I have a beautiful F-pace SVR. It Is the best Jaguar I got, and love It more than others Jaguars I owned (2 f-type, XJ, XKR) It Is a perfect balance between class , luxury and sport car and with no doubt It is the best sounding Jaguar by far. But dont blame Jaguar for this green deal they are doing. They need to change because of a big decline in sales so they are in the right time to do a drastic change, if not, a probably default.
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jaGuar? exuberant?

You know you're in perilous trouble if the overwhelming cohort of brand enthusiasts . . . ie us . . .

• hate the directions your advertising is pursuing;
• hate the vomiting up of unappealing copycat products;
• hate the brand management for the desecration of a once proud marque.

. . . and if Jaguar management doubts that, they should read ALL of the 180+ posts in this thread . . . . then promptly resign!

I grew up in an era when Jaguar saloons offered the pinnacle of class and comfort at prices that made competitors weep.
It was an era when many weekends brought competitions (club level, national and international) that saw Jaguar cars on the podium.
This was a formula based on delivering results . . . results that buyers not only wanted, but were prepared to wait to ensure getting the real deal.

The waiting list for The XK120 was many months . . . for the E-Type longer still.
I have lost count of the classic Jaguars we have owned and loved up to the turn of this century
What a shame to see such high performance in design and delivery reduced to mediocrity and spin doctoring.

It's only my 2 cents but after owning some 30 Jaguars, spanning nearly 60 years, I'm afraid they have lost me.
That said, and like many here, I continue to revel in our genuine Jaguar survivors.

Cheers,

 

It cannot get any worse, can it?

 

EXCELLENT. I was laughing out loud at this!😅

 

They should care because “old white dudes” comprise the vast majority of their customer base. lol. Indefensibly stupid campaign pandering to an irrelevant and microscopic demographic. This violates common sense in every possible way. It is either willful disregard for customers in order to score a cheap virtue signal point, or incredible stupidity on display.

 

May I suggest we rename this thread "American Politics in a Nutshell"?

 

Lot of closets opening at Jaguar HQ in Gaydon.
RawDongLover ceo definitely in the mood.

 

As we watch DEI and wokeism in their final death throes, it's sad to see the Jaguar brand as one of their final victims before they enter the realm of irrelevance. Even sadder to watch so-called Jaguar enthusiasts encouraging political activists who care nothing about cars or the Jaguar heritage ramming the brand straight into the ground.

To those I would remind you, virtue signaling does not make you virtuous. Also, read the room.

 

OK, not to be crass, and I surely wish nothing but good health for all of us, but here's a thing...."old white dudes" are going to most likely die sooner than later. The intent is for the brand to last into the future, no? Gotta do something to futher the brand into the future. Not many things have done well moving forward by looking back. Just saying. My comment has nothing to do with any comments on the ad or the new EV direction, etc. What I am saying is a universal truth and happens with all products.

 

Nah, they never had any intent for the brand to last into the future. If they had any intent they would have properly developed the line and the marketing, but they have been letting it languish and go stale for more than ten years. The I-Pace was a pretty good effort, but now only Waymo wants those.

I don't know what the point of all of this is now. If they actually create a vehicle, it will apparently be an exclusive one. By exclusive I mean excluding all of us except for the 1%ers. And those 1% will be mostly old, white dudes!

I don't wish failure on them, but don't see how this could ever keep the brand alive into the future. But I don't mind being proven wrong.

 

Their business in traditional Jaguar car became no more profitable like others brands now. It Is better sell fewer and more luxury car with higher profit margin. This prototype Is not bad, perhaps too much futuristic

 

There is nothing DEI or Woke about the Jaguar ad, not the pre "nothing" ad or anything else. I've asked repeatedly what makes it woke and no one has answered.

You know why it's woke? Because people who make money on the internet knew if they called it woke their legions of followers would parrot that and keep sharing their content so they make more money.

None of them care about Jaguar. None of them ever commented on Jaguar before. They saw this scenario: "Look at these weird actors in silly suits. If we call them woke, then millions of old white dudes will share our content and we will get rich and we can buy another car" To which their producers: "Umm, don't you need to point out why this ad is woke?" Content creators: "Umm, no. No one cares. They just want to be angry and call things woke. Just watch."

And that is -exactly- how it played out. The perpetually offended crowd started parroting the word "woke" even though there is nothing in there about being woke, or even DEI. These same internet mouth-pieces are currently scouring the internet looking for something else to call "woke" so they can get more shares and make more money. That's their business model.

Then to take it further they started referring to Jaguar as BudLite - as though there is anything even remotely similar. To recap: Bud Lite hired a trans activist as a spokesperson to get more trans people to buy their cheap beer.

Jaguar has not hired any trans activists or DEIs or anything. An advertisement campaign had some paid actors who are not-white and wearing silly costumes.

They. Are. Not. The. Same.

The only thing that is "inclusive" is that the ad campaign has some non-white people. Guess what? Non-white people are the majority of people on this planet. They didn't used to have as much buying power as they did. White people had more buying power historically (in the car era at least). Now non-white people have more buying power. It would be infinitely idiotic to not represent non-white people in ads when you are trying to sell as many cars as you possibly can.

But hey, everyone else is a snowflake and offended.


Whether Jaguar's gamble to sell luxury EVs to the extremely wealthy pays off is too far in the future to tell. They certainly weren't going to make any money producing another V8 and the F Pace was extremely plain, derivative and if anything should have made people mad, it was that monstrosity. The XF I can't tell from a Civic. It's ugly too. SO is the F-type. Oooh look at my ANGRY headlamps. I look like one of those cheap jeeps they slap an angry grill on. Because I'm a car. I'm annnnnngry. Yawn.

 

I couldn't agree more

 

Top Gear

 

 

Jaguar's Brand Director, Santino Pietrosanti himself, is a self-avowed DEI crusader. That's not me saying that. That's Jaguar's Brand Director saying that. He touts DEI no less than a half dozen times in less than 5 minutes.


Maybe do some research before doing the typical "you're all just a buncha racists!" nonsense, the same nonsense that gave DEI and wokeism the terrible reputation they have in the first place for wrecking brands and companies. kthxbye

 

You'd be just as wrong then.

 

Perfect Example

 

He's a brand director - that's creative. He's responsible for connecting with customers. If DEI is popular right now, then he'd be failing at his job to not try to connect with them to do what? SELL MORE CARS.

Old people want the XKE and V12s. That's not going to happen. So if that market share isn't going to support your continued growth what do you do? You look to other market segments.

He's literally speaking at the Virgin Atlantic Attitude Awards - which is an award sponsored by Virgin Atlantic to celebrate LGBTQ.

What do you -think- he would say at such an award ceremony? Of course he's going to mention DEI and all that because that is literally the audience.

If he was speaking at the Beer Brewer's Association he'd be talking about drinking beer.

 

The Brand Director of Jaguar was telling everybody months in advance that this ad campaign was coming. He's about as pro-DEI as it gets -- not just at these awards, but making it his mission to ram-rod DEI straight into Jaguar's company culture itself. Again, don't take my word for it, listen to him telling you that's exactly what is happening and that's exactly why it is happening at Jaguar.

This isn't difficult.