That is puzzling. If they think their buyers are more on the progressive side of the aisle, sure, good ad. But we have seen people on the right wing pushing back against companies who goes too « woke » to their liking. You can’t do that type of rebrand and ad campaign and then hope to sell your cars to older well-off white men who just voted Trump last month.
They identified a small market segment that they think they can sell high priced EVs to, hence the ad targeting that segment. Personally, I think this is not going to work.
The problem here is these people think the rest of us are going to buy into their insanity. There isn’t a damn thing sane about this movement nor the people embedded in it. Blows my mind they even attempted this after the Bud Light debacle. That, was insane. I drink microbrews, ales, etc…. I think Bud products are tasteless. However, my entire circle, loaded with construction workers, bikers, MEN WHO WORK, were huge Bud Light fans. They WERE the customer base and they got up and walked away. This shit is offensive. Period.
I feel sorry for Jaguars employees. When this ceo ruins the company and still collects a ludicrous paycheck and is laughing all the way to the bank. I used to like jaguar vehicles.
@@fredmercury1314So .....Why would Black Rock back a loser? Btw... Jaquar would not be the first car company to fail😵💫 I'm thinking this will be a clear case of " go woke, you go broke, ...... a result of DEI executives to that have tunnel vision. 🧐. .........PS: It is sad for an iconic brand. ☹️ The XKE is the definition of style, elegance & performance 👍
That's mostly historical, and it was definitely once true. They earned that reputation by using Lucas Electric-brand components (switches, connectors, etc.). I had been researching Jaguar's cars with the intent of buying a late model used one over a pretty good length of time, and I found that their stats were actually pretty good. Today, they have about the same electrical gremlins as everybody else, related to the electrical components purchased as subsystems used in the car (nav system, radio system, safety sensing system, etc.) not speaking to one another, etc. Things like engine electrical issues seemed to be pretty rare. Of course, I was only looking at a narrow range of models, none of which were EVs...
Jags and Land Rover use the same electrics as BMW , Audi and Mercedes. I know BMW has had their share of electrical problems along with most European vehicles.
The new model costs much more than £ 100k. A good friend of mine who works for JLR tells me that Jaguar actually DONT want any of their traditional customers to buy the new car…..hence the barmy ad campaign. ?????
@@richardteale3217well, trans people generally don’t have that much money I guess. But perhaps the government will buy Jaguars for them. Nothing will surprise me anymore…
It was exacerbated by Tata getting its cheap fingers on a luxury brand. This appears to have hastened their demise. Almost like a person with no thought in their head did the first thing they saw and hence the worst “rebrand”
No, Aubrey, you are not out of touch, your instincts are NOT failing you, and the word of the day is indeed, "surreal." Inspector Morse and James Bond are far superior marketing icons than a Grateful Dead acid trip.
This video could have been made years ago, Tata knew all along this would die .lots of combined dealerships w Rover and Jag under same roof, Jaguar had very few sales nationwide and slow slow moving inventory. Jaguar going in an electric direction was an absolute idiotic move..death nail
With 50 years in branding Jaguar nailed it at this repositioning, this is not a rebrand as the noobs will say. Jaguar in now in a class by itself. Exclusive. For those who want to different and have the money to pay for it. And its called Jaguar not Jagwire lol.
@@Brpwndoodthe number of people who would want to buy an embarrassing pink teletubbies wokemobile for over $100,000, is so exclusive, that the number is approaching zero.
They're pandering to a small percentage of the population (whom just happen to be the "loudest") and are dependent on THAT percentage to not only be in the market for a EV but a luxury one and have the $$$ to buy. Do the math and no business can stay afloat like that. They've also spit in the face of their loyal customers and turned their backs on them. That's not likely to inspire confidence in new customers that the company won't just turn around and do it to them.
The company that became Jaguar, SS Cars Limited, was founded in 1935. That company SS Cars came from was Swallow Sidecar, which was founded in 1922. The finest car manufacture by SS cars was the i936 SS100 Jaguar. Personal opinion. After WWII having a company name of SS Cars wasn't going to fly very well so in 1945 the company was renamed to Jaguar and the rest, as they say, is history. Yup, I'm that guy. 😄 As to what they are doing now, I'm not felling it. Not, not one bit.
Consumers weren't feeling it in 1945 either. 1st car brand of an apex predator. Edgy back then. In the new branding they won't overstate the big cat, it should come through in the design. We'll see, right.
