As Jaguar’s retired Chief Vehicle & Chassis Engineer, I was hoping and praying for something special here. I’ve always struggled with impractical concept cars that will never make it into production once the hard realities of legislation and manufacturing feasibility come into play. The final versions are always a let down. I struggle with the bluff front and rear ends - I dread to think what the Cd will be?! I also think it’s a design that won’t age well. I’m not convinced.
You forgot to mention the lack of ride hieght/ground clearance. Looking at the concept, that will bottom out in minutes around the UK, & that's without trying to negotiate 'speed bumps'!
Thats the vibes I get and I think with some tweaking they definitly could pull this off. Cruella deville vibes too.. Im actually excited to see what it look like. And Im willing to bet that many people will buy it because its the new thing like how they purchase Tesla.
Dubai has nothing on the sophistication of the Peppermint Rhinoceros Club in Slough. "Now, would you mind taking care of this cheque, while I go warm up the JAAAAAG ?" " 'Warm up' ? But it's electric..." "Yes dear, I know that. I'll be waiting for you outside. Thanks Love."
Yup -And the price point is eye-watering - As someone who has owned two late-model jags over the last few years, the point of them was to be attainable luxury - They weren’t supposed to be competing with the likes of Aston Martin on price, unless you went up the model range. Now it seems they’re just abandoning their middle-class customers to BMW and Mercedes, and chasing small-scale wealthy customers.
I've been a subscriber to Harry's RUclips channel for several years and have a great deal of respect for his opinions and his collection. Harry seemed to be stretching as far as he could to not slam this disaster if front him. It reminds me of several major companies of the last 40-50 years that grew to a powerful entity with noteworthy products and continued to grow... until their founders either died or someone else forced their way into a major stockholder position and destroyed the original company. After Sir William Lyons passed away, there have been multiple new owners along the way. While I fondly remember the original Jaguars from the first XK150 that I chased across town on my bicycle to catch a close-up look in 1959, that company and the spectacular memories it created is long gone. I owned a 1986 Jaguar XJ6 Series III for about ten years and drove it for nearly 100,000 miles. In my opinion, that was the last of the "real Jaguars." Ford bought the company and I believe their first release was in 1989. While they did pull the old "hand-made" history into the modern era, they showed restraint in their efforts to update the product. The new examples of the last 25 years or so, have not impressed me and this abomination here has nothing in common with the Jaguars I've loved from the early years. RIP Swallow Side Cars and Jaguar. You had a magnificent run while it lasted...
Revolutionary design my arse, this just looks like if Cruella De Ville ordered a Rolls Royce Spectre from temu and the grille fell off in the post. Especially the side profile, pretty much the same except the rear windows shrunk in the wash. So much for "copy nothing."
Everyone said Cadillac would die when it changed direction and moved its HQ to NYC, fast forward and there are 100 billion Escalades alone on the road.
I will give Harry the benefit of the doubt, but he is FAR too charitable. This is a freaking disaster. Looks like a high school student's concept car design.
The one bit of the advert that REALLY annoyed me was where it said "Delete the ordinary". The implication is would seem to be that previous Jaguars were "ordinary" and they're discarding them. The new cars seem determined to make good on that threat by abandoning the "curves" that have always been the signature of Jaguar design. This looks more like it "should" be, perhaps, a Chrysler or a Dodge.
Final product will be boring with four doors, smaller rims, smaller wheel base, higher roof line, other front- and rear lights, smaller batteries, lower range, etc.
00" is commonly used to signify a toilet in Germany and Eastern Europe; it's essentially a code for a public restroom, with the double zero originating from the practice of assigning "non-numbers" like 00 to areas like toilets in older hotel room numbering systems where they were often near stairwells or elevators.
@ I agree with that. Although I am in the US now I grew up in Europe and remember them well new in the showroom and test driving them. My father decided to buy something different as he was afraid of the reliability back then.
Mostly because the cars have been uninspiring, jaGuar just sat back selling the same cars up until they stopped making them.....🤦 And now they have launched this thing 🤦
My wife is on her 2nd F-Pace and I have a '21 F-Type R. We will not be in the 20% of existing customers that they keep. That car looks like someone built a Chrysler 300 Hatchback. My servicing dealer is no longer a Jaguar dealer. They kept the Land Rover dealership but lost the Jag due to the expected loss of sales volume. Not a good way for Jag to keep customers happy. They've shown that they don't want me and based on loss of dealerships, the ad, and the show car I Don't Want Them.
