Who is the Jaguar rebrand targeting?

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It’s funny to see people misinterpreting their video and rebrand as some kind of "woke" pivot, but let’s be real—Jaguar isn’t delusional enough to think they’ll turn their cars into a virtue signal for social activists willing to drop $100K. That’s a demographic of, what, maybe three people?

They're going after the high fashion crowd here, and they don't really care about diversity unless it means means interesting looking people who make a product look cooler lol.

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Aero06@reddit

Not to venture too deep into politics but last week's election results and the fallout thereof seem to be an utter rejection by the working class of wealthy elitism and the aggrandizement of minorities as a shield for criticism and a substitute for improvement. Announcing you plan on rebranding to target wealthier buyers and making the face of your company a cast of diverse, gender-nonconforming, Haute couture fashionistas, while having no actual product to show, no improvement on your actual design or engineering... The timing is so bad that it's almost comical, Jaguar looks incredibly out of step all of the sudden, this is going to be the Bud Light controversy of the automotive world and I doubt they're strong enough to bounce back from it unfortunately.

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Stinkus_Dickus@reddit

I don’t know anyone past my grandparents deceased friends who drove or would even WANT to drive a jag.

Come to think of it… I haven’t seen one in YEARS on the road

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horatiobanz@reddit

If I had the money and they were making a compelling, good quality sports car that looked classically elegant, I'd want one. I dont want a rebranded Ford though.

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Dodomando@reddit

There's a whole world outside of the US you know

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Lowcho_Cinco@reddit

If you believe this is a positive step forward for the brand, you also have lost ALL touch with reality. This is brand suicide.

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100gamer5@reddit

I mean they're not planning on selling these to hvac business owners mad about whatever woke means this week, it's the Balenciaga people who live LA who probably barely know there was an election and don't care. There is a very good chance it ends in total disaster but I do think they do have a demographic they are targeting. Just my 2 cents.

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Any-Lengthiness9803@reddit

Exactly - the timing is weird. With noting to show but a bad new logo, why not just wait? What’s the rush for us to all see this poorly thought out redesign?

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jonjopop@reddit

I don’t think so at all - high fashion has always paid lip service to any cause other than creating status symbols for the wealthy. It’s been that way forever - half of the French fashion houses started to serve the aristocracy before the French Revolution.

It’s historically one of the least accessible forms of art, and probably one of the most pretentious. After all - the entire industry is about designing wearable goods that convey wealth, beauty, and status. Any diversity you see in the models that fashion houses use is almost purely for aesthetic reasons, not inclusivity. Been that way for a long time unfortunately

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Aero06@reddit

All very true, but the timing just could not be worse, the contrast makes them look incredibly out of touch, behind the times, and tone deaf, which is the last thing you want if you're debuting your new brand image of "on the cutting edge of fashionability"

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ProjectZeus4000@reddit

People have politicised things so much that they forgot the fashion world exists.

Not everything is "woke"

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KebabCat7@reddit

Not everything is woke, but this whole rebrand is definitely woke and perfectly reflects the direction that a vocal minority in the UK think the country and the worlds is going while the majority is starting to actively reject and resent it.

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PrpleMnkyDshwsher@reddit

Not everything is woke, but this whole rebrand is definitely woke

Define what you think "Woke" is.

Are you upset there are black people in it, or do you think that goofy high fashion pretense shit is exclusively somehow a "gay" thing.

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KebabCat7@reddit

"high fashion pretense shit" is definitely a gay thing. Also, I'm not upset, I'm just amazed how they thought that this will not kill their brand instantly, what does 10 different ethnicities and skin colors have to do with a car brand when their core audience is 50 something white men that more than likely hate everything that's going on in that clip

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kelp_forests@reddit

yeah they are basically rebranding to something colorful with a 1980s modern art vibe.

its got nothing to do with woke. Obviously 50 year old white men is not their target market

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PrpleMnkyDshwsher@reddit

"high fashion pretense shit" is definitely a gay thing.

You're the authority on all things gay then?

I'll be sure to let you know when the next pride parade is happening since you're so tied into what's gay or not, we'll need to check with you next time.

Meanwhile

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ProjectZeus4000@reddit

Time will tell.

But what is woke about bright colours and ridiculous fashion?

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KebabCat7@reddit

Culture, characters, costumes, environmental decor has nothing to do with classic jaguar, it's very expressive in that way, therefore, the opposite of what a conservative and "sporty car brand" would show as an ad, this is an extreme shift and that would make a lot of people call it woke.

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ProjectZeus4000@reddit

That's what they are trying to do.

At the end of the day though. They make cars, I personally don't give a fuck of the branding is flamboyant or conservative, I would car about the car.

I always find it bizarre that the people who say they value substance over image get so angry about an image they don't like. See also: people who don't like the new defender because it's not angular, and prefer the overpriced ineaos named after a billionaires favourite pub near Buckingham palace

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Arnas_Z@reddit

I was just confused the entire time while watching that. Their marketing department must be high while making these.

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WKFClark@reddit

Na…the ad would actually be good if they were high. This is the result of too much soy based vegan products.

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Romeo152003@reddit

Looks like a Balenciaga commercial

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UAS-hitpoist@reddit

I swear I thought it was when it first came across my feed.

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ShakeItLikeIDo@reddit

Aren’t Balenciaga ads full of little kids? Or am I confusing it with another expensive fashion brand?

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throwawayrsadvic@reddit

its cause they are transitioning to electric and all ev brands have in general logos that look like this

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BigSnackStove@reddit

It’s all just marketing blarbing. Jaguar doesn’t even know themselves who they are or what they’re targeting.

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LocarionStorm@reddit

I found this analysis from a communications expert to be spot-on: https://x.com/lulumeservey/status/1858906844506226971

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ElCunyado@reddit

This was an extremely interesting analysis of marketing strategy that I rarely get to read about. Fascinating. Thanks for sharing

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g18suppressed@reddit

I’m about to click but I hope it’s a one sentence shitpost

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ChasingTheWaves333@reddit

They're attempting to target up and coming millennials and Gen Z. You can tell by the bright colors and bubbly font choices.

If I were them, I would make better use of the Jaguar animal and the "Jaguar pounce". But sadly, that's missing.

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UnloadTheBacon@reddit

I'm a millennial. Furthermore I'm a millennial who actually used to see Jaguar as an aspirational brand. There's a solid chance I'd have bought an XJ at some point in my 40s or 50s, or maybe the electric equivalent of the XK during my midlife crisis.

But Jaguar in the last decade have managed to utterly undermine their brand image in my eyes. They made SUVs, which was pretty pointless because they're the sister brand to Range Rover. They made a horrible crossover EV, when all they had to do was just copy Tesla's model and electrify the XJ. They released stupid body-kitted sporty versions of their cars to appease rich boy racers in Dubai (although even Rolls-Royce are doing THAT these days -shudders-). And now they're rebranding as a perfume brand.

Maybe I just live in a really weird and dying niche and Jaguar are trying to find a new one. But I don't think anyone who owns or would have considered a Jag before today will ever buy one from this "new Jaguar".

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Shagg_13@reddit

But that would be exploiting animals and we know that's bad... /Sarcasm 🤡

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essjay2009@reddit

I don't think modernising is a bad thing. I remember walking in to a dealership about 6 years ago and it was like going back in time. The demo cars they had were all in old man spec (beige, wood interiors, boring colours), and the tech in them was awful. Super laggy and when I asked if it had CarPlay the dealer acted like he literally didn't know what it was, he kept saying it had bluetooth.

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chronos_7734@reddit

demo cars they had were all in old man spec (beige, wood interiors, boring colours)

'Cause that was their demographic. And IMO boring colors, wood interior worked for Jaguar.

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Chief87Chief@reddit

Your explanation is significantly worse than whatever nonsense they sold their executive team.

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thedamnedlute488@reddit

How about this? https://x.com/benjaminhopton/status/1858874101584048157

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Lauzz91@reddit

Succinct

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texaslegrefugee@reddit

TLDR; Jaguar's a mess an doesn't know what it's doing.

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EloeOmoe@reddit

This was an extremely interesting analysis of marketing strategy that I rarely get to read about.

It's pretty frank about the audience that this ad is courting versus the audience that Jaguar should be courting.

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ConyNT@reddit

The audience that they seem to be targeting are essentially kids that don't have enough to buy a home, let alone disposable income for a Jaguar.

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GTARP_lover@reddit

The reason is simple. Nobody is buying their EV's, especially not their normal customerbase, so they are abandoning their customerbase. They aren't capable to build what their customers want.

I bet, if Jaguar only would build traditional interiors (comfy seats, leather, wood, chrome), they would do so much better.

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Shadesbane43@reddit

Was gonna say, I'm a late 20s millennial, I'm looking forward to paying off my used VW next year. I don't see myself getting a Jag anytime soon.

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ConyNT@reddit

The question is whether this sort of theme that they are using for the redesign attractive to you?

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Shadesbane43@reddit

Honestly just confusing, doesn't fit Jag at all. If anything I could see it used for VW or a Japanese brand for a brightly colored eco hatchback.

I feel like I'm more into cars than the average consumer though, and I care too much about reliability to buy British in the first place

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ConyNT@reddit

Fair enough.

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Strange-Amount@reddit

I dunno I think it all takes a weird political side, most of the ad complaints in the x comments are about xey/xem/xers overrepresented in ads.

The post just seems to expand on what is mostly political raging (anti DEI etc) but doesn't seem to understand the direction Jaguar is taking here

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probsdriving@reddit

I think there’s a difference between being anti-DEI and being acutely aware Jaguars target demo probably aren’t drag queens.

It’s just a very, very odd repositioning in a time where nostalgia is IN. The author is totally right, Jaguar has a really rich history to lean into.

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AmIFromA@reddit

The author should know that what Jag is doing here is copying Mercedes-Benz from a couple of years ago. Just without a product.

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lickyagyalcuz@reddit

The ad itself takes a weird political side, and it completely misses the mark and shoots itself in the foot. It just doesn’t make sense for Jaguar to do this. It’s as if they’re trying to market makeup 4 years ago, not a luxury vehicle brand today. Nobody, either end of the spectrum is watching this ad and going, yeah, that’s me, I want a new Jaguar. Everybody is thinking “wtf was that?”.

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vaultdweller1223@reddit

If you think that's weird, wait till you see the actual advertisement.

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UnloadTheBacon@reddit

This is spot-on.

A Jaguar should be something people aspire to own - specifically, people who care about the prestige, practicality and performance of their car. That's the brand they built over the years.

If they're pivoting away from that, they're effectively building a new brand from scratch. Worse, they're simultaneously throwing their old customers in the bin and hampering the new brand with the old brand's legacy.

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papoosejr@reddit

Hit the nail right on the head, and the timing aspect is especially relevant given the recent election, which could be taken as a signal that a more traditionally masculine campaign would be successful in this environment.

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Higher_Math@reddit

Personally I hope the Democrats run another woman candidate.

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papoosejr@reddit

And I hope someday a woman lets you touch her, but that's no more relevant here than your comment.

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Potent_Elixir@reddit

Hit em dead ringer with that stray

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nlpnt@reddit

I would counter that Jason Torchinsky at The Autopian, holder of an Art History degree and notable non-customer of new luxury cars, is exactly the sort of person this is aimed at and he thinks it's pretentious crap.

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Mrr_Bond@reddit

Yeah the current social climate would suggest this is the perfect time for Jag to double down on the "sauve British man in a suit" that have so often been known for, and that this is a terrible idea. It's like if someone wanted to make an outdated parody of everything that's ever been accused of "going woke," except they were 100% serious.

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poo-cum@reddit

They should hark back the Jaguars of old, with a chassis made of wood, and an engine block made of lead, that runs on whale oil, and a viagra dispenser in the center console.

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Recoil42@reddit

I don't particularly like the ad, but I also think Meservey is wrong about what the intended messaging should be, and I imagine most people are missing it too:

“Our cars are engineered to the gills and go very very fast" won't sell well in the EV era because "being engineered to the gills" isn't a concept which tangibly exists in the EV world, and because all EVs go very very fast.

Jaguar is thinking ahead to a world where "very very fast" is a commodity offering. They need a differentiator, and it will rightly have to be that the cars are high-tech, high-design, and high-appeal. The big problem right now is that their ad doesn't say any of those things — it's just strange, off-putting, confusing, and doesn't seem to relate back to cars at all.

What they should be doing is creating that appeal by dumping all of that ad money into product placement and design-focused partnerships, which effectively act as endorsements. BMW's Art Car program acts as an effective example here. Jaguar needs to show their cars are preferred by the rich, famous, and by design-thinkers.

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pdoherty972@reddit

Not every EV is "very very fast". The VW EVs are pretty pokey (7.3 sec to 60). And so is the Mercedes EQS SUV (6.5 sec to 60).

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zlgo38@reddit

I think that is quite fast in European standards

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FFFrank@reddit

People are missing one of the biggest things here.

Jaguar had effectively zero sales in North America in Q3 and Q4. They completely shifted production to provide their supply to the APAC market (primarily India.).

This marketing campaign is designed to create an image of a funky, premium, progressive, different American brand ..... But the audience for that message is India. It's not designed to sell cars here or resonate with the audience here. It's not for us, it's about us.

Now they may be rebooting the NA positioning for 2025 but that's not what this campaign is about. This is trying to wrap up these long in the tooth models by selling them in a market where the brand is in HIGH HIGH demand.

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Recoil42@reddit

I'm afraid you've totally, totally missed the forest for trees here.

Jaguar sales have dwindled in the NA/EU markets because they shut down UK production entirely while the brand transitions to EVs. Indian production (JLR has a local factory in Pune for the Indian market) is the only thing left.

They haven't shifted production in APAC region, it's just all there is.

In general, the notion that JLR is in "high, high" demand in India is just silly talk. Nothing comes close to the EU/NA/CN market for demand. India simply isn't there and won't be there for at least a decade.

As a whole JLR India only did 3k units of sales in FY H125 — it's miniscule.

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FFFrank@reddit

Alright so maybe it's more accurate to say they have redirected their supply chain to facilitate their indian site to produce more cars? Demand in NA is weak, demand in India is high. The constraint in the indian market is not lack of demand -- it's lack of cars. It's the only market I'm aware of where the brand is commanding an ADM. It's a big part of the reason Tata invested so much in a new production center for LR/Jag.

I've also been told by one of my dealer friends that a not-insignificant percentage of NA sales were going straight onto containers for export to India.

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Recoil42@reddit

Demand in NA is weak, demand in India is high.