I like her because she DOES NOT WEAR MAKE UP. lol That means that she can be trusted. lol And, yes I agree with the incorrect pronunciation. Most people don't understand that 'jaguar' is a native language and the respect associated to the apex predator. Jag-You-Are
They have the funds and consultancy of TATA motors behind them and looking at the long game 10, 20 years. Money is no object, unlike VW and Nissan which can go under very soon.
The target demographic for the new Jaguar is already stacked with options. They have sold the heritage of the brand down the river. They have decades of history of form, you should be able to look at it and recognize it as a Jaguar. This is not a Jaguar, it's an insanely gawdy perversion on wheels.
Your loss ! their brilliant cars regardless of all the over the top hype about reliability...had my F-Type for four years now and never had a day's bother with it ...if their properly maintained and serviced they're just as reliable as any other car out there .
Totally agree...on my 3rd F Type and zero probs. Reliability issues were addressed with theXKR era, but the reputation l Iingered. @vinceorchiston9823
@@hellomeatrobots copy nothing except Bud Light’s marketing ideas, the Chrysler Crossfire design and jump on the EV bandwagon 4 years after everyone else. LOL
Just go back to making stunning cars with performance like they used to. And there were a time in early 2000s where they were in top of quality surveys. Mine is 25 y old with 420.000 on the odometer, still in perfect shape. Cars were great, marketing... nope...
I wondered why their Indian overlords were allowing Jaguar to implode like this, when I learned that they've wanted to shut it down since Jaguar lost so much money. This gives them an excuse to do it.
“Jag-wire”????? Never heard of “Jag-wire”. The word is jaguar. Correction, today it is now Gaguar, or Draguar.,,, what it isn’t is in any way related to the long heralded, much loved British automobile.
@@marcus.H A lot of people pronounced it "jagwire" when I was a child. Is that correct? Maybe not, but then again, we pronounce the word colonel as "kernel," too (yes, I know why we do, but that doesn't change the fact that the spelling and the pronunciation are not congruent).
@@zxyatiywariii8Americans most often say “jag war” for the animal and the car. Americans rarely pronounce the “u”, unlike the British. In the American NE, the “war” would most likely be pronounced “wire”. My guess is she has an American NE accent.
Jagwire is for the people that JLR is not targeting their cars to, the ones who would also buy snake oil. In Brand Marketing there is a concept where you do not want certain people to buy your product because it costs too much and unprofitable. That was the trap Jaguar fell into in the past decades and losing money on cars sold. Getting rid of those people who bought a Jaguar, or a rebadged Ford, because that is what it was, just for the cat logo are the same people who would buy snake oil. The repositioning will now target the true people who want the original value proposition offered by 'copy nothing' and will actually make money on the cars.
Ford seriously improved the reliability. It has been slipping under Tata, and I've heard they've been forced to use Tata's rusty steel. No matter. Jaguar will not exist in 10 years. It may not even restart production.
I was a Jaguar owner, and was constantly puzzled by the claims of poor reliability. My S-type was by far the most reliable car I had ever owned. It lasted 17 years until it got smashed. Methinks this is simply a carry over from the V12 era.
I had a 4.0 sovereign from new. Lovely car and I only had rear shocks replaced under warranty. Completely alienated by the new advert and pricing. As I understand it from friends Land Rover is going the same way, downhill fast.
I did a little digging online and found that jaguar is going all electric high end at a time when sales of all electric high end cars are beginning to really tank.
Having seen the two prototypes of the new Jaguar ev, I am going out on a limb and I will predict that it will fail. Why? Because in the auto industry, there is a design rule that has been proven to be true numerous times - it is MAYA - modern appearance, yet acceptable. This rule came out of the experiences of Chrysler in the 1930s with its Airflow car (specifically in the very early years of the car launch). This car was radical in that it used streamlining in its design. While influential, the car ultimately failed because the design was too radically different from what the consumer was used to. Out of this failure, designers arrived at the MAYA principle. The new Jaguars violate this principle - they are too different, too expensive, too radical to be acceptable. It is not WOKE that will bring Jaguar down but inappropriate product design.
I have owned many and have an XJL still reliability question I don’t actually agree I have never had a single breakdown on any of them this one is in 170,000 . The EV will finish this brand , if a huge company like Fords are on the brink of what hope is there .
It is unclear which wealthy demographics they are targeting? One thing is for sure most wealthy folks wealth peaks at middle age and older. So any manufacturer who wants to sell opulent goods better target the 40-70 age group.