@@venom5809 Pre-Tata, these people were most definitely enough to, not only sustain the company, but make it one of the most revered brands in the game.
@@John15293 My family has had Jaguars since the 80s. Pre-Tata Jaguar was garbage, I remember the Ford era. I have lived long enough and my family has bought enough luxury cars for me to know that in no era was Jaguar a big seller. The Tata Jaguars are some of the best made, unfortunately people tend to gravitate to BMW, Mercedes and Audi etc.
Your comment proves the ad and concept did exactly what they wanted: Making you think (good or bad) about the forgotten brand. They know the average consumer has short-term memory.
@@chefsaliva5317 Respectfully I disagree. My Mum has owned several Jags through my childhood and I'm at the point in my life where I'd consider buying one myself. Now I won't; I'm sure I'm not the only one to feel that way.
@@harpersneilThe point of the ad was to grab a new audience, as obviously the group of people saying "oh my mom had a jaguar maybe I'll get one" weren't buying enough cars to sustain the marque. They did complain a lot on RUclips though.
So now we have a full year to wait and see whether using an ad full of fake people to sell an unrealistic concept car to a bunch of imaginary new customers was a wise business decision.
Jaguar have been trying to sell to imaginary customers for decades. As Harry says, the most recent peak Jaguar was in the late 80s, early 90s and it's been trying to sell to the same market even though it ceased to exist. The old image was of cigar-smoking Terry-Thomas types and pinstriped Tory lords. The world has moved on and Jaguar stayed put. The design language isn't a million miles from Range Rover which is also defined by almost feature-free slab sides and sharp angles. But the world's gone mad because someone painted it pink. Amusingly, the Rolls Royce Spectre at 12.22 is also pink, and yet the sky did not fall in.
Maybe they're waiting for the next step: after autonomous driving, maybe they're expecting cars to be driving around with no humans in them at all, and no people even buy cars. Only computers buy cars and drive them around empty...
@@ciello___8307You’re right, a portfolio consisting mostly of ugly CUVs wasn’t going to cut it. They should have returned to their roots as a manufacturer of sexy, upscale luxury and sports cars.
A car company unfortunately is not about a product anymore. It is about a brand - and the popularity of the brand (again, unfortunately) does not have to follow the quality and the content of the product (early Teslas for example). We've seen it in the mobile industry, now we see it in the car industry. It doesn't matter if the quality of the product deteriorates (VW'd iD line!), as long as we keep believing in the importance of the brand. Contrary to the common sense, we are being left without 'normal' cars (Fiesta, Focus, to name just a few), and are being fed with empty stories about the need for the reinvention of the car - just as this is. I like the design of the concept very much, and sure, Jaguar needed to do something. But I see all this marketing stuff as something extremely superficial, very brand oriented, very much following the contemporary need to live a parallel life on social media where all the news last a day or two.
@@frankbregulla564so true people keep saying this. The market was dying and they knew it. As much as I hate EVs, I understand the market shift and personally I think it looks pretty awesome😂
Well look what happened to every british brand in the last years, mini isnt brit, nor MG or Land Rover or Jaguar or Aston Martin or Bentley or Rolls Royce or Lotus
What a disaster. It looks exactly like the Batmobile from the 90s cartoon but pink. I disagree that this is a modern take of any kind. I guess it's time for Harry to sell the Jaguars like he did the Lotus because of the company direction...
It has been plain to see that poor Jaguar have been in the wrong hands for too many years now. I would love to see a proper invester purchase the brand name and put it back on track with passion and save the great Jaguar tradition of `pace and grace` for generations to enjoy. Just like BMW did for Rolls Royce 25 years ago.
It'll never go in to production, this is just some vague concept car. The reality - assuming they're still in business in a year's time - is that it will look just like everything else on the road. Also why put a large bonnet on an electric car? "Copy nothing.. delete ordinary"? but "let's make it look just like every car that's been produced in modern history...."
Everyone is now talking about Jaguar. In marketing we professionals say "There is no bad publicity" 😁😉 I am going to follow my favourite brand and see how this goes. Pink for my wife and blue to be my daily driver. Now my 10.th Jag is again a supercharged S Type. I fancy S Type as my XJ-S V12 models and XJ 12 otherwise were my favourites. "Mc Call"-version. I know Jags very well and the new scuplture-like design is gorgeous. 👌
Harry you are too kind with them. They don't deserve half the nice words you have said about what they have done. We all know it's dreadful.This was not a re-brand, they demolished everything that was.
