I'm a proud Volvo owner. The only way this jaguar commercial could be any worse was if dylan mulvaney was drinking a bud light while driving down to target to get a tuck bathing suit
As a Jaguar enthusiast who continues to own a 2012 XF 5.0 and a 2022 F-Type P450, both of which were built-to-order from Castle Bromwich to my preferences, I feel completely betrayed by the current JLR management. Regardless of one's age and background (I do not fit the stereotypical gray-haired white male owning old used Jags), Jaguar's appeal was always the exact opposite of the re-brand: timeless, beautiful, and understated design with outstanding performance that stir the soul of a discerning owner. The re-branding not only abandons this quintessential sentiment but insults it. I feel that they are insulting Jaguar's heritage in a completely unacceptable manner. If this were just part of noise marketing with a "gotcha" reversal, there may be a redemption, but I personally do not see that coming.
Does it make you feel strange driving around in Your cars now? I was in the parking lot the other day and a gentleman came up and asked me about the controversy....it was just embarrassing.
So- not only do they produce a shit show of and ad that is aimed at people that probably don't know a dipstick from an air valve -- they decide to double down the road of obscurity and go full EV. - a white elephant if ever I saw one.. That ad was the most colourful corporate suicide notes I have ever seen. Who would want to be tarnished with THAT image. RIP Jaguar
Two words… ‘Commerical suicide’. A company the size of Jaguar doesnt alienate its core and loyal customers to pander to a non existent new customer base who infact haven’t got the money for a 100k+ car let alone will want to buy one! If Jaguar survives this, and it’s a very big IF I foresee a total rebrand back to what the company should be. We saw this with Gillette after going woke and Bud Light and in few years will see this transition back to an entertainment company from Disney. Mark my words.
With Jaguars rich history of performance and racing it's a shame they have taken this direction. The double J logo looks like an ash tray and is completely without feeling. Have a feeling F type prices are going to crash
There’s no Jaguar stock, only the parent Tata’s. And Jaguar is only a small part of Tata. Only way to tell is comparative sales figures if released by them.
I share your passion for Jaguar, and I remember first meeting you after I picked up my XK with 190,000 miles on it; back when you had the black XKRS, and again at the I-Pace launch event. I’ve felt that since the SUV phase they drifted away from “Grace, Pace, and Space.” The ad campaign for the F-Type launch with the British villains was something engrained in me when I was in college. Jaguar abandoning its home town rivalry with Aston Martin is something else that has been lost in their rebranding in the last few years. Your collection is a greatest hits of the last great era of Jaguar performance. My 06 XKR is an example tracing back to the XJS with ride and comfort, and a smooth but firm power delivery. Not a sharp handler by far but Dad didn’t buy it for the handling. Hope to see you on the street with one of the greats.
They do not live in a bubble. The damage has been done. This went worldwide across every feed, every platform. Even if you want to buy a new Jaguar every relative and friend will ridicule you. That push back will be difficult to deal with and for a buyer to enjoy the purchasing experience.
People who think the new ad was calculated as an attention grabber or meant as a joke have probably not yet been exposed to the statements of the CEO, the Managing Director, and the brand designer (or whatever that role is called). All signs point to a company that has been totally ideologically captured at the top level of management, and the leaked memo from the CEO makes clear that the lower echelons in JLR better keep quiet about any second thoughts they might have about this direction.
Also, I really wanted to buy an R75, but now its a C8 or maybe a Carrera T. But Jag is definitely out of my crosshairs. I feel sorry to those current owners who watched their favorite brand get all "exuberant". Good luck.
Horrible, dull logo. No comment needed on the image marketing. To me, Jaguar is a heritage brand, proud of it's past and excited about it's future. I can't see how this is going to play in this market.
Wow, first level headed conversation about this. I have an XE and it's phenomenal, I am ashamed of this abomination and want nothing to do with Jaguars future if this is the direction. It is the only British car manufacturer I like and I feel for the enthusiasts, the dealers and the workers who are now subject to being associated with a movement they never signed up for
Hate to say it, but a "*ag in a Jag" is a Phrase I see becoming very Popular!😅 Sad as I WAS looking to Finally get an F Type this Spring... There are Plenty of other Options, Raptor included.. Peace and Luck to All!✌️🤟
Beautiful collection of Jaguars. I loved my one and only Jaguar, a Supercharged XF. Hopefully their new cars are a home run, but these bets on EVs are proving to be highly unprofitable for most legacy auto makers.
