Jaguar is dead!




https://www.jaguarusa.com/

 

I'm anti-woke and anti-EV so Jaguar is dead to me.
"Sell nothing" is more like it.

 

Wow... well, I wont shoot the messenger... (some marketing firm out of Milan Italy?)
But this is what seems to be the message that Jaguar is pushing forward...

• create exuberant
• live vivid
• delete ordinary
• break moulds
• copy nothing

This seems to be the new branding for Jaguar... which has been leaked for the past year now.
It is a departure from Grace/Space/Pace of yore.
But lets see what the actual cars look / feel / drive like.
Hopefully the proof will be in the pudding.

 

Didn’t they learn go woke go broke from Bud Light and others. The people in that ad, or whatever it is, don’t reprent the type of people that will be the future Jaguar owners.

 

And it might help if the (0.2%) of people represented in that ad actually had real jobs and could afford a $120,000 car.
THEY, don't, and THEY can't. Pun intended...

 

Basically, this guy has hi-jacked Jaguar for purposes other than cars.
The American marketing guru who masterminded Jaguar's woke rebrand: BLM-supporting designer from New York who lives with Scottish husband and their cockapoo Mia boasted of British car icon's 'transformative journey' | Daily Mail Online

 

Maybe, but it's not just him. This kind of thing does not go forward without buy in and full support of all leadership.

Best case scenario is that Jag collapses and is no more. However, a potential terrible consideration is that Jag is going to try to be (and may succeed in) another woke, political product. Jaguar as a brand will be associated and those of us with them could get pulled into that stereotype too. The "masses" are kinda dumb and short sighted when it comes to things like that.

 

That doesn't match the story coming from Bud Light when it all hit the fan.

 

I reckon the bald actor is Matt Lucas.
So...a complete reset but they still can't get rid of the Lucas.

 

Everyone is talking about Jaguar, so that is a win because it invokes emotion (whether applauded or dissented). Personally, looks like a flop, which is something modern Jaguar is quite good at achieving.

 

I'm utterly shocked about the utter contempt of the jaguar heritage. Jaguar sold luxury cars with big engines to people who can afford to buy premium cars.
Electric only strategies failed on many other brands around the world, so Jaguar goes for electric only ?
The wokism in this spot gives a message to conservative jaguar owners: You're no longer belong to our family.
The car industry faces hard times, but the strategy of jaguar to spit on their existing customers is the worst survival strategy.

 

This is what gets me the most (well, in addition to the target price points. Seems most traditional manufacturers have nearly all back-tracked with goals and quite honestly, I think there will be a shift away from electric at all before a critical mass of folks buy into it, no matter the regulations. Problem is, most people cannot even afford the lower price EVs. Once the general masses catch on to how terrible for the environment Lithium actually is, not to mention the humanitarian impact, there will be even less of a desire for EVs. I think we will eventually see at least some PHEVs before too long after the initial launch. Doesn't matter to me either way. I don't plan on buying anything much newer than 2018 pretty much ever again, so EVs, PHEVs, Hydrogen, whatever doesn't matter to me.

 

Y'all are a bunch of crybabies. So they have different demographics in their advertising...that makes you uncomfortable? Absolutely embarrassing takes. "0.2% of the population... who can't afford the cars." Like that it is an embarrassingly bigoted and naive take. It's unbridled hate masquerading as wisdom. What an obvious reveal of just how small-minded you are that you would lump all of those people into a small group you have chosen to direct your hate at.

Feel however you want but what the ****, let people do and be who they want to be. How absolutely insecure do you have to be to let someone else being themselves make you feel so threatened? It's mental weakness and it's hilarious to me because people like you believe they are 'tough' and 'real' but can't even handle the complexities of the human condition without having a rage breakdown and throwing a tantrum. Laughable.

All you old-heads and hateful crybabies can sell your Jags and **** off then.

 

It comes down to the question, what intention is behind a company's advertising.

• You can present an elite to which a customer would like to belong.
• You can present a funny situation with likeable average people so that the product is also perceived as likeable.

It becomes difficult when a person advertises a product who is neither a role model, nor funny, nor has anything in common with the potential buyer.
That's why there are no commercials where smoking men with beer bellies advertise healthy baby food. They are possible, but very unlikely customers.
Bev Turner seems to me to have a much better understanding of how to turn a Jaguar into an object of desire.

 

To add to @kevin_jag very spot on post concerning the lot of you. Something that I found to be incredibly obnoxious, as far as this forum is concerned, is the amount of people who posted outside of where these kind of posts belong. I'm glad to see most of the posts have been merged or moved because it was really annoying having to root through all the people screaming at clouds since this manufactured outrage began. Good on ya mods! This is not Twitter, X, Facebook or any other social media cesspool. This is a Jaguar Forum, not a cesspool, don't make it one. Especially if you feel the need to post in the wrong section of the forum. If you can't keep the conversation civil while discussing what you like and don't like about Jaguar's new direction, do everyone a favor and take that nonsense off the forum to one of the aforementioned social cesspools. All of your thinly veiled hate, political diatribe, and your obnoxious continued misuse of the word 'woke' in it's current twisted context doesn't belong here.

 

Civil?

 

When Jaguar decided to go electric I was heart broken.
In spite of that I figured I would wait and see what came out.
Maybe a new great sports car? ( I own an F type - pretty hard to beat).
Maybe cars with incredible range and power? Great new styling?
Instead we are given a preview of a BUd Light commercial.
What a way to ruin the brand and the prestige that it has had for decades.
Replacing the leaper is sacrilege.
Some one with power please stop this. Jag owners are proud of what they own and don't need to be reinvented

 

Yeah now we have a whole car Full Of Lucas. LOL!

 

I think you're about 5+ years too late for that statement.

Like it or not, we have to face facts here. Jaguar didn't make a profit during the Ford era, which gave us cars we love as enthusiasts.

They haven't made money selling what they've been selling for the past near 15 years, and most of it (aside from SVR or F-Type) are products we shouldn't be proud of. Like who the hell greenlit the E-Pace or a 2.0 4 Cylinder F-Pace.

We love grace, space, and pace. We love wood and leather and the image that classic Jaguar brings. The market has spoken, they don't give a ****. Hell, look at BMW's modern lineup: Crossovers that are ugly and full of screens and tech, and they are more profitable than they have ever been.

The world has moved on from what we think Jaguar should represent, and I'm excited to see what the future holds.

They've proven over the past 30 years that they can't compete in the mainstream market, and if going upmarket and doing small volumes is the only way they can survive, I wish them the best. If it fails, at least they went out with a bang instead of sub-par nice rental cars, like Oldsmobile or Pontiac or countless other brands have.

 

Wow, a perfect score on the woke scale. Good job you hit all of the woke talking points.

Interesting how people can use circular logic to try to shut down a conversation rather than think about what could've possibly triggered this much emotion on both sides.