WHAT WERE JAGUAR THINKING?

[@cathalmccionnaith8268]

Jaguar's motto use to be "Grace, Space and Pace...."....now it is more like "Woke, Broke and up in Smoke"

[@kevinglennon2370]

Woke, broke and up in smoke! - Love it ❤

[@patricioac123]

comments like these are why I love people from the UK

[@chrismcerlain1664]

Funny and true 👍

[@rodbridgman7873]

Lol...

[@Dungshoveleux]

Sad but true.

[@corsaandy94]

That advert is the WORST advert for a car company I’ve ever seen in the whole of my life

[@brianliggett9087]

with not even not a car insight !

[@ccooper8785]

The worst advert for a car company that you have seen SO FAR.... Rest assured there is more of this bilge coming soon, sadly.

[@JamesTsopanis]

*worst advert for a company

[@Fitzaism]

Totally agree. I grew up in the UK in the 1960s and Jaguar was the car British people aspired to own Cars like the Etype. This new direction has disaster written all over it.

[@Squadron_Bodron]

This is antisemitic.

[@Gandalf606]

Note - NONE of the weirdo's in the awful advert were HAPPY!! No one was smiling, they only exhibited cold body language, and there was even a hint of violence (an androgenous bloke swinging a sledge hammer menacingly). The message? Buy a new Jaguar - and be miserable. If you want to watch a NEW classy advert by an iconic car brand which uses its historical signature characteristic (in this case, safety), then check out the new VOLVO advert. Its as brilliant as this Jag advert is ghastly.

[@marcokite]

Exactly what I was thinking! WHY are they SO miserable? Is it because the brand is so dreadful? that seems to be the message.

[@Losclann]

I think after what they want through. The soul's left them body's. Imagen you are model looking for work . U See an advert that jaguar is doing commercial . And you like yaleah man will drive and see some amazing cars.. greate scener o will be good dressed Will be amazing and then you do this commercial. They all seem to really disappointed with what they don't to earn money

[@TheSmallRabbit]

Spot on. Passive aggressive this woke mindset is my take. I don't like it at all.

[@camejko]

"They are unhappy because they are being targeted and mis identified by transposition people and they just want thier safe space so they can be their 'true self' " -some liberal person

[@StarvingMorlock]

All that people are miserable in real life, in my country several celebrities once proud members of the LGBT community have committed suïcide even though they were millionaires, one of them even boasted how happy and wealthy he was only to take his own life a few weeks later.

[@rpmbruce]

Jaguar identifies as bankrupt

[@thedirectionoflife5384]

😂😂😂

[@clintonparker4141]

Love that

[@gadjules7334]

Genius

[@carlosdasilva9103]

🤣 lol

[@herrjanjua7869]

😂

[@COMMANDERFOX31]

Executives: "Are you sure this will make us sell more cars?" Marketing dept: "Cars?"

[@person.X.]

🤣

[@epflrz1625]

😂😂😂

[@WolfhandsYouTube]

Same joke on every Jag rebrand video.

[@veritas6466]

What they've got is a load of crap. If the future of the brand has to electric, they should have come out with a hyper "F-type" and called it the E... something.

[@michieldelange]

As a multi-Jag owner, I sincerely hope that the 2 Dec reveal will be spectacular. If not, they’re better off quickly facelifting their existing range, put massive supercharged 5l engines in all of it, and buy time for a proper relaunch. There was nothing wrong with the Jaguar brand.

[@brianfowler1879]

Not one of them in the advert would ever buy a Jaguar, or even a car I doubt 😂

[@newtonshiggers]

Soy guzzling city dwellers who would rather mince about on ev scooters, segways and rollerblades.

[@ihatehandles3]

their faces scream bus

[@jcs3330]

Agree. I think they are more the type to stand in line for the new flying car!.

[@k8-sr495]

Maybe the old geezer who looked like he didn’t wanna be a part of the shitshow, but that’s as far as I’m willing to go

[@drink4711]

They don't need to rebrand, they need to build better cars.

[@Nick-vp7lp]

@drink4711 they just needed to build cars that excite again. Replace the XK and XJ for a start, not everyone wants SUV's

[@owainjones4584]

They built brilliant cars

[@brittainadams5960]

I think they may be trying both

[@marianoherrera6038]

​@@owainjones4584Said no one never lol

[@sIightIybored]

Well, any cars.

[@idreeskhan8885]

Young people dont drive because they have made it extremely unaffordable. Just look at the increase in insurance prices for first time drivers

[@masesound]

That’s right, the cheapest quote I get was 1800£, for a shitty fiat panda. The insurance cost the same price as the car. F that.

[@idreeskhan8885]

@masesound yh a car that's awful. Try a nearly 20 year old golf and they can ask for 5k as a first time Male driver depending where you live

[@idreeskhan8885]

@masesound Dunno why no one talks about it but scrap car insurance and road tax.

[@trut52]

That's a UK problem, in other countries it doesn't cost as much. It's not as bad in markets that matter - China and USA. UK car market is completely irrelevant

[@idreeskhan8885]

@@trut52Ok... I'm talking about the uk dummy on a UK.car channel. Irrelevance of what you're saying

[@davidcarruthers1547]

Jaguar are now officially fucked. RIP.

[@エラー-e7v]

They were as soon as they were taken over by TATA. The founders will be rolling in their grave. But this might also be indicative of how much British institutions are heading

[@asw16177]

I'm beginning to wonder if it was a deliberate act... Maybe they want to go bust.

[@James-gf9jl]

Get woke, go broke.