It isn't. I just told you that — JLR India only did 3k units of sales in FY H125, it is miniscule.

The constraint in the indian market is not lack of demand -- it's lack of cars.

If that were true, JLR would be raising prices astronomically in India, and we'd see parallel moves by competing luxury OEMs to capture Jaguar's sudden magical demand. It isn't true, unfortunately..

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MrBluSky717@reddit

Due to Jaguar being owned by Tata Motors, do you think that influenced their decision to focus more on the Indian and South East Asian markets? Just curious...

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kosmoskolio@reddit

The ad looks like it’s for Citroen. While I agree there’s no reason to shout “fast” in the EV world, I also think the lady is spot on when she says this ad doesn’t appeal to men. It’s the most feminine car ad I’ve seen ever. So if they’re not rebranding into a “car brand for ladies”, I think they’re doing something wrong.

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Recoil42@reddit

I agree. I particularly think Jag putting androgyny front-and-centre is, frankly, a mistake even in the context of progressive fashion-forward circles. Masculinity (healthy masculinity!) is in – think Pedro Pascal, Paul Mescal, Channing Tatum, Ryan Gosling.

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hi_im_bored13@reddit

Exactly, I was about to point out the same thing. Ignoring all the recent marketing, just going off of the rumors & engineering, it's not what this rebrand is supposed to be about. They're going back to making ostantatious luxury boats, for better or for worse.

They need to advertise that - be it james bond or johnny english you need to get people wanting a jaaaaggg again. go very very fast is not how you do that - especially when there is no chance they'd be outracing a taycan or lucid.

Crazy how much people are glazing that thread - its not awful but they should be taking notes from rolls (who notably advertise at air shows) or prior mercedes (they had an iron fist over hip-hop/rap for the better part of two decades).

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BoofMasterQuan2@reddit

Engineering isn’t important in a… car? What the fuck?

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Potent_Elixir@reddit

Yeah literally show the ad team who made this ad on their romanticised day to day workflow, but getting in and out of a Jaguar between.

Job half done, Bob’s your uncle.

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rugbyj@reddit

Yikes, didn't see the marketing video prior. I didn't think a 30 second clip could have so little to do with cars, never mind all the values that Jag can still trade on.

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mikeber55@reddit

It’s very common these days. A strategy I can’t get. Almost no cars shown in auto commercials. Just pure BS …

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Shagg_13@reddit

What do you really expect when the whole visceral excitement of an automobile is no longer a key marketing point... Gone are internal combustion engines and the love affairs with the soul that entails...

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hutacars@reddit

Well, given Jaguar isn’t selling cars anymore, I guess it’s fitting….

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UXyes@reddit

It’s as cringe as a perfume ad

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Legendver2@reddit

Speaking of, their new JR circle logo looks perfect for a perfume or purse.

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A_Light_Spark@reddit

Honestly might be better as a perfume ad...

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OhFuckNoNoNoNoMyCaat@reddit

I would say it's as cringe as the new Lululemon ad or the VW ad with the kid filling drinking containers from the shower.

Companies have gone all art nouveau with their ads because they can't seem to understand how to make an ad that sells the product they intend on selling.

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Rillist@reddit

Look at Ram trucks. They're objectively absolute garbage but they sell the 'truck' attitude very very well.

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TheLimeyLemmon@reddit

To be fair I've spent my whole life watching car ads be very commonly not about cars.

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w0nderbrad@reddit

Why did they make a Gap spring collection color khakis commercial?

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su1ac0@reddit

it's like a satirical perfume ad you'd see in Zoolander

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EloeOmoe@reddit

Bootleg iPod ad.

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rugbyj@reddit

It's not even Spring!

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Strange-Amount@reddit

Doesn't seem that bad honestly, considering they have no car to show lmfao

Aston Martin did a similar approach for their new vantage 6 years ago iirc

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themickeymauser@reddit

I find all of this wrong because none of the things Jaguar “should be doing” were ever things they’re known for. Jaguar was always the mid-level british luxury brand. They never competed with Bentley, or Aston, they were always the brand you bought when you wanted one of those but couldn’t afford it. And they fit that market well. They were essentially the British Cadillac. They were never known for innovation. You bought Jaguar knowing they were unreliable heeps of crap because your other alternative was an Austin or an MG or a Ford economy car. But nowadays, you can have both luxury and reliability, so why buy a Jaguar?

Jaguar is simply suffering the same fate as Buick. They never innovated anything, they didn’t lead the pack in anything other than brand loyalty, they’re just fading into irrelevance because boomers aren’t buying new cars anymore because they’re dying off.

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nlpnt@reddit

In its' up-and-coming days in the 1950s they were more rakish than a Wolseley, Rover, Humber or Armstrong-Siddeley which helped them no end in export markets particularly America.

In those days the other upscale-but-not-stratospheric British marques appealed to a very starchy and traditionalist mindset which exported well to places like the Benelux countries and Switzerland that had no native auto industry and places like Australia with a tradition of buying British, but fell flat in Germany, France, Italy and above all America where such customers were not yet ready to consider a "foreign" car.

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themickeymauser@reddit

Exactly. They really are the Cadillac of Europe.

But much like Cadillac, it’s not the 1950s anymore, and other brands have surpassed them in just about every market, and that’s why Cadillac is sinking too. Who knew the two car brands only bought by boomers would start to fail once the boomers started dying off.

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nlpnt@reddit

This is also why Buick's major successes in America this millennium have all been from reaching down into the mass-market. The Envista's a hit and model-for-model it costs $100 more than a Chevy Trax at MSRP. They sell as a reasonable facsimile of a Nice Car for a cheap-car price.

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themickeymauser@reddit

Yup. Jaguar needs to drop down next to Acura and Infiniti and Lexus if it wants to stay relevant.

But keep the F type tho 👀

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Novacek_Yourself@reddit

You don't know a thing about Jaguar.

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themickeymauser@reddit

Sold them for 8 years. Unless there was some insane lease incentive, the only people that bought them were people who wanted a Jag because it’s a Jag. Oh, and trust fund kids that wanted an F-Type because they couldn’t afford an M3. But the F was always the outlier.

They have no pedigree other than their stereotypes, and it’s only inevitable that they disappear because of it.

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generalcalm@reddit

I think you are discounting the heritage and some excellent designers they once had.

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FluidEditor8181@reddit

EV's have democratized speed and your typical Hyundai has democratized cutting edge tech. So suggesting these as things that Jaguar needs is a bit of a moot point.

Also, the perception of a platform or brand being "old" is something that automakers like Buick, Audi, Jaguar, and Aston Martin are trying to beat. Jaguar going further back and trying to appeal to an aging demographic is NOT the way to bring back sales. Aston Martin has already tried this approach and has started to ditch it. Audi and Buick have re-branded for similar reasons.

IMO Jaguar is in a bit of a lose-lose situation right now. Their intended demographc is aging out and their target demographic simply can't afford an ultra-luxury EV.

This kind of commercial would've been perfect for Mini, Fiat, or maybe Renault.

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kosmoskolio@reddit

My initial reaction was much the same “are they becoming a car brand for women?!”

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SPorterBridges@reddit

I'm finding her takes generally informative and well-argued. Thanks for the introduction.

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riraito@reddit

I like her idea of capitalizing on Jaguar's retro roots but bringing it up to speed with modern engineering

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SavageTaco@reddit

That was a good read, thank you for sharing.

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cereal7802@reddit

If they’re going to abandon the male audience, they should replace it with a more lucrative audience, and it’s unclear who they’re going for here. Vegans?

Yeah that tracks. The animal brand name going after Vegans...that will work.

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deleted_by_reddit@reddit

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Sprinklypoo@reddit

It's a good rundown, but I do take umbrage at the following statement:

"If they’re going to abandon the male audience, they should replace it with a more lucrative audience, and it’s unclear who they’re going for here. Vegans?"

The idea that vegans are some sort of artsy fringe group is kind of outdated and disingenuous.

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aheartworthbreaking@reddit

If anyone’s wondering why they’ve heard of the person that Tweeted this, they were the (I believe) head of PR at Activision during the MS-ATVI merger

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toilet_ipad_00022@reddit

communications expert

🙄

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zehamberglar@reddit

blue check mark

Really takes away from their opinion tbh.

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JB_UK@reddit

I think basically they're targeting people who buy expensive handbags. You don't buy a handbag for £10k because it is well engineered, or because it is a good bag, you buy it for some combination of fashion, status or aspiration. They're trying to break the link between engineering and price for cars.

I don't think it's a bad strategy personally, EVs are going to be commodity products, so why not just buy it as a commodity and then sell it on style and customization? Although it depends on actually getting the design and marketing right.

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jonjopop@reddit

I used to work adjacent to the fashion world, and it’s clear Jaguar is targeting that crowd. It’s funny to see people misinterpreting their video and rebrand as some kind of "woke" pivot, but let’s be real—Jaguar isn’t delusional enough to think they’ll turn their cars into a virtue signal for social activists willing to drop $100K. That’s a demographic of, what, maybe three people?

Jaguar’s rebrand isn’t "woke" in any sense—it’s a calculated move to align with the fashion world, targeting consumers who prioritize aesthetic and exclusivity over performance metrics. This strategy makes perfect sense when you zoom out and look at the broader luxury landscape. High-end automakers have always coexisted with luxury consumer goods brands, so Jaguar’s decision to lean into this synergy and position themselves as an "automobile fashion house" feels like a natural evolution.

Enthusiasts like us in r/cars may be annoyed about the loss of growling V8s and visceral driving experiences, but we’re a niche audience that automakers rarely prioritize anymore. The luxury fashion market was worth over $145 billion in 2024—six times larger than the luxury car market ($23 billion) and about twice the size of the sports car market ($75 billion). On top of that, the luxury car market is growing twice as fast as the sports car market, with significantly higher margins. Jaguar is simply playing the numbers: aligning their brand with high fashion opens the door to one of the most lucrative and influential consumer segments out there. Case in point: Louis Vuitton is now the third most valuable consumer goods company in the world, behind only Pepsi and Nestle.

The high-fashion crowd doesn’t care about Nürburgring lap times or 0–60 numbers—they care about presence....It’s about how the car fits into a 'perfectly curated lifestyle' that radiates exclusivity. High-end fashion is all about brand storytelling, iconic design, and status signaling—qualities that, if executed well, translate seamlessly into the automobile world. Jaguar is leveraging its legacy as a luxury brand and reinterpreting it as a high-fashion icon for the 21st century—just like Virgil Abloh did for Louis Vuitton.

At the end of the day, Jaguar isn’t selling cars any more than Louis Vuitton is selling handbags. They’re selling aspirational goods that grant membership into an exclusive club. The goal isn’t just to own a car—it’s to own a statement piece that’s as much a part of your identity as a designer handbag or sneakers. If they can execute this vision well, Jaguar could redefine luxury EVs as a staple of the high-fashion ecosystem. Having worked in that world, it makes perfect sense

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pedroiiiiiii@reddit

Wow, ty for your comment!

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AdamKralic@reddit

Common people can buy into the fashion world for a few hundred maybe a few thousand dollars here n there.

a Jaguar will be 100k. Common people simply cannot enter that market. High fashion depends more upon Jenny buying a $500 bag that is worth $80 than Jenny buying a $5,000 bag. Because 100 people will buy the $500 bag whereas 2 will buy the $5,000 bag.

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Zitbak@reddit

Your analysis seems to be the best guess to what their marketing execs are thinking. But why? There already are Louis Vuitton and Hermes's of the car world. They are opulent, ridiculously expensive, and status symbols. Jaguar doesn't stand a chance in that market.

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starswtt@reddit

Keep in mind, jaguar is unlikely to succeed in any market. The car market is already oversaturated as is across every market category other than the "dirt cheap practically a beater car" market that Nissan occupies, that's barely profitable anyways, and more importantly, jaguar is just unable to sell volume. Anyone that cares at all about reliability and practicality is not buying a jaguar. Anyone that cares about normal priced EVs already has good options. Their only chance is to compete at low volume high prices where the prices can make up for low volume, and people can afford to not be practical and spend money on a car for image. Jaguar's image as an exotic but unreliable brand was a detriment when trying to compete with the Germans, everyone has a story about how they went into a dealer to almost buy a jaguar, but ended up going with a more known quantity. At this price range, there's a bigger chance that those people actually buy it. I won't say it will work, it's a very competitive market and Bentley especially is very strong competition for them and has spent time at this price point for a long time, but I do think this is their best demographic to try and cater to.

Imo the last time jaguar would have actually had a good chance of pivoting was with the ipace. The ev market was still not super competitive, and they could have definitely made a name as the sportier/more premier EV option. Really they were the only competition for Tesla at the time in that market segment. Then they pulled back and let Tesla monopolize it for the next decade as other car makes started taking EVs too seriously (and part of why all these other EVs are struggling is bc they all arrived at the market at the same time. Jaguar was already on the market, they could've easily been the default "I want a crossover EV but not a Tesla" car before that segment existed. Before that, if Ford didn't kinda just scrap them for parts, they mightve had the reputation needed to compete with the Germans, but that torch had long passed

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tiges101010@reddit

The thing is, all these trends are 10 years old in the fashion industry!

Literally hits no target audience. High end fashion people see these trends as outdated and boring and the traditional base will think that Jaguar is out of touch with them. Lose-lose.

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sundayvetiver@reddit

This would be all well and good except fashion campaigns for heritage fashion brands (Burberry especially is the closest fashion equivalent to Jaguar and is undergoing a similar transformation after a period of turmoil) do not look like this (See Burberry's most recent content: https://www.instagram.com/burberry/).

The new video looks like AI generated stock footage or an ad for H&M. If they're rebranding as a 'fashion' brand, it's falling flat there too. Becoming 'fashion' centric does not mean that you cannot be opulent or luxurious. The Row and Bottega Veneta for example are two of the hottest brands in fashion at the moment, and their whole schtick right now is sophistication and restraint.

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Thoth_the_5th_of_Tho@reddit

Jaguar’s rebrand isn’t "woke" in any sense—it’s a calculated move to align with the fashion world, targeting consumers who prioritize aesthetic and exclusivity over performance metrics...

You’re describing Ferrari, and there is a reason they don’t make adds like this. This add doesn’t radiate exclusivity, it reads as mass market. The add looks like the they’re trying to sell a hatchback to a 25 year old, not a luxury car to 50+ one.

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ProjectZeus4000@reddit

Exactly

I think this ad is ridiculous and stupid.

But it shouldn't stop me buying a car if I liked the car, and the propertions of the prototype look promising.