The great British car brands have been all about tradition and English "old world" craftsmanship. Jaguar was an embodiment of the sleek and powerful cat that had instant "curb appeal". I can understand a realization that electrification is the future for many luxury brands- see Cadillac, but to throw out the baby with the bathwater is just insanity. I guess we will really know how far this goes on December 2.
I totally agree woth you, such a beautiful brand being destroyed! The focus should have been on reliability and quality. BRANDING was never an issue. Sadly, there are some working within the company who don't seem to have a clue! If you at Jag are looking or reading this, then improving your image = better your quality = better your reliability and don't distance the current customers! Wake up while you still have a chance to. 🙏
I am a long term (30 years) Jaguar owner. The new approach to marketing this iconic brand can only be described as "most disappointing", they seem to have shot themselves in the foot as the new demographic that they are targeting alienates all their traditional buyers.
James, I feel your pain...chip. Why didn't they just kill the brand outright and start a new one? Instead they hijacked the historic Jag brand and jetsoned history and 14:52 those of us that built it. 😢
They had a good run. The fact that they didn't immediately have an intelligent response proves that they are upside-down going into this role out and missed the mark.
Since Jaguar made the decision to quit producing cars for a year or so, and then come back as a high-end all EV boutique Car company designed to compete with Bentley. People have been shaking their heads in disbelief. A jaguar to me has always been a brand of car which can compete with high in sports cars at a relatively affordable price. Jaguar didn’t eat much to make it work little better. QC come out with new models to replace the aging ones and give the people what they want. I am the proud owner of a Jaguar P 300 F type. The wallet doesn’t have the same soundtrack or speed as the V8. It’s a fun little car to drive. Unfortunately the last few years Jaguar has completely lost their way, and the CEOs of the company are not listening to his customer base as a matter of fact, they don’t even want their customer base. Apparently their current business plan is to chase 95% of their customer base away in order to get a whole new customer base which I’m sorry to say they are chasing unicorns. All that they have succeeded in doing with this rollout is to feed red meat to the anti-woke anti-gay anti EV MAGA people. As you said selling cars should not be a political issue. When I was young the Jaguar E type what’s the car I dreamed when they only now because I’m semi retired, I can finally afford to buy a Jaguar F type and driving. It brings a smile on my face unfortunately, when I I look at the direction that Jaguar management is taking Jaguar in. I feel sadness, especially when I realize that the company is committing suicide and slowly, but surely going the way of the dinosaurs. Whatever my wife drives my F type she always comes home and tells me she hates driving that car because it makes her want to go fast and she knows she’s gonna get a speeding ticket because of it. And I have to explain to her that is what a Jaguar is supposed to do.
People have to wait this out. They made a commercial that everybody is talking about, TV, YT, social media... How smart is this! If the next commercial is now a normal one, with a (maybe beautiful) car, then everybody is gonna talk about it again. This is the best stunt ever. OK, if they go further on this path... then they are finished.
I can tell you as a Jaguar F-Pace owner, I've been mocked for days now by work colleagues and neighbors. Even my SO is pressing me to sell the damn thing. What's funny though is people refer to me now as the "Fxxxxxx-Pace" car owner (replace "Fxxxxx" by whatever nasty word that starts with letter F that pops up quickly in your mind. And there are a few unfortunately).
Long time old Jaguar enthusiast, owned a Series 1 XJ6 and loved it. However, and I admit I would never buy one, all electric cars? Year long shut down, no product? Going $100,000 plus for the cars? I don't think so. I see bankrurptcy in the near future! This does not even address the reliability/quality problems the brand is plagued with!
Maybe this is on purpose just to get people in an uproar and then they’re gonna come back with some wicked ass commercial that’s gonna blow everybody away and say….gotcha! 😂🚗
EVs are too task specific. My wife didn't want an EV as a commuter because of range anxiety on road trips. There aren't any EV minivans to carry kayaks and camping gear. EV truck batteries aren't adequate for towing.