If Parker is in the driving seat, there’s a large number of Dalmatians in the boot and it’s parked overnight in a cave inhabited by bats it all makes sense. Otherwise, I’m baffled.
80% new customers and 20% existing? Have they really fallen for the myth of the 'modern audience'? As Disney has found out, this magical new customer base just doesn't exist.
Exactly, Bud Light took this route and paid the price. Those 'new Customers' don't drink beer, and aren't 'car guys', err 'car people', err, 'car they/thems'
This trend of replacing mirrors with screens has to stop. Anyone that is old enough to need reading glasses knows that we focus THROUGH a mirror, but ON a screen. And if you need your readers to focus on a screen for work, you need them to focus on a screen that's meant to be showing what's behind you - i.e. anyone over about 50 needs a proper mirror!
@@snorttroll4379 spoiler alert: you are going to get older, and one day you will need readers and understand what I am saying. Unless of course "le ses" 🤷♂️
I don't understand why they have a panel where the rear window should be making it look like one of those car based vans. The Polestar 4 has done the same. Strangely the Zeekr 001 made in the same factory on the same platform manages to fit a rear window.
Their marketing is aimed at a demographic that don’t universally have £100k + readily available to blow on a car. The ‘owned media’ has been a roaring success for them, but that won’t equate to sales long term
Do you remember pre-90's cars and the exposed rain gutters at the base of the windshield. I'm 99.99% positive this is where they got the strake idea - It's actually still in it's original home at the front. Beautiful harp noises when running your finger across those haha.
The hilarious thing about all this is… their marketing campaign featured no cars… they launch this today and then comment on their own launch post with “not a production car”…. So still no car…
Yeah I didn't mind the ad, think it's just bizarre that they didn't include a car. They also seem late on everything; they were late by 10 years with SUVs and seem to be about 10 years late on the neon/pastel color schemes which Rolls-Royce was doing 15 years ago, Bentley was doing 10 years ago, and Aston Martin has been dabbling in for about 5 years. They seem to be years late whilst arguing they're some kind of pioneer, and IMO they just aren't.
relying on its "existing customers" wasnt ending well for them either (especially considering a lot of those "existing customers" were just stealing sales from land rover), whats your point? not to mention the number of people who are actually jaguar loyalists in the 2020s must be in single figures
I think these car journalists are afraid to talk trash about cars for fear of not being invited to exclusive car reveal events in the future...I'm sure when Harry got home, he yelled "WTF WAS THAT SHIT"😂
Well yes thats how access media works. Which is also why it would be nice if car journos were required to somehow inform when talking about brands or models if they still have access. Because it actually does matter a whole lot. Its also why magazine car reviews are the same article with 90% interchangeable with review for any other car.
I was a subscriber to "Car and Driver" for many years. Decades ago, they photographed a new Opel in black and white in a junkyard, something about shooting it in its natural environment. They also called the hideously ugly Pontiac Aztek "a dumpster on wheels."
Thats cool what do you like about the design? I find all the surfaces to be flat or straight lines and the rear just looks like an aircon vent stuck on the back of a flat wall. The light signature is not really unique either just a straight line. Like to hear your thoughts!
thank god it has a giant screen inside. hopefully it's hooked up to a good front facing camera too because you're not seeing much out of that front window son
Fast forwarded bits of your video then came to my senses and had to have a lie down with an anti-depressant. The new jag could be a serious contender to the Leyland P76 (Australian white elephant). Looking forward to watching my lawn grow this afternoon , it always cheers me up.
8 дней назад+71
Striking, yes. Beautiful, no. Looks like the love child of a Cybertruck and the Green Hornet's "Black Beauty"...and it's anybody's guess which one was on top.
“Type 00” is what Jaguar’s boss will tell his secretary in a few years time when she asks “what shall I put as our net worth for our bankruptcy statement”
I thought the same. If there's no 6L engine in there I sure hope there's 2000L luggage space. It makes no sense and makes the car unwieldy on the road for no good reason. But everywhere you look on this thing - from marketing, to that way it is being launched, to the details of the concept - you can clearly see they're misguided AF. And the funny thing is you can see the same 'misguidedness' anywhere woke people are involved in complex projects - gaming, movies, TV shows, cars... Doesn't matter, it shines through.