[@LawrenceTimme]

That was the whole idea

[@dennynisevic7848]

😂😂😂😂, just idiot ❤❤

[@flyme195]

As a Jaguar lover and Jag owner, I agree wholeheartedly with absolutely every single thing you said. This is an utterly bonkers decision and I wouldn’t even give them 5 years, sadly. R.I.P Jaguar - 1935-2024

[@Squadron_Bodron]

This is antisemitic

[@dutchbeef8920]

They’ll do fine in the middle east and china their intended markey

[@mickc7388]

FFS when will this madness end?

[@scottishfanta]

Man’s not even giving them till 2025 😂

[@asifnoaman8978]

@@Squadron_Bodron wrong post

[@borjejohansson6805]

Along with other cars, we since 1965 have Jaguar in our house. Our current workhorse is an '05 Range Rover V8 (L322). Tows boat, a fertilizer trailer, takes animals to the vet, in fact, heroically does all the dirty work, it is even adapted to plow snow. But there's also a '94 Moroccan Red Daimler V12. in the garage. Today, Daimler drives us from the suburbs of Stockholm to the Croatian coast, where we reside from the end of May to the beginning of November. Daimler makes this journey in an unrepeatable way. There is no German car that does it like that. Every mile in a Daimler is a special experience, and so for 30 years. I chose the X81 because of its discreet exterior. It was one of the last delivered vehicles from that series. I didn't want a Bentley Continental. It just wasn't and still isn't my cup of tea. The time has come to buy a new such car. What's going on with Jaguar. I don't care what someone does in it's bedroom. This ad offends me somewhat, too. What does that have to do with me? I'm just expecting a new XJ, that means a product on the level of this one, which I've been using with satisfaction for 30 years. In our community, people live in relative abundance and no one really shows off. That is why I am again expecting a car that meets my needs and needs of owners like me, and I think that I am not alone.

[@rensswart7248]

I love the Jaguar XJ81 or Daimler Double Six XJ40, I have two of them. It's the best of the best and stylish in their own way. Comfortable, warm, refined. I drive a Daimler Super V8 as a daily driver. I would never buy a car new. But I seriously wouldn't have any clue to what Jaguar would be attractive enough to be my next second-hand. It seems we have things in common.

[@borjejohansson6805]

@rensswart7248 👍

[@rensswart7248]

Thanks! If you, after thirty years of ownership, would sooner or later considering selling your XJ81, a friend of mine could be interested. My brooklands green one needs a lot of work but I do not have time, my Solent blue is great and beautiful but needs minor work. I own the very first Daimler 4.0 Insignia in (yes!) Morocco Red and I keep it to restore it after I retire?!?! Anyway, not wise to start with another XJ40 of XJ81, but a friend of mine wants one ... Best regards, Rens Swart, The Netherlands

[@rayholmes4402]

As far as I can tell Jaguar no longer exists

[@martinogold]

It's was a slippery slope when they started rebadging Mondeos as Jaguars.

[@matthewgodwin3050]

@@martinogold Thing is, the X Type captured the spirit of Jaguar perfectly. It looked and felt like a Jaguar, and opened up the brand to a new audience. This new direction however, is just going to turn people away.

[@Dr23rippa]

same like citron

[@richardirvine9469]

Exactly...😎

[@alastairmc]

@@martinogold There is some truth in that but the X-type was my entree to Jags and I liked mine so much that I kept it for 13 years. And the Mondeo was an excellent car - I had one of those too. I have the XE now which I love.

[@Matt-jt1ic]

I was turned down for a public affairs job at JLR recently-I've been turned down lots of times before with no hard feelings, but the people who interviewed me left a proper sour taste in my mouth. A couple of literal-minded corporate drones, completely stuck in their ways, who were clearly looking for someone who sounded and thought exactly like them. Got some very unpleasant feedback afterwards too. With talent like that none of this latest nonsense came as a shock to me. Bullet dodged.

[@iandougall7169]

I wouldn't blame you for feeling schadenfreude when JLR fails catastrophically!

[@cp4512]

👍

[@teaboyuk]

Wish you could name and shame those corporate androids.

[@010MACS]

Ineffective feedback is so unhelpful. What did they say?

[@thedetailer7215]

What left the sour taste?

[@MrCranium7]

Heritage and brand identity mean absolutely nothing to a company if it does not make them any money. Jaguar threw a lot of money at this rebrand. They are fully aware that they are alienating their traditional core audience and long term fans by doing this. But this consumer base is not large enough and does not buy enough of their new cars to generate enough profit. They feel that burning you all and losing you as a potential consumer is worth it in the long run if they can attract foreign markets with more money, more buyers and potentially appeal to a younger audience who never cared about Jag's heritage in the first place. I'm not a fan of the styling of this rebrand in general, but I'm certainly not confused by it.

[@wentoneisendon6502]

Well adverts like this rule you out of the middle east straight away lol

[@iainmacleod4007]

I have been a lifelong Jaguar enthusiast since my late father came home in 1966 with a Mark 2 Jaguar. I subsequently went on to own my own example and followed it up with three brand new cars which were a joy to own and drive. To date I have never owned more than three cars of any other marque. After seeing this advert I can safely say that the image of the leaping angry big cat that I used to aspire to is dead. I will never buy another new Jaguar and yet I could easily buy one.