This is a very good video, but the Jagwire thing needs a response from the creator. Too peculiar to simply let it go. It’s the only thing I heard in this entire video- like talking to someone who has a piece of food stuck to their face and trying to ignore it. An odd local vernacular of some kind, perhaps?
Why would anyone buy an ev from a car company notorious for having electrical problems in their gas powered cars... sounds like double the price for much more headaches and problems
The reason for the colorful ad campaign is so customers are distracted and don't notice there are no cars for a year. Like a flash bang, we are stunned. When we come to, we will then see the 2026 model.
English has a ton of variation, there probably are more who do not pronounce the animal ja-gyoo-uh than do. Plus many brands advertise how locals pronounce it than the original country does, since most care more about making sales than trying to lecture potential buyers.
Young lady, you lost me at "Jag-wire." When unsure of pronunciations, don't guess, look it up. Admittedly, Jaguar is a tough one given it United Kingdom pronunciation. Nonetheless, check to be sure, otherwise, I admire your ambition and effort. Press on.
Jaguar’s brand value was the unmatched elegance of the vehicles. What they lost was the art direction in the company. It was really that simple. Now they are trying to become a totally different company, going in a new direction, abandoning their history, when what they needed to do is rediscover their identity and their past.
The people I feel sorry for are all those workers at Jaguar who have been betrayed but a handful of overpaid dimwits in top-level management. I bet non of the execs ever thought about consulting the craftsmen and women of Jaguar who absolutely know what Jaguar stands for. Now they'll be worried for their jobs, unlike the execs who will probably get an amazing pay-off for doing a fantastic job of making such a hapless mess of things.
Americans don't realize Jaguar isn't targeting the US market, Europe and China combined have over the last 10+ years been where Jaguar sells most of it's vehicles. China and Europe both love EVs, Europeans welcomes diversity and Chinese *LOVE* wild abstract car designs. It doesn't matter what Jaguar builds, the trailer trash pickup truck Americans won't buy their products.
Jaguar current styling is actually really nice , it’s their price that they need to address . Imagine if they sold an F-type at the same price as an Toyota 86.
I've had 7 Jags, my dad 6. had problems with some but none with the post 1990 (ish). 1). Breakdowns are a bonus, first it allows one to call the young lady and get her to pick up a cultured fellow. 2). At the end of a meal one can play the "Damn my luck, I've left my wallet in the car, would you mind awfully?...Thank you my dear". 3). Jags also look wonderful parked on one's drive way. This allows one the "You didn't get my cheque?" Gambit with trades people. Jaguars are about space, grace and pace. Jag owners should never be left alone with your wife or eldest daughters. Never ever under any circumstance invest anything that a Jag owner says he's got a lucrative tip/man inside/ very clever cousin working on. The new milk floats look awful and are an unholy offence in the eyes of Apollo. The correct term for these monstrosities is: Faguars.
It's a dumb saying. If there is really no such thing as bad press/publicity, there would no such thing as defamation. Also wrong, is the saying: "Build a better mouse trap and the world will beat a path to your door." The world won't, it's doing other stuff.
Every single member of the board and senior management should be sued dragged thru the courts and bankrupted for malicious intent to bankrupt the company by design.
A note about the commercial, at the 8:40 mark, a model holds a sledgehammer while the words 'break moulds' appears on the screen. Clearly an 'homage' to Apple's 1984 SuperBowl commercial. Can't decide if the producers were actually THAT dialed in or if it is just a coincidence.
I agree with you on most ev styling, I always thought they went too far in the futuristic style. People like what they are used to so normal style with futuristic tweaks seems a better choice.
This debacle should have been stopped by the first Jaguar exec who watched this ad being pitched. He should have asked the advertising company who created this mess "Are you kidding me with this?" Instead, Jaguar management watched the ad and thought it was a great idea. Had they chosen a woke-free ad campaign I'd bet the polarizing design of the new vehicle would have been easier to accept.
I think they live and work in a woke echo chamber, where everyone just agrees with each other. It’s diverse in every way except for diversity of opinions. An intellectually diverse management would have caught the problems with the ad, their problems with quality, and the problems with going all electric at this point in history. Jaguar has financial problems because they build unreliable, high-maintenance cars that have killed their reputation. Yes, their cars were beautiful, but few people want to buy junk.
They literally alienated the only people who were buying their vehicles because they wanted to pander.
Yep, just like Elon and his politics, tho he wasn't pandering. Hilarious in both cases
That is puzzling. If they think their buyers are more on the progressive side of the aisle, sure, good ad.
