they go woke and appeal to the people, who will never buy their cars that happens when the CEOs are totally detached from the reality thats going on right now they could have known after Bud Light, Disney, Ubisoft, Olympics, Marvel, Sony (Concorde) and many others who tried that and lost a lot of money as a result people are not letting that slip anymore
@@The_Noticer. Yes, their marketing team worked closely with design agency, and yes - what they did was intentional. And I bet after such resonance - end of the year bonuses are on their way. Thanks to @jacobmecrob5185 and me and others! :)
That sums up the tragic waste of resources to allow DEI to prevail over common sense and reasonable principles of natural selection. Why not just change the J to an F and try their very own car company. Because they would not actually want it nor be satisfied as the point is to ruin anything they can and put their rainbow marks on it. We let them.
Tbh its not that generic. But my first impression is... i though this were a perfume, clothing or bag brands with that font styles, and it somehow has the same name as the Jaguar car brands. Well what a surprise when i actually checked it.
@@gixerloon at least mg doesn't fall into the woke slop and still makes pretty good looking non electric cars for the price (because they're basically chinese since 2005)
@@mechamojureg2166 That's what us older guys in "The Nose" are hoping for from generation Z/A. Now this is the part where I normally share a documentary to view which describes in great detail, the quandary we all currently find ourselves in, but when I do, it gets automatically deleted.
@@albapor1 this is another thing entirely.. But at least Ferrari are still staying true to their history. F1 Team going strong and still have a front engined V12. Don’t get into the F80 though lol
@@mr_jdes true true but then i don t really know if the nowadays ferrari respect their previous creations. what i mean is that i feel like they are very pround and overly confident about the ferrari aura but i don t really see any appreciation for their older models from where enzo were still leading the brand. but i don t really follow ferrari anyways so maybe that s why i don t see anything about their older cars
As an art director I have to say that the redesign is quite nice… if you‘re selling bathing soap or perfume. But not a car that won Le Mans multiple times and that is named after a predator. The new marketing strategy was clearly developed or approved by people who have no interest in cars whatsoever.
Yep as a designer myself my first impression this were a perfume, clothing or bag brands. something like Puma, lacoste or others for example. But for cars with that kind if typeface or lettermark logo? It definitely suits whatever fashion brands. Not even EV suits those.
I've been a graphic designer since 1985, work in publishing now. So I've been working with Fonts for a good few years now! Have a look at this piece of period advertising, which is similar in some respects to the Jaguar, but it has the all important ingredient... ua-cam.com/video/_WG3NDPh5ko/v-deo.html
I did not even know Jaguar was developing a new Trans Mission. This company is really shifting gears. I bet it is a 48 speed so it has a gear for everyone.
As someone else said - this will be a case study on how to kill a company in 10 years time. They had no reason to rebrand, every reason to sort out their product mix. Questions I would love to have answered: How did it get from senior leadership / marketing to the creative agency in Milan? They aren't producing any new cars in 2025 (only in late 2025 for model year 26). The new cars will be THREE electric SUVs. No F-type or anything sporty. What the hell are they thinking. RIP Jaguar.
In Brazil we have a brand of PVC pipes, fittings, and other hydrauilic components called "Tigre" (tiger). Wouldn't be that out of the ordinary for a competitor to be called Jaguar.
Genuinely sad to see from Jaguar. A brand steeped in history wiped out with the wave of a wand. Frankly some of the most interesting car Instagram posts I see are historical ones by BMW or Porsche. Recognizing where you've come from adds a humanizing factor to the brands that enthusiasts find appealing.
They know exactly who their existing customers are - and they are old stuffy men who play golf and who are dying out. Time to try and find a new audience ?
Great comments. Can you imagine if Mercedes replaces the three-pointed stat with a swirl?...this Corporate rebranding is completely horrible. Huge risk to stop production and leave a gap in the market. I lusted after an E Type when I was a kid and they were beautiful, not incredibly expensive and sporty. They have faded over the last years sadly. I think this is very misguided.
They went full Bud Light. RIP Jaguar. You didn't read the room at all. This almost feels as if they're tanking the brand on purpose to initiate some sort of buyout.
I'd associate that kind of advert with Smart cars, brightly coloured Fiat 500s or designer MINIs, to be honest. It must be diametrically opposed to their current customer base.
"DEI farce" i'm glad you people are exposing the fact that the only issue you seem to have with this is your own racism/sexism/homophobia (i.e the horror of there being non-white or non-straight people in ads)
The desperation of these corporations reeks badly and the customers can smell it and are RUNNING the other way. It's not just Jaguar it's every car manufacturer period. No one wants a car so technologically complicated even the dealers can't fix them. When I get in my car I want to leave the office behind
I don't have high hopes for the future of Jaguar, especially after this whole ad/rebranding exercise. They were lacking product AND marketing. Now they have ZERO products and a frankly confusing AF campaign. Clearly TATA is willing to invest in their brands, I mean just look at Land Rover. It just goes to show that if you don't make a compelling enough SUV to draw potential buyers into dealership's, you're not gonna sell any high end luxury sedans to the millionaires who walk in to buy an F-Pace for their partner. Sad days indeed.
From memory, the best car ads have their target market in them, using their products - Bentley, Porsche, Hyundai, Ford, etc,etc. So effectively, the people in this ad are Jaguars new target market, and their new product is unwearable clothes and sledgehammers.