[@stephendavies6949]

Yeah, me & you both. We're paraiahs as far as JLR are concerned. It doesn't need our business, apparently. I'll just have to keep my XK8 and at some point swap it for a V8 F-Type

[@vp5633]

😂

[@miserablemongoose1670]

Add me to that list! I grew up with my dad owning a few jags, had a few myself, felt proud that I owned a jag, but now, they aren’t Jags anymore, they have lost that special something that Jaguar used to have! Motors for the woke now.😔

[@megatron6393]

It is time to get rid of all your Jaguar cars.

[@matthewm674]

To be fair they are no longer targeting their cars at somebody like you. They've long since moved on from making drivers' cars, they're targeting those who buy Range Rovers who like to pose, and I imagine this will (unfortunately) be a good marketing move. Most people these days buy SUVs and don't care how good a car is to drive, it's more about the fashion.

[@simonburleigh5551]

As a Jaguar owner I completely agree with you, keep the heritage, keep the brand and build good cars that people want to buy.

[@idriveastationwagon1534]

That TWR wildcat thing is now probably the closest we will get to having a true jaguar. Hopefully TWR can get more funding to do more projects and perhaps return back to the track in the near future. Not sure what lister is up to nowadays.

[@andycalvia]

My Dad had an XJS back in the day. My Mum had the previous generation XF and I was about to buy my first Jaguar the other day a fully kitted out 2024 XE. I saw this advert and decided it was foolish to purchase a brand of car with an uncertain future. I am now considering BMW instead.

[@gerrykelly2440]

Dear Jaguar let me introduce you to Bud Light

[@More_Beer]

The Dole Queue

[@Sam-gw5pl]

@@gerrykelly2440 and over here let me introduce you to Gillette.

[@ph8077]

...& their good friends, Gillette & Disney.

[@alexanderstefanov6474]

This isn't America

[@simonmerrivale7927]

Correct!!

[@diezeldim27]

It's painful that Jaguar have people so utterly incompetent in charge of this new direction. You're spot on by saying they're catering to an audience that isn't even in the market for a Jag and flipping off their current fanbase. I love my XE that I bought after watching your video on it and was looking forward to trade up to an F-Type one day but might look into other options now.

[@johnrogers6616]

And this was signed off by the directors, says it all

[@robertrool8108]

They didn't learn from Ford flop making 'woke' commercials and didn't realize that this campaign will not get support from LGBTQ community as it seems vague and dishonest. Also it will alienate the existing clientbase. Lose-lose situation. Jaguar is already struggling for some time and this will hurt their business even more.

[@DanCThorpe]

Their curent 'fanbase'. Fans rarely by the cars. Customers do.

[@Chris-i4g]

You bought a Jag ???🤣so many better options and you bought an indian car?

[@graemejones9707]

This is what happens when ideology bumps into reality. I reckon second hand values could be affected, so that F-type might be cheaper!

[@SamuelSantos_]

Last year the Titan submersible's implosion became an engineering case study on what not to do. Now, this rebranding exercise will become a marketing case study on what not to do.

[@ravanpee1325]

From 'Jag' to 'Fag'..will be a case study together with Budlight

[@itsjoel]

I was told by JLR that I'm not allowed a press car because they're only working with 'luxury and lifestyle influencers'

[@JamesSmith-qs4hx]

Why not stick on a nice frock and go back to ask them again mate🤣

[@itsjoel]

@@JamesSmith-qs4hx maybe I should start talking about what pants I wear

[@CoeurDeLion81]

They truly have humiliated themselves with that "rebirth" nonsense. By all accounts, in the handful of dealerships (or purchasing experiences likely called) that will remain they will have so called pieces of art. Good grief how pretentious, pathetic. They truly have defecated all over the heritage and glory of that marque with the monstrosity they served up the other day.

[@grahameelton1899]

Well they’ve got a point mate lol

[@Nick-vp7lp]

I wouldn't worry too much Joel, if that's the attitude, I wouldn't want to be seen dead in one of their cars. Inclusive... HA! A brand i used to aspire to own has destroyed its image and what it historically stood for overnight. These EV's better be world beaters, or they're dead in the water.

[@mr.rusty1619]

Yes Matt, we’d love to see you as CEO of Jaguar!

[@smithyhouses100]

I agree.He could be the helping hand that they certainly need.

[@neilblackett1577]

... who's name is Raw donG lover 😮

[@MrKeymaster182]

For sure!

[@individualmember]

Using a New Order video from around 1990 fits in with the current fad for ads using music from the 80s and 90s. I’m old enough to remember those New Order videos, and I’m now just about old enough to want to buy a Jag. But reminding me of how old I am (because of the reminder of New Order) isn’t selling the company to me.

[@harambae7014]

This is the result of trying to market yourself to corporate executive boardrooms and DEI focus groups rather than, you know, people who buy Jaguar cars. What an embarrassment.

[@ResevoirGod]

The issue is that no one buys Jaguar cars apart from a handful of old men. They’re desperate for a new market

[@Neruqi]

@@ResevoirGodclearly this market isn’t it either.

[@C.I...]

@@ResevoirGodMaybe they should stop making shit electric cars then.

[@ph8077]

@@ResevoirGod I'm 34...I've had 4 F-Types. First one bought when I was 26. Most 20-somethings can't afford a £70k+ car!

[@marten6578]

what's DEI

[@robinjones6999]

Jaguar are now completely doomed - its a Ratner moment

[@rogerhudson9732]

Except they have no product. No new car until 2026.

[@simonmerrivale7927]

Correct!

[@robertrool8108]

They were going downhill already since 2015. XF was a flop, F-type hardly sold and lots of quality issues since then. Nobody wants a premium car that just breaks down every couple of months and has worse resale value than Alfa Romeo. The SUV model they have looks good but still... It is no longer a British car.