Quality and reliability is nothing to do with how they market and position the brand, anyone who says "don't do any marketing just fix reliability" doesn't understand it's not either/or and easier said than done

Jaguar are going for a target demographic here. They are low volume and the idea that they need to appeal to everyone is wrong. Being divisive is beneficial.

Also this advert is like the high end fashion world. Look back through time and high end fashion has always looked ridiculous to boring men talk about cars in the internet. It's nothing to do with woke and the idea that this is some sort of bud light moment is so widely off the mark, plus a very USA centric view.

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MrBluSky717@reddit

Mostly commenting for that edit about the Evoque. You are definitely right about "car guys" not being able to read the market. But, that's how luxury goods work. A true car buyer will look at the practicality for the price and look elsewhere, but someone with deep pockets(and a missing brain cell) will look at the brand and the price and think "this will look good and boost my street cred." Not saying this is how all of them are, but it seems to be a trend. Land Rover can laugh because they have a reputation and a clientele that caters to the kind of people who are willing to spend that kind of money on a status symbol. You could EASILY find something more practical and possibly buy 2 or 3 of them if you needed to for the same price, but they wouldn't have the same "look at me" effect. Just my 2-cents on this matter.

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FFFrank@reddit

Nailed it. Add in that APAC has both appetite for luxury category goods and a strong inclination towards legacy British brands and this makes a lot more sense.

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sonrisa_medusa@reddit

This is the realest comment in this thread. The target market is decidedly not "car guys". I think this move is bold and I'm excited to see it unfold.

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arcangelxvi@reddit

it’s a calculated move to align with the fashion world, targeting consumers who prioritize aesthetic and exclusivity over performance metrics.

They’re selling aspirational goods that grant membership into an exclusive club. The goal isn’t just to own a car—it’s to own a statement piece that’s as much a part of your identity as a designer handbag or sneakers.

While I totally get what you’re saying - my first thought when seeing the ad was “this is more high-fashion advertising that it is cars” - I have to wonder how well that’ll work in reality. There are already plenty of successful car brands that exist in part for their ability to be statement pieces about wealth, or taste, or anything other kind of signaling, and they all seem to be doing it way better than Jaguar. Unless they do something to really stand out as a brand, I find it hard to believe they’d unseat any of the existing players that already sit in that club of exclusivity and also already command prices one or two segments higher. How aspirational can Jaguar’s newest offerings really be in the face of brands like Porsche or BMW that already command so much of people’s thoughts? Vigil might have helped lift LV to new heights but that overlooks the fact that pretty much everyone knew about the brand beforehand (even if it wasn’t their style). Does anyone outside of car circles really care or know about Jaguar?

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jonjopop@reddit

You’re absolutely right - there are tons of brands that are bigger household names than Jaguar and make really amazing status-symbol luxury vehicles. This is exactly Jaguar’s problem though. They used to be positioned above the BMW/Mercedes/Audis of the world, slotting right under Aston Martin/Bentley, but in the mid 2000s they moved downmarket to compete with the middle tier luxury brands. They couldn’t find their footing, and then RR started to eat up their sales once SUVs started to get popular.

My take on the ad/prediction for their future is that they’re going to try to reposition themselves upmarket, and they want to be the ones who define the luxury all-electric segment. In that sense, I think your observation that it felt more fashion than car is exactly what they intended.

Car enthusiasts are definitely right about one thing though, and that’s the fact that electric cars feel kind of like bland appliances. Even non car people recognize it, and you can see it in the language people use for reviews, etc. I think Jaguar is taking a big bet on this exact sentiment, and they’re leaning into the fact that the very notion of the car is changing from a consumer good we associate with engineering and performance to one we associate with design, art, and personal identity. A lot of car brands try to do this, but none have ever based their entire identity around fashion

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sissiffis@reddit

Exactly this. Every luxury brand has had this thought and knows the market for luxury goods.

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MrBluSky717@reddit

As many times as it's explained to me, I will never truly understand why someone will buy a handbag that expensive, unless they plan to sell it in due time, but that doesn't always turn a profit in the fashion world... has no real justification for the price other than a BIG label sewn or glued on... the bag itself would probably cost 20 without the label...

Side note: reminds me of all the special editions of the Fiat 500 they made... i can't remember many of them, but there were a LOT of designers that added their touches to a limited edition. Even Ferrari dipped their feet into the limited edition pool of Fiat 500s... Even American cars aren't immune. The 5th-gen Camaro had a Neimen Marcus limited edition. All 75 sold within 3 minutes... like GEEZUS

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manystripes@reddit

So positioning themselves somewhere between Maserati and Porsche. That's an interesting place to try to be

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x3nhydr4lutr1sx@reddit

Or they could just sell handbags. They're taking a gap year, and they got the marketing for it as well.

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JonnyRobertR@reddit

I thought this is some fashion company ads before it clicked with me that Jaguar is a car company.

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AyumiHikaru@reddit

It’s all just marketing blarbing.

Mckinsey made a killing for sure

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SimilarCanary1255@reddit

Nothing JLR makes any sense anymore

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Cater_the_turtle@reddit

Targeting everyone, just not very well

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ALaLaLa98@reddit

Jaguar used to be one of the leading performance brands in the UK, if not the world. Long long history in racing, they built at least two top speed record setting production cars, some of the most classic models they came up with were sports cars. At some point in the 70s/80s, they decided they'd rather focus more on luxury than performance. I guess fashion in England changed. Were they ever profitable enough to go against high end Mercedes, Bentley, Rolls Royce? In hindsight, they weren't, apparently.

r/cars dwellers seem to think a sports car is a cursed product that only means trouble for a brand, but I think that Jaguar should just go back to being a cheap(er) Aston Martin and actually offer what made the company popular in the first place: reasonably expensive luxury sports cars. Sports cars. Not s-class rivals. And they need to actually make them desirable when compared to the competition.

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riraito@reddit

Jaguar seems to be a brand for people who want to be different and can afford the problems that come with that

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Strange-Amount@reddit

I guess just co opting whatever avant garde stuff big luxury brands are already doing

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Recoil42@reddit

Seriously, who is this for?

People with money who might buy Jaguar cars.

Your thoughts?

Jaguar is a declining brand.

They don't want it to be a declining brand.

So they're trying a new direction to stop the decline.

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Less-Mushroom@reddit

Jaguar is a declining brand because they can't break into the market that is selling right now. Land Rover makes SUVs, and has more credibility doing so.

I actually don't see another option for them other than to leapfrog LR in price/go EV.

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JediKnightaa@reddit

Exactly. Who goes into a JLR dealership and choose an F-Pace over a Defender or RR

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DrakenRage@reddit

It still surprises me that the F-Pace SVR didn’t sell well. It’s an amazing vehicle.

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SiteRelEnby@reddit

Not going hard enough in any one direction, I think.

If people wanted luxury, they got a Range Rover. If they want an ugly electric SUV that has a single trick of fast acceleration, they got a Tesla. If they wanted a fast SUV that was acceptable to drive, they got a Urus or DBX.

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sonnyempireant@reddit

If people want the perception of build quality and luxury, they go Range Rover. This joke among car people exists for a reason: "If you want to go to the desert, take a Range Rover. If you want to get out of a desert, take a Land Cruiser".

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SiteRelEnby@reddit

Quality != reliability. There's a difference.

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sonnyempireant@reddit

Exactly. When I think build quality, I think 'doesn't fall apart after 3 years'. A reliable car is one that's built to last.

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guyfromnebraska@reddit

You are all kinds of mistaken. The F-Pace SVR is a high performance V8 SUV. MSRP was $100k so not even close to a DBX or Urus. It was targeted at the BMW X5M or Mercedes GLE63.

The I-Pace was the electric crossover.

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AntiGravityBacon@reddit

I'm not sure why he didn't pick Cayenne or Macan there. They dominate that segment and are much, much better products than a typical Jag

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GoldWhale@reddit

Honestly because of the price difference, size difference, and feature difference.

The Macan has a lot of flaws: namely small cabin, low quality materials, low features, stiff suspension.

The Jaguar's base is ahead of the Macan on just about everything in terms of features, materials, warranty, etc. The base Macan only has an advantage on handling, and speed. Both are super important, mind you, but a luxury buyer isn't going to anchor on those alone over a feature.

To get the same features of a F-Pace on a Macan you're looking at spending close to 27K more. A fully decked out base Macan will cost you more than a fully loaded SVR.

Two different buyer classes imo. Jaguar is in the premium category. Porsche is premium +. You have to spend far more on a Porsche, even for a worse car.

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guyfromnebraska@reddit

Macan is a smaller class of vehicle. The Cayenne has been steadily moving up in price where it's almost in the next segment up. But yeah if one can swing it there was very little reason to take an F-Pace over a Cayenne. IMO the Jag won in looks compared to most competition but luxury buyers are fickle.

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AntiGravityBacon@reddit

On your last item, luxury buyers want a status symbol too. Porsche is. Jag isn't anymore.

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Rillist@reddit

And lexus makes a hybrid luxury suv that doesnt get terrible mileage and holds together for longer than the competition by orders of magnitude

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Medical-Gate-9978@reddit

The only thing is Lexus doesn’t have the prestige of Porsche, Mercedes, or BMW. For us luxury buyers, reliability means less than prestige/performance.

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Medical-Gate-9978@reddit

Lol I had to laugh at Durango SRT8… because seriously?

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SiteRelEnby@reddit

Oh, that's interesting, fair enough then. I guess Jaguar's crappy naming scheme is at fault there.

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np20412@reddit

They have the I-pace which is electric and doesn't sell at all.

Interestingly the F-pace never really sold super well but it did OK for them, averaging around 1500 units per month, but Mar 2020 (COVID) sales fell to around 500/mo or less and have remained there ever since

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geoffs3310@reddit

It amazes me that any JLR vehicles sell they're terrible vehicles. If it doesn't get stolen it will be constantly breaking down. My mum has a discovery 4 and the crankshaft snapped in half with less than 100k on the clock despite never being thrashed or abused and being serviced regularly. I had a friend who worked in sales for land rover but he left in the end because he was sick of selling people a dream and then having it blow up in his face when they came back a few months later very angry that their very expensive car has broken down again.

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IgDailystapler@reddit

…uhhhh…it was a good deal?

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dsac@reddit

Who goes into a JLR dealership and choose an F-Pace over a Defender or RR

the poors

base F-Pace is $71,750CAD
base velar is $74,450CAD
base defender is $79,250CAD

but let's be honest here, the only F-Pace worth getting is the SVR, which starts at $110kCAD, and there are way better options out there at that price range...

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JediKnightaa@reddit

That's what I'm saying the comments are saying "oh the SVR" but let's be real here. There's better performance SUVs

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GoldWhale@reddit

Me.

Better handling than a defender or Velar, better materials than both, more included features, and looks better too.

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Honleegt@reddit

My father bought one when they first dropped bc it was more sporty to its competitors at the time. Best sound, chassis, and styling. Said it was the better driving experience overall second only to a cayenne, but that was too expensive with options so a loaded fpace s was it. He also wanted to be unique. I think it was a good move. The only gripe is it has been unreliable with too many electrical gremlin issues. His ftype on the other hand has been rock solid.

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Salt-Plankton436@reddit

Not many I guess, but they should have. An F-Pace SVR was measurably better than the supercharged Defender in every measurable way except offroad and was a whopping £30k less, for example.

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cheezturds@reddit

Nothing like a brand notorious for electrical issues to switch to EV 😂

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Any-Lengthiness9803@reddit

Seriously. We had a 2000 xj8, loved it but man was it an electrical Dog

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thedamnedlute488@reddit

Going 5 years with no new product actions doesn't help, either.

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41212@reddit

This shift would have been envisioned that long ago, and likely why they didn't invest and look to build a new product.

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Intel_Oil@reddit

Also does not help that their diesel engines are timebombs and turn generations away from the brand.

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tastefullmullet@reddit

This is it. However, management had dumped a chunk of cash onto the marketing team’s balance sheet hoping a rebrand will fix it.

That’s why the creative sucks because it’s not answering that core problem. Like other have said they’re targeting a “new” audience but they have no fucking idea who that is.

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AllLibsAreBoomers@reddit

People with money who might buy Jaguar cars

Peak redditor wit

It’s blatant brand suicide. Every person who shorted jaguar in the last six months should be investigated

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dajarbot@reddit

Yeah, my only guess is they are attempting to target in on very specific demographic to find a new niche. I feel like they are attempting to slide into the space that used to be dominated by Saab and Volvo.

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Alabatman@reddit

I'll give a FAT Christmas goose to the executive that stands up the entry level brand JAAG to compete with Mazda and Subaru.

Slogan: Luxury like, lifted, rally cars... it's a JAAG!

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aelric22@reddit

And hire Clarkson as their spokesperson.

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NCC-72381@reddit

You can get pulled over for speeding and the officer will give you money for gas because you have a Jaaaagggggg.

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vonbibant@reddit

I read that in Clarkson’s voice 😂

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UAS-hitpoist@reddit

Nah the new EVGT is like $170k US

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cyrusthewirus@reddit

I mentioned this in my longer comment above, but the more I think about it it really looks like they’re going for the anti-Elon crowd, which I genuinely believe is going to to grow over the next couple years.

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x3nhydr4lutr1sx@reddit

Those people want trains, not cars.

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popsicle_of_meat@reddit

the space that used to be dominated by Saab and Volvo

quirky affordable family cars? I used to have a (GM era) Saab 9-3, I cannot see Jag slipping into that slot. Granted, Saab was dying for a long time. When they started they made regular cars with a couple standouts. Then GM got a hold of them and did everything with the name they could think of (Saab 9-2X = rebadged impreza, Saab 9-7 = yet another trailblazer rebadge, etc) before they killed it.

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dajarbot@reddit

Saab and Volvo were practical, but neither brand positioned themselves as "affordable". I viewed them as unique, quality, interesting, and understated. Not completely competing against Germans, Americans, or Japanese. A solid mid-tier brand that sacrificed performance for the other qualities of European brands.

I just see Jag trying to slot in the Acura, Buick, & Alfa range of lower end luxury. None of those brands are doing great and they simply can't compete against higher quality brands. To me Saab and Volvo used to occupy that space as well.

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popsicle_of_meat@reddit

I follow that. Yeah, it's a weird area of the market to get into, and not sure I'd want to target an area that everyone already in is struggling. Jag was never a big name here in the states, and I don't think it can become one. They need to do something much more radical than a logo change.

