@@TheCarGuysTV When are you going to call out Ferrari with their Corvette looking rear lights and a 296 that tries to go "old skool" and fails. I'm going to say it now, the only good looking supercar is the new Aston Martin Valhalla. It does a mid engine super car with Aston vibes excellently.
Unfortunately Aston Martin and McLaren are delivering great cars but losing enormous sums of money. Lotus is actually selling more vehicles than either of them, but is also losing huge amounts.
I got off a hellishly turbulent long-haul flight, was jet lagged, and had a stinking headache. In the departure lounge awaiting my next flight, I saw the initial coverage on a screen in the departure lounge and in my slightly knackered state of mind, thought I'd been kidnapped and dropped into viewing gallery at the Sydney Gay & Lesbian Mardi Gras. The rest of the throng in the lounge thought very much the same apart from a camp young waiter, who thought the dude in the red flares looked "cool". Had there been a swear box in the lounge, it would have been cascading like niagara falls, such was a venting of many. One geezer going as far as to say, he was going to cancel an order for a new Jag when he got back to Melbourne. Me; I just thought of Sir William Lyons and hope he can haunt the shit out of the marketing people until they jump off a cliff into vat of boiling pink ink. RIP- Jaguar?
@@twoeggcups I'm a regular art gallery visitor, regional, capitols, international et al. My wife is an artist, my daughter an actor, and in my spare time, I sculpt. So if you're looking to dis my critique, just conjure if you can, the impact this piece of aped art-house trash has on the car buying sector, particular marque -die hards. Jaguar is an iconic brand, but it builds cars we use everyday. My Fathers old Mk 2 3.4 Jag is his pride and joy, and I learned to drive in it and will inherit the svelte beauty when the old boy goes to his God. Frankly, the notion of Jaguar's fatuous "Copy nothing", when the whole garish caper was a blatant mish-mash copy of fashion week meets a bangers and cash operetta on an old film set with a bunch of possibly struggling cash-starved actors with little choice but to take any gig, then I rest my case. This add and the concept of a promised new vision will alienate the people who will buy the future jaguars. My father nearly wept when I sent him the link and might set fire to his cardigans and pipes in protest- my mother has already hid his blow torch and found him in the shed about "progress, what progress?" type of mutterings. I wrote what I wrote because I care- for the brand, the heritage and the people who work there and who's future hangs on a thinner thread than before the add was expunged onto the unsuspecting clientele. Damian, please moderate if you think it fit to do so, but read into my words the deep passion I feel for the brand as well as others too.
If I'm spending £120k on a luxury EV (which I'm not), then I'm looking at a Porsche and even then look at the prices of those now !. Small budget EVs around the city can work, but not big expensive ones. I do fear for the workers at Jaguar who have been let down by those at the top for an ideology. Great video BTW.
EV kills any car company. Woke kills any company. RIP Jaguar! Damian, this is a great and courageous video. To protect what we like most, we have to speak up. Loving your work!
Time will tell, but I suspect you’re bang on the money with all your points! I suspect the damage will go even further and put buyers off the classic Jags too! Great video….and fascinating to see how this plays out.
Jaguar so desperately wanted to feature in the Car Guys that they came up with this nonsense, given they have no decent car news on offer. I thank them for that, was looking forward to this episode! 😀
The ONLY thing i can think of it is : Someone at the top got BLACKMAILED and have some terrible things hidden in the closet or TATA thinks Jaguar as a brand is mostly dead and they decided to get some of that sweet DEI\SGE incentives before it blows up.
I suspect there are people at Tata who are shaking their heads just like the rest of us. The Indians are rumored to be just as disgusted as everybody else but have promised to be hands off with JLR. Maybe they will not be so hands off in the future.
Rolls Royce and Bentley's as independent brands were rarely money making endeavors until bought by BMW and VW if ever. Rumour mill says Tata is deliberately tanking the brand.
From a marketing point of view, I just don't understand it. If you're going to do everything different, why would you use the Jaguar brand for it instead of a new brand? Why would you want a brand to be what it isn't? Brand heritage is pure gold. Their F-type campaign was so spot on. A bit macho, sophisticated, charming. Exactly what you imagine with a Jaguar owner and exactly what young men aspire to be. Because the current developing trend is traditionalism and concervatism. Wokeness is, especially when they launch their cars, dead and buried. And their audience is back to wearing Burberry trenchcoats.