But we have seen people on the right wing pushing back against companies who goes too « woke » to their liking. You can’t do that type of rebrand and ad campaign and then hope to sell your cars to older well-off white men who just voted Trump last month.
They identified a small market segment that they think they can sell high priced EVs to, hence the ad targeting that segment. Personally, I think this is not going to work.
@GlowingTube I wonder if they're aiming for the female equivalent of the wealthy male demographic that buys Cybertrucks?
Who were these people they alienated? Because apparently no one was buying, hence the re-brand.
The Jaguar execs saw the Bud Light implosion and said "Hold my beer"
Hold my Bud Light
Or as Disney "Star Wars" said, "Hold my soy green milk".
“Hold my soy latté” more like, “and my tutu, and don’t even think about misgendering me!!”
Hold my Non-Alcoholic, Gluten free, Vegan Beer.
The problem here is these people think the rest of us are going to buy into their insanity. There isn’t a damn thing sane about this movement nor the people embedded in it. Blows my mind they even attempted this after the Bud Light debacle. That, was insane. I drink microbrews, ales, etc…. I think Bud products are tasteless. However, my entire circle, loaded with construction workers, bikers, MEN WHO WORK, were huge Bud Light fans. They WERE the customer base and they got up and walked away. This shit is offensive. Period.
This has to be 100% the very worst rebrand ever in history. 🙀🙀🙀🙀
Unless you're bent😅😮😢
I feel sorry for Jaguars employees. When this ceo ruins the company and still collects a ludicrous paycheck and is laughing all the way to the bank. I used to like jaguar vehicles.
In his/her see through shirt with shiny bits.
@@anthonytruta2745 you still like Jaguar but old ones. Same here.
Thank you for all the smiles, every "Jaguire" just cracks me up.
*Their new EVs are going to require a lot of "Jag Wires."*
Jagwire is actually a brand of bicycle brake components.
@@TenFalconsMusiclove it 🤣🤣🤣🤣🤣
I love a Jag-Wire 😅
FFS… it’s not Jag-wire…. Or Jagwah…
JAGUAR..
It’s pronounced Jag-U-ah.
Or Jag is also acceptable.🇬🇧
May the Force
be with you.🌀
(-: :-)
I disagree. I don't think they are in panick at all, I think they haven't yet figured out how screwed they are.
Yes I agree 👍
They don't need to panic, they're financially floated by BlackRock.
@@fredmercury1314 Fink is Good at Losing $$$$$$$$$$$$$$$$
@@fredmercury1314So .....Why would Black Rock back a loser? Btw... Jaquar would not be the first car company to fail😵💫 I'm thinking this will be a clear case of " go woke, you go broke, ...... a result of DEI executives to that have tunnel vision. 🧐. .........PS: It is sad for an iconic brand. ☹️ The XKE is the definition of style, elegance & performance 👍
Jags have been notorious for electrical problems. I can’t imagine how bad the electrical system will be in an all electric Jag. LoL
EV by Lucas, the Prince of Darkness
And oil leaks...
That's mostly historical, and it was definitely once true. They earned that reputation by using Lucas Electric-brand components (switches, connectors, etc.). I had been researching Jaguar's cars with the intent of buying a late model used one over a pretty good length of time, and I found that their stats were actually pretty good. Today, they have about the same electrical gremlins as everybody else, related to the electrical components purchased as subsystems used in the car (nav system, radio system, safety sensing system, etc.) not speaking to one another, etc. Things like engine electrical issues seemed to be pretty rare. Of course, I was only looking at a narrow range of models, none of which were EVs...
@@aaarauz1yes the bane of my old '94 Range Rover County. Someone needs to tell the English that neutral and ground are not the same.
Jags and Land Rover use the same electrics as BMW , Audi and Mercedes. I know BMW has had their share of electrical problems along with most European vehicles.
Every single person who was willing to buy a Jaguar and deal with the issues is now buying elsewhere.
Jaguar...the only EV that will still leak engine oil.
😂😆
😂😅
It leaks tranny fluid 😀
😄🤣👍
😂
Like my dad always said, “A Jaguar will pass everything but a repair shop!”
still better than your crapy 4cyl lawnmover honda
@@Ze_Hans Triggered much?
Why pay 100k to be laughed at ?
Yeah, just look at the sell numbers of "ugly" bmw XM
Exactly
Most people don't want an EV, let alone a gay EV.
The new model costs much more than £ 100k. A good friend of mine who works for JLR tells me that Jaguar actually DONT want any of their traditional customers to buy the new car…..hence the barmy ad campaign. ?????