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tsar73@reddit

As a guy raised around Saabs and Volvos in the 90s and 00s, nothing about this ad conveys that they would be even minutely successful with that demographic. This is whatever the polar opposite of no-nonsense Scandinavian minimalism is.

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dajarbot@reddit

I am just as confused as everyone, I am just trying to analyze what message they are sending with an ad like this. Different, unique, eye catching, but also minimal.

IMO those brands were squarely aimed at people who wanted something interesting and understated but were not intrigued by other European offerings. Maybe more so Saab, since they couldn't help add some something unique to each vehicle. We likely have different views on those Scandinavian brands, but I don't feel like Saab or Volvo have ever been squarely aimed at no-nonsense, especially not Saab.

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PoorMansTonyStark@reddit

Not gonna happen, jag is too brash for that.

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aaron2610@reddit

New goal: speed run decline

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Megatron_McLargeHuge@reddit

Fisker's record is going to be hard to beat.

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SchemeShoddy4528@reddit

that's the dumbest answer ive ever seen, this is a very unique ad. what you said applies to ANY failling car brand. Maybe rewatch the ad or something dude

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I-Hate-You__@reddit

You're wrong.

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SchemeShoddy4528@reddit

convincing argument

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DeadliftsnDonuts@reddit

Yeah I’d be surprised if it’s around in 10 years

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PanGalacGargleBlastr@reddit

Nissan should take note.

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Salt-Plankton436@reddit

Wasn't a declining brand until they stopped investing and making nice cars with reliable engines. The F-Type has to be one of the best cars and best selling in class. The last XJ was totally refreshing and again best in class.

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cteno4@reddit

The most no-nonsense comment here. I love it.

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SchemeShoddy4528@reddit

it was pure nonsense, everything he said was hyper generic and applied to almost any company not doing well... the word you're looking for is BLUNT. which yes it was, that doesn't mean it made sense.

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I-Hate-You__@reddit

Wrong.

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Liet_Kinda2@reddit

Pretty much this. Rich people buy Veblen goods. Existing Jaguars were pitched at a highly competitive price point and couldn’t compete effectively. The hope is that targeting a more premium, less congested market will allow them to differentiate on the basis of style and Jaguar history and compete with other lower-volume brands like Bentley.

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CondeNast_yReddit@reddit

u/Recoil42 for president

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deleted_by_reddit@reddit

[removed]

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Shagg_13@reddit

Clearly aimed at LGBTQ and Minorities...

Basically anybody but the stuffy middle-aged white british man that they were aiming for previously.

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Speffers98@reddit

Marketing company: who do you want to target with your next ad campaign?

Jaguar exec: I really like Zoolander.

Marketing company: cool, but what demographic would you like to sell cars to?

Jaguar exec: Oh oh oh, I also like the 5th Element and Idiocracy.

Marketing company: say less fam.

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Equivalent-Ad8645@reddit

Not sure it sells cars.

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deleted_by_reddit@reddit

[removed]

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verdegrrl@reddit

No slurs. Thanks.

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sonrisa_medusa@reddit

Who is the Jaguar rebrand targeting?

Likely not the average r/cars redditor. I said it recently: the Jaguar brand you knew is dead. It wasn't working. I think this rebrand is radical and brave and it just may work. They want to be considered in the same crowd as Hermés and Balmain and Jacques Marie Mage. It's not about roaring V8 engines anymore. That's old news. Get ready for a full-blown lifestyle luxury brand.

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boomerbill69@reddit

They want to be considered in the same crowd as Hermés and Balmain and Jacques Marie Mage. It's not about roaring V8 engines anymore.

But it still is...the people who buy Hermés and Balmain and Jacques Marie Mage are buying V8 powered G-Wagons and Urus's (Urii?).

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Swumbus-prime@reddit

Or fucking Land Rovers! lmao

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Thoth_the_5th_of_Tho@reddit

That’s where this line of reasoning falls apart. Jaguar didn’t just invent the fashion item car, Dussenburg was doing it in the 1930s, with adds that didn’t even show their product, just the person who would buy it. Affluent fashion people already buy cars, and have brands that cater to them, that look nothing like this.

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ikilledtupac@reddit

Get ready for Jaguar branded perfume in the overstock section of TK Maxx

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BryLinds@reddit

Your European is Showing (its TJ Maxx here)

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ikilledtupac@reddit

I’m American I was just trying to be authentic to the theme!

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BryLinds@reddit

Mission Successful

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strongmanass@reddit

Porsche and Ferrari already beat them there.

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ad895@reddit

It's not gonna work people don't want vehicles that are advertised using dudes in dresses.

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Siebe_13@reddit

I don't think people buy cars based on what the people in the advertisements look like.

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Drzhivago138@reddit

dudes in dresses.

Kilts?

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RBJ_09@reddit

People don’t want their cars as it is, this can’t hurt lol

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RelevantJackWhite@reddit

christ almighty, cry more about it. NO NO MUH CAR CANNOT HAVE A PERSON IN NONCONFORMING CLOTHES JEANS ONLY NO DRESSES

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PMWaffle@reddit

I don't think JMM and Hermes belong in this conversation even if they are luxury lifestyle brands to an extent. A lot of their appeal stems from doing things the old-fashioned way that more mainstream brands can't match thanks to a mix of volume and principle (although jmm is somewhat headed down a more mass market path with some newer frames filling in their old price point that are made in italy despite still advertising 100% Japanese manufacturing which is really disappointing since prices have ballooned far both established and more niche competitors).

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Big_Boy_Butt@reddit

This is the only point that needs to be made.

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AdamKralic@reddit

Someone convinced the bean counters that all attention is good attention. That this would get people talking about Jaguar.

well the second part is true. But does anyone feel the car company has a focus on reliability now? No. That was the biggest hurdle they had to overcome and they ignored it. Does anyone even know which country Jaguar is “from” now? It was England, then American, then Indian…

from what I understand they are going all in on EV. That will officially kill the brand for good.

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saudicheese@reddit

Young people don’t use capital letters anymore so maybe Jag figured what the hell let’s do the same

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BritishRevenge@reddit

When I was young I used to type on a keyboard and I couldn't be bothered to press shift to capitalise things. Now my phone does it for me. But young people for some reason turned off the auto capitalisation on their phone. I find it a bit cringey

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ketootaku@reddit

For those of us out of the loop, what does this mean?

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Ihate_reddit_app@reddit

GM did the same thing with their electric division logo. It's a silly trend, especially when they mix uppercase and lowercase letters.

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cptpb9@reddit

Honda did all lowercase on the prologue it looks so bad 😂

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Ihate_reddit_app@reddit

Lol I had to look that up. Looks so goofy as "Honda" in that script. What a weird choice.

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cptpb9@reddit

Especially since the normal Honda logo is so inoffensive, not sure why they’d try something new there

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cereal7802@reddit

Did that at work at one point to. Went from R to r. Just looks stupid.

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Ihate_reddit_app@reddit

Minnesota when with "mn" and "MINNeSOTA" and I absolutely hate the branding, it looks so cheap. https://mn.gov/portal/

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Questioning_lemur@reddit

sO brAVe oF tHEm!

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YestrdaysJam@reddit

"The new bespoke logo, written as JaGUar, has "seamlessly blended upper and lower case characters in visual harmony", the company said"

They've got them, just, wrongly.

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FoRiZon3@reddit

Would be mighty fine if its just a word mark and not the whole logo.

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sprchrgddc5@reddit

I use to work in state politics and I would email this campaign saying I’d love to volunteer and help. I was ignored, never responded to. They had an email campaign where the subject line was uncapitalized and I emailed back saying this looks very unprofessional and looks like spam.

I guess the marketing director found my email to be insulting because they emailed back like two paragraphs explaining how recent research found uncapitalized subject lines produce more engagement or some shit. I’m sure it was true, as I did engaged with them because of that. They lost the election that year lol. Whatever man.

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jimmyjazz14@reddit

Young people also can't afford Jags

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Multifaceted-Simp@reddit

Young people intentionally get rid of capital letters. It's wild

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Soilworkwr@reddit

Next move: skibidi pace

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BigSnackStove@reddit

Introducing the new Jaguar Gronkster

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Seref15@reddit

I don't even know who they were targeting before the rebrand

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Hockeyfan_52@reddit

According to their sales, nobody.

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Hopeful-Character-10@reddit

Hahahaha

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63Boiler@reddit

If only they could've sold depreciated F-Types in their new showroom

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NCC-72381@reddit

I like the F-Type. 🤷‍♂️

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SiteRelEnby@reddit

I used to like it, to the point of "attainable dream car" status, until they made it automatic only. No fucking thanks.

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NCC-72381@reddit

Does it have paddles?

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SiteRelEnby@reddit

I think so, but that's a weak compromise. Paddles are for racing cars where you need to save 10ms per shift, not for sports cars where fun is more important. Big difference.

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NCC-72381@reddit

Meh not a dealbreaker for me. I would prefer a manual but anything the F-Type had would be a step up from my MKZ anyways.

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RallyVincentCZ75@reddit

Modern Jag sports cars rarely had manuals anyway. In fact the F Type was the first Jag sports car/GT to have a stick since the '70s E Type, if I'm not mistaken (for regular production anyway, the XJ220 had a stick). 'Course can argue everything before the F Type was more Grand Touring than outright sport but I digress).

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NCC-72381@reddit

Fair point. The F-Type says “Poor man’s Vanquish” to me.

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Mandydeth@reddit

I was looking at some 2018-2019 models online, I can get one for $30k now. It's quite the tempting value.

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aheartworthbreaking@reddit

I like my XF, but I also bought it wrecked at a salvage auction 6 years after it was sold new. They could never compete on price with the higher end Euro brands and that priced them out of range for people like me that could get a low end C class or E class but not be able to justify $80,000 on a Jag wagon.

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tatsumakisenpuukyaku@reddit

Cryptobros with bad credit and people who couldn't afford a used Macan

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tim_locky@reddit

So you’re saying they are the Nissan of the luxury market?

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Megatron_McLargeHuge@reddit

That's Maserati.

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joahw@reddit

I believe the technical term is "wankers"

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deleted_by_reddit@reddit

[removed]

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verdegrrl@reddit

No slurs - thanks

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devastationz@reddit

I like it.

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redditaccount-er@reddit

cool

question is: can/would you spend 100 000+ on jaGUar though?

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devastationz@reddit

No one was buying under the previous branding so, why not try something new.

Lets see the cars.

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Kind_Ad_5953@reddit

Targeting woke

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Coffeeisforclosers_@reddit

I hope this is the biggest bait and switch the world has ever seen and they end up showing us a modern classic and James Bond pops out and shoots the new brand and everything is normal again

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planet-spinny@reddit

The ad sucks

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Vic-2O@reddit

This appeals to the aspiring haute couture crowd who have no money. They need to appeal to old urban money who need to get around. Jaguar have totally lost their way.

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Accomplished_Ad_2743@reddit

Woke non binary arseholes

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Space-Safari@reddit

I hope it's just rage bait

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MohPowaBabe@reddit

Have you seen their ad? I know who the target audience is, but I dont think they realise said audience is small and has no money to buy their luxury eletric crap

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KRushingIt19@reddit

If original Star Trek made a Benetton ad.

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Exp_eri_MENTAL@reddit

People who have zero interest in jaguars, but do have an interest in gender studies.

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lastplacewinner_@reddit

Hopefully they stop making cars too🥰

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theanswar@reddit

They are clearly "Deleting ordinary" with this...

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BareMinimumChris@reddit

I think it's their marketing department that needs deleting.

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sicilian504@reddit

I mean, we're talking about it. Good or bad, we're talking.

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BeingRightAmbassador@reddit

That worked wondrously for Morbius and Madame Web.

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cosmothejtac@reddit

People talked about Bud Light too and we see how that went

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hutacars@reddit

I don’t think the Bud Light and Jaguar demographics have much overlap, but who knows.

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cosmothejtac@reddit

No, but their reaction to the switch in marketing strategy does

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yoloxxbasedxx420@reddit

It's a Gillette level fuck-up. jaguar band is dead.

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cubs223425@reddit

Yeah, but people are going to make fun of this for a day or two, then stop thinking about the brand again. They don't have vehicles to sell, their brand identity is rooted in being unreliable, and this does nothing to address any of these problems.

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hutacars@reddit

Yeah, but people are going to make fun of this for a day or two, then stop thinking about the brand again.

People said that about the current crop of nose job BMWs, and they’re now setting sales records. Basically, whatever /r/cars (or Reddit in general) thinks will happen, the exact opposite always does.

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cubs223425@reddit

That's neither true nor comparable. The BMWs are still competent vehicles, while Jaguar...doesn't have any. People still mock the looks of the BMWs, and saying "people don't mind it," doesn't really fit when you consider that the M cars certainly aren't anywhere near their sales numbers from prior generations.

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fromthewindyplace@reddit

their brand identity is rooted in being unreliable

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My_Bwana@reddit

I mean, I personally love Jaguar. I think the F-type is one of the best looking cars in recent history. the F-Pace SVR is fucking awesome as well.

It sucks that they're struggling so much and this commercial blows though.

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MilkyWaySamurai@reddit

I’m busy barfing.

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Future-Turtle@reddit

This reminds me of those super weird PS3 commercials when it first came out. Just random vaguely high concept incomprehensible gibberish.

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mnilailt@reddit

super weird PS3 commercials

These were super memorable at the time though.

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shoveazy@reddit

At least those were interesting enough to stick in your head. I remember those being weird as fuck when I saw them on TV and honestly a little scary lol. This ad was like an AI generated throwaway marketing video.

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fvgh12345@reddit

Sony has been doing that for a while, pretty sure there were some for PS1 and I remember specifically the David Lynch PS2 commercial, I'm pretty sure he didn't have any idea what a PS2 was and neither did any viewers after watching the commercial.

The difference between that and this is that commercial was actually entertaining

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The_Commandant@reddit

At least those actually featured the PS3 in them.

This could be ad for literally any brand, any product. It's nonsense.

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Omnivirus@reddit

For a while they tried to be a poor mans Rolls Royce or Bentley. Was never going to happen in the modern era.

In my opinion they should be targeting BMW owners who have been turned off by the new BMW design language and interiors. Make the new models drive great (the XE was a great car!) and give them classic styling and proportions. Also I think the notion that they can command a premium price for the Jaguar brand is long gone- I'm not saying they need to be priced lower than the Germans, but they certainly can't command Land Rover pricing.

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kelp_forests@reddit

Yep. Take their styling (which has always been good) make it classy and add some hidden tech (who doesnt love a little James Bond/surprise), thick carpet and comfy seats. Aston Martin did it.