This was done intentionally. Everyone is enraged and talking about it online. Ford did the same thing by naming their EV Mustang. They probably starting planning this a couple years ago when everyone was going EV, they knew that would be a hard sell to their existing buyers so they burned all of them in a show of fire hoping that new customers would notice them. I'm not sure it will pay off though. Time will tell
Spot on. Thank heavens you have called out the emperor’s new clothes. With an E type and 2 XK120s and having owned an F Type R I couldn’t agree more. RIP common sense and with it, I fear, Jaguar. Great analysis DB.
The best summary of the situation by a mile; spot on, Damian. You even got Withnail in there. Just wish someone had shouted up yours, Grandad at McGovern during the unveiling.
The only positive working in Jag’s favour is that they still have enough time between now and 2026 to fire the entire team responsible for this dreck, admit they screwed up, create a new brand image and release new models that people will actually want to own. A tall order to be sure but otherwise I’d say they’re done. The people who might’ve bought a new Jag won’t and the younger Gen Z’s won’t be interested
Loved this! Really well made, nearly didn't watch cos it's an old news story. Would love to see you do a vid on VW Group money probs as I wonder if these companies have invested billions in EV's and stopped developing ICE's and now the world doesn't want EV's so they've lost a fortune in investment and have no new ICE's to roll out.
At 8:31, two of my favorites! The XKE was part of my model car collection at one time. The old E Type, XJS, Mark II saloons are icons. I recently saw 3 at a local classic antique car show in October. If THIS is what's coming from Jaguar, I am running the other way. Even the newer ones from a few years ago look nothing like a Jaguar, here again, like Mercedes, BMW, and others, they all scream "me too." They look like anything else on the road. But at 18:39, the XJR is beautiful! Why? It still looks like a Jaguar! For me it is a classic, or at least a classic looks with some character or nothing at all.
Brilliant video from a guy who does not need the money so not beholden, so just says it as it is, and video is absolutely bang on ❗️ Brilliant video 👍🏻😊
Well thought out, well structured and well articulated thought provoking videos are your forte. No one else in UA-cam Land does these topical automotive takes as well as you. I doth my cap to you sir!
Spot on !! As stated in other comments I posted on different Jag related videos, deleting their past on social media is a violent act for the enthusiasts. If they wanted to start all over, they could have used another claddic car brand or a complete new one.
The most relevant comment on that Stupid “Pink Panther concept’ you made Damian,Was the fact that you could never’ get it out’ of a Junction safely with that huge bonnet! I own a Jag XF & that’s bad enough on our daft roads😀👊🚙🇬🇧.Love your insight Vids👏❤️
Utterly brilliant break down of an utterly ludicrous own goal. You perfectly articulated my thoughts on this whole debacle. We can only hope that Jaguar stop doubling down on their stance and realise they're surfing behind the wave ... again.
Fantastic take on this situation, Damien! It seems like idiocy to throw all of Jaguar's history away. I hope that the new designs will be more attractive. The concept is so far off base, it makes me wonder if they used other designers besides those who did pretty cars like the F-type (even the i-pace is decent looking as crossovers go). So far, things are looking tragic.
I'd love to be a fly on the wall of the boardroom over the last few weeks. Being in the group that 's happy to spend a lot of money on cars, yet finds the overall design of modern EV's pretty hideous all round (without even getting to the part about discussing ICE verses electric), Jaguar really didn't need to try so hard to convince us not to buy one. As you say giving it virtually the exact same alloy design as the Spectre is another crazy part of their thinking after dropping so heavily the point about it being so individual. Reminds me too of the designs of the Maybach Mythos that is circulating online and looks 1000 times sexier (if that will ever be more than just a render). That said, can see those that don't like public displays of affection being attracted to that wooden guard rail in between the front seats!