Your idea that the initial announcement is intended create a lot of free publicity for the company seems the most likely explanation. I hope they aren't painting themselves into a corner with this tactic. This country doesn't have the electrical infrastructure to support the 100% EV fleet plan (nobody's neighborhood is wired to carry the added electric load of an EV charger in every home), so imagine how unprepared for EV use will people in other countries, especially in the poorer countries, be when they want to travel long distances. Jag has a market among the wealthiest people in countries worldwide. I can see sales among such folks falling to zero if they actually go through with the announced plan. Most unpleasant for me is Jaguar turning its back on its history. Oh, and one more thing - Jimmy, call your Mom.
if they come back and say "joking" it will have been a brilliant move..... If they did actually go this route, it might be the worse move in vehicle history
To throw away your heritage, your iconic logo and one of the most recognised brands in the world seems like commercial suicide to me. By all means update the cars with the times, but this "rebrand" makes no sense. This from the company that came up with the strapline "grace, pace and space" which was one of the most successful marketing programmes ever. The leaping cat is gone. Sad. Its like ferrari ditching the prancing horse... It will be interesting to see how this all works out.
I hope enthusiasts buy more old Jags and get them roadworthy (or have them as static sculpture) as a protest to this genocide of a valuable British racing brand.
I didn't see that political. For me it was typical British pop culture like Pet Shop Boys. When you take a look at the British humor in Wikipedia, the answer is: "British humour carries a strong element of satire aimed at the absurdity of everyday life. Common themes include sarcasm, tongue-in-cheek, banter, insults, self-deprecation, taboo subjects, puns, innuendo, wit, and the British class system." This is exactly what the commercial was. The ad got so much publicity because Elon Musk didn't see a car in it. The reality is that they don't have any cars at the moment.
I never owner a jaguar but as a graphic designer I am deeply disturbed for literally killing a jaguar. The original logo is amazing, powerful and a just simply a piece of art. What that woke marketing did is beyond any logic. If they took that 6 millions “ worth” banana taped to the wall as their new logo it would pretty much the same as this crap they designed.
get your new model with @$$less leather seats and reach around seat belts. take pride...in your ride. i don't hate 'em i make fun of 'em cause its easy and there's no need to get their tuckitupps in a bunch. you're goona have to start using the back door to get into the shop to look at them beautiful cars. ;-) thanks.
If EVs are so great, why is Porsche, on their latest Taycan recall for battery packs, switching out the batteries and replacing them with ………. Internal combustion engines? Why is it that Porsche will NOT buy back Taycans in part exchange UNLESS YOU ARE BUYING A NEW ONE?, because no one is buying these self combusting, unreliable, hatefully boring, meteoricly depreciating toys
It’s a Jag. Magic,beauty and muscle combined. The add was just an obnoxious kaleidoscope of pretend angst. Where non teens, playing sulky teens, are trying to sell Jags? Very confusing. If this was their goal props. They succeeded. Now to watch the fallout. Dec in Miami better be extraordinary or the laughs will continue.
Hi, Bigger Picture: Sadly it's about 'Agenda over product ' and the Doubling down after the Election and the answer they got from US and the world. I sell die cast and announced I will not be selling Jaguars until further notice. Thanks -Smith
It’s a negative move. The CEO already came out and made a public comment that he stands by what they did. And that anybody that wants to oppose their new view, is their enemy and should be jailed. I watched the video just yesterday. When you’re in a business like that, you leave politics and social issues out of everything. you try to appeal to everybody which means you just stay neutral and keep social opinions out of it. They did not do that so let them feel the burn.
It's not just about the commercial. Look at all their web sites now - they rebranded to the woke crap. I traded in 2023 F-Type P450 for 2024 P575 R75 in early July. Have a 2023 F-Pace SVR as well - it's all about the glorious 5.0 Liter supercharged engine, visceral experience.