Imagine a full wood interior with dials, some subtle AMOLED screens, and flip up display if you want a larger nav.

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HandreasKJ@reddit

As a Jaguar owner, this is sad to see. The world is tired and fed up about the whole woke phenomenon. And rightly so. And they do this in 2024 plus doing the electrical thing while that business is stagnating. Also, why cater to an audience that would never buy a Jaguar? This is brand suicide.

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pon_d@reddit

it's obvious isn't it?
those people that are in the video

hopefully each of them wants to buy \~10,000 to \~25,000 cars

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Flimsy_Scar5552@reddit

cg

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Buc_ees@reddit

I still think they are for the old people.

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Mindless-Purpose-698@reddit

The problem with targeting young people for high value products is they often don’t have the money to buy said products, whereas older people do. Plus, the young people of today will become the older people of tomorrow, so assuming the existing older customer base will die out without taking into account the fact they will be replaced is slightly idiotic on the part of JLR.

Abandoning their brand values because they were seen as “old-fashioned” and trying to target younger people was the very mistake that produced products like the XE, which didn’t sell. In fact, the XE sold less units than the much maligned and supposedly “old man” X-Type.

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Burning_Flags@reddit

Jaguar is trolling you guys

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lePKfrank@reddit

Pure corposlop.

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Twin_Turbo@reddit

This was made by a female marketing team based in new york where 95% of them don't have driver licenses and probably have never driven a car let alone a jaguar.

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ProjectZeus4000@reddit

This was made in the UK by the UK brand.

There is a works outside America.

Guess what - women and young people drive cars too. The 50+ "business" men weren't buying enough jaguars and are buying BMW's and Audis - competing with these would mean low profit margins

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Nobishr@reddit

women and young people don't buy jags, it was primarily a men's brand, now its a they/them brand soon to be was/were

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ProjectZeus4000@reddit

I'm sure you're very happy with your witty comment but you've entirely missed the point.

Jaguar want to increase their sales. The plan is to do that by targeting a new demographic.

No car has been revealed yet but people are on the internet saying the brand is ruined because they had an advert with some colourful fashion people in.

Are bose ruined too? https://www.instagram.com/bose?igsh=MWt4eHh5cDR6bnY4

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Nobishr@reddit

Its a car ad for a classic car brand without a car in it, it alienates their main audience without appealing to a new audience that will actually buy their very expensive luxury cars, I think her marketing analysis is spot on https://x.com/lulumeservey/status/1858906844506226971?t=Pz_TJyo15cMJ0swYjfMFlA&s=19

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ProjectZeus4000@reddit

The car is previewed in two weeks.

Whole it doesn't take a genius to realise it would have been better to not have this gap in the products on sale, developing cars is a bit more complicated than that.

The advert doesn't alienate anyone, especially men, unless they are oversensitive people who rule out cars based on some PR.

They don't want to be a classic car brand. They want to be a modern car brand. They don't need to appeal to the masses and outside of the USA, men aren't put of buying a car because of a silly culture war

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Twin_Turbo@reddit

They don't want to be a classic car brand. They want to be a modern car brand. They don't need to appeal to the masses and outside of the USA, men aren't put of buying a car because of a silly culture war

How can you be so oblivious. This is like making a sephora makeup commercial but putting gladiators in it if you were to flip it.

Men will 100% be put off by this ad and the negative press, and jaguar will death spiral even further now after alienating their main demographic.

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deleted_by_reddit@reddit

[removed]

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[-]

SuperWind45@reddit

DEI. Here's the guy responsible: https://www.youtube.com/watch?v=fggiJ-pa3RY&list=PLhwR5ZIVBhJ-ZG7yqAafDHIt0esst1cEY&index=16

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dmanch@reddit

I agree that the video is horrible. But am I the only one who likes the logo? It looks a ton like the logos from the 50s to 1982. The logos post 1982 all look horrible.

Here's the history of Jaguar logos: https://imgur.com/a/KQYgg0h

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MotoPride2025@reddit

This rebrand feels 10-12 years late

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Multifaceted-Simp@reddit

A couple of the twitter comments are spot on:

Did they not just witness the absolute slaughter of the "woke and be different" ideology in the voting patterns across the world?
The demographic they are targeting with this ad is <30 year old broke people that can't even afford a car

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Turbulent-Carpet-127@reddit

Coming to this late but they're not spot on at all because those commenters think they're the target audience.

They're not - it's the fashion industry, luxury brand, rich types in LA/Paris/London/Milan. It's a pivot that may not work, but nothing else was anyway.

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WafflesOnAPlane787@reddit

Former JLR employee here.

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ZeeGarage@reddit

It looks like a fancy brand of water

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Tenbob73@reddit

I have never seen a Jaguar driven by anyone who looks like those, those, things!

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Big_Boy_Butt@reddit

I like it a lot and here's why:

I like Jaguars. I like what the brand stands for, its history, and it's attitude. Good guys drive Astons, but bad guys drive Jags. But my wife, she doesn't like Jaguar. She thinks of it as a golf dad car.

She likes Range Rover because that's what her friends drive. She likes Porsche SUVs because she gets to say "Porsche". She doesn't like Mercedes SUVs because that's what her dentist drives. She doesn't like BMW SUVs because that's what her nephew drives. She doesn't like Lamborghini SUVs because that's what an asshole drives (in her opinion).

So Jaguar has a problem and the problem isn't with gear heads. It's with wealthy car guy's wives. They've gotta move from the Mercedes category into the Porsche category. Maybe this will work, maybe it won't. But it's not insane. And honestly, I kinda like it. Just look how mad people are.

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random_02@reddit

Aside from the outrage. It is objectively a bad piece of art. The symbolism is a tired trope. Smashing the expectations, let's include a hammer! Flipping the script, let's laterally flip the camera!

If you're going to go the artistic way at least make it interesting.

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JaSkynyrd@reddit

I agree with this, and I would also add that people are talking about it. Whether or not you like it is almost irrelevant, it's the fact that this looks like it's creating some buzz for Jaguar, and when was the last time Jaguar had ANY buzz at all?

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Thoth_the_5th_of_Tho@reddit

Buzz with who though. The average buyer will be around 50. Are they on twitter buzzing about this add?

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JaSkynyrd@reddit

The comment above mine that I responded to does a pretty good job of explaining exactly who Jaguars is marketing to with this.

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Ksanti@reddit

Absolutely zero point getting people talking about a brand for 2 minutes on twitter when you're not even selling any cars right now

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UAS-hitpoist@reddit

And then getting cooked by the guy who owns the platform and also one of your direct competitors.

Seriously Tesla could launch a basically straight rip off of the Jaguar EV GT under their own luxury sub-brand, probably charge 60% as much, and eat their lunch. Or they could just not allow them to use the Supercharger network and the product is DOA.

Don't sass the guy who you will depend on for survival; I don't like Elon but if you want to survive in the EV marketplace you need a plan for charging.

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IceCreamNarwhals@reddit

Website has 3rd December as a date for some sort of reveal so wouldn't be surprised if there's a new car or something announced

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JaSkynyrd@reddit

Hard disagree but everyone can have their own opinion

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cubs223425@reddit

This isn't "buzz" though. This is the corporate equivalent of thinking you're popular in school be cause people looked at you when you tripped in the hallway.

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BlackfinJack@reddit

You're in the right ball park with this comment. If Jaguar aligns itself to the quirkiness of the London beauty / fashion scene - I think they pull it off.

If they come across as fake and woke (which unfortunately this ad does, since they show no Britishness just gender bending), they're gonna be scrambling.

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Multifaceted-Simp@reddit

They could do quirky without gender bending and that would make sense. This is crossing into in your face territory

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Lauzz91@reddit

Maybe Jaguar could go full Austin Powers

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Chewbaccas_Bowcaster@reddit

I think you nailed it. They really need to push some hints of their legacy as a British brand. A lot of their iconic vehicles some might even say are fashionable and or timeless designs. This ad they created would make more sense if it's a brand new brand with no history/legacy, or they've never made anything good in the past which isn't true.

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manorwomanhuman@reddit

Looks like a feminine hygiene product now

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tatsumakisenpuukyaku@reddit

Probably means that suburban women will be their target demo moving forward instead of bank executives

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Lowcho_Cinco@reddit

This doesn't appeal to suburban women whatsoever. So if that's the case, they completely missed their mark.

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yudha98@reddit

rich zillenials born in late 90s would rather drive either tesla or bmw

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Lowcho_Cinco@reddit

They just committed brand suicide. Can't believe nonsense like this gets approved through all the layers of management. Anyone and everyone involved in this mess should lose their job and never work in a marketing role again. This is embarrassing.

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Thenadamgoes@reddit

I mean. The fact we are talking about Jaguar is a huge improvement from us not even thinking about it for years.

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Nobishr@reddit

na, people will laugh for a few days and then forget they existed, people who actually thought about buying their cars will probably move on to a better similar brand like Aston Martin and Bently which is a shame because they made nice cars back in the day, but this is not the same company anymore

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ragingduck@reddit

Their former demographic are dying off or entering their 80’s. The 40-60 year olds who don’t “get” these ads weren’t buying their cars anyway, so this isn’t for you, old farts. This is for the younger generation, so don’t bother trying to understand it, you’re not relevant to them anymore. Remember, you weren’t buying their cars in the first place.

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Interesting_Air6450@reddit

Young people don’t like this bullshit

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Arnas_Z@reddit

Remember, you weren’t buying their cars in the first place.

Probably because their cars were ass compared to the competition lol.

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ragingduck@reddit

Exactly. They need to capture a new audience

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Automaticattraction@reddit

RIP to another woke pandering company. Hate to see it.

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KosherBeefCake@reddit

About 20 years ago, BMW talked about targeting "The Creative Class" -- Architects, designers and the like.

I take this ad as a stab in that direction.

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OxfordTheCat@reddit

Evidently not me.

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ChickenFeet23@reddit

Just to save face. I really don't think they've got it figured out. Jaguar's been all over the place for a minute.

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Lemazze@reddit

I will be very surprised if they ever launch and sell another car

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Delicious-Ocelot3751@reddit

in my opinion, they're aiming for the lucid/tesla/audi/mini/bmw crowd.

aka yuppies who care more their car is a status statement than a performer or shocker.

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deleted_by_reddit@reddit

[removed]

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[-]

moth_hamzah@reddit

the jaguar account admin putting in overtime to respond to all the comments. unless they can somehow create cars that rival AMG and M series again, i doubt any rebranding will save them

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ChunkySloth1367@reddit

I bought my first jag in 2017, then my SVR in 2021. Why? The James bond vibe, the luxury, the masculinity, the raw v8 that still existed without tons of computerized help, bold exaughst and styling. No car screamed I'm a successful suave business man like jag. As a goofy white business guy I loved that vibe.

Now it looks like they've gone full woke. That logo looks like it's off a toy or piece of cheap makeup. I get being bold, but why not stay classic, masculine, strong, and keep things fun, cool, or exciting. It's a fun sports car after all. No need to fight the patriarchy.

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GoldfishTX@reddit

It's super obvious. This is a totally new brand, young buyers, not tethered to a long and storied history of electrical problems and gremlins. This is a brand that isn't afraid to break grammatical rules, like using capital letters. They've even shortened their bullet points into two words so they fit easily into a Tik Tok video. What do they make? Not clear. Is it a car brand? Also not clear. What IS clear is that they really need to sell something to pay off this ad. Please buy jaguar.

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A5C3ND3D@reddit

They need an engineering marvel to get anyone under the age of 25 interested. They need a halo car alongside the F-Type’s successor — something akin to the D-Type/E-Type. Electric SUVs and Luxury Sedans can come shortly after, but they initially need something that can get people in the showrooms.

Jaguar is not BMW or Audi and should stop trying to be, they are not Aston Martin either. They should position themselves right where Porsche is: a performance-oriented luxury brand that’s priced right above the mainstream luxury brands.

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Thoth_the_5th_of_Tho@reddit

Porsche has a good market segment, but they’re tough competition. Cayenne’s sell like crazy. Positioning themselves as a quirky, stylish alternative to Porsche would be a better move than this though.

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xamdou@reddit

It's hard to compete with BMW when Mercedes and Audi already do so.

Alfa Romeo has tried, and is barely hanging on.

Jaguar tried, and is radically shifting.

What I don't understand is: why did nobody think to compete more with Porsche? Offer a practical sports car as your halo car and build the rest of the brand around it. Sell racing variants to rich people and teams that want to go racing.

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x3nhydr4lutr1sx@reddit

This ad has 1989 Infiniti babbling water vibes.

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RobinsShaman@reddit

They plan to double the price of all their cars. They probably want younger buyers but they are buying other cars and may not appreciate the British history. I'm sure it will fail in a couple years they will go back to what they're doing now but hopefully they'll have more modern competitive vehicles.

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Quatro_Leches@reddit

which younger buyers can afford a jaguar?. maybe ones with a trust fund, but trust me, 99% of young people dont know what jaguar is, they probably think of the animal.

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xamdou@reddit

Trust funds, career speedrunners, small business owners, influencers, etc.

Gen X and older millennials are likely the target demographic.

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ProjectZeus4000@reddit

The ones with trust funds. You answered your own question.

And younger doesn't mean 20 something, it means 40 something

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iwnnaaskaquestion@reddit

lol the type of people this commercial appeals to think British history is colonialism and genocide

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jimmyjazz14@reddit

also they generally can't afford a Jag

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UGMadness@reddit

The number of nepo babies is constantly on the rise as wealth inequality continues increasing. It's not a terrible pivot all things considered.

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Thoth_the_5th_of_Tho@reddit

The average new car buyer is 50. Increase the price and that will only go up. A younger demographic for Jag is in their mid 40s.

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63Boiler@reddit

double the price of all their cars

This, plus going EV, would be like if Cadillac's entire strategy were the Celestiq, as opposed to it being a low production halo car to bring cache to other cars that can actually be sold en masse.

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Jackisthebestestboy@reddit

People who don't have the money for Jaguar

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volcanosauce117@reddit

Redditors.

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noirbourboncoffee@reddit

Rebranding exercise from expensive and unreliable cars which depreciate like a rock, to expensive unreliable cars which depreciate like a rock.