@@richardteale3217well, trans people generally don’t have that much money I guess. But perhaps the government will buy Jaguars for them. Nothing will surprise me anymore…
The 1% feeling of getting a Jaguar is zero now
It was exacerbated by Tata getting its cheap fingers on a luxury brand. This appears to have hastened their demise. Almost like a person with no thought in their head did the first thing they saw and hence the worst “rebrand”
Almost like they are intentionally screwing themselves. Design a repulsive car and publicize it with repulsive advertising.
Problem is WEF net zero scam aligned TATA
No, Aubrey, you are not out of touch, your instincts are NOT failing you, and the word of the day is indeed, "surreal." Inspector Morse and James Bond are far superior marketing icons than a Grateful Dead acid trip.
100%
fyi it is not pronounced jag-wire... It is drag-wire.
🤣🤣🤣
This video could have been made years ago, Tata knew all along this would die .lots of combined dealerships w Rover and Jag under same roof, Jaguar had very few sales nationwide and slow slow moving inventory. Jaguar going in an electric direction was an absolute idiotic move..death nail
Went woke , how enjoyable to watch them get Bud Lighted. 😂😂😂
And bic razor TOO
With 24 years in branding... Jaguar failed miserably at this rebrand.
With 50 years in branding Jaguar nailed it at this repositioning, this is not a rebrand as the noobs will say. Jaguar in now in a class by itself. Exclusive. For those who want to different and have the money to pay for it. And its called Jaguar not Jagwire lol.
@@Brpwndoodthe number of people who would want to buy an embarrassing pink teletubbies wokemobile for over $100,000, is so exclusive, that the number is approaching zero.
They're pandering to a small percentage of the population (whom just happen to be the "loudest") and are dependent on THAT percentage to not only be in the market for a EV but a luxury one and have the $$$ to buy. Do the math and no business can stay afloat like that.
They've also spit in the face of their loyal customers and turned their backs on them. That's not likely to inspire confidence in new customers that the company won't just turn around and do it to them.
Please do not pronounce Jaguar like that again 😂
Jagwire
@@7s29 She can't help being American, they only have a tenuous relationship with the English language.
Shag-war
Must you F up a good thing?
It is hard to take the views expressed in this article seriously when the young lady can't even pronounce the name of the car.
A better rebrand would be to do a 50 year retro rebuild.
You see. It's good ideas like that that they will never listen to.
The company that became Jaguar, SS Cars Limited, was founded in 1935. That company SS Cars came from was Swallow Sidecar, which was founded in 1922.
The finest car manufacture by SS cars was the i936 SS100 Jaguar. Personal opinion.
After WWII having a company name of SS Cars wasn't going to fly very well so in 1945 the company was renamed to Jaguar and the rest, as they say, is history.
Yup, I'm that guy. 😄
As to what they are doing now, I'm not felling it. Not, not one bit.
Consumers weren't feeling it in 1945 either. 1st car brand of an apex predator. Edgy back then. In the new branding they won't overstate the big cat, it should come through in the design. We'll see, right.
"Jagwire"
Never heard that pronunciation.
Just found your channel and love it!
I always pronounce it Jag Wahr.
I like her because she DOES NOT WEAR MAKE UP. lol
That means that she can be trusted. lol And, yes I agree with the incorrect pronunciation. Most people don't understand that 'jaguar' is a native language and the respect associated to the apex predator. Jag-You-Are
I'd like to hear her say "Hyundai"
I had a southern friend who said it that way.
It sounded more like 'jaguire' to me.
I'm going to be surprised if Jaguar is able to weather the storm and stay afloat after this.
They have the funds and consultancy of TATA motors behind them and looking at the long game 10, 20 years. Money is no object, unlike VW and Nissan which can go under very soon.
The target demographic for the new Jaguar is already stacked with options. They have sold the heritage of the brand down the river. They have decades of history of form, you should be able to look at it and recognize it as a Jaguar. This is not a Jaguar, it's an insanely gawdy perversion on wheels.
Never owned a Jaguar and now definitely never will.
Your loss ! their brilliant cars regardless of all the over the top hype about reliability...had my F-Type for four years now and never had a day's bother with it ...if their properly maintained and serviced they're just as reliable as any other car out there .
@vinceorchiston9823 got no problem with the other jaguars it is that new woke one that is ridiculous
Totally agree...on my 3rd F Type and zero probs. Reliability issues were addressed with theXKR era, but the reputation l Iingered. @vinceorchiston9823
And the thing will weigh as much as a tank! What about those 3,000 I-Paces they're having to buy back? It doesn't pass the smell test.