1) The past can't be erased - the old jags are still out there and their associated stories. However, moving to all electric will naturally lead to a loss of some of the old customers who want combustion engines. 2) They will cost a lot more than £120k. I think they will eventually be selling cars for £300k+ but they have to build their way up to that. Manufacturers always charge a lot more than they say at first. With inflation we'll be looking at £150k+ 3) If one in a million people per year buy a jag for circa £150k, Jag will be ok. Think about it, 8.2-8.3 billion people on earth, that's 8200-8300 cars a year. If the margin was say £70k per car that's about £580m profit per year, not bad for a company that has lost money for the last 4 years. So really they don't need to please everyone, just 1 in a million people. 4) People who dislike EVs aren't going to buy them, so their opinion is kind of irrelevant to an EV manufacturer.
“ A Braun Lady shaver” Brilliant Damien. But onto more important things..when will we see a review of the Competizione? And where’s Jason lately? Wishing you a Merry Xmas`and more great content from The Car Guys in 2025.
We sold our F-Pace type S to CarMax who thought it was worth quite a bit. Not to us. Not since they are pulling out support locally. Great car. Moving on.
What I really don’t understand about this is the timing. On the assumption that I trust everything that Jag is saying then their audience is part of the TikTok generation with short attention spans. All this publicity will be forgotten a year from now. It should have been Ad-Concept-Car (no matter the styling. All that has happened is millions more of wasted money. People are already moving on. I genuinely despair for a brand which I have always admired. Here’s hoping that this next year is used productively and that the end product is truly desirable. Great video and loved that choice of vodka 👍
Jaguar going through the other owners other than the original owners, lost great designs and should I say "Quality". But they've never been known for quality.
Perhaps it should have been launched at 'NEW ALL LEANS' ? Covering a jaguar to a Pink Panther, won’t compare to a switch to eating Soya from a natural diet??
I think Damien’s observation that AI- generated takes on a modern Jag (which were more aesthetically pleasing, history-aware and I’m going to say it, soulful than what a group of human designers actually came up with) is worthy of mention.
Did Jaguar disown their near 100 year history? I understand what they want is to be desperately get noticed, however, who are they really targeting? Unfortunately, not the many. So they couldn't compete in an oligopolistic market and they chose to go upmarket. Well, good luck changing the perception of the wealthy that a Jaguar is now worth more. Thanks for another video Damian, great content yet again.
I'm planning on participating in the Mille Miglia in 2025 and dont currently own a qualifying car. I was seriously considering a Jag, but I'll not get one now. I know this doesn't affect new car sales.
I agree with the Car Guys opinion 100%. Love the history and the brand bit deeply concerned about this new change of direction. As enthusiasts we just want exciting innovative Jaguar cars that are forward looking but respect their rich history. Fingers crossed that they will wow us with beautiful exciting cars in the near future.
The production car has already been spotted and videos, in camouflage and is availability on UA-cam. And as another channel said, Harry, that he was told the production car would look similar to the prototype but will have four doors. And the production car looks similar to the prototype with four doors.
Jaguar is on the way down for some time, this new Campaign sure brought it back to consciousness. With out something to follow up this sound like a bad Plan.
Yes, I fear this will be a disaster. Surely the recipe to create the most heavily depreciating vehicle known to man is - make it make it large, make it expensive, make it a Jag, then make it an EV.
Great and thoughtful take on this utterly naive disaster by Jaguar Damian. 👍🏻 This is what happens when you put Millenials & Gen Z ill-educated 'influencers' in charge of a long -established business...Jaguar started to fail when they started the SUV nonesense, competing with their own LR brand...these guys should be about Sports saloons, GT cars And sportscars ONLY, and doing it well as previously. A key rule in marketing is: Always be sure to ADD new customers...never try to SWAP them...this usually fails.
So right. Seems like tge people spearheading this disaster either don't know or don't care about what Jaguar is/was. Their sales may drop from 40k to near 0 if they blow the brand up.
You have just jumped another level. I see some of your content but this is the best i have seen. re jaguar, i prey they survive but not with this. Im a lotus Emira owner and low and behold another go all electric car is. not working. Its just basic business 🤷♂️
I thought the ad was messy and I'm not a fan of the new logo, even though I know it's been changed multiple times over the years but it was impactful, even people who swore they would never buy a new car again are talking about it weeks later. Perhaps some people just want to be angry about things they will never buy anyway.