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wineobble@reddit

No more jaaaaagggg😢😢

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CumFilldBollZ@reddit

This deserved to come out on April 1st

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darthmarmite@reddit

Copying my comment from another thread on this:

They are already struggling in the premium segment competing with the German marques and this is only going to get more competitive as you have your traditionally “everyday” brands push upwards and we look at the influx of Chinese brands coming in across this space… Essentially, where they currently are/were playing, there’s declining market share to go around (cost of living meaning decreasing sales etc.) but more manufacturers vying for a cut of it.

They can’t go cheaper.

Only chance is to go more expensive and double down on the luxury and EV front. If they go all-in on EV and do it well, they could possibly get ahead of the likes of Aston, Bentley etc. who are sticking with ICE/Hybrid for now.

£100k-£200k EV only is a niche but it’s one that is pretty un-catered for currently compared to the amount of competition in other sectors.

And if EVs really do catch on across the country with mass-adoption then it could pay off to be onboard early.

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rickybobbyscrewchief@reddit

But there are two competing concerns in this comment. First is product direction, second is marketing direction. Product direction moving to upmarket and EV is risky, but there is a case to be made for it. If done well, it could work. However, this marketing direction is an abomination. There is zero connection between upmarket/high-tech meets high performance and these refugees from a Mugatu fashion show. Hardly anyone that is dropping $125k+ on a luxury performance EV is appealed to with genderless, colorful, art school dropouts. This isn't how you target a more affluent, even if younger, audience, and it certainly does not make the brand more aspirational to those just below the target demographic. I fully understand the product direction, although I think it's misguided. I entirely fail to understand this marketing direction.

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Thoth_the_5th_of_Tho@reddit

A young luxury car buyer is still 40+ years old. I really don’t see this appealing to them.

[-]

momirfranz@reddit

They used to be the slightly quirkier BMW alternative. With the direction those folks have taken it seems easier than ever to market to that crowd.

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Thoth_the_5th_of_Tho@reddit

Weirdly, people seem to like new BMWs and their styling.

[-]

JohnLookPicard@reddit

EVs will never "catch on", there will be no "green shift" to EVs. It is mathematically impossible to replace 2 billion cars and even more billions of farm/truck/machines/whatnot

[-]

llort_tsoper@reddit

I'm sure some genius said the same thing about big, bulky, expensive mobile phones in the 1980s.

EVs in their current state are too expensive and less convenient in many situations than their ICE counterparts.

That doesn't mean that the future doesn't hold some tipping point where EVs are better than their ICE equivalents. An EV that's only 5-10% more than an ICE vehicle and can go 600 miles between charges would be the default choice for most Western buyers.

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moffattron9000@reddit

Hell, as someone who lives where they don't restrict Chinese EVs (NZ), you see plenty of BYDs.

[-]

mastawyrm@reddit

I suppose fashion also just doesn't exist because it's impossible to replace the clothing of like 8 billion people.

[-]

JohnLookPicard@reddit

you will see that there will be no shit to EVs. I don't even have to defend my point of view because even a child can understand that is is impossible. I leave you with this, bye ;)

we need 944 million tons of lithium alone to go Net Zero (the first time). But at the moment every year we dig up about 100,000 tons a year. Current total known reserves of lithium throughout the world in 2022 are just 26 million tons. At our current rate of production it will take 10,000 years to dig up enough lithium for "net zero" targets. Politicians and Green magic wish fairies may not realize what kind of galactic upscaling is required.

And of course, we need so much more than just lithium — there’s copper, nickel, cobalt, vanadium and germanium too. And when all the solar panels, EV batteries and wind turbines need replacing after 15-20 years, we need another 944 million tons of all these rare minerals... and again.. and again...

[-]

mastawyrm@reddit

Bro I've heard all the big oil propaganda for years now, you don't have to repeat it again.

Again, "can't make it to net-zero" =/= "people won't buy them"

And you do realize these rare minerals don't just get used up and disappear right? I really don't give a shit if EVs don't meet your arbitrary threshold of "green enough". That has nothing to do with people wanting them.

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Eugene3005@reddit

I think they’re going cheaper

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UAS-hitpoist@reddit

Nah their only planned new model is 130kGBP

[-]

UAS-hitpoist@reddit

they can't go cheaper

Why not?

They could do parts sharing with other parts of Tata's lineup and move to a common platform. Labor wise they're cost competitive with Chinese brands, and they don't have nearly as many restrictions on their export sales.

Obviously things like the interior would have to be bespoke, but borrow Curvv and Nexon platform and tune the suspension differently plus add some additional batteries and sell it for like 35k.

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ritchie70@reddit

I would argue that they could go cheaper. The best thing that might have happened to Jaguar is to be spun off with Mazda instead of with Range Rover, and give Mazda an instantly recognizable brand to be the "Mazda Lexus."

Love it or hate it, a Jaguar used to LOOK like a Jaguar. Long and low with some old-fashioned design elements in the mix.

Now I would be hard pressed without badges or the distinctive grills to tell you if a Jaguar is a Jag or a Alfa or a Mazda.

I mean, look at this and tell me, is there that much difference?

https://imgur.com/a/U3LPlvC

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TheNecromancer@reddit

This is exactly how I see it, and the fate of the I-Pace makes me worried. That was a premium EV with good dynamics and great design which came out well ahead of the competition. Competition which very quickly improved itself, while the Jag got left behind and all the resources used to get it out there sooner then couldn't go into updating the car so it could actually compete with everything that followed it.

I can now easily see the same situation being repeated for the entire company, instead of just the one model.

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Recoil42@reddit

The I-Pace was a money-loser sitting on a dead-end platform. They could (and maybe should) have iterated on it, but it would have been a long and exhausting process. If you look at competitors, the fact that they're they're increasingly going clean slate with new electronic architectures indicates Jaguar is at least pursuing the right option with what they have in front of them.

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TheNecromancer@reddit

From a process/operations perspective I totally agree - a clean slate is bloody useful. I just don't trust Jaguar to not cock it up.

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PMWaffle@reddit

I don't know if it's an uncatered niche vs just not all that desirable for buyers in that range. The german 3, porsche and lucid, with maserati also entering very soon, are all in that range and depreciation is huge even when considering that these are luxury/gt cars. They just don't feel as special as gas counterparts because the powertrain just doesn't feel distinct even if the rest of the car is great. Compare the 760i and i7 60i, similar i7s are consistently 10k or so below the 760i for 2023 models despite having a higher msrp.

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chris8535@reddit

When all they really had to do was update the I pace once every five years but noooo

[-]

darthmarmite@reddit

Agreed. Always bogged my mind that they didn’t stick with the iPace more given the future direction of the company. iPace reviews were really positive too when they launched.

[-]

BeaverMartin@reddit

I’m not a marketing person but this seems easy: Professionally shot footage of a traditionally masculine British man (like Pierce Brosnan) driving a series 1 XK-E though the Scottish countryside like he’s the Stig. Engine whaling sounds. Snip it of a Churchill speech plays in the background. Commercial culminates when Churchill says “Never Surrender” Jag logo pops on a black screen with a silhouette of a modern sporting Jag F type replacement. End scene.

[-]

clickmagnet@reddit

Weird, it’s the welcome page of their website too. Took me a while to find where the model lineup is. Three SUVs, one sedan, and the F-Type. I used to dream of an F-Type but they removed the clutch pedal, they’re dead to me.

[-]

grundlemon@reddit

Jaguar makes phones now?

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P777KK777@reddit

A Case Study on How to Ruin a Brand with a Marketing Campaign

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PastLivid2122@reddit

This is an H&M ad

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OldRed91@reddit

"copy nothing" Who wants to take bets that the next Jaguar will be another fully electric SUV?

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Percolator2020@reddit

Copy nothing is pretty stupid, wouldn’t hurt to look at successful competitors.

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o0260o@reddit

Copy nothing, they said. It's clear to me they will be making a straight 7 cylinder diesel convertible minivan paired with that 8 clutch transmission from Koenigsegg.

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Quatro_Leches@reddit

are they finally gonna be the ones that make the Brown, RWD, Manual, Wagon with a V8 and comes used from the factory?

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lyriqally@reddit

sell it for under 200k and i'm 100% in

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cubs223425@reddit

It's also probably a lie, as they'll probably have a designer who did other brands' designs and components that competitors have used and try to step into a market carried by other brands. I don't expect we're going to be getting that much originality here.

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Percolator2020@reddit

Doubtful they are going to do very much in-house, very unlikely they will keep all those engineers while there are no revenues. Probably buy some platform from Magna and powertrain from BMW or Tier 1 and call it a day.

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strongmanass@reddit

I'll bet you $10 million it's not an electric SUV. It's confirmed it's a Taycan competitor. The Range Rover EV will come out before the next Jaguar electric SUV.

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deleted_by_reddit@reddit

[removed]

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[-]

CheeseMakerThing@reddit

They already had one of those, the I-Pace. They just completely dropped the ball on it by not trying to revisit it in a rapidly changing market.

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_badwithcomputer@reddit

Based on someone else's EV platform (probably something Chinese).

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strongmanass@reddit

The architecture was developed in-house and is bespoke to Jaguar.

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desf15@reddit

I believe it's already confirmed. First there will be 4dr GT, then SUV, then S-class competing limo, all of them fully electric.

[-]

JacksterTO@reddit

When I saw your post I was like... what is he on about? Then I watched the ad.... and OMG... what the hell is that?!?!?!? 😵‍💫😵

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MumblesNZ@reddit

When did Maurice Moss start modelling for Jaguar commercials?

[-]

IgDailystapler@reddit

Unsurprisingly all the Twitter edgelord a are saying “grrrr I hate gay cars, Elon pls fingerbang me am I doing good 🫣”

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IgDailystapler@reddit

If my XJ makes me gay than so be it, time to hit up ram ranch

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pepperfarmsremebers@reddit

I won’t lie. I saw this on my timeline and thought this was an entirely different brand that was unrelated to the car maker. This is so bad lol.

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Limesmack91@reddit

Probably the people that think a "real jaguar" has to look like an X type

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emr_carmaniac@reddit

They will move upmarket, after their cars failed in comparison to German cars.

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I_Am_Vladimir_Putin@reddit

If this is their logo I would guess they’re gonna be making fizzy drinks now

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Shockwave179@reddit

Glad I wasn't the only one that had this thought.

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bonerJR@reddit

buble, by michael et jaguar

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aaron2610@reddit

I couldn't believe this was a commercial for Jaguar the car company.

[-]

63Boiler@reddit

Nah, that fizzing is just the battery powering the Lucas electrics.

[-]

aeroplane1979@reddit

As much as everyone bemoans the SUV takeover of all things automotive, and that's partly at play with Jag, I've long thought that Jaguar began to lose their way with the last redesign of the XJ.

Off the top of my head, I can think of 4 automotive designs that have were so iconic that time travelers from when each were initially introduced would recognize the modern version. The Porsche 911 (1964-), the VW Beetle (1938-2019), the Jeep Wrangler (1941-), and the Jaguar XJ (1968-2009). The 2010-2019 XJ looked nothing like its forbearers and therefore, to me at least, looked nothing like a Jaguar. The XJ design was iconic and it could and should have continued to evolve gracefully as a cornerstone of the brand, even if that market segment was shrinking. They've seemed rudderless without it. You used to be able to spot a Jaguar in traffic, now they blend in with everything else.

Jaguar has become the British Buick at double the price.

[-]

hutacars@reddit

Agreed with everything except the last line. The “classic” XJ is a car I’d love to own some day, for similar reasons as I owned ( and loved) my Buick Park Avenue Ultra back in the day: something about that classic, timeless, understated old-man-with-money look I find super appealing. The late 90s Deville also pulled this look off very well, but I struggle to think of too many other cars which did. Maybe the E38, though that’s almost a little too subdued.

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justincoombsart@reddit

I think they are partnering with original artists to try and show they can push the boundaries and redefine assumptions?

God knows were need more original approaches to cars - the ID Buzz is the only interesting thing to come out in 5 years... and even THAT is $65k+

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hutacars@reddit

the ID Buzz is the only interesting thing to come out in 5 years

CyberTruck.

I’ll take the reflexive downvotes, but it’s nothing if not “interesting” given there’s nothing else on the road like it.

[-]

chris8535@reddit

Let’s be honest the ID Buzz is interesting but neither useful nor realistic. It was crash and burn so completely they will be rotting on lots.

It’s probably one of the most ill conceived ideas in the past 2 decades. It’s as if someone thought bringing back the Yugo as a premium EV was a good idea.

[-]

DTM-shift@reddit

I don't know. EV in a minivan-ish form factor? Throw in some nostalgia and it might do alright in the market.

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HorstC@reddit

Jag is dead. Simple as that. Grasping at straws. Maybe they should have tried making cars that weren't shit for the past 60 years.

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ImLiterallyShaking@reddit

To remind everyone jaguar exists then roll out some more traditional commercials?

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Jpaynesae1991@reddit

Absolutely stupid marketing, jaguar senior leadership should be embarrassed.

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solo118@reddit

luxury buyers, their new offerings will be upscale

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Dyep1@reddit

Theyre targeting anyone cause right now everyone knows they are piles of maintenance

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brows1979@reddit

Trans/woke nonsense😡

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evolvedpotato@reddit

Grow as a person.

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evolvedpotato@reddit

This is literally just a more cyber, apple style rebrand. Carservatives channeling their inner muskrat twitter in these comments here.

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Atreyu1002@reddit

They are owned by TATA motors. Good god, I thought such a massive conglomerate would have more sense than this.

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Chi-Guy86@reddit

They’ve made the calculation that they can no longer survive as a mainstream luxury brand, and this is most certainly a correct one. So that leaves them targeting a niche market to try to stay alive.

Land Rover occupies the off road niche, so their only option is the ultra luxury space.

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aaron2610@reddit

This is like jumping out the 10 story window because you smell smoke

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CookieMonsterFL@reddit

meh, seems like that 'building' is going to collapse regardless, but they are definitely defenestrating themselves.

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aaron2610@reddit

Just because you're different, doesn't make you valuable.

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DudeWhereIsMyDuduk@reddit

People who need a Jaaaaaaaaaaag

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cultoftheilluminati@reddit

What in the balenciaga fuck did I just watch?

How is this $200 dollar chinesium-sub-brand-of-a-sub-brand-android-phone typography gonna sell cars?

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pink_tshirt@reddit

They clearly missed the memo

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backstreetatnight@reddit

This doesn’t even feel like a car company anymore

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EmergencyRace7158@reddit

Some branding consultant is making bank on perfectly pointless work. The brand will ultimately live or die on the product. If the new cars are good and find a niche in the market or if they're flops that nobody buys, none of this would matter one bit.