[@paulgraves7949]

You and John Cadogan pretty much nailed it....RIP the big cat!

[@endlessmotion2255]

My great grandad was one of the five man marketing team that came up with the name Jaguar when they were rebranding from SS Cars. He'll be rolling over in his grave now after this utter garbage rebranding attempt. Truly awful

[@ericshang7744]

Sorry mate, but are you sure this is Jaguar at all?

[@DillTart-xl2ft]

Instead of a leaping Jaguar on the bonnet, they may consider a leaping sulky cross-dresser, perhaps appealing to 0.001% of their “new” perceived audience who don’t want to drive let alone own a vehicle, I’m lost!

[@MrMWhitham]

We feel your pain 😢

[@jdo1014]

They've tried to go from Alan Partridge to Non Binary overnight.

[@LordLauderdale]

This

[@millhousemcronald8742]

They've rebranded it you fool

[@adrianmilligan950]

Well it's got the conversation started! I'm reserving judgement until I see the full package...

[@paulprosser148]

All eyes on - not a bad way to set up for a new car launch really

[@davidcrouch3226]

The ad is spectacular in its unbridled terribleness but the genius who decided to go full EV was the one who drove the first nail in the coffin.

[@garymillerlcs]

Yes I agree. Even if the advert had been any good, who would buy a battery powered Jaguar anyway!

[@Squadron_Bodron]

This is antisemitic

[@ruk2023--]

You need to give your head a wobble. What do Jaguar need? Customers. What does it have? None (in global car brand terms). What do the people in their target demographic care about? Climate change, divertisity, peacocking on social media. Can you connect the dots from here?

[@GothPaoki]

Yes they care so much about it they'll go bankrupt

[@MrDuncl]

I'll reserve judgement on that. However, there is a lot of competition in that space especially when you look at the price of a lightly used Porsche Taycan.

[@asw16177]

I'm a Jag man... I predict the company will be bust within 5 years.

[@ashleystack5369]

Been saving for the last year in an attempt to purchase my first jag…and purely because it’s British and different…all you see is bmw Audi Mercedes…but a jag, it’s a proud thing to see on the road…and after seeing this it’s already dampened that feeling…real shame

[@bellastaffypearmapearman2666]

you can just imagine the advertising creative team sitting at the head office brainstorming for this advert. Terrifying thought😂

[@dickie8184]

They're in the advert. 😂

[@paulchinnery6560]

Brainstorming without a brain between them.

[@martinmcdonald4207]

Some 21st century child saw an old advert from the 1980`s of Benelton and thought they saw the light that would impress every one to want a Jaguar. Jaguar deserves better than this.

[@MrDuncl]

They copied David Bowie's pop video for Ashes to Ashes.

[@Jmcg1959]

This what happens when you let the kids unsupervised in the sweet shop.

[@matthewfishwick1506]

Recent 21 year old graduates that haven’t got a clue what they’re doing

[@MrDuncl]

@@matthewfishwick1506 They should have given the job to the two teams on The Apprentice (or maybe they did).

[@Thomas.deNorth]

I actually did thet last weekend. Big regrets 😂😅

[@abdulwahaab9026]

They end up gay 🤨😂💀

[@iainjohns]

Absolutely nailed it Matt! Spot on!

[@biggins1]

Not just an “up yours” to loyal customers, but an “up yours” to those people who have worked for Jaguar for most of their lives and have seen such an historic and influential brand go to shit. My grand parents will be turning in their grave over this.

[@iamaduckquack]

You're first mistake was assuming any business cares about loyalty any more.

[@dutchbeef8920]

What was the last one you bought new?

[@5uper5kill3rz]

My dad worked for Rover & then BMW (for over 40 years), & this is utterly baffling to me, especially for a brand like jaguar

[@jbconno]

I thought it was an advert for a fashion brand or department store. Although having watched it fully I'd have put my money on it being for Dulux 🙂

[@Hattonbank]

I thought it was for M and M's.

[@annieluctor7524]

Praise to you for resisting abuse and making such a well-considered piece on what really is an utter scandal. That black thing in the orange "dress" is actually quite terrifying! As with their despicable treatment of Port Talbot and its workers, maybe this is a first step in a deliberate move by Tata to rid themselves of a loss-making exercise?

[@huwprice881]

I was overtaken by an F Type earlier today - what a fabulous looking and sounding car. Heaven knows what the new cars will be like, and whether Jag will have any dealers left by the time they come out.

[@davidsewell3745]

Probably all electric junk nobody wants, totally agree the f type is a stunning car

[@MrDuncl]

Most of them also sell Land Rover's. My guess is that the new Jaguar will be tucked away at the back like a Smart Car in a Mercedes dealership.

[@stumps8672]

I can confirm as a driving instructor that the number of 17 year old customers I have has plummeted in the last 12 months. They are realising they can’t afford to have a car, priced out by huge insurance costs. Being forced into hybrid and EV’s that cost vastly more to insure. Even a basic old fiesta isn’t affordable. The future of cars is being killed off. As for the advert, companies trying to appeal to a minority group rather than the customers they desperately need.

[@HowToSpec]

Yea I delayed getting my license when I was 17 as there was no reason for me to drive yet. Everything is too expensive. I’m getting it now at 18 and have been doing lessons since may but couldn’t get a test till February 2025 I’m a car enthusiast but driving just keeps getting more expensive and annoying. I find far more enjoyment talking about them then actually driving at this point

[@stumps8672]

@@HowToSpec hi, certainly the waiting time for a test is ridiculous and doesn’t look to be improving any time soon, which puts additional pressure on learners. Unless governments pull back on this headlong rush to EV’s I can’t see it getting better, I’ve driven loads of cars and felt driving an electric was soulless.