This Jaguar re-brand feels similar to what is happening with Harley-Davidson. Both companies have an aging customer base and both are trying to attract the younger generations with silly ad campaigns and electrification.
Love it! Here for the drama! European car brands be like. Make shitty cars. Find investors. Use money for marketing. Market the cars to young people who can't afford to rent a flat.
10k 😲bruh minimum 2 billy loss. They HAD aura to spare. bro the f-type full line-up plus the e & d type and xj220 combined solo like every chinese auto company combined plus like all of seat, fiat, abarth, and like AT LEAST another 2 or 3 other like relatively cool to cool brands (plus obvs every lame automaker) 😭😭
and Jag had like 9 other amazing cars I known so probs another 12-15 i'd assume oooof an xkr or (XJ if you need a boring people car), f-type R or svr (nice new one I prefer the looks, in convertible) and then a Project 8 all Harry Metcalfe sho that'd be a peak 3 car garage if you really love sound!
I had two F-Pace SVRs and now moved into the facelift M4…I’m happy but I’m also mourning the loss of Jag haha….I should have found a way to keep the SVR in the garage too…end of an era 😢. Or end of a company until they backpedal
@@DARKEST_VANTA But now I get to enjoy my straight piped speakers!! 😬 (It’s actually not awful as far as extra piped in sound goes, but I did permanently fix my exhaust valves in the open position)
@@_tyskie On the facelift SVR I had to unplug the exhaust valve electrical connectors with the valves in the fully open position so they’d stay wide open permanently and stop closing even in loud mode at certain rpm haha. Got all my burbles and pops back that the pre-facelift had!
Jaguar is finished. I have 2 parked outside and trust me I shall not be giving them any more business. Not that I can do that easily now as they have closed down my brilliant main dealer. This advert is worse than embarrassing. How dare they insult their loyal customers like this.
I genuinely don't get why so many believe this advert to be a comment let alone an insult of their customers. Since when do the people who design and market cars look like the people who own and drive them?
@@desmondroberts6034 Since Lotus, Chevy/GM, Ford, Dodge, RAM, Honda, Toyota, Tesla, Koenigsegg Porsche, Pagani, Rolls Royce, Aston Martin, Bentley, Lamborghini, even Ferrari, Fiat, Alfa Romeo, Maserati etc. Sure a lot of buyers of some of the expensive brands are rich people that won't really drive it hard, but the reason those rich people buy it is because the majority of people love the car even those that cant afford it. Sure a lot of ferrari or bugatti buyers are rich people that wont drive it hard.....but they buy it because they KNOW it CAN be driven hard and they KNOW that the average person KNOWS it can be driven hard and thinks of it as exotic or fast or stylish or whatever. Anyways you'd be suprised at how many wealthy people do actually buy these cars to have something to go fast in. It seems like car brands that cater to people who appreciate sport cars do better, even if they also make economy cars too. Honda has economy cars and sport cars, so does Chevy, Dodge, GM, Toyota, BMW, etc. etc. etc. Jaguar has put themselves in a unreachable corner.....the average young woke person is way too poor to afford their cars.....and the average rich person is not going to buy their cars because most rich people are older, not woke, and do not want a car that most people are not impressed by. Jaguar catered to crowd that won't buy their cars, mostly because they can't afford it, and they alirnated the richer or middle class people who buy the cars to impress people or because they want a faster sportier unique car with character.
I highly doubt Jaguar is onboard with this ad (or even had an idea what it's about), they simply let the marketing team do what they want, probably one person decided releasing this thinking it would be edgy, outsmarting themselves and likely going to get themselves and their agency fired. Jaguar will walk back whatever that ad was about sooner or later.
@cmdrdredd sure, who do you think is in charge of that account, the marketing department, with the feedback they're getting now, I guarantee you corporate is losing their minds.
The J hook are actually J & r of the new Jaguar logo being put together. And yeah, Jaguar had completely revamped their brand & going full EV only, and no longer catered to petrolhead crowd but going after the EV crowd.
I made a joke I was pretty proud of.. Jaguar is preparing for their new name, more focused on their target audience.. Cougar. afraid they end up like Bud light :P
Sorry to see Jaguar stray so far from its roots. I've owned three jaguars in my life. My Dad owned a jaguar as well. Nothing about the ad makes me hopefully for the future of Jaguar. Sorry to see such an ignoble ending to a glorious brand.
The marketing tosspots will all be patting themselves on the back at how much activity this new Jaguar campaign is creating, oblivious to how much of it is vitriol aimed at them.
All publicity is good publicity in their eyes, worked wonders for BMW as they skyrocketed. Has to be backed by a good product, though. The first EV product will be the test of that, though the silhouette is certainly cool. They were definitely on the right track with reliability recently, much like BMW. Not an EV fan personally so not for me, but, I can totally see this working out for them with wealthy younger buyers (especially in China).
Jaguar is a car company with racing heritage, wich is appreciated by a lot of car guys, appealing with classy grand tourers that were priced *slightly* more reasonably than aston martins or bentley. lets face it, people that buy jaguars don't buy them for their "modernity" or economy, they buy them for their racing tradition and the heritage of such a prestigious brand. people who buy jags are mostly people who are not necessarily fans of "modern" ideas and will as such be more and more estranged by such behaviour from a brand that used to be a distinct brand that kept its iconic flair and refined and different cars. I am really sad to see Jaguar going down the path of "simplification" since it was always one of my favourite manufacturers, especially with their 1980-2010 cars.