This is a disastrous move for Jaguar, it is certainly the end of the brand. I say this as a young person who should fit perfectly into the whole woke, diversity crowd and yet I despise it. I feel pandered to and talked down to. And I love cars. And I hate seeing these legendary automakers fall victim to so called “environmental protections” despite the fact that we already know EVs are not any better for the environment! That’s why it’s such a slap in the fact to car lovers. You’re gonna take away the one thing we care about the most, the combustion engine, on the grounds that it’s for the good of the planet. And then the reality turns out that it doesn’t even actually do any good for the environment. So they’re basically just killing our passion for fun. So tragic. Porsche, Honda, BMW, Mopar, even F1 are all falling and even leaving forever in the name of this nonsense
Looks like they are wiping the slate clean and is re-imagined as some sort of super-luxury lifestyle brand like LV and Rolls. Rolls Royce Spectre EV is a car that is selling quite good.
Too Late, they've already spent 3 years with 800 people to come out with this commercial. Gay-Guar Management have already announced they're going to double-down not back off.
Your all gonna have to sell them!! Although I expect the second hand Jag market will collapse. Such a shame... had a XF Sportbrake 3.0 V6 Portfolio a few years back... superb car.
I'm a proud Volvo owner. The only way this jaguar commercial could be any worse was if dylan mulvaney was drinking a bud light while driving down to target to get a tuck bathing suit
Me, too! Proud Volvo owner. S80 V8 AWD.
Disney. Budweiser. Jaguar- "Hold my wine spritzer, we'll show you how to gut a brand..."
John Deere, Harley Davidson
@studio12archive60 Tractor Supply
My recommendation is Jaguar launches a fire breathing 900 hp coupe and exclaims. " We were joking"
Hope so
Nope because that would be a Hate Crime probably 🤔👮♀️🚔🚨
As a Jaguar enthusiast who continues to own a 2012 XF 5.0 and a 2022 F-Type P450, both of which were built-to-order from Castle Bromwich to my preferences, I feel completely betrayed by the current JLR management. Regardless of one's age and background (I do not fit the stereotypical gray-haired white male owning old used Jags), Jaguar's appeal was always the exact opposite of the re-brand: timeless, beautiful, and understated design with outstanding performance that stir the soul of a discerning owner. The re-branding not only abandons this quintessential sentiment but insults it. I feel that they are insulting Jaguar's heritage in a completely unacceptable manner. If this were just part of noise marketing with a "gotcha" reversal, there may be a redemption, but I personally do not see that coming.
Does it make you feel strange driving around in Your cars now? I was in the parking lot the other day and a gentleman came up and asked me about the controversy....it was just embarrassing.
It's a manly car. Of course it will be attractive to gay men.
Going forward, when a Jag pulls up to a light, it shall be known as a fruit-roll-up
@@bigbear7076😂
Grotesque in every conceivable way
RIP JAGUAR
🇬🇧🖤
Go woke go broke this smells of black rock 😻👍🙏
Exactly. Still today many do not make the blackrock link. You are spot on.
So- not only do they produce a shit show of and ad that is aimed at people that probably don't know a dipstick from an air valve -- they decide to double down the road of obscurity and go full EV. - a white elephant if ever I saw one.. That ad was the most colourful corporate suicide notes I have ever seen. Who would want to be tarnished with THAT image. RIP Jaguar
RIP people like you
Two words… ‘Commerical suicide’.
A company the size of Jaguar doesnt alienate its core and loyal customers to pander to a non existent new customer base who infact haven’t got the money for a 100k+ car let alone will want to buy one!
If Jaguar survives this, and it’s a very big IF I foresee a total rebrand back to what the company should be. We saw this with Gillette after going woke and Bud Light and in few years will see this transition back to an entertainment company from Disney.
Mark my words.
And, yet, I have never used Gillette again. They can change their direction, but it's too late.
With Jaguars rich history of performance and racing it's a shame they have taken this direction. The double J logo looks like an ash tray and is completely without feeling. Have a feeling F type prices are going to crash
THESE ARE THE GUYS THEY NEED TO ATTRACT!
All that's left now is watching the stock price TANK, and investors/customers flee.
There’s no Jaguar stock, only the parent Tata’s. And Jaguar is only a small part of Tata. Only way to tell is comparative sales figures if released by them.