I must say I have heard nothi9ng positive about their launch presentation. The car itself is striking and, if they had kept to their historical branding, I suspect people would have rushed out to buy it. Now it will be interesting to see if they do a retraction or at least play down that launch and push back into their historical branding as they move closer to the final product.
Harry, it would be interesting to get Ian Callum's thoughts on this? Very divisive and peculiar advert, though would have to say it's got people talking about Jaguar..... albeit in a negative way! I'm unsure of this design, though it is only a concept, but the design language will appear on their cars and not sure how that will translate and so I'm holding my breath on this. Great videos as usual, informative, interesting and entertaining. Keep up the great work!
The car was released in Miami the pink their city colour, they had a London blue version as well. It is a car for the wealthy and they are going after the top brands and a lot of wealthy people want to make a statement. In a world of bland EV's it may well be the aspirational car of the next generation.
@@hardoak-t1d Keep making excuses, as a Gay man owning several Jaguars I will let you now that not a single one of them is ''pink''! If you in anyway think EV's are ''inspirational'' then I suggest you buy a bunch and become properly inspired them. The sad truth is that the EV market is killing the European car industries cause NO ONE is buying them, how is that for inspiration and inclusivity? And YEAS I'm wealthy enough too, peple with real money never shows of. Thats for entertainers/footballers and lottery winners so go and do your market research again, cause the wast majority of the next generation wont even be able to own their home! Money left over for ridiculous cars with the lifespan of an Iphone? Yeah good luck with that market segment outside of La-La land.
It's a design study [you know, concept cars that have lots of ideas that do not go in to production] - and I quite like it. Doesn't all work. IF [a big if] all cars in the near future are electric, the only real distinguishing difference with how they drive will be how they are designed and look. Of course their new car won't have stone in the back or oxidising brass running down the middle, but this has some interesting sculptural ideas going on. Jaguar wasn't selling much anyway, and Jaguar to me and many others has old man's car look/image. It will be interesting to see the actual production models. I'm not against it. Still think they should change that G and have a cyber designed growler on the bonnet :)
I owned a 1999 XJ8. Sticker price was $55K. I had it for 24 years and it still leaped like a jaguar on the road. It had class and never stopped turning heads.
@@MisterMonsieurexactly, with so many new brands, mostly Chinese like BYD etc etc just entering or about to enter the western ev market, why use the old Jaguar name when your new vehicles have absolutely nothing to do with old jaguars. No engine, no style, no grace. No idea.
Jaguar sounds better than Tata in most western countries. Same with Lotus, sounds better than Zhejiand Geely. Or MG or having a BMW badge on a Rolls.. times are not changing, they have already changed..
Harry is being characteristically polite… setting aside the ad campaign, this concept is more about shocking proportions than beauty. The Soectre isn’t my dream car, but has some graceful curves. Jaguar have been masters of the curve for generations, an inherently pleasing form - not sure why they’re going with a cliched concept. Porsche has done a far better job of it, carrying its heritage forward.
Shock and horror is the goal, with these types. They don’t understand beauty, they only understand the attention it commands. So, being unable to create beauty themselves, they do things like this instead.
It’s a styling exercise. It’s not a finished car. Basically you take feedback and you put that back into the car you’re developing. It’s a normal exercise in any car company.
Well said, people love curves, it never goes out of fashion, the old Jaguars from the 50's to the '70's still look great. The angular look, like this prototype has, like the wedge shape, just doesn't stand the test of time. Jaguar were past masters of the curvy, classy design and have erred.
Well done Harry. New Jag looks nice and interesting, the high waist line make it stand out for sure. The more I look at it, the Agryll GT comes to my mind. Same long wheel base, side windows design and sleek styling. Bob Henderson might being an inspiration for Jaguar this time with pure Scottish design. Thks and brgds.
Don‘t car manufacturers see that everything they build now doesn‘t interest real enthusiasts? I‘m 33, i consider this to be a still rather young age and even my friends want older cars because nothing new is interesting for us.
I've owned several Jags through the XE XF F Pace era. . Beautiful cars. . Because of what's happened to the company design ethos, I've moved to Mercedes. They are fabulous, I highly recommend them.