I had an internship at JLR and when asked about this new direction the staff members all gave eachother disapproving looks..if that's anything to go by.
Just another example of a car company creating some marketing completely unrelated to their products. It just does not compute for me how putting some empty phrases in an advertisement combined with people in flamboyant dressing will create a lasting brand interest. And yet so many companies are doing this form of publicity, so its not even special. Oh well, the market will judge it and we will se it in sales numbers for good or bad.
100% knew this would happen. This is free, organic media. The question is if the product will pay off. More people have talked about Jaguar today than they have in the last 15 years.
ahh.. remember back then when jaguar created cars for either high individuals with exquisite taste or enthusiasts? gonna miss that.. don't know which direction they're going now i'm still in love with the xjs, xj, and f-type 😢
I've owned 60's through 90's Jags, from the classic through to the Ford era global platform stuff and it was fin until Fords Boo boo with the XJ40 front end BUT they still retained the character and style, the next change was when the sought a younger market and that too worked quite well by adding the performance back into Jaguars DNA. But this? Changing Fonts and Branding so radically is nuts..... :-)
In a few years, this will be a fantastic case to review with marketing students. "How to miss the mark, kill a heritage brand and alienate customers in 30 seconds." To think that the same company was capable of producing a masterpiece like this video below, not that long ago, shows that there's something seriously wrong with those making the decisions now. Directors are playing Russian roulette with the livelihoods of employers and suppliers. The person at the helm, Rawdon Glover, collecting all of his Christmas bonus, and gave us this pearl "From a marketing sense, at the moment, there are lots of people out there that know what Jaguar stands for, and actually it doesn’t stand for them, and we’ve seen that in terms of how they’ve responded to the offering that’s been in the market for the last 10 or 20 years." That right there is how you completely alienate your entire customer base. He's clearly saying he doesn't give a 🤬 to existing customers.
Bud Light and Gillette already have versed us with "How to miss the mark, kill a heritage brand and alienate customers in 30 seconds." What infuriates me the most is that these marketing arse holes just won't see how bad they are at their job. They'll blame something or someone else.
everyones talking about it even elon musk replied to it on twitter and i think this is doing its job of raising awareness of a brand shift and thats its purpose. if the cars look good ill be happy
I love the jaguar brand and the story behind the jaaaag driver but this move is like taking a direct dive to concrete. I guess they become bankrupt and some Chinese manufacture buys them from tata.
Jaguar for a long time in the UK has been an aspirational brand for middle-class people aged 40-60. My brother is on his 6th Jaguar, for instance. This campaign is largely irrelevant to that segment, and may indeed alienate many of them. As such, their next product(s) must be so far away from their trad offerings that we can’t even begin to understand them.
I don't get it. It's a bit like Ford and the "New Capri". If success is measured by "making noise" on the internet, I'm sure they think it was a success as it certainly got people talking about the product. However, 99.9% of those comments were negative. Surely success should be measured by sales.....and I've not seen a single new Capri on the road. I have seen one single Explorer though! As for Jaguar? It saddens me. Such an amazing marque with an incredible history. And sadly, I think history is all they will be from this point.
They’re going electric only. They’re not interested in appealing to their past clientele unless they’re so hardcore they won’t care about this. They are jumping into the “modern, intelligent, high brow” EV market for proper ego probably know nothing about their history but have heard of the brand and associate it with a high end car. As with everything, it comes down to the product.
Im not saying this rebranding will do well, but their past clientele was non-existent because no one bought jaguars. Do i think this rebranding will work? No, but appealing to their traditional clientele wouldnt work either.
The leaping cat looks like my cat when she’s having a nap on a rug in the lounge. The typeface could be any high street fashion brand - New Look, Warehouse, Top Shop. Ditto the ‘J’ icon. I can only think the in-house design team were running as double agents for a competitor. Well done team, you pulled it off. Change is always a challenge, but they could have come up with something better. This just smacks of desperation.
Jaguar went straight into the EV nonsense, basically reducing them into just another small company competing with newer more technologically ready EV companies. They shouldve never went full EV. Their engines were iconic. This new campaign isnt the worst thing about the state of Jag.
RIP Jaguar. You will be missed. You gave me great memories with my British Racing Green F-type convertible and the wonderful noises it made through the tunnels and parking garages everywhere. - A Eulogy.
Jaguar was probably aiming for an impact along the lines of "Jagu-Ahhh" ☝😌 Unfortunately, it appears to have turned out more like "Jagu-AAAAAAAAAAARRRRRGGGH" 🤬
everyday I see that red Xjr, beautiful. One of my favorite cars is the v12 Xjc but what the fook are they doing? Their DEI score was that low for them to pivot this much?
As a Jaguar owner, I saw the advert and will run to the dealer now to order the next one .. not. Regarding MG, they well included their heritage in their branding and have now the Cyberster roadster
In the UK - JLR have a reputation of, expensive parts, weird modes of failure but the standout item the £100 p/h they charge in labour (currently the most expensive in the UK)
The jaguar brand is largely irrelevant. They had to do something big and shocking to try to get back on the map. Hopefully they can deliver exciting cars that are actually reliable with eye-catching design. I wish them luck.
I kinda wish some of these marques were more willing to make changes to the branding and such more often. Spice things up. I am concerned about Jag a) not producing any cars at all right now and b) making a major change away from their core competencies. If it works out, great, I’ll cheer them on. From the business side, a whole reinvention seems difficult. There is not a market for high end sonderwunsch, mulliner, etc style EV’s. At least, that market hasn’t appeared yet. Jag’s a great historical brand. Most brands must reinvent to stay relevant. Hoping it works out.