Bud Light had other products to fall back on Jaguar ??
Very good point !
Corvette guy for the win! I'm a Camaro owner/Corvette fan.
Perfect!
The heartbeat of America ❤…my husband and I have owned several Corvettes…still got a ZR1 and a Greenwood…beautiful machines…
Excellent@@deborahwilliams3695
This is a deliberate master plan to end actual automotive production in UK .
I agree
Why don't you like the ferocious growler's being replaced with "Jr" logo in the shape of a mirrored "69" explicit reference?
I share your passion for Jaguar, and I remember first meeting you after I picked up my XK with 190,000 miles on it; back when you had the black XKRS, and again at the I-Pace launch event.
I’ve felt that since the SUV phase they drifted away from “Grace, Pace, and Space.” The ad campaign for the F-Type launch with the British villains was something engrained in me when I was in college. Jaguar abandoning its home town rivalry with Aston Martin is something else that has been lost in their rebranding in the last few years.
Your collection is a greatest hits of the last great era of Jaguar performance. My 06 XKR is an example tracing back to the XJS with ride and comfort, and a smooth but firm power delivery. Not a sharp handler by far but Dad didn’t buy it for the handling.
Hope to see you on the street with one of the greats.
They do not live in a bubble. The damage has been done. This went worldwide across every feed, every platform. Even if you want to buy a new Jaguar every relative and friend will ridicule you. That push back will be difficult to deal with and for a buyer to enjoy the purchasing experience.
People who think the new ad was calculated as an attention grabber or meant as a joke have probably not yet been exposed to the statements of the CEO, the Managing Director, and the brand designer (or whatever that role is called). All signs point to a company that has been totally ideologically captured at the top level of management, and the leaked memo from the CEO makes clear that the lower echelons in JLR better keep quiet about any second thoughts they might have about this direction.
Also, I really wanted to buy an R75, but now its a C8 or maybe a Carrera T. But Jag is definitely out of my crosshairs. I feel sorry to those current owners who watched their favorite brand get all "exuberant". Good luck.
wow....I love that jaguar centre piece on the table!!
Horrible, dull logo. No comment needed on the image marketing. To me, Jaguar is a heritage brand, proud of it's past and excited about it's future. I can't see how this is going to play in this market.
The new logo is logarithmically more unappealing than the new commercial. And that's saying quite something.
I can't imagine the level of betrayal those guys are feeling
Jaguar motto went from Grace… Space… Pace… to Clowns with Pronouns.
Wow, first level headed conversation about this. I have an XE and it's phenomenal, I am ashamed of this abomination and want nothing to do with Jaguars future if this is the direction. It is the only British car manufacturer I like and I feel for the enthusiasts, the dealers and the workers who are now subject to being associated with a movement they never signed up for
Hate to say it, but a "*ag in a Jag" is a Phrase I see becoming very Popular!😅 Sad as I WAS looking to Finally get an F Type this Spring... There are Plenty of other Options, Raptor included.. Peace and Luck to All!✌️🤟
Its lights out for Jag..imo. Just glad Sir William isn't here to witness this disgrace.. ..
I was looking to buy an F Type in 2 years time. Not sure that will happen unless prices tank.
Beautiful collection of Jaguars. I loved my one and only Jaguar, a Supercharged XF. Hopefully their new cars are a home run, but these bets on EVs are proving to be highly unprofitable for most legacy auto makers.
German engineer is asking:
Wokuar?
or
Jokuar?
That's the question...
Peace! from Dresden / Germany
Faguar
Faguar
The great British car brands have been all about tradition and English "old world" craftsmanship. Jaguar was an embodiment of the sleek and powerful cat that had instant "curb appeal". I can understand a realization that electrification is the future for many luxury brands- see Cadillac, but to throw out the baby with the bathwater is just insanity. I guess we will really know how far this goes on December 2.
Can’t believe you support a company like these !!!
No jaguar collection is complete without a fluffy pink electric 2026 model (DEI Approved)!