There is one thing i see when i look at my young colleagues. Mostly under 30y. Almost 40 People. Media Business: They simply don’t care about cars, look of a car and absolutely see and feel no fun driving cars at all. Most of them don’t own a car. They look at me like i am a dinosaur when I tell them that i own two cars and i love driving.
I know of a couple JLR dealers that are dumping the Jag brand and they are in wealthy areas here in the states, I worked at a Jaguar dealer for 20 years, and now work on them at a independent shop with the dealers closing we will double our work load. Rolls Royce EV's are sitting on the lots here and Jag couldn't sell there only EV here no one wants them if any a select few.
I've been forecasting the end of Jaguar for like 5-8 years. There's just no room for them in the marketplace and they lost their prestige by the 90s. People would much rather buy a $100k+ Mercedes/Porsche/Maserati than a jag unfortunately.
I’m going to be contrarian. I am interested in the direction the company is taking. The marketing, while not to my taste, did what it was meant to do and get people talking about a car brand that had become irrelevant. The vehicle shown is a concept. The production version is bound to be more mundane. People complain that vehicles these days are often indistinguishable from each other and dull, yet when something interesting comes along, they lose their minds. Lastly, ignoring Jaguars racing heritage. Hate to break it to you all but when most people think of Jag drivers, they think of a middle manager called Clive, who is a member of the local golf club and wears diamond patterned Pringle jumpers and lives in a semi detached Barrett home. They don’t think of the race cars. At least they are trying to do something interesting rather than churning out more of the same MOR vehicles of the last 30 years.
Finally I come across someone who actually likes it . Heritage is one thing but for a struggling company they needed a do or die moment, and I think it’s stunning . Just because it defies our boring heritage based expectations of Jaguar doesn’t mean that new is bad . I think it is an object of beauty. The marketing perhaps was aimed at the wrong demographic likely to be able to afford it , but as something new and different, it is both that and beautiful in one pen stroke ! As for the long bonnet , I have an F type and for me that and the short rear overhang , really makes driving the car an experience. Joy doesn’t always come from practical (like not having a pointlessly long bonnet 😂). Not practical or sensible , but then neither is bungee jumping … but it still gives people a rush !
@@rajatjain3185 I don't like it but think Harry nailed it when he said it is aimed at Americans. Basically the Cybertruck of cars aimed at the likes of Paris Hilton.
The mix of upper and lower case letters has already been done by Air New Zealand back in the late 70's. It occurred because the designer had run out of lower case Letraset characters, and the design had to be presented in two hours time.
No surprise Harry gives a gentlemanly, reserved take on this. At the end of the day, Jaguar has sunk itself. Imagine turning your back on your core audience in favor of 1% of the population that would never buy your product anyway. You can only assume mental illness, or intentionally sabotaging the company. No ESG score is worth ruining a company for
@@wfifa199 - Well sure. Pretty much anyone that can afford a Jag would rather have a Porsche, BMW, Audi, etc etc. I can only picture older gents with fond memories of Jaguar as a brand, buying them new. That makes it even more mind boggling the direction they've turned. If they were a publicly traded company with shareholders, I don't think they've have taken the crazy pill here. Tata owns many companies aside from Jaguar, which makes me think they're self sabotaging. You don't see them going woke with Land Rover, Daewoo, Motors or Tech. Just Jag 🤔
This "woke=broke" rhetoric is so tiring. I thought it was the libs who were supposed to be afflicted with the mind virus? Clue for you all: The exaggerated models in the ad weren't supposed to represent the new target customers. Don't like the car? Fine. But try to realize what JLR apparently does realize: You can't take a "fan base" to the bank.
What I always like in my Mercedes is the coziness: the 6-cylinder hums, the auxiliary heating works, the all-wheel drive runs - very cozy, a car for autumn and winter. What bothers me about this vehicle is the sterile interior - a car has to be cozy and convey a feeling of security.
Jaguar is changing from being a luxury based saloon to more of a super car/ EV/ hyper car brand. So I would expect more of this, they have taken a page out of Tesla with the Cybertruck, some flashy concept car with a huge price tag and that is essentially what that brand is going to become from now on.
"Lots of people care about Jaguar", sadly none of them appear to be working for the company at the moment.
Or buying new jags for the last 20 years either.
All of them are not allowed to work for the company due to "policies".