[@chrisbaker121924]

Indeed, I’m a 6th form teacher and you don’t hear students talking about doing driving lessons or passing their tests etc. It’s just not even on the table. There are one or two but 20 ago when I was in 6th form, it’s literally all anyone (especially lads) talked about. You were an outlier if you weren’t interested in getting a driving license. (It’s all I wanted to do for the first 17 years of my life, drive a car!) Cars have become too expensive to buy for young people, older cheaper cars aren’t insurable either. You’re not allowed to modify them anymore because you don’t own them. It’s a shame! Clearly plenty of people are driving though because the roads are manic!

[@teabagtowers3823]

​​@@chrisbaker121924 I got my licence when I turned 17 in 2016 basically out of necessity because my college was two buses and hour away. Whereas with a car it was 20 minute drive even though I had a job insurance alone in my first year of driving was over half the value of the car. Even a few years ago when I was at college every lad wanted to have driving licence and a car despite the fact it cost an arm and a leg because it was freedom. Doesn't even surprise me young people nowadays are getting turned off to the idea of getting licence or a car. When you have to spend 1k on lessons 2k on insurance 3k at least on a car that's decent. Even now at 26 ok I have moved cars to 1.6 diesel with a bit more horsepower than my 1.0 VW Up. Insurance still costs me £750 a year with a clean licence full no claims that stings. This is despite the fact I have full time job that is paying unlike back when I was 17 and waiter in a pub.

[@gossling77]

UK is going down the drain

[@designxyz5007]

I love your new Jaguar style set lighting🤣

[@treacadelic]

They're expecting the new generation of youth to leave uni with £50k of debt to be forced into a £20k a year job to pay £1k a month rent to pay a landlord's mortgage and then buy a £60k EV on top of that. Floor 15 of Jaguar HQ needs compulsory substance testing for this.

[@paultasker7788]

60k is too cheap for modern Jaguar. What they used to cost. Not enough profit in that. More likely 100k! Who is going to buy it. Oh dear. Be bad enough if 60k but I think that may not exist.

[@inverlane1939]

Spot on 100%

[@hunty28]

@@paultasker7788saw a Range Rover Sport the other day in a dealers at £180k.

[@paultasker7788]

​@@hunty28That's just silly. For a sport. Not even the big one

[@fastfezza]

Couldn’t agree more Matt. I’m a Jaguar owner and find the new logo, advert (reminds me of the teletubbies) and whole “relaunch” rediculous.

[@michaelmcneil4168]

> Teletubbies perfect.

[@mac22011964]

Has a touch of “Consignia” about it!

[@henryroot4381]

As a Jag owner I'll stick with my flat cap, tweed jacket and pipe thank you...

[@peterdodd5996]

The ad agency certainly achieved public interest - NOT to buy Jaguar ever again - job done 👍

[@D0zer122]

<a href="#" class="seekto" data-time="108">1:48</a> the logo looks like one I’d expect on a trendy fridge or smoothie maker, not ANYTHING fitting for a car, let alone what the brand once was.

[@chrispig7748]

Can you imagine Porsche throwing their badge and history in the bin??!!!

[@czukarpathian6621]

Different league

[@Arrow-em3yj]

Yes, I can! You know nowadays...

[@gary2632]

Have you seen the flock of sheep leather jacket Porsche advert ?

[@dutchbeef8920]

Yeah they’re always keen to point out Porche’s designs from the 40s lol

[@Yimello]

To be fair, Porsche actually shift cars. I’m not a fan of the rebrand, but they’ve clearly gone with a scorched earth policy because Jaguar in its current state was so unprofitable.

[@vincetaylor944]

An Iconic brand is Dead ! RIP.

[@william-131]

I couldn’t not smile watching this video with the purple ‘new jaguar’ colored ambient lighting!

[@cactus3796]

im a 20 year gen z old bi (so part of lgbt) male, so i suppose im in the target audience for the rebrand. yet i hate it so much. jaguar used to be one ov my favourite brands, but theyve completley ruined it. i got no idea whats going through their heads when they made this but dang its bad. and it doesnt have to be like this just because theyre all electric now. like electric car brands dont need to act all weird you can have normal electric cars like the mustang mach-e (desipite it not being a true 'mustang' ofc but you get the point)

[@uncois]

I find the Mustang Mach-E incredibly boring. As a Chinese resident, I was even invited to a survey conference for a facelifted version, and it still failed to excite me. This product has flopped in China, and the Ford EV dealerships around me in Shanghai seem to have all closed down.

[@y6cd3sdzHs1g]

The new jags are supposed to cost around $300K. I don't think you're the target demo unless you're also a crypto-millionaire as well

[@trut52]

To me, the e-Golf was the best electric car to date, a completely normal looking car, with a different drivetrain.

[@WISOTT]

Sounds like we are all after the same thing, whatever our generation or sexuality: an affordable, reliable, practical and interesting car which can be exciting in a good way!

[@richmainprize3665]

I once worked for caravan manufacturer whose management team decided that they were going to stop producing family caravans (4-5 berth) to concentrate on the high end market (2 berth). The following year we were making family caravans again after nearly going under. So either Jaguar will fail or they will revert back to catering for their fans.

[@dutchbeef8920]

Are their fans buying their new cars?

