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While Mike ^^^ has a point about there’s no such thing as bad publicity (and make no mistake, I think this is bad advertising) this 45-second clip sums it up beautifully. Brevity is the soul of wit.
And, look, maybe whatever they come out with will be drop dead gorgeous and we all will eat our hats? I certainly hope so. I WANT THE BRAND TO CONTINUE! (Sorry for shouting).
Last edited by RickyJay52; Nov 21, 2024 at 08:15 AM.
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.
Ask Bud Light how all that publicity worked out for them.
Wait a minute, if this is not a new F-type that got rear ended by a F150, instead a F-type with V8/V12 mid engine, 24in wheels and some stolen Cybertruck angles... i will excuse the J&J, "G" with the "a" and the Benetton forgotten wardrobe.
For those wondering why Jaguar is doing this, why they're abruptly and very decidedly choosing to head down this path, look no further than Santino Pietrosanti, Jaguar's "Brand Director". This DEI crusader is absolutely the person responsible for leading Jaguar down this sudden shift in brand marketing. Just so you know I'm not unfairly labeling him, this is him in his own words not long ago explaining Jaguar's bold new future.
Surreal. These companies hire people who LOATHE their customer base.
Jaguar. Synonymous with tradition , masculinity, racing, ….all destroyed by someone who absolutely hates everything the brand stands for and its customers. Until I watched the video of this person I did not realize just how exactly this is to the Bud Light situation.
This is because they purposely intend on putting that heritage to bed. They have even said as much.
Heritage is the one competitive advantage that legacy brands have over upstart Chinese car companies. They can emulate all they want but they won't have any actual heritage for a very long time. I suspect this is why companies like Renault are really leaning hard into the heritage angle.
Besides, even if we accept for a moment that they want to abandon the traditional customer base and go after a new demographic, it's entirely unclear who exactly that new demographic is. What do these imaginary customers currently drive, and how does this brand direction entice them to buy a Jaguar instead? Let's be realistic, the reason why sales have been sluggish is primarily because they haven't made any significant advancements to the model range for about ten years, not because the logo needed a refresh. By all accounts the new car to be unveiled is more upmarket than before, while they are ostensibly looking to target a younger audience so I just don't see how that lines up.
Well it will only work if the car is fantastic to look at. Trying to sell muddy water as beer was always a hard ask.
Agreed on the first part, and hopefully it is something to behold.
The point is Jaguar was kind of gentleman's brand and vehicle. Their sports cars were iconic outside of the UK for that very reason. Beer (no matter what flavor of muddy water) has always been associated with sporting events and testosterone filled parties w/ dudes hopelessly trying to impress women. Trying to change marketing to target guys of the more feminine... if not dress-wearing variety, some who may or may not believe they are women themselves, is probably not the greatest marketing strategy, in either scenario. The sheer # of people in the first audience vs. the comparatively miniscule # of people in the latter audience is not insignificant, let alone if that smaller second demographic is going to have and/or spend money on their product.
It doesn't make sense from the numbers game, but I suppose we'll have to see. They've played their cards. Let's see which way it goes.
Last edited by Vitoc; Nov 20, 2024 at 06:18 PM.
Reason: spelling
Looked at the new Logo and unfortunately coming from an electrical background, all I see is a symbol that looks like a circuit disconnect!
Not even the circle is complete.
I guess that is what they are going for, but for those of us that have our feet on the ground and noses often under the hood, it represents nothing of what we know or love.........and might be more practical to tag livestock, or those soulless Teletubby look-a-likes they over exposed in their travelling freak show of an ad.
BTW, the logo looks like it was CNC'ed out of some cheap MDF, so with even the slightest a bit of moisture it will blow out and be unrecognizable. Yet oddly.....it may still have a chance of outlasting the brand it so poorly represents.
It gives me no pleasure to say, Jaguar is actively engaged in doing their best to dismantle and erase masculinity from the Jaguar name brand. That is sad .
Politics aside, this ad campaign smacks of what Cadillac did with the original Lyriq ads. Those ads were (OMHO) also bogus and incredibly difficult to see how to apply them to automobiles. But, perhaps the campaign served it's purpose, as those ads were so radical that people were actually looking at AND buying that POS. [Sidebar: have you actually HEARD those things on the road? They sound like something is about to break! Scared the *&%& out me the first time I heard one next to me on the highway.]
I found this quote attributed to Gerry McGovern, the current "Chief Creative Officer" for JLR...
"Jaguar has its roots in originality. Sir William Lyons, our founder, believed that 'A Jaguar should be a copy of nothing.' Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless. This is a reimagining that recaptures the essence of Jaguar, returning it to the value that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."
Historically, Jaguar executives have seemingly lost their minds before. Who'd thought they'd follow the SS 100 and Mark IV designs with the radically designed XK120? And the E-Type? Wow!
I'm not defending them (after all, Gerry McGovern is really a Land Rover aficionado anyway). But I AM hanging on to what I've got, and I really hate the fact that it appears that I've been abandoned by the people who made the car(s) I love.
But, maybe I understand... Let's face it, JLR has been on the ropes for awhile. So, why not Go Big instead instead of Going Home? I don't have to like it, but maybe I'll wait to see what eventually happens.