I am a progressive American, I have no problem with trans people, I want to save the planet, and I’m actually fond of Greta Thunberg. However, even I think this ad and car are an awkward disaster. The only way I can see that it would make sense is if Jaguar is giving up on the current generation of car buyers, and is trying to appeal to the next generation - people who are now around 16 years old - those kids don’t seem interested in cars at all. Maybe Jaguar is trying to become a “lifestyle” brand to them. But they’ve totally lost me, I’ll stick with the classics, thank you.
All the people criticising Jaguar for this new direction were never buyers to begin with. Since this ad, there are so many proclaimed fans of the brand yet the sales figures doesnt reflect so many enthusiasts. Jaguar had been in the direction of a slow, gradual death. The brand may die faster now but it would have died anyway. At least more eyes are on this brand now than ever before.
This is India`s late revenge on the British Empire
Lmao
As an Indian 😂
🤣
I love the joke, but how so?
And still looks better than a current M5 BMW .... I know, everything has gone to shit !
Im so glad that a UA-cam channel is brave enough to tell it as it is instead of skirting round the issue and not commenting. Well done and well said 👏
Thank you, Jonathan
@@TheCarGuysTV When are you going to call out Ferrari with their Corvette looking rear lights and a 296 that tries to go "old skool" and fails.
I'm going to say it now, the only good looking supercar is the new Aston Martin Valhalla. It does a mid engine super car with Aston vibes excellently.
@@zakelwe The headlights area of the 296 are not pretty, but the rest of the car is beautiful! Then again, beauty, beholden eyes and all that.
While Jaguar is going woke and broke, we have Aston Martin delivering bangers, their new cars look amazing.
Yes, but Aston is having financial problems, also.
Aston are losing 1 million pounds a day. JLR made 1.1 billion pounds in six months. Jaguar was dead in the water so JLR is repurposing their brand.
Unfortunately Aston Martin and McLaren are delivering great cars but losing enormous sums of money. Lotus is actually selling more vehicles than either of them, but is also losing huge amounts.
Since it now has amerc v8. Is it really a aston anymore??
Yes they're losing a million pounds a day
Woke. Woke. Woke. They never learn. Sick of all this crap.
I got off a hellishly turbulent long-haul flight, was jet lagged, and had a stinking headache. In the departure lounge awaiting my next flight, I saw the initial coverage on a screen in the departure lounge and in my slightly knackered state of mind, thought I'd been kidnapped and dropped into viewing gallery at the Sydney Gay & Lesbian Mardi Gras. The rest of the throng in the lounge thought very much the same apart from a camp young waiter, who thought the dude in the red flares looked "cool". Had there been a swear box in the lounge, it would have been cascading like niagara falls, such was a venting of many. One geezer going as far as to say, he was going to cancel an order for a new Jag when he got back to Melbourne. Me; I just thought of Sir William Lyons and hope he can haunt the shit out of the marketing people until they jump off a cliff into vat of boiling pink ink. RIP- Jaguar?
Have you ever been to an art gallery?
@@twoeggcups I'm a regular art gallery visitor, regional, capitols, international et al. My wife is an artist, my daughter an actor, and in my spare time, I sculpt. So if you're looking to dis my critique, just conjure if you can, the impact this piece of aped art-house trash has on the car buying sector, particular marque -die hards. Jaguar is an iconic brand, but it builds cars we use everyday. My Fathers old Mk 2 3.4 Jag is his pride and joy, and I learned to drive in it and will inherit the svelte beauty when the old boy goes to his God. Frankly, the notion of Jaguar's fatuous "Copy nothing", when the whole garish caper was a blatant mish-mash copy of fashion week meets a bangers and cash operetta on an old film set with a bunch of possibly struggling cash-starved actors with little choice but to take any gig, then I rest my case. This add and the concept of a promised new vision will alienate the people who will buy the future jaguars. My father nearly wept when I sent him the link and might set fire to his cardigans and pipes in protest- my mother has already hid his blow torch and found him in the shed about "progress, what progress?" type of mutterings. I wrote what I wrote because I care- for the brand, the heritage and the people who work there and who's future hangs on a thinner thread than before the add was expunged onto the unsuspecting clientele. Damian, please moderate if you think it fit to do so, but read into my words the deep passion I feel for the brand as well as others too.