[@shmarts4203]

Looking like an advert for durex ;)

[@limitedmark]

Shocking way to destroy a brand.

[@stephenevans9621]

Jaguar recently held a seminar or something similar and I watched an extract on KZbin last night. A young senior executive of some sort dressed, or more probably undressed you will see what I mean, spoke from the podium and I caught the words diversity and pride. The next thing you hear is whooping and cheering from the audience and this will give you a clue. I suspect all the oldies on the board have died and this youngster has taken over.

[@SuperPauliet]

I saw a clip,of what you’re talking about and apparently the guy presenting is the one who designed the rebranding advert…..says it all.

[@steveblocksidge5592]

Think it’s called minority rule….and anything masculine is a no go😵‍💫

[@bazelk]

Get what your saying. 😉😉

[@MrDuncl]

Meanwhile Elon seems to be doing the same thing but opposite with Tesla. I suspect the majority of Trump supporters still aspire to have a 7 litre V8.

[@olip61]

New Jag CEO!? You’d get my vote!

[@Sthilboy56]

Jaguar lost their way a long time ago this is probably the final death nail

[@fastasfox]

Xf,Xe, F type, XK, I pace, etc, for a while there, they were on fire.

[@mtssman]

[ The release of new Jaguar fruit flavored condom series. ] That's what came to my mind on first sight. I have been completely flaccid since and now seeking medical advice.

[@Matticitt]

When I first saw that ad, not only did I think it was horrendous, but also I haven't realized it was this jaguar. I thought it was some obscure clothing brand. It took like 3 days of people talking about it for me to realize it's that jaguar.

[@grenvillephillips6998]

Definitely another Ratner moment!

[@martinmcdonald4207]

At least Ratner was honest, admitting his products were cheap and bought by fools! Not very smart of him.

[@PhilomenaMerritt-e5e]

Your work you put into this is so clear!

[@mec-tec]

Totally agree with everything you said, what a sad day in automotive history

[@nomdeplume798]

Apologies if this drags on a bit, but, here goes. Up until the late '60s the British motor cycle industry had God knows how many brands such as BSA, Triumph, Norton, Francis Barnett and Royal Enfield covering almost the entire range of engine sizes. BSA Bantam 125 & 175; all the way up to the 650 Lightning. Triumph went from the 200 Cub to the 500 & 650 Bonneville. Norton went up to 750. When the Japanese turned up they came in with 50, 125 & 200 cc models. But we didn't fight them, we just buggered off and concentrated on the 350 - 650 range because, just like when in 1941, we thought the Japanese couldn't get through the Malayan jungle, they couldn't make big bikes. Well we know how that turned out. With one or two exceptions, the entire British motor industry will be focused on £100K + models. All it takes is another recession and and JLR will be down the toilet without lower priced models. The Germans will survive because they also have A1s, 1-Series and A-Class to start customers off and a whole range to sell up to. But not if your range kicks off at £100K!

[@MervynPartin]

My thoughts exactly. When the British motorcycle industry abandoned the lower priced, less powerful models chosen by new motorcyclists they forgot that these people would develop a brand loyalty that did not include the manufacturers that had ignored them.

[@Treviscoe]

Very good post. There's more to it than that though, because the reliability of some of those old British bikes was terrible. When the Japanese turned up in the early 70s with bikes like the Honda 750 Four, they were pushing at an open door in the British market because their bikes started every time and didn't break down. Sorry in advance if this upsets anyone, but my old landlord was a mechanical engineer who knew his bikes and he said the Francis Barnett used to be called the "F B" because that was what you said in the morning when you were trying to start it!

[@MervynPartin]

@@Treviscoe I know there were some problems- The Royal Enfield was known as the Royal Oilfield because of the leaks and clouds of smoke were described as "It's either fog or an Aerial Arrow". In defence though, my Bantam was reliable, as was the AJS 350 and BSA Gold Flash. I only sold my final Triumph Bonneville 650 as I was getting cold in the winters and wanted a car.

[@nomdeplume798]

@@Treviscoe er, yes, good point and vertically spilt crankcases didn't help either

[@smashyhans8513]

Remember when Coke became "New Coke" and Royal Mail became "Consignia", for all of about 5 minutes. Well, this is that.

[@R04drunner1]

At <a href="#" class="seekto" data-time="577">09:37</a> I literally laughed out loud at, "The back of what looks like an air conditioning unit". You are spot on Matt. I've been a Jaguar enthusiast for over a decade now. Lovely cars to own and drive. Now, what a mess. 😢 Thanks for talking sense.

[@andrewl3655]

100% agreed. So glad you made this video.

[@---Adam]

Sneaky suspicion that if anyone said no to that woeful advert they'd be called one of the many "ists". On the bright side, prices might tank....if you'd want to own one now. The only way this works is if it's "shockvertising" or a pisstake.

[@MrclMcx]

Notice who is "building something" in the advert vs who is "breaking something down"

[@Jellybellyirish]

It's worked all of you are mad

[@---Adam]

@@Jellybellyirish Some might be, yeah....mad enough to buy another? Doubtful 😂

[@aaronmacy9134]

They'll start calling people who make fun of their broken EV Jags being towed onto flatbeds "Vehicular Ableists"

[@Dogtagnan]

Got it in one. Everyone with a corporate job is afraid of speaking up against wokesim.

[@AquaValet2009]

I drove past a JLR dealership yesterday. The Jaguar name may have still been on the outside of the building, but the dealership was otherwise just a Land Rover dealership with the Jaguar element acting as aftersales. Land Rover have quite easily taken over the old Jaguar floorspace. It could be quite hard if Jaguar tries to fight back for the 50% floorspace in the showroom that it used to have.