The very idea that this ad campaign is intended to sell more cars is preposterous on its face. Jaguar Land Rover Ltd. has been in serious financial trouble for some time and they obviously needed a very substantial line of credit to stay solvent, this kind of crap is what has been demanded from large concerns for some years to get them. ETA - one wonders if certain parties intend to let the company collapse and do a runner with those funds (which come from 'investment portfolio management' companies whose names people will be familiar with by now, but the money itself is actually in the 'investment portfolios' of millions of people, including such things as pension funds).
If you’ve been following Jaguar’s financials they’ve already been dying with ICE cars so they are trying anything and everything. Chances are whatever they do is not gonna work anyway.
Rip Jaguar, feels like its going to appeal to people that hate cars, turning into another soulless brand that will be forgotten
Yep! They believe their potential customers are the kind of people to whom this will appeal.
Jaguar now means freaks ?
they go woke and appeal to the people, who will never buy their cars
that happens when the CEOs are totally detached from the reality thats going on right now
they could have known after Bud Light, Disney, Ubisoft, Olympics, Marvel, Sony (Concorde) and many others who tried that and lost a lot of money as a result
people are not letting that slip anymore
@@Satori-Automotive its just a 0.1% minority who tries to rule and dictate over 99/9% of people. I would rather walk then have a Woke theme car brand
@@Satori-Automotivein what way exactly is Jaguar woke now?
Jaguar is cringe. Their marketing team needs to be fired
Their marketing team was hired specifically to do this.
I would comment but youtube likes deleting my very normal opinions
@@AngryWalter "If i speak im in trouble":P
@@The_Noticer. Yes, their marketing team worked closely with design agency, and yes - what they did was intentional. And I bet after such resonance - end of the year bonuses are on their way. Thanks to @jacobmecrob5185 and me and others! :)
The new marketing mob, must all be lefty LGBT, etc, etc... this advert is hideous 🤮
"We're here to delete ordinary" - so we deleted ourselves!
nice definition of woke
*Wait!* I figured it out...
They're going to start selling clown cars!
@@StubbyPhillips
The Multipla Family
That sums up the tragic waste of resources to allow DEI to prevail over common sense and reasonable principles of natural selection. Why not just change the J to an F and try their very own car company. Because they would not actually want it nor be satisfied as the point is to ruin anything they can and put their rainbow marks on it. We let them.
Skoda, Hyundai and Kia succeeded in rebranding, but then they didn’t try a Eurovision entry / Teletubbie knock off aesthetic.
You mean university activism think aesthetics
That's because Germans are in charge. Not.....Indians.
Faguar
😅 💯
Ah yes because when I think Jaguar, I think Paris Fashion Week
Jaguar needed to go back to making London’s double deckers…
Or beige
Balenciaga 🤣
Copy nothing.... chose the most Generic font for your brand logo
Tbh its not that generic.
But my first impression is... i though this were a perfume, clothing or bag brands with that font styles, and it somehow has the same name as the Jaguar car brands.
Well what a surprise when i actually checked it.
is just a slightly more gay arial
At least its not Papyrus
Dyson ass logo. Looks like they sell home appliances but maybe they are shifting to people who just look at cars as appliances
What next, a big electric SUV called an E Type?
XJ440 😆
Pretty good guess actually
what about "Typo" 😂
Well MG went that way why not Jaguar.... the UK is in free fall, put your seat belts on, we'll hit rock bottom soon... I suspect.
@@gixerloon at least mg doesn't fall into the woke slop and still makes pretty good looking non electric cars for the price (because they're basically chinese since 2005)
Oh, WOW! Rest In Peace Jaguar! You will be missed...
It's not about us old folks. They're targeting those now growing up within this Frankfurt School paradigm, who don't know anything different.
They have being died for years mate 😅
How about Type-I for Idiot!
@@1neAdam12 im 20 and i think this is terrible, i will never enjoy somehting like this or get used to it overtime
@@mechamojureg2166
That's what us older guys in "The Nose" are hoping for from generation Z/A.
Now this is the part where I normally share a documentary to view which describes in great detail, the quandary we all currently find ourselves in, but when I do, it gets automatically deleted.
-Are you sure this will help sell more cars?
-Cars?
I get this reference =)
Their Instagram has only that video, nothing more, they deleted everything
History is meaningless to these ppl. That’s why true motoring enthusiasts love brands like Porsche, Ferrari, Lamboghini, Alfa Romeo etc
What????????????? They erased history? WTF do these people think they are.
@@mr_jdesferrari? really ? ferrari doesn t even respect their customers thinking they are the best brand of the world or something
@@albapor1 this is another thing entirely.. But at least Ferrari are still staying true to their history. F1 Team going strong and still have a front engined V12. Don’t get into the F80 though lol
@@mr_jdes true true but then i don t really know if the nowadays ferrari respect their previous creations. what i mean is that i feel like they are very pround and overly confident about the ferrari aura but i don t really see any appreciation for their older models from where enzo were still leading the brand. but i don t really follow ferrari anyways so maybe that s why i don t see anything about their older cars
As an art director I have to say that the redesign is quite nice… if you‘re selling bathing soap or perfume. But not a car that won Le Mans multiple times and that is named after a predator.