Whats not to like the concept looks awesome, paint it black and its a straight up batmobile
Or be good customers to regularly enough replace their fleet.
@@timbonfield3589then again, it would make it a blunt, bad, edgy copy of the AMG Vision Gran Turismo or a Mercedes Maybach Vision 6.
The Lego boys will have a very easy job rendering this thing.
Using the old 1970's bricks !
They will probably sell more the jaguar
jezus, you might just have figured out where the funding came from for this campaign!
Is that a joke? So ugly. They can’t be serious.
Concept cars have always been a joke …
Harry's commentary is a masterclass of diplomacy in difficult circumstances.
ha
have to keep your access
It is, I can see why the hired him to save them. I'm affarid it wont work though, and thats not Harrys fault!
No, to say it in an undiplomatic way, it's cowardly. His worst video by far. What a pity, normally you can trust his opinion.
@@Joakim-j7h Did they hire him?
As Jaguar’s retired Chief Vehicle & Chassis Engineer, I was hoping and praying for something special here. I’ve always struggled with impractical concept cars that will never make it into production once the hard realities of legislation and manufacturing feasibility come into play. The final versions are always a let down. I struggle with the bluff front and rear ends - I dread to think what the Cd will be?! I also think it’s a design that won’t age well. I’m not convinced.
You forgot to mention the lack of ride hieght/ground clearance. Looking at the concept, that will bottom out in minutes around the UK, & that's without trying to negotiate 'speed bumps'!
No worries, it'll never see the light of day anyway.
@@Dex60 allowing some suspension movement might be a good idea as well
faguar will go bankrupcy before even building one
Because it's fake... A reaction to last weeks drudging and knocked up on CANVA by a quere😅
It's quite cartoonish - something you might see in a 1930's Batman cartoon strip. In black it could even be a Batmobile.
Thats the vibes I get and I think with some tweaking they definitly could pull this off. Cruella deville vibes too.. Im actually excited to see what it look like. And Im willing to bet that many people will buy it because its the new thing like how they purchase Tesla.
If Batman was woke, yes.
I feel like if it was black or a dark red it would look better and I wouldn’t hate it
Was thinking the Batman animated series of the 90s
I’d like to see it in a different colour. This colour is deliberately provocative, but how does it look in gun metal or BRG?
This car and the potential other models are aimed at folk who think Dubai is the height of sophistication. And I've been to Leeds.
Ding ding ding...Anyone at home?
I don't think so!!!
Dubai has nothing on the sophistication of the Peppermint Rhinoceros Club in Slough.
"Now, would you mind taking care of this cheque, while I go warm up the JAAAAAG ?"
" 'Warm up' ? But it's electric..."
"Yes dear, I know that. I'll be waiting for you outside. Thanks Love."
Yup -And the price point is eye-watering - As someone who has owned two late-model jags over the last few years, the point of them was to be attainable luxury - They weren’t supposed to be competing with the likes of Aston Martin on price, unless you went up the model range. Now it seems they’re just abandoning their middle-class customers to BMW and Mercedes, and chasing small-scale wealthy customers.
“Don’t tell me about sophistication! I’ve bin’ t’Leeds!”
Squidwards @ Bikini Bottom ?
Is that the new Chrysler crossfire electric?
😂
Makes the original Crossfire look elegant.
Just like the Chrysler 300 sedan it looks like a cartoon car.
Thank you.I knew I had seen that design before!
I said the same. What a shambles.
Awfully sorry Jaguar, but that design looks like the third-best in year one from a design school exhibition.
Harry walking around inspecting the thing, looks like a guy saying his last farewell to a recently deceased old friend.
About to kick the tires…
Indeed.
lol, only think missing was him putting a wreath on the bonnet.
I've been a subscriber to Harry's RUclips channel for several years and have a great deal of respect for his opinions and his collection. Harry seemed to be stretching as far as he could to not slam this disaster if front him. It reminds me of several major companies of the last 40-50 years that grew to a powerful entity with noteworthy products and continued to grow... until their founders either died or someone else forced their way into a major stockholder position and destroyed the original company. After Sir William Lyons passed away, there have been multiple new owners along the way. While I fondly remember the original Jaguars from the first XK150 that I chased across town on my bicycle to catch a close-up look in 1959, that company and the spectacular memories it created is long gone. I owned a 1986 Jaguar XJ6 Series III for about ten years and drove it for nearly 100,000 miles. In my opinion, that was the last of the "real Jaguars." Ford bought the company and I believe their first release was in 1989. While they did pull the old "hand-made" history into the modern era, they showed restraint in their efforts to update the product. The new examples of the last 25 years or so, have not impressed me and this abomination here has nothing in common with the Jaguars I've loved from the early years. RIP Swallow Side Cars and Jaguar. You had a magnificent run while it lasted...