@ I didn't hit it that hard. Must've had a self-destruct.
If people wont buy a bud light after a shit, woke advert they certainly arent going to be dropping 6 figures on an EV
True
True
You got 2 true's, it must be true 😁
👍🤣
True²
I had to look away from the screen when the advert was on....horrendous! Excellent show as always.
Glad you liked it!
I totally agree with your assessment. It breaks my heart to see what Jaguar has become when I have been a big fan since I was a kid.
The only thing funnier than the new Jaguar advert and car is your video. Keep them coming 😂
👍🏻👍🏻
"They meant that sh!t!"
Thankyou, just fallen off my chair laughing; already.
This is gonna be good.
Enjoy!
Just brilliant commentary and editing.
Much appreciated!
If I'm spending £120k on a luxury EV (which I'm not), then I'm looking at a Porsche and even then look at the prices of those now !. Small budget EVs around the city can work, but not big expensive ones. I do fear for the workers at Jaguar who have been let down by those at the top for an ideology. Great video BTW.
Last goodbye😢
Another hero of my youth is gone
XJ220 for me is the most beautiful car ever produced,this new “direction” is 100% in the wrong direction!
EV kills any car company. Woke kills any company. RIP Jaguar! Damian, this is a great and courageous video. To protect what we like most, we have to speak up. Loving your work!
Much appreciated
Time will tell, but I suspect you’re bang on the money with all your points! I suspect the damage will go even further and put buyers off the classic Jags too! Great video….and fascinating to see how this plays out.
Masterstroke? No, just a stroke.
Perfectly judged and pitched. Well done Damien.
Thank you, Neil
Great video many thanks
Glad you enjoyed it
Jaguar so desperately wanted to feature in the Car Guys that they came up with this nonsense, given they have no decent car news on offer. I thank them for that, was looking forward to this episode! 😀
👍🏻👍🏻
Jaguar isn't a car maker anymore, it's an appliance manufacturer.
That bold guy in the jag vid looks like Sam from seeing through glass 😂👍
The ONLY thing i can think of it is : Someone at the top got BLACKMAILED and have some terrible things hidden in the closet or TATA thinks Jaguar as a brand is mostly dead and they decided to get some of that sweet DEI\SGE incentives before it blows up.
I suspect there are people at Tata who are shaking their heads just like the rest of us. The Indians are rumored to be just as disgusted as everybody else but have promised to be hands off with JLR. Maybe they will not be so hands off in the future.
TATA has no interest in the Jaguar name; two years ago they tried to close down the Jaguar name but was resisted by the then current ceo.
They say “copy nothing” but I’m pretty sure I saw lift to a barren rocky landscape in a 1960s episode of Star Trek.
Rolls Royce and Bentley's as independent brands were rarely money making endeavors until bought by BMW and VW if ever. Rumour mill says Tata is deliberately tanking the brand.
An overdose of woke
From a marketing point of view, I just don't understand it. If you're going to do everything different, why would you use the Jaguar brand for it instead of a new brand? Why would you want a brand to be what it isn't? Brand heritage is pure gold. Their F-type campaign was so spot on. A bit macho, sophisticated, charming. Exactly what you imagine with a Jaguar owner and exactly what young men aspire to be. Because the current developing trend is traditionalism and concervatism. Wokeness is, especially when they launch their cars, dead and buried. And their audience is back to wearing Burberry trenchcoats.
This was done intentionally. Everyone is enraged and talking about it online. Ford did the same thing by naming their EV Mustang. They probably starting planning this a couple years ago when everyone was going EV, they knew that would be a hard sell to their existing buyers so they burned all of them in a show of fire hoping that new customers would notice them. I'm not sure it will pay off though. Time will tell
@@pigbenis274it seems appropriate I was sat on the toilet reading that 😂.
Spot on. Thank heavens you have called out the emperor’s new clothes. With an E type and 2 XK120s and having owned an F Type R I couldn’t agree more. RIP common sense and with it, I fear, Jaguar. Great analysis DB.
The best summary of the situation by a mile; spot on, Damian. You even got Withnail in there. Just wish someone had shouted up yours, Grandad at McGovern during the unveiling.
