Go Woke, Go Broke!

Absolutely Horrendous! but at least the Price of an XJS is bound to increase, for those of us who relish the Joy of owning a proper Sports Car!

The GF and I have accidentally started to push back against the Narrative, when we forgot to put the Clocks back an hour for Winter GMT and do you know what! we are going to leave it that way and have British Summertime all the way through to the Summer of 2025

Its no longer dark in the Mornings and we still have our Meals and go to bed whenever we feel like it, just because the rest of the World decided to Comply we are intending to carry on and just do our own thing

 

I guess they’re testing that “Nine Lives” theory

 

We are not the only ones not loving the new advertising.

https://www.msn.com/en-us/money/comp...BingNewsBrowse

 

 

Just brutal....






According to this video Jaguar is now officially Gay !

This news anchor calls the new ad campaign a pile of shyte.

 

I think this may have been explained to me before, but what is WOKE?

 

Didn't even bother to open the link.

 

WOKE is the mentality that is offended by anything, hell bent on minding everyone elses business, that believes 'they' know what is good for everyone, that wants every bizarre fantasy accepted without challenge lest you be accused of some crime that they invent - you cannot disagree with a woke individual on anything .... that's my definition - check out the tolerance paradox.

Our house is a woke free zone - it is also a politically correct free zone - free speech and open minds are welcome - those that are determined to be offended or tell me how to think get shown the door.

Problem for Jaguar is the driving of a premium vehicle into something aimed at the masses - the company car markets and similar - they took a high end brand to a medium and wanted to charge premium for it - Ford tried - but it was Ford - Jaguar lost the plot and was no longer Jaguar, no longer a car you aspired to it was just another run of the mill car competing with all the other run of the mill cars.

If you want a premium brand then you need to be choosy who your customers are, I fully agree with the sentiment that the type that would buy a Jaguar when I was in school wouldn't touch one today.

Learned the hard way with an X350, my XJS is the last Jaguar I will own that's less than 40 years old.

Don't think the new 'thing' belongs in a Jaguar forum ...

 

Valerie, don't you mean proPer?

 

I worked as a director in corporate design and branding industry for more than a decade.
All I can say is that I am speechless.
Speechless.


Actually, one little insider thing from a craft point of view will say: the no.1 thing in hate the most in typography is when lowercase letters are mixed and used as upper case letters, this is anger inducing within pros. Aaaaargh!

 

If it makes you feel any better (it won't!) it's not a US-centric video aimed at Uncle Sam. (or maybe it is?!) It's their corporate video launched worldwide, just with different spelling ("mold") for the US website.

As a teaser campaign, it perhaps could have been quite exciting, if it wasn't for the fact that it represents a strategy that really worries many of us.

Having quickly looked at a number of the Jaguar websites worldwide, it also seems that the US website gets the next news (the preview of the electric 4-door GT, I believe) on 2nd December, 24 hours before even the UK website on 3rd December. I must check the US site on 02/12!

Paul

 

Not sure I'd call the XJS 'a proper Sports Car'

 

Already here...Waymo..drivrless Jags mostly in San Francisco and L.A. However, it may hit something/something in the future, sill a bit early.
Not like Tesla that hits people/things a lot.

 

 

Too late…

 

The most ironic thing about that video is that it is quite derivative and not at all original. I will bet that the majority of people who see it will assume it is a fashion brand.

It's a hilarious parody of a company that has lost its way.

 

Maybe they're going through the alphabet - the people look more like they begin with 'w', not 'v'.

 

That was indeed the original meaning. That has changed though.

 

I reckon it has been a fantastic strategy, globally pretty much everyone interested in cars is going to be looking at the reveal given the hype this has caused. Marketing mission accomplished, they have absolutely blitzed it.

 

This is because they purposely intend on putting that heritage to bed. They have even said as much.

This might be an unpopular opinion, but as I was driving into work this morning, it struck me. My first career was in marketing and advertisement long ago. Though, no longer, the general theories and paradigms still hold true decade after decade. Here it it is though:

"There is no such thing as bad publicity." - P.T. Barnum | This is it. Right here. I think for as dumb as the idea and direction they are going are, their marketing department may be geniuses in moron clothes. Think about how much publicity they are getting just before the unveiling of the next EV GT. More people have been talking about Jaguar in more places and among new audiences, probably more than they have ever been in the past few years. Everyone at my work knows me as the Jaguar guy. I have had people who really couldn't care less about the brand, any of their cars, heritage or anything coming to me and asking me what I thought about what they were doing or mentioning they saw the news about the ad, etc. Many followed it up with, I can't wait to see what kind of nonsense vehicle they have come up with. And there it is. People who weren't interested previously, now somewhat interested. Now, whether or not any of this leads to successful rebranding, rebirth, or sales, lends itself to be seen and most think that it will fall flat, but the intent of marketing is simply to create a buzz. If it was sort of the usual Jaguar (or any new manufacturer) heritgage car marketing, they'd get the usual suspects interested, but they don't want the usual suspects. And I honestly have to give a bit of kudos in that regard. This has been the most active thread on the forum in a while. For all the negativity, they got us talking about it too.

"There is no such thing as bad publicity"

​​​​​​​Mike