[-]

notafamous@reddit

They'll sell perfumes now? I missed the "filmed with iPhone#", I know it is written somewhere, I just couldn't find it

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Chief87Chief@reddit

The agency collecting the retainer.

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arokoutha@reddit

That’s an interesting looking car

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RKRagan@reddit

Derrick Zoolander.

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Stinkus_Dickus@reddit

Jaguar is so out of touch with the consumer, they are using some weird 2015 style “rebrand commercial”

No wonder why they are failing

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dwindlingpests@reddit

New ev crowd?

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Lawineer@reddit

Some marketing agency completely hoodwinked the board

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mikeber55@reddit

Regarding the analysis on X… They are judging the company from outside, assuming there is a way to make Jaguar great again. But I’m afraid there may not be a path for companies like Jaguar in the future.

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vhyli@reddit

Artsy and alternative 20 something year olds who happen to be poor ASF?

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suzukijimny@reddit

RIP Jaguar.

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CompSci1@reddit

Its trying to tell you they have implemented a new woke DEI hiring strategy which will obviously make their cars better lmao.

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TwoSecsTed@reddit

If this lowers the value of old Jags I want, great.

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ALaLaLa98@reddit

What the fuck is this.

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strangway@reddit

People who want to buy electric SUVs. So mission: accomplished.

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UAS-hitpoist@reddit

What are they selling? I thought this was for them launching a fashion brand.

[-]

EloeOmoe@reddit

thoughts?

The ad I saw looked like they were absolutely certain Kamala Harris was going to win the election.

[-]

joahw@reddit

Seems like they are going after the Kardashian people that all drive G-Wagens and Italian cars? Might as well just sell the brand to Stellantis at this point, jesus. This is just "not your father's Oldsmobile" all over again.

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AlonsoFerrari8@reddit

I saw that ad and thought they were selling fast fashion. Pass.

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TwoSecsTed@reddit

This is by far one of the worst rebrands for any business I’ve ever seen.

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Complex-Muffin4650@reddit

No one, they don’t actually want to sell cars

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Rillist@reddit

Jaguar to me means a rip snorting engine when on the loud pedal, a nice place to spend time when off it. It was a jeckel and hyde type of car, capable of both high elegance and and great violence. Like the bad guy from a Bond film. The F type was the quintessential Jag and I still want one.

Whatever the fuck this is, isnt that anymore. Let them eat cake, right before the beheading, it seems.

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Drone30389@reddit

What's this, a weirdtopian Fruit of the Loom ad? And on X? It reminds me of brightly colored animals to signal "don't touch me, I'm toxic".

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popupdownheadlights@reddit

This reminds me of the new h o n d a logo on the prologue

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ShortwaveKiana@reddit

Which coincidentally isn't a true Honda. It's made by General Motors

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popupdownheadlights@reddit

True! I guess that logo is a bit GM-esque

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Chewbaccas_Bowcaster@reddit

I can't unsee the new logo type JaGUar

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aheartworthbreaking@reddit

A buddy of mine worked for JLR last year as an intern. He’s completely flummoxed on this one.

[-]

PuzzleheadedRoom702@reddit

Worked for JLR last year as an intern

I think I can guess what department he was in then. The one that came up with this god awful shit. Keyword there that gave it a way was worked. Rightfully fired if so.

If not, I doubt he’s upset as he says he is about it, everyone connected to JLR in any way, shape, or form, is somehow praising this. So I don’t know, my guess is trying to save face from embarrassment.

[-]

aheartworthbreaking@reddit

Anonymity does wonders for what people will say behind a keyboard

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PuzzleheadedRoom702@reddit

Not my fault he was working for a sinking ship. Either he’s a complete moron, or like I said - he’s not as upset as you think he is.

[-]

aheartworthbreaking@reddit

Do you even know what an internship is?

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TaintedSupplements@reddit

You, with demoralization.

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celtic_sea_salt@reddit

DEI bs

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Sharp_Cow_9366@reddit

All I know is that the target audience isn’t me. I’ll stick with Porsche and Lexus.

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baummer@reddit

China

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nowhereman86@reddit

This feels anachronistic. This add would have been cutting edge in 2010.

[-]

Reygle@reddit

Recently de-activated my twitter account, so would someone be so kind as to tell them

SILENCE, BRAND

for me?

[-]

NMRacing@reddit

This is the biggest brand suicide I've ever seen. Jag owners should be furious.

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vhalember@reddit

Looks more like a weird perfume commercial...

... they'll have more of a target audience than the new, overpriced, Dodge EV Charger brought to you by the clueless execs of $tellantis.

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Zhered-Na@reddit

Cougars with money

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Conscious-Lobster60@reddit

Tata probably wants to make Jaguar desirable to some Oil/Sovereign Wealth Fund so they can unload it.

[-]

avoidintimeanspace@reddit

how do brands get it soo wrong, like there's going to be hundreds if not thousands of people involved with that ad, and no point has someone gone " wtf is this what are even trying to say and to whom?"

[-]

Smegma-Santorum@reddit

what in the actual fuck is that video LMAO

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Charon2277@reddit

捷豹不适合你，你这个混蛋

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bikedork5000@reddit

This all bums me out because their last 10 years has just been gorgeous in terms of design. The thing they have always needed was to pair that with a significant improvement in long term reliability, but that's just really, really hard to move the needle on as a smaller company.

[-]

barukatang@reddit

"copy nothing" don't mind that there are colors that the actors are wearing, 2 that are unique,(pink and orange) and the rest are yellow and red

[-]

ninjastk@reddit

They can always just cut cost on everything and sell a shitbox with the badge for 32k.

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gimmiedacash@reddit

Commercial had me thinking maybe more paint options?

[-]

TurboNeckGoblin@reddit

That looks like SHIT

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CollectorCarFeed@reddit

It's a tired trope at this point, but it looks like they asked AI to generate a hip new commercial, but the AI was trained on data from 5+ years ago. This is awful

[-]

Aero06@reddit

They're literally doing the bright colors and slow-motion powder particles that iPhone commercials were doing three years ago, they're behind the curve and it shows.

[-]

Snikle_the_Pickle@reddit

If the bright colors actually make it onto the car exteriors, all will be forgiven.

Unfortunately that's unlikely, but I can dream of pink, orange, and yellow Jags all I want.

[-]

EnormousGucci@reddit

There isn’t a person on this planet that could’ve gone in blind, seen that commercial, and say that they saw a car commercial without the brand popping up at the end. The hell were they thinking? What does this commercial even do for them? How does it generate hype for a car brand? It’s not a good sign when that’s how they advertise.

[-]

spotH3D@reddit

Just shows that you can pay money for advertising, but you better sure the marketing people actually know what they are doing instead of blindly chasing horseshit trends.

[-]

PriusesAreGay@reddit

O shit, waddup Feed

But no, if I saw this without any context I’d have assumed it was some other completely-unrelated brand that happened to share the name lmao.

[-]

xignaceh@reddit

Because it is

[-]

Geofferz@reddit

Correct!

[-]

GeneralCommand4459@reddit

It says in the Car and Driver article:

Jaguar is targeting younger, wealthier, and more urban shoppers, described by the company as “design-minded” and “cash rich, time poor.”

[-]

ShakeItLikeIDo@reddit

“Cash rich, time poor” sounds like the old and wealthy, not young and wealthy

[-]

Avalon_Don@reddit

Not us… and it’s as simple as that. 😑

[-]

strongmanass@reddit

That wasn't working for them so they may as well try a new audience.

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ShakeItLikeIDo@reddit

I think it wasn’t working because I completely forgot they existed. There aren’t any ads or partnerships or anything involving them. Do they even have any social media accounts? Their marketing is zero

[-]

whaddahellisthis@reddit

Jaguar might finally die. Never thought I’d see the day.

[-]

deleted_by_reddit@reddit

[removed]

[-]

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[-]

cheezturds@reddit

They should just work as a company offering update restorations of their old models. Their new ones all sucked. I’d love to see old v12 Jaguar sedans brought back to showroom quality with some subtle 2024 comforts in them

[-]

facevalue83@reddit

Fans of Dune?

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OptionsSniper3000@reddit

IKEA customers

[-]

Green_Coast_6958@reddit

What consultant told them this would be a good idea lmao. Looks like a Chinese EV company. Jaguar should’ve died with dignity

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TunakTun633@reddit

Jaguar wants their old customers back - the ones who buy Porsches, Maseratis and $200K Range Rovers because a Mercedes is too common in their neck of the woods. Jaguar has to discount the 5-Series size XF to 3-Series pricing to shift units, and that's as unprofitable as it is corrosive to the brand image.

So the styling will get more dramatic. Hopefully interior quality will go way up, because it sounds like pricing will also go way up. The only way to sell a bunch of big expensive cars in today's world is to go EV (unless you want a PHEV monstrosity like the C63 or M5), and there are benefits to that besides. All of this makes sense to me.

I think that's completely incongruous with the attached ad - even down to the font. But I also don't care about advertising at all; it's in no way reflective of product quality.

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TheseClick@reddit

This is the type of art school final video project that underemployed kids of aerospace engineers make.

[-]

MilkyWaySamurai@reddit

It’s embarrassing regardless.

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StructureTime242@reddit

I have no actual info but some consulting firm probably got millions for this garbage

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Quaiche@reddit

Rich zoomers.

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RealisticMost@reddit

No one I guess. People are not ready for ultra expensive ev cars.

[-]

Affectionate-Girl26@reddit

Sad to say but I think most people aren't sure who Jaguar is trying to rebrand for. Who is their target audience?
I test drove their F-Type this past summer and was severely disappointed and shocked. I also thought they were a good luxury brand, but my attitude has definitely changed after test-driving one. 😞

[-]

immortan_drew@reddit

Infiniti called they want their 1989 nature ad back.

[-]

JaKr8@reddit

It's targeting the ultra high-end limited production segment of the market. Even cars like our $70k something F pace will no longer be anything they are concerned about.

Tata already has Land Rover printing money for them, so they can afford the experiment to try to move the Jaguar brand super upscale into a limited edition Electric Boutique manufacturer.

Will we be able to buy one in the future? Yes, but I would never again spend that kind of money on a car. Our biggest purchase was a fully loaded x5m50 that pushed just a bit over 100k at the time, and I don't think we'll ever buy another car quite that expensive again.

Well that succeed? I don't know, they've had a bit of an identity crisis the past few years in the us, and I don't know really what their position is in Europe other than a small player.

I do wish them luck, but I am not their Target segment any longer.

[-]

Mr_Squidga@reddit

Whoever it is, they don’t own a jag at the minute! Maybe the same 7 people who Lotus are targeting with their overpriced electric stuff too?

[-]

therealphee@reddit

Based on the typographical choice, i’m guessing the suburban mothers who want to be “different” in the “my crossover is nicer looking than the neighbors” kind of way.

[-]

TheLastREOSpeedwagon@reddit

This is doomed to fail

[-]

Fluffy_Cow9173@reddit

According to the new advert, exclusively women and crossdressers

[-]

deleted_by_reddit@reddit

[removed]

[-]

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[-]

Lando25@reddit

Make reliable British inspired designs that people can afford. If they are going all EV like rumored they'll be gone in a couple years.

[-]

arrastra@reddit

customers

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leedle1234@reddit

I don't think Tata seriously intended to keep Jaguar around after the "temporary" plant shutdown to begin with. They'll do all this work converting to an EV plant, axe Jaguar entirely and just build land Rover badged crossovers there.

All this marketing and concepts is just the remaining Jaguar team throwing shit at the wall for the hell of it.

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i-Poker@reddit

This is awesome! I've been looking for a half SUV, half sedan in bright neon pink to take me and my flamboyantly gay, bald-headed friends/lovers to our weekly EDM disco! Love this branding! I feel seen!

Question: does it come with the outfits???

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proscriptus@reddit

You don't like jaGUar?

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Carppoboywxtrachuckl@reddit

I'm just surprised Mc Mahon and Tate Advertising are still in business after all these years. https://youtu.be/gArU-BAO7Kw?si=cfMgavOWYypeyAYI

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IIllIIIlI@reddit

It’s doing its job though. Would you be talking about jaguar if they didn’t?

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PlumpTroll@reddit

They're trying to market their cars to pedophiles now I see.

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NeverRespondsToInbox@reddit

Jaguar should be focusing on making their cars as fast as possible while calling back to their suave and sophisticated heritage. Not whatever the fuck that was. What is that ad trying to say? Who is going to see that and be encouraged to buy a car? How does a car brand put out an ad without a car in it?

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I_like_forks@reddit

I've been traveling Europe this past year and if there's one thing I've noticed it's that there's a LOT of cars that are just fashion pieces, especially around Italy. Not even fashion statements like a Range Rover or G Wagon, but like a purse would be. Think like what Lancia has become, a lot of Chinese brands as well.

This fits right in that vibe. Hopefully it's one mismatched ad to what they'll become but I don't have high hopes.

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reward72@reddit

I think that like the ad says, Jaguars has to be different. Buying a Jaaaag should be an emotional decision because you are in love with the car. If all you want is to purchase a driving appliance, buying from such an unreliable brand makes zero sense. The problem is that the current lineup is nothing special or unique. It looks just as generic as everyone's else.

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LazyLancer@reddit

I just watched their new ad for the first time. Who the flying fuck is this for? Is it a MINI 2026 ad? What are they thinking?

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SiteRelEnby@reddit

shifting gears

Isn't everything they sell automatic now? 🤮

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Novacek_Yourself@reddit

I've been a Jaguar guy for a long time. I've owned eight. This is like personally insulting to me. Fuck them.

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Sprinklypoo@reddit

"Jenkins! What are the kids into these days!?!?"

"I'm I'm not certain sir..."

"Well take some meth and get on youtube and get me a write-up! Pronto!!!"

fin.

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jusmax88@reddit

Jaguar has a perfect blueprint for the future: THEIR past.

A great looking coupe/convertible that’s fun to drive (won’t sell but will attract eyes)

2-3 elegant sedans, 1-2 that are fun to drive, 1 which is very luxurious (S Class competitor)

2-3 SUVs, 1-2 that are fun to drive, 1 big luxurious one that also drives well

Their problem for the last 20 years was that none of their cars drove particularly well nor had particularly great interiors. Instead of reinventing themselves they need to work on getting the basics right.

And with how things are looking I highly doubt EV is the answer to their problems

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conndenn@reddit

Lol that was so bad. Maybe I just don't get it.