Good discussion. If anything, my ‘99 XJ8 has increased in value….because she really IS a JAGUAR. ❤
I totally agree woth you, such a beautiful brand being destroyed! The focus should have been on reliability and quality. BRANDING was never an issue. Sadly, there are some working within the company who don't seem to have a clue! If you at Jag are looking or reading this, then improving your image = better your quality = better your reliability and don't distance the current customers! Wake up while you still have a chance to. 🙏
I am a long term (30 years) Jaguar owner.
The new approach to marketing this iconic brand can only be described as "most disappointing", they seem to have shot themselves in the foot as the new demographic that they are targeting alienates all their traditional buyers.
James, I feel your pain...chip. Why didn't they just kill the brand outright and start a new one? Instead they hijacked the historic Jag brand and jetsoned history and 14:52 those of us that built it. 😢
They had a good run.
The fact that they didn't immediately have an intelligent response proves that they are upside-down going into this role out and missed the mark.
Tele Tubbies have revealed their new Jaguar marketing positions!
I think you're gonna look fantastic squeezed into a yellow rubber ring, driving the new jag
Jauguar comes out of the closet as a pink panther with a new Trans-Mission
Jag is toast.
Remember your customers and forget politics. EV and a new worthless logo. Two strikes. One more and they’re out. As a Jag lover sad to see!
I think that they should make a 500 hp Tuc Tuc. :)
A fantastic commercial!
Since Jaguar made the decision to quit producing cars for a year or so, and then come back as a high-end all EV boutique Car company designed to compete with Bentley. People have been shaking their heads in disbelief. A jaguar to me has always been a brand of car which can compete with high in sports cars at a relatively affordable price. Jaguar didn’t eat much to make it work little better. QC come out with new models to replace the aging ones and give the people what they want. I am the proud owner of a Jaguar P 300 F type. The wallet doesn’t have the same soundtrack or speed as the V8. It’s a fun little car to drive. Unfortunately the last few years Jaguar has completely lost their way, and the CEOs of the company are not listening to his customer base as a matter of fact, they don’t even want their customer base. Apparently their current business plan is to chase 95% of their customer base away in order to get a whole new customer base which I’m sorry to say they are chasing unicorns. All that they have succeeded in doing with this rollout is to feed red meat to the anti-woke anti-gay anti EV MAGA people. As you said selling cars should not be a political issue. When I was young the Jaguar E type what’s the car I dreamed when they only now because I’m semi retired, I can finally afford to buy a Jaguar F type and driving. It brings a smile on my face unfortunately, when I I look at the direction that Jaguar management is taking Jaguar in. I feel sadness, especially when I realize that the company is committing suicide and slowly, but surely going the way of the dinosaurs. Whatever my wife drives my F type she always comes home and tells me she hates driving that car because it makes her want to go fast and she knows she’s gonna get a speeding ticket because of it. And I have to explain to her that is what a Jaguar is supposed to do.
What would Sir William Lyons think of this new ad campaign?
People have to wait this out.
They made a commercial that everybody is talking about, TV, YT, social media... How smart is this!
If the next commercial is now a normal one, with a (maybe beautiful) car, then everybody is gonna talk about it again.
This is the best stunt ever.
OK, if they go further on this path... then they are finished.
Rawdon seems to have doubled down on it already.
@dr.emilschaffhausen4683 yes, I have seen it to, so they are finished 😉
I can tell you as a Jaguar F-Pace owner, I've been mocked for days now by work colleagues and neighbors. Even my SO is pressing me to sell the damn thing. What's funny though is people refer to me now as the "Fxxxxxx-Pace" car owner (replace "Fxxxxx" by whatever nasty word that starts with letter F that pops up quickly in your mind. And there are a few unfortunately).
Give people a choice to pick which logo they want. If after a year the new one wins out then so be it.
The new one for 2025 will include a free one gallon KY dispenser signed by P. Diddled.
Long time old Jaguar enthusiast, owned a Series 1 XJ6 and loved it. However, and I admit I would never buy one, all electric cars? Year long shut down, no product? Going $100,000 plus for the cars? I don't think so. I see bankrurptcy in the near future! This does not even address the reliability/quality problems the brand is plagued with!