[@ianhawkins4132]

"No Mr Bond, I expect you to cry"

[@Suscida]

They have played an absolute BLINDER in exposure marketing. Now when they do show an advert with a car EVERYONE is going to comment on it. Let’s just hope it’s a good car

[@johnmcmenemy3864]

They'll still go broke ... Check in again in 6 months ...

[@ecrxft]

The fact there isn’t a single car in the ad tells me they have no faith in whatever car they have lined up in their plans (if there even is a plan)

[@littledogRonnie]

Hi Matt. Please do a video on which automatic runaround to buy between 5k and 10k. Lots of other people asking in comment sections. Also, any advice on potential semi-autos, or is it just a flat out 'avoid'? Thanks.

[@blowduke]

It’s done on purpose to shut plants in the uk ,and blame the uk for not embracing the new look .TATA is pulling everything out of the uk .steel works last month jag now .been losing millions a week that’s my take on it .

[@lynnm6413]

Interesting…. But they don‘t want to start selling EV‘s exclusively till 2026, did they need an extra excuse?

[@seany8787]

And yet they’ve invested massively in the plants in Liverpool and Solihull. They wont be closing anytime soon. I could just as easily say you’ve put that post up on purpose because of your anti-Tata views. Having worked for JLR up until earlier this year, you can blame Gerry Mcgovern and his band of loyal cronies for the design school ‘choices’ if you ask me. Gerry did design the Evoque, Velar and others, which ultimately saved the JLR brand, but he’s worked his way up into a place on the board and so now people cant say no to him. This whole thing just stinks of the kind of Milan fashion show nonsense that he adores that leaves everyone else scratching their head. I’ve had the misfortune of meeting him on a couple of occasions and he has always come across as a stuck up ponce. I’m not sure why he is like that - he’s from Coventry and wears cuban heels for the height 😂 I’m glad im out of the business, I dont have the skillset to even try to defend this rebranding let alone try and market the cars with it

[@blowduke]

@ not anti Tata big company they could let it go and wouldn’t make a dent ,just can’t see the logic of this marketing campaign most would love the history that jaguar has .why distance yourself from your existing customer base only time will tell I guess

[@seany8787]

@ I just explained why. Its one man’s vision

[@lynnm6413]

@@seany8787 thank you for your insight. Knowing it is a vision supported by people in the brand makes the inevitable problems a well deserved wake up call.

[@Fursty53]

Last week I was on a new car showroom event with friends and we sat in most of the cars, maybe 80% of the cars were electric, something that I don't like but when I sat in the electric E-pace somehow I managed to ignora the fact that it's a EV and I called my friends to come and see it. My words were - This is the car that I liked, because it's still looking like a real car, with good quality build, design and it's history will always be there. Funny how after few days the same things were just destroyed. The most manly brand just died, it's unbelevieble how they can ruind a brand with one move.

[@hunty28]

What electric E-Pace? Only Jag EV is (was) the I-Pace.

[@Fursty53]

@ Ok, I was thinking that they have made an EV version of the E-Pace, because of the info on the speedometer that was present. But it looks like it has been a hybrid. My bad

[@paulabadjian4209]

ABSOLUTELY agree Matt. Well said. What is even more baffling about this ridiculous ad is that they are spouting about their 'Inclusivity' while simultaneously pushing the brand up into an exclusive area of the market, and excluding their core loyal buyers. As you say, these rather glum looking androgynous visions of the future have no interest in cars or driving, and are unlikely to have the money to splash out £100k + on a car, even if they wanted one. Turn your back on your illustrious Heritage and iconic back catalogue and existing fan base at your peril. Sure this has caused a Big Splash. But so has Muhammad Al Fayed. Not all publicity is good publicity. I currently have 9 Jaguars, starting with a '59 XK150 drophead, and despair that such an iconic and much-loved company should have fallen into the hands of fools.

[@jamesdoman9770]

It looks like something the losing team would pitch on an episode of The Apprentice...an advert for car company with no car!

[@carlyboy888bradford3]

Yes, and we know the two words Lord Sugar would be shouting

[@otus_]

as a marketing stunt, it worked, I totally forgot about Jag, now all my fav chanels are discussing it

[@torqueover]

Talking about something is not the same as buying.

[@Aiantaschr]

​@torqueover Exactly! Jaguar is not a youtube who gets their money from being the center of discussion 😂. They are a car company who makes money from products and stocks they sell.

[@lonetemplar1748]

I'm thinking that I know what's going on here. Due to the amount of time that an advertising campaign takes to get going, I'm betting that the people in charge were 100% sure that the woke stuff would continue when they started working on this. They were positive that America would elect Harris and that Hollywood would continue to pander to the alphabet crowd. They were working long hours getting this together, not really paying attention to what was happening in the outside world. Then the bottom dropped out of the entire woke experience, Trump was reelected, and people the world over started pushing back against this sort of nonsense. But the campaign was already locked in and scheduled with no time for the key people to learn of what was happening. Then the campaign was launched and the mockery began. I bet that the entire team feels like they just got punched in the face, because they were absolutely sure that they were on "the right side of history". Now, the money is spent, the advert was put out, and the campaign is ready to roll with their concept car in Miami... and they have no idea what to do. Anyway, that's what I think happened with this advertising campaign. Too many people patting each other on the back in isolation... and the world changed on them.