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FucchioPussigetti@reddit

The problem with introducing an updated brand treatment like this is that the best, most cohesive brands always function as something that is greater than the sum of it's parts - at the moment we have a few of those parts and, out of context with the larger product offering and overall direction, it feels like a flop. They're meant to be introducing a new concept/styling direction in early December so this might fit better as an overall brand and vision statement then but at the moment it feels flat. A couple of interesting ideas peppered in but the wordmark in particular is not working for me.

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xignaceh@reddit

Their Instagram has been a shame for the last year or so. I feel no connection anymore with this 'brand'.

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harrymadsak@reddit

Cults? They didn't even feature a car or anything resembling a car

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SchemeShoddy4528@reddit

They have absolutely nothing, in a car ad they showed a bunch of people in awful zoolander fashion. They unironically copied a parody.

https://www.youtube.com/watch?v=xKii1b6azXc

The previous ads were pretty terrible as well imo, but at least they showed a product they make. Seems like nothing is changing, maybe they should spend less time sponsoring a formula 1 race team and make something people want to own.

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bwoah_gimmethedrink@reddit

Modern car ads are always far away from showing the actual customer base, but yeah, this looks like an extreme case.

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ghostpicnic@reddit

When you can’t decide if you’re a 68 year old man who’s kids don’t talk to them or a pseudo-progressive zoomer that thinks they’re way more counterculture than they actually are:

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themasterofbation@reddit

I have no idea. If I was Jaguar, I would double down oj my heritage and history, put old school looking gauges and knobs in the interior, rather than competing on price and quality with the inevitable Chinese EVs that will be seemingly better at everything than Jag

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deleted_by_reddit@reddit

[removed]

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KARMAWHORING_SHITBAY@reddit

It seems like they’re targeting young wealthy professionals, think like mid 20s early 30s $300k+ DINKs with more cash than they know how to spend.

And as someone who is in that demographic, the last thing I’d want to do is buy a car that costs anything over $50k. I just want a car that looks cool and is fun to drive, the brand name doesn’t matter at all. Others in my circle would agree with that, our generation hardly cares about “keeping up with the jones” or showing off with luxury goods, which it really feels like Jaguar wants to be.

And then for the actual ultra rich, they’re not changing to a Jag from their Bentleys and Lamborghinis, as it has too much history as a “poor man’s rich car” given that a used Jag of any almost any model can always be found below $50k, even below $30k in some cases

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ShortwaveKiana@reddit

I have no idea why you got down voted when you're objectively right when it comes to the demographics.

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KARMAWHORING_SHITBAY@reddit

Welcome to r/cars

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Still-a-VWfan@reddit

The luxury car market is ROUGH right now. Even the established brands are struggling. My thoughts on this is that features that were once luxury only are now in all cars cheap and expensive. Also the move to everything screens makes it hard to do an interior that’s unique. So what’s makes them different other than price. Jag wants to enter into this extremely competitive market. Good luck with that

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throwawayrepost02468@reddit

The luxury market is rough and competitive. The super luxury market is still blowing up.

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bigloser42@reddit

Based on that commercial, I would think they are targeting the haute couture LGBTQ+ crowd. That's all that comes to mind seeing that commercial.

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iroll20s@reddit

Rich woke people who consider cars a fashion accessory?

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Cost_Additional@reddit

That's amazing lmao they are so lost in the sauce.

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deleted_by_reddit@reddit

[removed]

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AutoModerator@reddit

Policy discussion is welcome. However, if your post involves politics AND CARS, please consider submitting to /r/CarsOffTopic.

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zehamberglar@reddit

I should have known that Christmas was too political.

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sjmiv@reddit

Derek Zoolander.

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BillestBill1449@reddit

I think the Jaguar Coupes are really sexy. Styling and sound is good. Specs look good. Price and maintenance are what would keep me away if I even had the money to consider one.

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Honest-Purpose4612@reddit

I think the marketing department took the term "it's good to be bad" wayy too seriously 😐

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Religion_Of_Speed@reddit

Do we not get to see a car? Ya know, the thing they sell. Looks like all the other trendy/hip art bullshit. Weird for the sake of being weird but because of that actually blending in with everyone else trying the same thing, just 5 years too late. I also can't get over the fact that it's a car brand saying absolutely nothing about a car.

Looks like they're about to break into the consumer crossover market with the most boring interpretation of a blob car with Jaguar headlights we've ever seen. But it'll move me, excite me, make me want to drive 40mph through a city center playing the new Taylor Swift.

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articman123@reddit

Okay, I am not intrested in modern fashion, is this a fashion house or a car compay? Where are the cars? There wasn't a single car in this video!

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turbowhitey@reddit

So we can expect completely unique vehicles going forward, brand new chassis, brand new engines, new interior layouts, crazy lights, right?!? Right?!?

I can’t wait to see what wheels they’ll use since they can’t copy the round ones anymore.

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Hard_Corsair@reddit

I have a hunch that the rebrand will flop. Personally, I think Jaguar needs to lean into the roguish reputation that they have, and use that to push a narrative that Jaguar cars and owners are more interesting and charming than their cold German counterparts.

Breitling recently had a cultural moment about how "sketchy dudes wear Breitling" and it made the brand cool again. Jag should take note.

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calculating_hello@reddit

Anything Jaguar is like a drowning person reaching for anything to survive

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04limited@reddit

Not me. They’ve already lost whatever little brand cachet they had for the last 6-7 years. No flagship to show what the brand is capable of.

It’s a dying brand like K mart 10 years ago. Empty shelves and nothing new.

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xxyer@reddit

Bankruptcy

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tatsumakisenpuukyaku@reddit

Looks like Jaguar is making iPhones?

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PoniesPlayingPoker@reddit

They're trying to appeal to a higher neiche like Bentley and Aston Martin is my guess.

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yawetag1869@reddit

Cool ad. How about producing a reasonably priced car that has even the slightest amount of reliability?

Sorry to break it to you Jaguar, you are not losing market share to BMW and Porsche because your ads are flashy. Its because your competitors makes cars that is better priced, have better performance and are actually reliable.

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TheDuckFarm@reddit

The name says Jaguar, but the driver is a cougar.

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Capri280@reddit

Is this an ad for overpriced clothes directed by Wes Anderson?

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bigredpancake1@reddit

"Live vivid" "Delete ordinary"

Yeah it'll be some ugly crossover and nothing else

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AtomWorker@reddit

This is an ego stroking exercise for a leadership team who's embarrassingly out of touch and their ad agency is rinsing them for all their worth.

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jzr171@reddit

All I got from this is that Jaguar is a boulder. Slow and lumpy driven by carnival freakshow people.

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mrwoolery@reddit

Balenciaga models?

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Darksolux@reddit

They are targeting Ferrari and Porsche. First car is going to compete with the Porsche Taycan. Starting price of over 100k. They couldn't compete with volume manufactures such as BMW and Audi with their economies of scale, and they downsized the dealer network to make them more exclusive.

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StereoTypo@reddit

Jaguar by Balenciaga

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J1mj0hns0n@reddit

Agreed, that's nonsense and a swing and a miss for me lol

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VlaDeMaN@reddit

Looks like a cheaper version of what they had. Plastic and disposable. Jaguar is a flopping fish in someone’s boat. Either it gets thrown back in or it dies.

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snobule@reddit

Why on earth do it on Leon's dying platform?

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mooreb0313@reddit

WTF was that? Not a single.vehiclenin that add

I think they should go back to targeting men who want hand jobs from beautiful women they hardly know.

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DaelonSuzuka@reddit

"...Cars?"

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RelevantJackWhite@reddit

steven universe fans? i think?

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bigdogg2783@reddit

Jaguar is derelicte.

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strongmanass@reddit

It's targeting people with Taycan money who want more luxury than that car offers. idk about the higher trims and presumably options can change this, but the base Taycan feels quite cheap for the price. It's not at all opulent. Right now if you have $150-200K to spend and you want an opulent EV your only option is the i7, and that isn't the kind of appeal Jaguar is aiming for.

So Jaguar intend to make all their vehicles at least as opulent as the i7 - and likely more so by leaning on craftsmanship and hand-made points and the like. Starting price around $150K and surely options could add another $100K. How many people are in that niche is a different question. For a "4 door GT" I'd guess there are 20,000 buyers per year at most, and of course not all of them will buy the Jaguar. Some will buy the i7, some the EQS, some will wait for the electric Panamera, there's also the Zeekr 007, HiPhi X, Lotus Emeya. I think Jaguar need a marketing genius because legacy auto makers don't know how to reach the people most likely to buy expensive EVs.

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SophistXIII@reddit

There's probably room in the market right now to build EVs with solid, luxury interiors that aren't modelled after a gaming PC setup.

I don't think Jag needs to compete with the Germans on dynamics, but good range, an inspired interior that isn't just a couple screens and piano black plastic and a comfortable ride at a price that undercuts the Germans I think would be competitive.

More Lexus than Porsche, but with even better interiors for around the same price as Lexus.

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strongmanass@reddit

Agreed on the interior design. I'm curious which way they'll go. My gut says contemporary because I think China is a large chunk of their target market. But eschewing a full digital approach would be refreshing.

As for undercutting competitors, they're done with the German price points. They want to undercut Bentley. So they're targeting 50-70% of Bentley's prices and hoping that the product and Bentley moving slowly on EVs will take away some of their buyers.

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ChestOk2429@reddit

no way this will resonate. bunch of 20 something year olds marketing luxury cars...

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Moynia@reddit

Tough scene for jag

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ErikTheRed2000@reddit

Kinda funny that the commercial is about being different, but jaguar’s recent cars have been the most cookie-cutter nothing cars I’ve ever seen.

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Friar_Fuck_@reddit

Looks like EV, and young people, and targeting the color shift that could soon be available.

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atony1400@reddit

The new tagline though:

"Copy Nothing"

Sure seems like you're copying every other generic EV maker with this rebrand, chief.

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llamacohort@reddit

Looks like it was made by a person who didn’t get the Prada commercial gig.

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Yhrite@reddit

Jaguar is cooked, no young people want to buy their limited lineup and boomers rather buy a Range.

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fasthall@reddit

"We're shifting gears"

"Sorry sir you don't have gears to shift"

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squidwardsdicksucker@reddit

Nobody, it’s corporate jargon and marketing teams trying to play pin the donkey.

I also wonder how much better shape Jaguar would be in if they were separate from Land Rover and owned by one of the Germans instead? Bentley, Mini, and Rolls Royce seem much better off under German ownership.

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LukTroy@reddit

I think Renault would be better, as they're the only European group that would find Jaguar handy. They're also managed by competent people, especially the CEO.

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chris8535@reddit

None of the German brands need jaguar. Mini used to be down market of them and Bentley rolls upmarket. Jaguar is squarely in their existing folio. No need for it

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furrynoy96@reddit

Honestly Jaguar means nothing to me anymore

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DTM-shift@reddit

Same. Of the current (very small) lineup, there is nothing that says "Jaguar". You get generic sedan and generic up-level SUV. Without the badging, there is nothing that really says "These are Jaguar vehicles", unlike Audi and BMW, for instance.

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OkDirection8015@reddit

Jaguar doesn’t even know what it is. Do the executives not realize that people aren’t buying EVs in huge numbers?

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SystematicHydromatic@reddit

Anyone who will buy the garbage.

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The_GeneralsPin@reddit

Ok just saw that, thing. Definitely gearing towards the tiktrash vapebro crowd.

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CollectorCarFeed@reddit

This commercial is clearly targeting Redditors in the year 2020

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The_GeneralsPin@reddit

Looks like it would appeal to gen alpha vapebros

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Amish_EDM@reddit

From that ad, I couldn't tell you what they make/sell/do. Seems like something out of Emily in Paris.

Jaguar will always be a car for those who "forgot their wallet"

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badcat_kazoo@reddit

Looks like they’re headed in the wrong direction.

Their identity is, and should be that classy British brand, a more affordable Aston Martin. They’ve had some nice looking cars in the past, their issue is reliability. They need to be at least as reliable as MB/BMW/Audi. People still want SUVs. The F-pace would be great if it didn’t have the garbage reliability of a Range Rover.

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RepresentativeWin595@reddit

Are you living in 2007? LR doesnt have so bad reliability, like it was when Bmw/Ford owned it. It has the same reliability with german cars, and some models and engines even more reliable.

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Thomski_@reddit

Cougar seems more fitting for that branding.

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_badwithcomputer@reddit

The Jaguar responses to the comments are like an AI that can only pick from marketing talking points, this is great.

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anti-net@reddit

The only thing they have is that history of all those amazing cars that went before (D-Type, E-Type etc) and they seem to be throwing that away…

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mechabeast@reddit

Font enthusiasts

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rocketpants85@reddit

I really thought this was referring to the Jacksonville Jaguars and I was reaaaally confused for a moment (didn't see which sub it was on).

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Summer184@reddit

It's a dead giveaway that a large corporation has nothing of substance to offer when they release goofy "avant-garde" advertising like this. It looks like something the CEO was talked into after his much younger girlfriend took acid and watched the Teletubbies.

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OldArtichoke433@reddit

Jaguar is trying to blank slate come back as a boutique ultra lux EV player and have wrote off their legacy customer base since they really have non thanks to their mismanagement over the years. The only value is the brand name assuming there is value left in the marketing.

They are setting the bar pretty high so they are going to have to knock it out of the ballpark with a grand slam here. This is going to be harder to do in a cooling off of the EV Market here in the states. Kinda like the 2nd to worst hitter in your lineup coming to the plate down by 3 in the bottom of the ninth bases loaded with 2 out and a full count. The odds are against them to say the least.

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shellmiro@reddit

The people who want to buy expensive cars that are also classy. I'm thinking current Bentley and Range Rover SV clientele as well as the Maybach crowd

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ikilledtupac@reddit

🪦 🐆

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Bourbon_Buckeye@reddit

Looks like a brand campaign to attempt to separate themselves from the competition on style instead of being compared on paper. It makes sense, as Jaguar has always been a tough sell when comparing basic numbers vs competitors. Acura does a bit of this too, but at least they have value to lean on in the end. Fiat and Mini live off this.

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megasxl264@reddit

To themselves and other car manufacturers like how the fashion industry advertises to itself

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goharinthepaint@reddit

Rich British Labor MPs

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knowledgeable_diablo@reddit

Gonna need to be good to overcome some of the recent poor quality issues. But I guess they CC are aiming the rebrand at anyone with coin on their pocket prepared to buy a new Jag.

They do need to target exclusively to the upper crust as this is their market, and if they go for “inclusive” branding to sell to “poorer’ people, they’ll lose all cache and then lose the high earners and then be dead in the water.

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