The British say 'Jag - u -ar'. For the car not the animal.
That was the way I was taught to say it.
Both. Car and animal. Check the spelling JagUar 🐆
Jhag-oo-wha also I've heard.
That's how I've always heard it.
It is definitely NOT jag-wire
Marketing like this made Modelo become bigger than Budweiser! Good luck Jaguar!😂
"No such thing as bad press"? Two words: "Bud" "Light".
Bic Razor
The thing is: jaguar’s marketing feels like ‘activist’ marketing and we’re entering a time where people can’t stand it - we’ll see
"Copy nothing". Their new car is ripped straight from GTA V.
A Tesla Cybertruck and a window A/C unit.
@@hellomeatrobots copy nothing except Bud Light’s marketing ideas, the Chrysler Crossfire design and jump on the EV bandwagon 4 years after everyone else. LOL
Just go back to making stunning cars with performance like they used to. And there were a time in early 2000s where they were in top of quality surveys. Mine is 25 y old with 420.000 on the odometer, still in perfect shape. Cars were great, marketing... nope...
Lol 😆 "jag-why-yer", she says 🤣
They're not worried about it. They're gettint ESG money now just like everyone else.
Jagwhat?
I wondered why their Indian overlords were allowing Jaguar to implode like this, when I learned that they've wanted to shut it down since Jaguar lost so much money. This gives them an excuse to do it.
They got a load of money from BlackRock to use Jag to push this woke nonsense.
The Brand unfortunately just doesn't have the scale to be profitable
They started to get more scalable while owned by Ford. Younger probably right
Jaguar pronunciation assist:
Jag-you-are. There's no WIRE anywhere in the pronunciation. 😊
“Jag-wire”????? Never heard of “Jag-wire”.
The word is jaguar. Correction, today it is now Gaguar, or Draguar.,,, what it isn’t is in any way related to the long heralded, much loved British automobile.
Apparently, it's a very difficult word?
Childish.
Jagwar or Jag u are dear. Not jagwire. Cant listen if you cant pronounce the name properly.
Jagwire
Jagwire. It's how most Americans pronounced the word until everybody got so pedantic.
@@azores15 Jaguar 🐆 it's how it's always been spelled and pronounced 🙂
@@azores15 Just google how to pronounce it: American pronunciation sounds like ja·gwaar
British pronunciation sounds like
ja·gyoo·uh
@@marcus.H A lot of people pronounced it "jagwire" when I was a child. Is that correct? Maybe not, but then again, we pronounce the word colonel as "kernel," too (yes, I know why we do, but that doesn't change the fact that the spelling and the pronunciation are not congruent).
Is Jagwire the electric model?
They hired Mugatu to do their ad-campaign.
Mugatu and Dylan Mulvaney.
What is this? An EV for ants?!?!?!
More like Mr. Magoo 🙂
Maybe they should give away an orange kaftan with each new car purchased.
They've also rebranded their name to Jagwire.
As well they should.
I cringe when she says Jagwire. Im sure shes heard it pronounced many time.
I cringed too, then wondered weather it was part of the rebranding.
I think it's her accent. . . which I can't quite place.
It shows shes not qualified for anything, I remember those types from high school and college days. Always fun to watch.
@@zxyatiywariii8Americans most often say “jag war” for the animal and the car.
Americans rarely pronounce the “u”, unlike the British.
In the American NE, the “war” would most likely be pronounced “wire”.
My guess is she has an American NE accent.
@@everetteborr’As an American, I can confirm this. I grew up saying “Jag-wire” for the car and animal.
We say “aluminum” differently too! 😂’
Will they now come with a Bud Lite 40 holder?
What is Jagwire?
Jagwire is for the people that JLR is not targeting their cars to, the ones who would also buy snake oil. In Brand Marketing there is a concept where you do not want certain people to buy your product because it costs too much and unprofitable. That was the trap Jaguar fell into in the past decades and losing money on cars sold. Getting rid of those people who bought a Jaguar, or a rebadged Ford, because that is what it was, just for the cat logo are the same people who would buy snake oil. The repositioning will now target the true people who want the original value proposition offered by 'copy nothing' and will actually make money on the cars.
A big-ass cat.
Ford seriously improved the reliability. It has been slipping under Tata, and I've heard they've been forced to use Tata's rusty steel.
No matter. Jaguar will not exist in 10 years. It may not even restart production.
Hi Jaguar 👋 Going woke, embracing DEI, making only EV's, alienating your core customer base - not a great plan.