😂😂
Jaguar should have taken over from Lotus with a line of lightweight sports cars. Land Rover is already making the top level large luxury vehicles.
Ok, but as long as they're not electric.
The only positive working in Jag’s favour is that they still have enough time between now and 2026 to fire the entire team responsible for this dreck, admit they screwed up, create a new brand image and release new models that people will actually want to own.
A tall order to be sure but otherwise I’d say they’re done. The people who might’ve bought a new Jag won’t and the younger Gen Z’s won’t be interested
Love what you do Damian. You are so right!!! keep the good work
Thank you! Will do!
I’m putting my money on Jaguar tanking harder than Bud light. Brilliant piece of intelligence wrapped with humour - this is why we watch:)
👏🏻👏🏻
Loved this! Really well made, nearly didn't watch cos it's an old news story. Would love to see you do a vid on VW Group money probs as I wonder if these companies have invested billions in EV's and stopped developing ICE's and now the world doesn't want EV's so they've lost a fortune in investment and have no new ICE's to roll out.
The electric Viking has done some great videos on that situation
@TheCarGuysTV yeah but he's not addressed the damage EV investment has done to car companies. I think he's in the EV cult.
At 8:31, two of my favorites! The XKE was part of my model car collection at one time. The old E Type, XJS, Mark II saloons are icons. I recently saw 3 at a local classic antique car show in October. If THIS is what's coming from Jaguar, I am running the other way.
Even the newer ones from a few years ago look nothing like a Jaguar, here again, like Mercedes, BMW, and others, they all scream "me too." They look like anything else on the road. But at 18:39, the XJR is beautiful! Why? It still looks like a Jaguar!
For me it is a classic, or at least a classic looks with some character or nothing at all.
Brilliant video from a guy who does not need the money so not beholden, so just says it as it is, and video is absolutely bang on ❗️ Brilliant video 👍🏻😊
👍🏻👍🏻
Erudite, insightful, honest AND humorous..... Thats an excellent video.... thanks Mr B
Most serious & sensible opinion I’ve seen on the whole Jaguar debacle
'Any publicity is good publicity'...anyone remember Ratners?
'Bunch of Bell Ends'.... made me chuckle, thanks. Just a shame what Jaguar management are doing to the brand. A well deserved rant.
Well thought out, well structured and well articulated thought provoking videos are your forte. No one else in UA-cam Land does these topical automotive takes as well as you. I doth my cap to you sir!
Much appreciated, Ian
A great perspective. Thanks.
Glad you enjoyed it!
Well stated.
👍🏻👍🏻
Spot on !! As stated in other comments I posted on different Jag related videos, deleting their past on social media is a violent act for the enthusiasts. If they wanted to start all over, they could have used another claddic car brand or a complete new one.
As a Jag owner I’m frustrated and pissed off with this absolutely ridiculous new direction!!! What a load of crap 💩
I think you nailed it!
The most relevant comment on that Stupid “Pink Panther concept’ you made Damian,Was the fact that you could never’ get it out’ of a Junction safely with that huge bonnet! I own a Jag XF & that’s bad enough on our daft roads😀👊🚙🇬🇧.Love your insight Vids👏❤️
as usual brilliant and stright to the heart of the mater
Thanks
Utterly brilliant break down of an utterly ludicrous own goal. You perfectly articulated my thoughts on this whole debacle. We can only hope that Jaguar stop doubling down on their stance and realise they're surfing behind the wave ... again.
Great analysis! When I saw that ad I wanted to sell my Jag that I don't have.
Glad you liked it!
Stunningly said😂
I haven't laugh this hard in a long time. Some of those comments you posted are gold.
👍🏻👍🏻
Fantastic take on this situation, Damien! It seems like idiocy to throw all of Jaguar's history away. I hope that the new designs will be more attractive. The concept is so far off base, it makes me wonder if they used other designers besides those who did pretty cars like the F-type (even the i-pace is decent looking as crossovers go). So far, things are looking tragic.
I love Jag, this has been so sad to watch. Great video and you are bang on.
👏🏻
Now it's the Flag in the Jag.