The new marketing strategy was clearly developed or approved by people who have no interest in cars whatsoever.
Good point!
Conversely though I've always seen EV buyers as people who have no interest in cars.
Yep as a designer myself my first impression this were a perfume, clothing or bag brands.
something like Puma, lacoste or others for example.
But for cars with that kind if typeface or lettermark logo?
It definitely suits whatever fashion brands.
Not even EV suits those.
shut up
I've been a graphic designer since 1985, work in publishing now. So I've been working with Fonts for a good few years now!
Have a look at this piece of period advertising, which is similar in some respects to the Jaguar, but it has the all important ingredient...
ua-cam.com/video/_WG3NDPh5ko/v-deo.html
1st time I saw it, I thought they were selling designer purses
They literally went from targeting 100% audience just to get 2% sales,
to targeting 2% of their audience to get 0% sales, gj!🎉
This just isn't hownit works lol,
I did not even know Jaguar was developing a new Trans Mission. This company is really shifting gears. I bet it is a 48 speed so it has a gear for everyone.
haha nailed it
They need a brain Trans-plant
This comments is gold 😂😂😂😂😂😂😂 Well served sir!
People will clutch their bucks and get something chinese instead
These comments are wold class entertainment and comedy. Thank you for the laugh.
As someone else said - this will be a case study on how to kill a company in 10 years time.
They had no reason to rebrand, every reason to sort out their product mix.
Questions I would love to have answered:
How did it get from senior leadership / marketing to the creative agency in Milan?
They aren't producing any new cars in 2025 (only in late 2025 for model year 26).
The new cars will be THREE electric SUVs.
No F-type or anything sporty.
What the hell are they thinking.
RIP Jaguar.
They look like logos of bathroom fittings. Goodbye jaguar, you will be missed.
funnily enough, there is a company for bathroom fittings whose name is jaquar
In Brazil we have a brand of PVC pipes, fittings, and other hydrauilic components called "Tigre" (tiger). Wouldn't be that out of the ordinary for a competitor to be called Jaguar.
I’m sorry for any Jaguar salesmen 💀💀
The ad seems dated, stuck in 2019 vibes.
Genuinely sad to see from Jaguar. A brand steeped in history wiped out with the wave of a wand. Frankly some of the most interesting car Instagram posts I see are historical ones by BMW or Porsche. Recognizing where you've come from adds a humanizing factor to the brands that enthusiasts find appealing.
This marketing campaign is only an issue if they expect to sell cars......RIP Jaguar, you've just used up your ninth life.
Similar to AMG, it looks like Jaguar does not know who their customers are.
Their marketing team doesn't know who's buying their car
They know exactly who their existing customers are - and they are old stuffy men who play golf and who are dying out. Time to try and find a new audience ?
Great comments. Can you imagine if Mercedes replaces the three-pointed stat with a swirl?...this Corporate rebranding is completely horrible. Huge risk to stop production and leave a gap in the market. I lusted after an E Type when I was a kid and they were beautiful, not incredibly expensive and sporty.
They have faded over the last years sadly. I think this is very misguided.
Could be a commercial for a fashion brand. Terrible 😏
Even for a fashion brand these logos are terrible.
They went full Bud Light. RIP Jaguar. You didn't read the room at all. This almost feels as if they're tanking the brand on purpose to initiate some sort of buyout.
Never go full Bud Light.
I was thinking about getting a used F-Type. But this ad alone deleted that thought. thx Jaguar.
@@Schaufeloryou should get it, unfortunately idk if this brand will be around much longer 😢
holy shit it's been a year, they gave that person ONE can and yall are still going on about it
@@Schaufelor yea man, get it, it will probably go up in value if anything, not to mention that jaguar is nothing like this one
I'd associate that kind of advert with Smart cars, brightly coloured Fiat 500s or designer MINIs, to be honest. It must be diametrically opposed to their current customer base.
I wouldn’t associate that advert with cars at all. Idk how you managed to even come close to automobiles watching that advert 😂
but... where are the cars? If I didn't already know the brand I'd think it's a fashion brand
That BMW front grille styling has not and will not grow on me, it's ugly as sin. This campaign will be remembered allright, as a DEI farce.
It's not a DEI farce i'm afraid. Jaguar is own by an Indian company that makes worthless junk. This is the end of Jaguar.
you dont think a pigs snout is good looking?
@@ChuffIed Well, on a pig it's rather fetching. On a BMW, not so much.
"DEI farce" i'm glad you people are exposing the fact that the only issue you seem to have with this is your own racism/sexism/homophobia (i.e the horror of there being non-white or non-straight people in ads)
The desperation of these corporations reeks badly and the customers can smell it and are RUNNING the other way. It's not just Jaguar it's every car manufacturer period. No one wants a car so technologically complicated even the dealers can't fix them. When I get in my car I want to leave the office behind
I don't have high hopes for the future of Jaguar, especially after this whole ad/rebranding exercise. They were lacking product AND marketing. Now they have ZERO products and a frankly confusing AF campaign.
Clearly TATA is willing to invest in their brands, I mean just look at Land Rover. It just goes to show that if you don't make a compelling enough SUV to draw potential buyers into dealership's, you're not gonna sell any high end luxury sedans to the millionaires who walk in to buy an F-Pace for their partner. Sad days indeed.
What they should have done is an advert of some blokes nicking silverware and they get away with it, because the got a jaaaag
So we’ll never get a successor to the XJ220 😢
Yes, we will: XGay690. And it shall be solar powered.