With all due respect, there are 2 ways to pronounce Jaguar. 1) Jag-war or 2) Jag-u-ar. Never Jag-wire.
The fake commercial for Jaguar in Dudley Moore movie sold more cars than any commercial Jaguar ever produced. Crazy People (1990)
I wonder what is the JAG-WIRE?
It's the way people, at least in the US, used to pronounce the word.
Why am I more disturbed by the SpongeBob clip than anything else?
Does it come with gerbils? Or are they an option?
Interesting that the sound track behind the ‘advert’ Eminem’s me of a life support system about to be switched off.
They were already a zombie company, they had literally nothing to lose, literally
"Jagwire"???
Aubrey, now that the actual car has been unveiled, what do you think?
I think I'll pass. It looks like RoboCop mated with a Bentley. 😒
A rebrand so bad that Bremont watches were impressed
JagUar - Jumping on the Bandwagon once it was over.
I was a Jaguar owner, and was constantly puzzled by the claims of poor reliability. My S-type was by far the most reliable car I had ever owned. It lasted 17 years until it got smashed. Methinks this is simply a carry over from the V12 era.
You didn't buy the Friday afternoon car.
I had a 4.0 sovereign from new. Lovely car and I only had rear shocks replaced under warranty. Completely alienated by the new advert and pricing. As I understand it from friends Land Rover is going the same way, downhill fast.
@@fredmercury1314 I got what was offered.
Because S type was really a Ford Mondeo with a Jaguar body and Mondeo is bloody good car I owned one years ago..😂
@@julianwalls1077 I think the X-type was the Mondeo. The S-type was like a Lincoln Mk-Z.
I did a little digging online and found that jaguar is going all electric high end at a time when sales of all electric high end cars are beginning to really tank.
Having seen the two prototypes of the new Jaguar ev, I am going out on a limb and I will predict that it will fail. Why? Because in the auto industry, there is a design rule that has been proven to be true numerous times - it is MAYA - modern appearance, yet acceptable. This rule came out of the experiences of Chrysler in the 1930s with its Airflow car (specifically in the very early years of the car launch). This car was radical in that it used streamlining in its design. While influential, the car ultimately failed because the design was too radically different from what the consumer was used to. Out of this failure, designers arrived at the MAYA principle. The new Jaguars violate this principle - they are too different, too expensive, too radical to be acceptable. It is not WOKE that will bring Jaguar down but inappropriate product design.
Ta Ta is over its head as a car manufacturer.
I have owned many and have an XJL still reliability question I don’t actually agree I have never had a single breakdown on any of them this one is in 170,000 . The EV will finish this brand , if a huge company like Fords are on the brink of what hope is there .
It is unclear which wealthy demographics they are targeting? One thing is for sure most wealthy folks wealth peaks at middle age and older. So any manufacturer who wants to sell opulent goods better target the 40-70 age group.
“Not selling any new cars in 2025??”
That’s smokescreen for, “ We’re done. Close the doors.”
Jaguar stopped making cars, now they make appliances.
Can't take you seriously if you're gonna say jag wire
2:23 "... happening with Jag over the ..." draw out the 'a' and you'll get it.
This is a very good video, but the Jagwire thing needs a response from the creator. Too peculiar to simply let it go. It’s the only thing I heard in this entire video- like talking to someone who has a piece of food stuck to their face and trying to ignore it. An odd local vernacular of some kind, perhaps?
Her local accent, I'd guess.
I also find the American "Jagwar" odd, I'm used to the British pronunciation because it's a British brand.
A couple months ago in the Jag boardroom: "So after Kamala wins by an landslide, everyone will love the direction we are going"
Why would anyone buy an ev from a car company notorious for having electrical problems in their gas powered cars... sounds like double the price for much more headaches and problems
The reason for the colorful ad campaign is so customers are distracted and don't notice there are no cars for a year. Like a flash bang, we are stunned. When we come to, we will then see the 2026 model.
My suggestion to Jag, would be don’t make too many of this car. It will not sell!
It's not Jagwire. It's named after an animal the jaguar (ja-gyoo-uh).
English has a ton of variation, there probably are more who do not pronounce the animal ja-gyoo-uh than do. Plus many brands advertise how locals pronounce it than the original country does, since most care more about making sales than trying to lecture potential buyers.
@@SnowmanTF2 Some 'mercuns are actually capable of pronouncing the name correctly, no "lecture" required. Do you pronounce bar "bire" or far "fire"?
Perhaps it is a subliminal precursor to going all electric. After all, everything else about the marque has been adulterated.