I'd love to be a fly on the wall of the boardroom over the last few weeks. Being in the group that 's happy to spend a lot of money on cars, yet finds the overall design of modern EV's pretty hideous all round (without even getting to the part about discussing ICE verses electric), Jaguar really didn't need to try so hard to convince us not to buy one.
As you say giving it virtually the exact same alloy design as the Spectre is another crazy part of their thinking after dropping so heavily the point about it being so individual. Reminds me too of the designs of the Maybach Mythos that is circulating online and looks 1000 times sexier (if that will ever be more than just a render). That said, can see those that don't like public displays of affection being attracted to that wooden guard rail in between the front seats!
Great video! I'm going to buy an F-Type as a tribute to the brand.
Good choice!
L M A O 🤣👍🏼….thank you 😂, I needed this video on my Friday and I agree 💯%.
You are so welcome
@@TheCarGuysTVThis is one of your very best, brilliant and comedic 👏🏼. Happy Holidays, cheers 🍻
1) The past can't be erased - the old jags are still out there and their associated stories. However, moving to all electric will naturally lead to a loss of some of the old customers who want combustion engines.
2) They will cost a lot more than £120k. I think they will eventually be selling cars for £300k+ but they have to build their way up to that. Manufacturers always charge a lot more than they say at first. With inflation we'll be looking at £150k+
3) If one in a million people per year buy a jag for circa £150k, Jag will be ok. Think about it, 8.2-8.3 billion people on earth, that's 8200-8300 cars a year. If the margin was say £70k per car that's about £580m profit per year, not bad for a company that has lost money for the last 4 years. So really they don't need to please everyone, just 1 in a million people.
4) People who dislike EVs aren't going to buy them, so their opinion is kind of irrelevant to an EV manufacturer.
“ A Braun Lady shaver” Brilliant Damien. But onto more important things..when will we see a review of the Competizione? And where’s Jason lately? Wishing you a Merry Xmas`and more great content from The Car Guys in 2025.
Merry Christmas to you too 👍🏻
Jason will return in the new year.
Brave. Well done and we totally agree. What a mess.
👍🏻👍🏻
We sold our F-Pace type S to CarMax who thought it was worth quite a bit. Not to us. Not since they are pulling out support locally. Great car. Moving on.
"We did it! Everyone is talking about us! ...and it only costs our reputation, current sales, customer base, valuation and future prospects"
👍🏻👍🏻😂😂
Well said. 👍🏼
👍🏻👍🏻
I agree with all of these 😢 it’s so sad that this is happening to car brands that where put into history as some of the best cars in the 1930s-1960s
Well said
What I really don’t understand about this is the timing. On the assumption that I trust everything that Jag is saying then their audience is part of the TikTok generation with short attention spans. All this publicity will be forgotten a year from now. It should have been Ad-Concept-Car (no matter the styling. All that has happened is millions more of wasted money. People are already moving on. I genuinely despair for a brand which I have always admired. Here’s hoping that this next year is used productively and that the end product is truly desirable. Great video and loved that choice of vodka 👍
I wept with sadness upon seeing the concept car...
Jaguar going through the other owners other than the original owners, lost great designs and should I say "Quality". But they've never been known for quality.
New electric jag is so ugly
Perhaps it should have been launched at
'NEW ALL LEANS' ?
Covering a jaguar to a Pink Panther, won’t compare to a switch to eating Soya from a natural diet??
Nailed it 💯
As a former F-Type SVR owner I’m really fucked off to see Jag going out this way.
The old Jags will be worth more after this new rebranding
Waiting for your 812 comp review
I think Damien’s observation that AI- generated takes on a modern Jag (which were more aesthetically pleasing, history-aware and I’m going to say it, soulful than what a group of human designers actually came up with) is worthy of mention.
Did Jaguar disown their near 100 year history? I understand what they want is to be desperately get noticed, however, who are they really targeting? Unfortunately, not the many. So they couldn't compete in an oligopolistic market and they chose to go upmarket. Well, good luck changing the perception of the wealthy that a Jaguar is now worth more. Thanks for another video Damian, great content yet again.
Cheers, my friend
I'm planning on participating in the Mille Miglia in 2025 and dont currently own a qualifying car. I was seriously considering a Jag, but I'll not get one now.