Haha, so true! These journalists' own body language tell a tale that they words won't.
Revolutionary design my arse, this just looks like if Cruella De Ville ordered a Rolls Royce Spectre from temu and the grille fell off in the post. Especially the side profile, pretty much the same except the rear windows shrunk in the wash. So much for "copy nothing."
A flying brick...
What did you want? A plane?
Hahaha
That did make me laugh
Funniest description. Bravo!
It’s lady Penelope’s car out of the thunderbirds
Yes, Cartoonish.
My thought exactly!
First thing I thought of was lady P's car too - "Copy nothing" yeah other than that...
I don't believe for one moment that Parker would ever allow Lady Penelope to motor in such. FAB1 forever. ^~^
FAB1 was fab....this is slab. 🤣
Honestly in my opinion it looks like a "commercial air conditioning unit" with wheels on that belong on a hotel or factory.
I can’t see this ending well.
is the dumpster on 7ire yet at HQ JLR?
Well, its given jaguar more attention than it has in the past decade, so Ill give them that!
Im sure any actual production car will be toned down
I'll be surprised if they're still around in 3 years after 2 years of operating as a zombie company.
I wish I couldn’t see it at all.
Everyone said Cadillac would die when it changed direction and moved its HQ to NYC, fast forward and there are 100 billion Escalades alone on the road.
Big heavy electric boring lump aimed at a modern audience that doesn’t exist
Exactly. Its a comic book "design".
Problem with the old audience is they are just an audience. Their not buying, so any problems the olds have is not relevant
Jaguar management has really talked themselves into this one...delusional.
I'm going to be honest. I like it a lot. Please don't yell at me haha😂
@techclub8528 You forgot to add '...it'll go along way'!
Lol harry must have been paid a absolutely mountain of money to keep a straight face in this video
Harry is beholden to no manufacturer, but he is the first to admit his passion for this marque.
Exactly my thoughts. Such a pro is Harry. Almost wanted to be convinced as like Harry so much.
I will give Harry the benefit of the doubt, but he is FAR too charitable. This is a freaking disaster. Looks like a high school student's concept car design.
😁
That’s a cruel thing to say. Harry is jumping in and reviewing this for us and you are impugning his integrity. There’s no reason to do that.
The one bit of the advert that REALLY annoyed me was where it said "Delete the ordinary".
The implication is would seem to be that previous Jaguars were "ordinary" and they're discarding them.
The new cars seem determined to make good on that threat by abandoning the "curves" that have always been the signature of Jaguar design.
This looks more like it "should" be, perhaps, a Chrysler or a Dodge.
"delete the ordinary", wait, do they mean us?
They call it model Zero Zero because that's how many people will by it.
hahaha hilarious
No one will buy it as its a concept car it won't be built as a production car
00 - it's a win for the house,
Less than a thousand will buy one but every style has someone who actually likes it.
Has 'made in China' written all over it.
The 'Jaguar' lettering looks even more out of place in that grille. Awful.
Its probably meant to sell more T-shirts than cars
Looks like a home air purifier
Emblem looks like it belongs on a purse. Kinda like a Temu version of Dg
Only people with vivid colors hair dye and their home full of crappy RBG gaming lights are adoring this car
In defence of the video, I actually think the car is worse.
2 years away? Will Jaguar still be around in 2 years?
China you meant
Reminds me of MG and its promised supercar before they went extinct/Chinese.
Hopefully, No!
Nope
Doubtful IMO. Either way, hard to see this being the savior of the brand.
If Jaguar would have showcased the car in a Midnight Black color, they may have gotten a more Dark Night vibe... But that may have been too masculine.
When Lady Penelope saw the car , she said " well what do you think Parker ? " to which he replied " you have got to be F**n kidding mi-lady " 😂
Immediately thought of that car. What a mess
Even the Pink Panther wouldn't get in it. Nothing to do with it being a jaguar.