Jaguar gets confused as to what it is so it suicides, how sad.
From memory, the best car ads have their target market in them, using their products - Bentley, Porsche, Hyundai, Ford, etc,etc. So effectively, the people in this ad are Jaguars new target market, and their new product is unwearable clothes and sledgehammers.
This Jaguar re-brand feels similar to what is happening with Harley-Davidson. Both companies have an aging customer base and both are trying to attract the younger generations with silly ad campaigns and electrification.
"Copy Nothing"
*proceeds to copy fashion commercials, a designer brand and the poor choices of other manufacturers...*
And you thought it was only used cars you should never buy from Birmingham 😂😂
As one person said.
"When you see one jag in the dealership, it's used."
Love it! Here for the drama! European car brands be like. Make shitty cars. Find investors. Use money for marketing. Market the cars to young people who can't afford to rent a flat.
Sales have plummeted from about 180k/yr in 2018 to 60k/yr in 2023. That's really all there is to it. Desperation move to turn it around.
Jaguar -10000 aura :(
10k 😲bruh minimum 2 billy loss. They HAD aura to spare. bro the f-type full line-up plus the e & d type and xj220 combined solo like every chinese auto company combined plus like all of seat, fiat, abarth, and like AT LEAST another 2 or 3 other like relatively cool to cool brands (plus obvs every lame automaker) 😭😭
and Jag had like 9 other amazing cars I known so probs another 12-15 i'd assume oooof an xkr or (XJ if you need a boring people car), f-type R or svr (nice new one I prefer the looks, in convertible) and then a Project 8 all Harry Metcalfe sho that'd be a peak 3 car garage if you really love sound!
From Grace, Space, Pace to Woke, Joke, Broke. Still at least Marlon Wayans from Scary Movie is back on screen haha 0:26.
I had two F-Pace SVRs and now moved into the facelift M4…I’m happy but I’m also mourning the loss of Jag haha….I should have found a way to keep the SVR in the garage too…end of an era 😢. Or end of a company until they backpedal
Hard to beat the sound of a roaring supercharged V8... 😔
@@DARKEST_VANTA as a Jaguar/Land Rover mechanic I can just say so true so true.
@@DARKEST_VANTA But now I get to enjoy my straight piped speakers!! 😬
(It’s actually not awful as far as extra piped in sound goes, but I did permanently fix my exhaust valves in the open position)
@@_tyskie On the facelift SVR I had to unplug the exhaust valve electrical connectors with the valves in the fully open position so they’d stay wide open permanently and stop closing even in loud mode at certain rpm haha. Got all my burbles and pops back that the pre-facelift had!
jaguar doesn’t understand they have to make a good product before the marketing…
Bro sleeping schledule is not better as mine 😂
As a jaguar ftype owner this is so sad. First, they are going all electric, but now THIS?
They where the first car company to incorporate disc breaks on cars
Why is everyone so mad at the advert? Just judge them when they release their fall/winter collection 🎀👗👠
ah yes they turned the other way... not for people for someone else now... (i dont know how to phrase this but hopefuly this makes sense)
Commercial looks like a colorized version of the New Order - True Faith video. Bye Jag.
Jaguar is finished. I have 2 parked outside and trust me I shall not be giving them any more business. Not that I can do that easily now as they have closed down my brilliant main dealer.
This advert is worse than embarrassing. How dare they insult their loyal customers like this.
I genuinely don't get why so many believe this advert to be a comment let alone an insult of their customers. Since when do the people who design and market cars look like the people who own and drive them?
@@desmondroberts6034 Since Lotus, Chevy/GM, Ford, Dodge, RAM, Honda, Toyota, Tesla, Koenigsegg Porsche, Pagani, Rolls Royce, Aston Martin, Bentley, Lamborghini, even Ferrari, Fiat, Alfa Romeo, Maserati etc.
Sure a lot of buyers of some of the expensive brands are rich people that won't really drive it hard, but the reason those rich people buy it is because the majority of people love the car even those that cant afford it.
Sure a lot of ferrari or bugatti buyers are rich people that wont drive it hard.....but they buy it because they KNOW it CAN be driven hard and they KNOW that the average person KNOWS it can be driven hard and thinks of it as exotic or fast or stylish or whatever. Anyways you'd be suprised at how many wealthy people do actually buy these cars to have something to go fast in. It seems like car brands that cater to people who appreciate sport cars do better, even if they also make economy cars too. Honda has economy cars and sport cars, so does Chevy, Dodge, GM, Toyota, BMW, etc. etc. etc.
Jaguar has put themselves in a unreachable corner.....the average young woke person is way too poor to afford their cars.....and the average rich person is not going to buy their cars because most rich people are older, not woke, and do not want a car that most people are not impressed by.
Jaguar catered to crowd that won't buy their cars, mostly because they can't afford it, and they alirnated the richer or middle class people who buy the cars to impress people or because they want a faster sportier unique car with character.
I highly doubt Jaguar is onboard with this ad (or even had an idea what it's about), they simply let the marketing team do what they want, probably one person decided releasing this thinking it would be edgy, outsmarting themselves and likely going to get themselves and their agency fired. Jaguar will walk back whatever that ad was about sooner or later.
On their instagram they deleted everything except this ad.
@cmdrdredd sure, who do you think is in charge of that account, the marketing department, with the feedback they're getting now, I guarantee you corporate is losing their minds.