I know this doesn't affect new car sales.
How I see it is, anything before 2024 is still good and should now be treasured 😂
I agree with the Car Guys opinion 100%.
Love the history and the brand bit deeply concerned about this new change of direction.
As enthusiasts we just want exciting innovative Jaguar cars that are forward looking but respect their rich history.
Fingers crossed that they will wow us with beautiful exciting cars in the near future.
The production car has already been spotted and videos, in camouflage and is availability on UA-cam. And as another channel said, Harry, that he was told the production car would look similar to the prototype but will have four doors. And the production car looks similar to the prototype with four doors.
You deserve an Oscar for that one Damian! Happy Christmas and 2025!
Cheers 👍🏻
And... this lifts all existing great old Jaguars... doesnt devaluate them
It looks a lot like the 2003 Cadillac 16. Jag can sod all the way off with “Copy nothing”
Jaguar is on the way down for some time, this new Campaign sure brought it back to consciousness. With out something to follow up this sound like a bad Plan.
RIP Jaguar 😿😿😿
The Pink Panther Car!
that paintbrush person/thing - isn't that the android from Aliens? 👍
Completely agree.
Starmer will request a top of the range Draguar T+ ....superb production Damian !
I think the PR could be spot on for the future market and the cars appearances will of course be watered down ; )
Yes, I fear this will be a disaster. Surely the recipe to create the most heavily depreciating vehicle known to man is - make it make it large, make it expensive, make it a Jag, then make it an EV.
Yo, I have your old Integra Type R. P471DUD
Had it for 3 years. Still only done 55k miles. Trying to sell it. It sure was fun for a while.
Great and thoughtful take on this utterly naive disaster by Jaguar Damian. 👍🏻 This is what happens when you put Millenials & Gen Z ill-educated 'influencers' in charge of a long -established business...Jaguar started to fail when they started the SUV nonesense, competing with their own LR brand...these guys should be about Sports saloons, GT cars And sportscars ONLY, and doing it well as previously. A key rule in marketing is: Always be sure to ADD new customers...never try to SWAP them...this usually fails.
Wise words
So right. Seems like tge people spearheading this disaster either don't know or don't care about what Jaguar is/was. Their sales may drop from 40k to near 0 if they blow the brand up.
What a video. 👍
So professional 👍 great 👍
Glad you liked it!
You have just jumped another level. I see some of your content but this is the best i have seen. re jaguar, i prey they survive but not with this. Im a lotus Emira owner and low and behold another go all electric car is. not working. Its just basic business 🤷♂️
I thought the ad was messy and I'm not a fan of the new logo, even though I know it's been changed multiple times over the years but it was impactful, even people who swore they would never buy a new car again are talking about it weeks later.
Perhaps some people just want to be angry about things they will never buy anyway.
Perhaps
Brown would be a more appropriate colour for their concept cars
😂😂
I am a progressive American, I have no problem with trans people, I want to save the planet, and I’m actually fond of Greta Thunberg. However, even I think this ad and car are an awkward disaster. The only way I can see that it would make sense is if Jaguar is giving up on the current generation of car buyers, and is trying to appeal to the next generation - people who are now around 16 years old - those kids don’t seem interested in cars at all. Maybe Jaguar is trying to become a “lifestyle” brand to them. But they’ve totally lost me, I’ll stick with the classics, thank you.
Sensible
Jaguar hates the people who made them, basically😢
Seems all the DEI hire execs do also lol. Lets see how it all works out! 😂
They should have created a new brand, but Tata wants to squeeze the old lemon right to the last drop...
I used to love Jaguar with the bigger XJS and XK. They lost it with smaller f-tyoe and now this🙈
I've been trolling Autotrader in Canada for months with a thought to getting an older F-Type. Nope. I guess it's a Camaro SS now.
All the people criticising Jaguar for this new direction were never buyers to begin with. Since this ad, there are so many proclaimed fans of the brand yet the sales figures doesnt reflect so many enthusiasts.
Jaguar had been in the direction of a slow, gradual death. The brand may die faster now but it would have died anyway. At least more eyes are on this brand now than ever before.
What the f*** . I‘m glad I somehow managed to miss this. Holy cow