Young lady, you lost me at "Jag-wire." When unsure of pronunciations, don't guess, look it up. Admittedly, Jaguar is a tough one given it United Kingdom pronunciation. Nonetheless, check to be sure, otherwise, I admire your ambition and effort. Press on.
Jaguar’s brand value was the unmatched elegance of the vehicles. What they lost was the art direction in the company. It was really that simple. Now they are trying to become a totally different company, going in a new direction, abandoning their history, when what they needed to do is rediscover their identity and their past.
.
*"Jag-Wire."*
😂
The people I feel sorry for are all those workers at Jaguar who have been betrayed but a handful of overpaid dimwits in top-level management. I bet non of the execs ever thought about consulting the craftsmen and women of Jaguar who absolutely know what Jaguar stands for. Now they'll be worried for their jobs, unlike the execs who will probably get an amazing pay-off for doing a fantastic job of making such a hapless mess of things.
They are aiming at Bentley. What is the profile of a Bentley buyer? 50-60 year old male.
Do you mean Buntlee ?
Jaguaire? Funny way to spell JAAGGG. Also, the brand was never the problem, it was the product that was mediocre
Jags will join an even more rare breed of cars like the Edsel.
Americans don't realize Jaguar isn't targeting the US market, Europe and China combined have over the last 10+ years been where Jaguar sells most of it's vehicles. China and Europe both love EVs, Europeans welcomes diversity and Chinese *LOVE* wild abstract car designs. It doesn't matter what Jaguar builds, the trailer trash pickup truck Americans won't buy their products.
I feel sorry for the Jaguar employees.
What’s a “Jag-Wire”?
Who is Jagwire?
Jaguar current styling is actually really nice , it’s their price that they need to address .
Imagine if they sold an F-type at the same price as an Toyota 86.
I've had 7 Jags, my dad 6. had problems with some but none with the post 1990 (ish).
1). Breakdowns are a bonus, first it allows one to call the young lady and get her to pick up a cultured fellow.
2). At the end of a meal one can play the "Damn my luck, I've left my wallet in the car, would you mind awfully?...Thank you my dear".
3). Jags also look wonderful parked on one's drive way. This allows one the "You didn't get my cheque?" Gambit with trades people.
Jaguars are about space, grace and pace.
Jag owners should never be left alone with your wife or eldest daughters.
Never ever under any circumstance invest anything that a Jag owner says he's got a lucrative tip/man inside/ very clever cousin working on.
The new milk floats look awful and are an unholy offence in the eyes of Apollo.
The correct term for these monstrosities is: Faguars.
Imagine being an employee and seeing what the managers have done.
It's a dumb saying. If there is really no such thing as bad press/publicity, there would no such thing as defamation. Also wrong, is the saying: "Build a better mouse trap and the world will beat a path to your door." The world won't, it's doing other stuff.
Every single member of the board and senior management should be sued dragged thru the courts and bankrupted for malicious intent to bankrupt the company by design.
It’s the same mistake Budweiser did. Alienated their normal customers to try to appeal to a small population of potential buyers.
A note about the commercial, at the 8:40 mark, a model holds a sledgehammer while the words 'break moulds' appears on the screen. Clearly an 'homage' to Apple's 1984 SuperBowl commercial. Can't decide if the producers were actually THAT dialed in or if it is just a coincidence.
Jaguar got 100% of the 0.01% of the market completely sown up.
Now we'll be able to clearly see the crazy people on the highway.
Thanks for being one of the few I've heard pronounce Jaguar like jaguar, heh.
I agree with you on most ev styling, I always thought they went too far in the futuristic style. People like what they are used to so normal style with futuristic tweaks seems a better choice.
This debacle should have been stopped by the first Jaguar exec who watched this ad being pitched. He should have asked the advertising company who created this mess "Are you kidding me with this?" Instead, Jaguar management watched the ad and thought it was a great idea. Had they chosen a woke-free ad campaign I'd bet the polarizing design of the new vehicle would have been easier to accept.
I think they live and work in a woke echo chamber, where everyone just agrees with each other.
It’s diverse in every way except for diversity of opinions.
An intellectually diverse management would have caught the problems with the ad, their problems with quality, and the problems with going all electric at this point in history.
Jaguar has financial problems because they build unreliable, high-maintenance cars that have killed their reputation.
Yes, their cars were beautiful, but few people want to buy junk.
Probably, but having been on the corporate side of a rebrand, suits put ad proposals through hell before signing off due to risk.