

The ad does inspire me to want to go out and buy a car: a Mercedes-Benz!

[@starkyslp16]

The F Type is sick, but that's not a vehicle that's going to sell profitable / meaningful volumes today. They've also never been able to shake the unreliable reputation, because many are generally unreliable and more expensive to fix than the competition. This rebrand is idiotic though. They didn't need a rebrand, they needed to bring new, interesting, and reliable vehicles to market.

[@frankdeboer1347]

I thought that the rebranding was an Internet joke. You're right if you're trying to kill off an amazing car company with a rich history of cars, this is the way to do it. What if instead they reimagined what a current XJ would be as an electric or a hybrid? Add a reimagined S model and have at least a topline ICE vehicle and a topline all-electric. Also instead of losing the cat find a way to include the cat in vehicle styling.

[@mylt1z28]

Project 8 looks like a mustang and a charger had a baby and is the worst of both.

[@WatchJRGo]

It’s funny it looked even worse in person than in the pictures, a true failure in every sense 🤮

[@izno73]

@@WatchJRGo have you driven one?

[@jacobyo99]

I think that the 2017-24 XF is a beautiful sedan. I’d love to have one with a warranty

[@EdsStuff76]

IMO they're trying to kill it intentionally instead of just making a new electric brand like Volvo did with Polestar

[@peterminton8105]

Hi JR , If you go to a channel called " Geoff buys cars " on KZbin . He covered the jaguar add . Geoff is a UK car channel . Go watch what he says and then read the comments . People have written great comments about there newish jaguar cars including the f pace . Some good comments with terrible experience of the cars and car dealers . Well worth a look . I think jaguar is not long for this world . I mean , I understand the fresh start going all electric vehicles and promotions for a great new beginning . Thinking alternative with fresh ideas and design of new cars . But the add was just beyond self destruction of the jaguar band and customer base . 👍Thanks for doing this . 👍

[@McGruff2008]

OMG! I had not seen the ad until just now. Is Dylan Mulvaney their new rep? Does it come with a trunk filled with unsold Bud Light?

[@henryd1981]

To me, Jaguar hasn't been relevant in the last decade or so. They've just been "there". JR is right when he said they don't stand out. This rebranding is a total faceplant for Jag. The logo with the 'j' and the 'r' looks like the logo of a luxury fashion house while the whole name spelled out looks like it should be on the box of a child's toy (think Fisher Price). Best case scenario, maybe now that they have everybody's attention, they'll do a 180 and pull out the REAL rebranding. Worst case, another fading brand rides off into the sunset. If rebrandings were a music video, this would be akin to Billy Squirer's "Rock Me Tonight".

[@andrewjohnson5275]

Had a 2022 F-pace SVR. It was an awesome vehicle but I didn’t love it for the price. If it was 15-20k less it would have been a dream car. I did a lower pulley and it was quick but It didn’t really stand exterior wise. Got out of it a year later for what I owed and I’ll thank my lucky stars

[@henson2k]

I have 2nd F-Pace (born in 2019) and really disappointed by new Jaguar message

[@djuell01]

I love the F Pace, sold cars, but now we'll see.

[@RetroTechChris]

Well, if anything, their marketing campaign got everyone's attention!! But, yea... what the heck!

[@terrylessmann2274]

I thought Jag decided to take a yr off because dealers already had a yr's worth of inventory sitting on their lots. That ad isn't going to help move units. As someone said, "after seeing the new ad, I immediately wanted to sell my Jag and I don't even own one!". Personally, I thought it was a Biden admin Cabinet mtg.

[@McGruff2008]

Basically, my Ford Edge with a few bobbles.

[@auzmo]

You gonna have to get a jag now that they put your initials on the logo?