'Show Who You Are In Your JuGAra '
Jaguar pantera cor de rosa 😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂
Jaguar puts the trans in transportation.
Requiem for a once proud car brand.
Maybe this is on purpose just to get people in an uproar and then they’re gonna come back with some wicked ass commercial that’s gonna blow everybody away and say….gotcha! 😂🚗
EVs are too task specific. My wife didn't want an EV as a commuter because of range anxiety on road trips. There aren't any EV minivans to carry kayaks and camping gear. EV truck batteries aren't adequate for towing.
Nothing says "inclusivity" like a 100K+ price tag on a vehicle.
DRAGUAR!!!!!!!!!
Gillette, Disney, Budweiser, and now Jaguar. There share price has tanked since the the ad.
As the proud owner of a Jaguar I'm praying this is all a wind up, lets hope your right and its all a marketing stunt.
No way. This is real.
6 minutes in, an opinion: like Budweiser.
I just don’t get it, such a well respected brand going down hill! Good luck to them!
As a Owner of 2 Jaguar’s, F Pace S & F Type S, I’m Disgusted
The capital G word rhymes with day
wth demographic are they exactly aiming for, with the new, diametrically opposed, fish hooks logo!?
Gay, unemployed, car hating college grad.
Your idea that the initial announcement is intended create a lot of free publicity for the company seems the most likely explanation. I hope they aren't painting themselves into a corner with this tactic. This country doesn't have the electrical infrastructure to support the 100% EV fleet plan (nobody's neighborhood is wired to carry the added electric load of an EV charger in every home), so imagine how unprepared for EV use will people in other countries, especially in the poorer countries, be when they want to travel long distances. Jag has a market among the wealthiest people in countries worldwide. I can see sales among such folks falling to zero if they actually go through with the announced plan. Most unpleasant for me is Jaguar turning its back on its history. Oh, and one more thing - Jimmy, call your Mom.
I'm going to buy some more V8 fire breathing Jaguars.
Unless the new car is a sensation this is a mess. It's a hard thing to make a classic nowadays.
if they come back and say "joking" it will have been a brilliant move..... If they did actually go this route, it might be the worse move in vehicle history
Jaguar should stop making cars period....just make more commercials like this new one!...Jaguar will become a personal ethereal experience
Too late nonsense...your buying customers are gone for 75 % except some fanatics in the U.K...in Europe you need a looking glass to find one ..🙄
Everyone's buying German tat - the people angry at Jaguar killed the company anyway for not buying them for over 10 years.
Yeah I hope those Jag dealership's have got those receipt books ready.....
😜
@@noelgibson5956 News; benelux from 54 to 14 dealers (Jaguar only, no land/range rover..service🙄
They didn’t anticipate Trump winning
Looks like the CEO of Jaguar belongs to the Rainbow cult , oooh dearrrrr , this is not going to end well 😂😂
I am old school Jaguar owner (mkII’s) Tata has got it wrong big time!
To throw away your heritage, your iconic logo and one of the most recognised brands in the world seems like commercial suicide to me.
By all means update the cars with the times, but this "rebrand" makes no sense.
This from the company that came up with the strapline "grace, pace and space" which was one of the most successful marketing programmes ever. The leaping cat is gone. Sad.
Its like ferrari ditching the prancing horse...
It will be interesting to see how this all works out.
I hope enthusiasts buy more old Jags and get them roadworthy (or have them as static sculpture) as a protest to this genocide of a valuable British racing brand.
I didn't see that political. For me it was typical British pop culture like Pet Shop Boys. When you take a look at the British humor in Wikipedia, the answer is: "British humour carries a strong element of satire aimed at the absurdity of everyday life. Common themes include sarcasm, tongue-in-cheek, banter, insults, self-deprecation, taboo subjects, puns, innuendo, wit, and the British class system." This is exactly what the commercial was. The ad got so much publicity because Elon Musk didn't see a car in it. The reality is that they don't have any cars at the moment.
This assessment would have merit had Rawdan not commented in the way he did.
Wrong course. Wrong direction. Sir Williams Lyons must be thinking:" Bugga, no doubt about it, a Bugga Car advert, Mate."