[@BestKiteboardingOfficial]

Lots of people are jaguar fans, but don't buy jags, will never buy a jag, but love the history. You cant run a business on love for a brand's history with none buyers. I'll wait for the car.

[@Vasil_Hristov]

People make a big mistake in their reasoning about this. These people are not trying to sell cars, the product is their ideology, the brand is just the vehicle for that. "-Would this help us sell cars? -Cars?"

[@SteeeveO]

"we have only made 2 concept cars this year but we have a great logo, the most diverse workforce in our history & Blackrock have flooded us with cash".

[@Vasil_Hristov]

@SteeeveO Exactly. Also, Diversity is just a code word for less white folk and less men.

[@gingafuzz1]

I neither agree nor disagree on wokeism. I do believe that it has now come to the end of its effectiveness though. I believe it’s on the cusp of going out of style the same way the peace and free love movement did in the early 70’s. The ideology of diversity and inclusion is sound, but if you don’t know when to stop championing it and let it quietly become normality, you create a push back culture which will destroy it. That’s what I believe is beginning to happen. It’s why right wing ideology is beginning to gather pace. Anyway, the point I was going to try and make about JLR is that as usual, they’re jumping on the wrong band wagon way too late.

[@swisstony6622]

If I was Richard Iwadi I'd be fuming! Where's my royalties !!! But you're spot on with this Matt.

[@rockonbaz]

If their cars are as bad as the advert, RIP Jaguar.

[@DavidJenkins81999]

They are. Except you now can’t buy any.

[@johan555777]

The only good thing is that they haven't massively overspent for this advert.

[@the_real_macspite]

You think? I bet there are some ad agency execs pissing themselves laughing as they bank the gigantic wads of cash they have stolen from jaGuar.

[@casual9982]

When I was young, as an American. The 80’s and 90’s Jags were the coolest thing in my mind. Something about them was so interesting and cool. As I started driving I still liked them, but they lost that same appeal. Now this…. I’ve watched this company go from extremely badass to not to so much, but still impressive..F type is a cool thing for sure, to something that grosses me out. Amazing!

[@Julian-pb4lr]

It's as though the marketing execs at Jaguar want to distance themselves from the purchasers of previous Jaguar models, believing them to be "Pale, male and stale". Big mistake to patronise your clientele. The market for big expensive EV's is very, very limited; think Fisker.

[@ckm-mkc]

And is pretty much "pale, male and stale". There are not many demographics that can afford high end cars, most of them tend to be pale males of various sorts.

[@damianconway3963]

How can there be not one Panama hat in that new ad?

[@jbuckley2546]

Or net back driving gloves.

[@QuoPaperPlane]

Or a silver buttoned Oxford blue blazer.

[@jbuckley2546]

@@QuoPaperPlane Painting quite the picture. Feels as if I almost know Roger.

[@0Chancellor0]

Very good summary, you couldn't be more right!

[@jovialgent9963]

Jag hired Bud Lights advertising department after every one of them were sacked! Go woke go broke! 😂

[@darrylp6938]

This is so sad to see from a legendary British brand like Jaguar.

[@MarceloPaciorek]

Hi Matt! I love your analysis. I don't know how Rawdon Glover convinced Tata Motors. Still, despite the backlash, he doubled down on the idea. Let's see how this evolves. Cheers from Texas!

[@socertiesDB9]

⚰ R.I.P to the legendary Jag

[@druchkiss]

William Lyons would be as disappointed as I am

[@stevepitts7998]

At least Norman Dewis isn't around to see this, god rest his soul.

[@GetAngryy]

Agreed, for such a collosal change in direction, they should have gone the Toyota/Lexus Nissian/Infinity route... and left something they can go back to if necessary. Instead they have just crash-tested their entire brand!

[@davidbillberg2203]

Another great video 💪 Also, that purple light at <a href="#" class="seekto" data-time="305">5:05</a> is reflecting onto you haha, looks quite funny.

[@paulkane6645]

Yeah, it looks like the Jaguar Ad rubbed off.....

[@davidbillberg2203]

@@paulkane6645😂

[@paulmullan3244]

Jaguar 😮 will the last person out of the building turn out the light 💡 gone and instantly forgotten

[@markfablesmurphy]

Is the advert awful? Yes. Will it matter? No. Jag's new target market is young-ish and insanely rich people in China, UAE and USA, which are much bigger markets for high-end cars than the UK. They who won't be offended by the rather poncy and pretentious "de-Britishing" of the Jag brand. As long as Jaguar's next car looks amazing (as Jags tend to), goes fast and doesn't break too often (hmmm), they'll be ok

[@MarkB-33]

Fair points. But ludicrous EV only will tank them anyway.

[@steve050867]

If Lunatic Asylums were allowed to advertise.

[@Darko_Milosevski03]

As a wise man once said "It's a disgrace, it's a freaking disgrace" Wtf were jaguar thinking

[@petrosaguilar8916]

The company was hijacked by a small group of alphabet perverts trying to reshape it into their image.

[@roofdownfun]

You forgot to mention Matt, that Arthur Daley had a Jaguar as well when you was listing the "Villans" that had one! 🤣🤣

[@Aperegrine90]

Gong against the grain here. I’m a 50 year old fairly conservative male, huge JLR fan and I really like what they’re doing. I’ll buy the cars because I’ve already bought into them over the decades, I don’t need convincing, I’m not the market they need to pursue. It’s bold, it’s imaginative and it’s got people talking. Fair play to them.

[@mamba101]

Here here. The “anti woke” crowd are far too fragile, afraid of anything that questions their narrow world view.

[@imagseer]

But not in a good way.