Wish I would have known they were going to put this out to short the stock in time
Actually they are fully onboard - they had a media day on 11/11/24 at their Gaydon HQ, and it was filled top-to-toe with all these woke buzzwords.
0:25 full Bembli mode here😂
Looks like they want Cedric, my wife’s hairdressor, to buy a Jaguar.
Jaguar = A rock on a faraway planet. Got it.
The J hook are actually J & r of the new Jaguar logo being put together.
And yeah, Jaguar had completely revamped their brand & going full EV only, and no longer catered to petrolhead crowd but going after the EV crowd.
I made a joke I was pretty proud of..
Jaguar is preparing for their new name, more focused on their target audience.. Cougar.
afraid they end up like Bud light :P
😄
Sorry to see Jaguar stray so far from its roots. I've owned three jaguars in my life. My Dad owned a jaguar as well. Nothing about the ad makes me hopefully for the future of Jaguar. Sorry to see such an ignoble ending to a glorious brand.
The marketing tosspots will all be patting themselves on the back at how much activity this new Jaguar campaign is creating, oblivious to how much of it is vitriol aimed at them.
All publicity is good publicity in their eyes, worked wonders for BMW as they skyrocketed.
Has to be backed by a good product, though. The first EV product will be the test of that, though the silhouette is certainly cool. They were definitely on the right track with reliability recently, much like BMW.
Not an EV fan personally so not for me, but, I can totally see this working out for them with wealthy younger buyers (especially in China).
The cat is now running away!
Jaguar is a car company with racing heritage, wich is appreciated by a lot of car guys, appealing with classy grand tourers that were priced *slightly* more reasonably than aston martins or bentley. lets face it, people that buy jaguars don't buy them for their "modernity" or economy, they buy them for their racing tradition and the heritage of such a prestigious brand.
people who buy jags are mostly people who are not necessarily fans of "modern" ideas and will as such be more and more estranged by such behaviour from a brand that used to be a distinct brand that kept its iconic flair and refined and different cars.
I am really sad to see Jaguar going down the path of "simplification" since it was always one of my favourite manufacturers, especially with their 1980-2010 cars.
Well you can't argue that it's got people talking about the brand again 😂
I had an internship at JLR and when asked about this new direction the staff members all gave eachother disapproving looks..if that's anything to go by.
Major fail and yet another beloved British Brand going down the toilet...
Jaguar marketing team clearly drinking too much Bud Light 😑
It saddens me what they have become, got my first Jag an 2013 XF 4x4 3.0 V6 S/C for 10 years was a blast, expensive but nice.
If I'm stuck behind a car doing 20 in a 40, chances are it's a Jag.
Yeah, towed
Not me, it's the opposite in my Jag.
Jaguars marketing is "hey, I just watched the hunger games and hear me out..."
Just another example of a car company creating some marketing completely unrelated to their products. It just does not compute for me how putting some empty phrases in an advertisement combined with people in flamboyant dressing will create a lasting brand interest. And yet so many companies are doing this form of publicity, so its not even special.
Oh well, the market will judge it and we will se it in sales numbers for good or bad.
100% knew this would happen. This is free, organic media. The question is if the product will pay off. More people have talked about Jaguar today than they have in the last 15 years.
ahh.. remember back then when jaguar created cars for either high individuals with exquisite taste or enthusiasts? gonna miss that.. don't know which direction they're going now
i'm still in love with the xjs, xj, and f-type 😢
I thought Jaguar had already died a few years ago.
I wonder if this will make jag's cheaper or if its gonna make the prices of old jag's sky rocket
I'm glad someone bought up the bought / fake follower counts on the account. HOW did anyone get away with that.
I've owned 60's through 90's Jags, from the classic through to the Ford era global platform stuff and it was fin until Fords Boo boo with the XJ40 front end BUT they still retained the character and style, the next change was when the sought a younger market and that too worked quite well by adding the performance back into Jaguars DNA.
But this? Changing Fonts and Branding so radically is nuts..... :-)
In a few years, this will be a fantastic case to review with marketing students. "How to miss the mark, kill a heritage brand and alienate customers in 30 seconds." To think that the same company was capable of producing a masterpiece like this video below, not that long ago, shows that there's something seriously wrong with those making the decisions now. Directors are playing Russian roulette with the livelihoods of employers and suppliers.
The person at the helm, Rawdon Glover, collecting all of his Christmas bonus, and gave us this pearl
"From a marketing sense, at the moment, there are lots of people out there that know what Jaguar stands for, and actually it doesn’t stand for them, and we’ve seen that in terms of how they’ve responded to the offering that’s been in the market for the last 10 or 20 years."
That right there is how you completely alienate your entire customer base. He's clearly saying he doesn't give a 🤬 to existing customers.
Bud Light and Gillette already have versed us with "How to miss the mark, kill a heritage brand and alienate customers in 30 seconds."
What infuriates me the most is that these marketing arse holes just won't see how bad they are at their job. They'll blame something or someone else.
everyones talking about it even elon musk replied to it on twitter and i think this is doing its job of raising awareness of a brand shift and thats its purpose. if the cars look good ill be happy
I love the jaguar brand and the story behind the jaaaag driver but this move is like taking a direct dive to concrete. I guess they become bankrupt and some Chinese manufacture buys them from tata.
Jaguar for a long time in the UK has been an aspirational brand for middle-class people aged 40-60. My brother is on his 6th Jaguar, for instance. This campaign is largely irrelevant to that segment, and may indeed alienate many of them. As such, their next product(s) must be so far away from their trad offerings that we can’t even begin to understand them.