Jaguars (UK) used to appeal to all of society. Not 0.1% Guess this is what you get when you have Harry Hoofters at the top who are left unchecked.
I never owner a jaguar but as a graphic designer I am deeply disturbed for literally killing a jaguar. The original logo is amazing, powerful and a just simply a piece of art. What that woke marketing did is beyond any logic. If they took that 6 millions “ worth” banana taped to the wall as their new logo it would pretty much the same as this crap they designed.
get your new model with @$$less leather seats and reach around seat belts. take pride...in your ride. i don't hate 'em i make fun of 'em cause its easy and there's no need to get their tuckitupps in a bunch. you're goona have to start using the back door to get into the shop to look at them beautiful cars. ;-) thanks.
It's almost like the new car actually looks like a chinese version of the Chrysler 300. Becuase it is.
If EVs are so great, why is Porsche, on their latest Taycan recall for battery packs, switching out the batteries and replacing them with ………. Internal combustion engines? Why is it that Porsche will NOT buy back Taycans in part exchange UNLESS YOU ARE BUYING A NEW ONE?, because no one is buying these self combusting, unreliable, hatefully boring, meteoricly depreciating toys
Well said.
It’s a Jag. Magic,beauty and muscle combined. The add was just an obnoxious kaleidoscope of pretend angst. Where non teens, playing sulky teens, are trying to sell Jags? Very confusing. If this was their goal props. They succeeded. Now to watch the fallout. Dec in Miami better be extraordinary or the laughs will continue.
Hi, Bigger Picture: Sadly it's about 'Agenda over product ' and the Doubling down after the Election and the answer they got from US and the world. I sell die cast and announced I will not be selling Jaguars until further notice. Thanks -Smith
The price of 'real' Jaguars is about to go through the roof. Owned several jags will NEVER buy an EV.
Lets rebrand the royal family..... Leave the mighty Jag alone..
It’s a negative move. The CEO already came out and made a public comment that he stands by what they did. And that anybody that wants to oppose their new view, is their enemy and should be jailed. I watched the video just yesterday. When you’re in a business like that, you leave politics and social issues out of everything. you try to appeal to everybody which means you just stay neutral and keep social opinions out of it. They did not do that so let them feel the burn.
How are they try to appease a new younger audience, when making the brand more expensive. Then market to the .5% of them people you like this stuff.
You definitely do deserve an apology !
It is getting everyone talking about Jaguar, but from what I've seen so far, it's all negative.
It's not just about the commercial. Look at all their web sites now - they rebranded to the woke crap. I traded in 2023 F-Type P450 for 2024 P575 R75 in early July. Have a 2023 F-Pace SVR as well - it's all about the glorious 5.0 Liter supercharged engine, visceral experience.
This is a disastrous move for Jaguar, it is certainly the end of the brand. I say this as a young person who should fit perfectly into the whole woke, diversity crowd and yet I despise it. I feel pandered to and talked down to. And I love cars. And I hate seeing these legendary automakers fall victim to so called “environmental protections” despite the fact that we already know EVs are not any better for the environment! That’s why it’s such a slap in the fact to car lovers. You’re gonna take away the one thing we care about the most, the combustion engine, on the grounds that it’s for the good of the planet. And then the reality turns out that it doesn’t even actually do any good for the environment. So they’re basically just killing our passion for fun. So tragic. Porsche, Honda, BMW, Mopar, even F1 are all falling and even leaving forever in the name of this nonsense
Sad but Jag is finished!
Looks like they are wiping the slate clean and is re-imagined as some sort of super-luxury lifestyle brand like LV and Rolls. Rolls Royce Spectre EV is a car that is selling quite good.
Too Late, they've already spent 3 years with 800 people to come out with this commercial. Gay-Guar Management have already announced they're going to double-down not back off.
Don't think this is going well... My uncle said he would never own another "Faguar." Ford ruined the design of Jaguar, Tata ruined the brand.
I own an F Pace and I am insulted by this Jaguar CEO.
Your all gonna have to sell them!! Although I expect the second hand Jag market will collapse. Such a shame... had a XF Sportbrake 3.0 V6 Portfolio a few years back... superb car.