Si basically, Jaguar just killed the jaaaaag
Jaguar would not totally rebrand unless their current product line sucked. Jaguar cars do not sell.
Its not that change is always bad...but not all change is good. This one falls into the later. Why Jaguar would kill it's legacy to be this. RIP.
Whatever Jaguar has been doing doesn't work (for enthusiasm not luxury buyers), so let's wait for the new products and make the judgementv after.
I don't get it. It's a bit like Ford and the "New Capri". If success is measured by "making noise" on the internet, I'm sure they think it was a success as it certainly got people talking about the product. However, 99.9% of those comments were negative. Surely success should be measured by sales.....and I've not seen a single new Capri on the road. I have seen one single Explorer though! As for Jaguar? It saddens me. Such an amazing marque with an incredible history. And sadly, I think history is all they will be from this point.
For me Jaguar died when they went away from inline 6 and V12. My all time favourite Jaguar is the XJC
Hopefully the TWR XJS makes it to the ring.
Looks like Jaguar is self immolatiing.
They’re going electric only.
They’re not interested in appealing to their past clientele unless they’re so hardcore they won’t care about this.
They are jumping into the “modern, intelligent, high brow” EV market for proper ego probably know nothing about their history but have heard of the brand and associate it with a high end car.
As with everything, it comes down to the product.
And they are obviously going bankrupt.
Im not saying this rebranding will do well, but their past clientele was non-existent because no one bought jaguars. Do i think this rebranding will work? No, but appealing to their traditional clientele wouldnt work either.
The leaping cat looks like my cat when she’s having a nap on a rug in the lounge. The typeface could be any high street fashion brand - New Look, Warehouse, Top Shop. Ditto the ‘J’ icon.
I can only think the in-house design team were running as double agents for a competitor. Well done team, you pulled it off.
Change is always a challenge, but they could have come up with something better. This just smacks of desperation.
Jaguar went straight into the EV nonsense, basically reducing them into just another small company competing with newer more technologically ready EV companies. They shouldve never went full EV. Their engines were iconic. This new campaign isnt the worst thing about the state of Jag.
Jag died years ago in the uk at least people would want a jag go to the dealer see a land rover and but that over the f-pace or just shop elsewhere
RIP Jaguar. You will be missed. You gave me great memories with my British Racing Green F-type convertible and the wonderful noises it made through the tunnels and parking garages everywhere. - A Eulogy.
Thank you for recognising this could be genius .. it doesn’t really matter. This really is a first world problem. 🤯
Jaguar was probably aiming for an impact along the lines of "Jagu-Ahhh" ☝😌
Unfortunately, it appears to have turned out more like "Jagu-AAAAAAAAAAARRRRRGGGH" 🤬
They went from "dude is innocent after torpedoing into a retirement home because he drives a jaaag." To "we are a brand named jaguar, tehee~~"
as one of the youths, I love when you say instagram channel - it has never not made me breathe heavily out my nose
everyday I see that red Xjr, beautiful. One of my favorite cars is the v12 Xjc but what the fook are they doing? Their DEI score was that low for them to pivot this much?
As a Jaguar owner, I saw the advert and will run to the dealer now to order the next one .. not.
Regarding MG, they well included their heritage in their branding and have now the Cyberster roadster
Well, see you again jaguar.
You ain't the JAAAAG we used to know
So Multicultural and Diverse®️☺️🤗😍🥰
It's our greatest strength, don't you know 💪
@@1neAdam12 it can become your strength if you have your common enemy.
In the Jaguar case, it's himself
@@literallyhuman5990
"It can become a strength if you have a common enemy." Can you clarify this some? I'm not certain what point is being made 🤔
They were know for Grace. Pace and Space. In that order. But that was decades ago.
I love my xf sv6, jags were so cool, just watch the older adverts with the f type and xe. This rebranding is embarrassing its actually sad. MJGA
In the UK - JLR have a reputation of, expensive parts, weird modes of failure but the standout item the £100 p/h they charge in labour (currently the most expensive in the UK)
The jaguar brand is largely irrelevant. They had to do something big and shocking to try to get back on the map. Hopefully they can deliver exciting cars that are actually reliable with eye-catching design. I wish them luck.
I kinda wish some of these marques were more willing to make changes to the branding and such more often. Spice things up. I am concerned about Jag a) not producing any cars at all right now and b) making a major change away from their core competencies. If it works out, great, I’ll cheer them on. From the business side, a whole reinvention seems difficult. There is not a market for high end sonderwunsch, mulliner, etc style EV’s. At least, that market hasn’t appeared yet. Jag’s a great historical brand. Most brands must reinvent to stay relevant. Hoping it works out.
The very idea that this ad campaign is intended to sell more cars is preposterous on its face. Jaguar Land Rover Ltd. has been in serious financial trouble for some time and they obviously needed a very substantial line of credit to stay solvent, this kind of crap is what has been demanded from large concerns for some years to get them. ETA - one wonders if certain parties intend to let the company collapse and do a runner with those funds (which come from 'investment portfolio management' companies whose names people will be familiar with by now, but the money itself is actually in the 'investment portfolios' of millions of people, including such things as pension funds).
If you’ve been following Jaguar’s financials they’ve already been dying with ICE cars so they are trying anything and everything. Chances are whatever they do is not gonna work anyway.