It’s pink. That’s the only thing in common with Lady P’s car
i read your comment in the characters VOICES....LOL
@@carlosdasilva9103 I know , you can picture the strings !
How classy do those Jags in Harry Garage look now.
Absolutely!
P8 is menacing
you could paint a turd pinkk. i bet you like that too
Just one of those looks classy.
He is just missing tye XJ 220
Final product will be boring with four doors, smaller rims, smaller wheel base, higher roof line, other front- and rear lights, smaller batteries, lower range, etc.
Ie ….. nothing like that blob
The camo car out testing at the moment would certainly suggest you're right!
You have been here before 😂
Why do I suddenly think about Fisker cars?
and perhaps marginally less ugly
00" is commonly used to signify a toilet in Germany and Eastern Europe; it's essentially a code for a public restroom, with the double zero originating from the practice of assigning "non-numbers" like 00 to areas like toilets in older hotel room numbering systems where they were often near stairwells or elevators.
You are very right. Many people care about Jaguar but only few people have bought new Jaguars. Same problem with many nice cars.
@ I agree with that. Although I am in the US now I grew up in Europe and remember them well new in the showroom and test driving them. My father decided to buy something different as he was afraid of the reliability back then.
@@simonburkeisable- But there's a world of difference between a strategic repositioning and the wholesale destruction of an entire marque.
@@simonburkeisable How will this oddity save Jaguar?
Because they are overpriced. Price them right and they will sell.
Mostly because the cars have been uninspiring, jaGuar just sat back selling the same cars up until they stopped making them.....🤦 And now they have launched this thing 🤦
Sorry but really cannot say anything positive about this, other than I always enjoy a Harry's Garage video.
“Copy Nothing”……and then release a concept car with the side profile of a RR Spectre 😅
Oh, you noticed...
Aren’t they ‘ literally’ the RR spectre wheels??
I said the same!!! 😂😂😂
Front and rear looks like a cybertruck. Luckily for jaguar the target audience isn’t people with taste just lots of money should do well in America.
A Chrysler Crossfire.
Forked up the bottom by a Cybertruck without the Chrysler's consent.
Saw a broken down Jag at the side of the road on my way to work this morning as I listended to this podcast. It must be a sign.....
That's redundant
BMW: We make the ugliest new cars
Jaguar: Hold my pom poms
😂
I think it looks great, unlike most new BMWs
"Hold my pom poms"....BRILLIANT !
💀💀
Neue Klasse is the best !
You hate old Beamers ?
Another english man being ultra kind and polite to everything that destroys his own culture or legacy.
what culture lmao??
@@ezchaton6490 Look around you. Is there a window in your mom's basement?
So being respectful is bad now? The shouldn't have sold Jaguar to Tata in India.
@@ezchaton6490 The one that Tony Blair killed and David Cameron Buried
@@ezchaton6490 look everybody, a fish is asking "what water?" how about the language you wrote your proto hominid comment in?
My wife is on her 2nd F-Pace and I have a '21 F-Type R. We will not be in the 20% of existing customers that they keep. That car looks like someone built a Chrysler 300 Hatchback. My servicing dealer is no longer a Jaguar dealer. They kept the Land Rover dealership but lost the Jag due to the expected loss of sales volume. Not a good way for Jag to keep customers happy. They've shown that they don't want me and based on loss of dealerships, the ad, and the show car I Don't Want Them.
They're trying to attract new customers as clearly their existing customer base is shrinking.
Simply put you guys are not enough and they are looking to go in a new direction and get enough people that can sustain them.
@@venom5809 Pre-Tata, these people were most definitely enough to, not only sustain the company, but make it one of the most revered brands in the game.
@@John15293 My family has had Jaguars since the 80s. Pre-Tata Jaguar was garbage, I remember the Ford era. I have lived long enough and my family has bought enough luxury cars for me to know that in no era was Jaguar a big seller. The Tata Jaguars are some of the best made, unfortunately people tend to gravitate to BMW, Mercedes and Audi etc.
Retain 20% of customers ..? I think not. At that effort and price point , only around 5 % … byebye Jaguar as it exists now ….
What a ridiculous situation and a frankly ludicrous design. Clearly, those at the helm are clueless.
This brand is going absolutely nowhere.
After the recent brand change and ad I don't think I can look at any jaguar the same way ever again. Way to kill a brand
Your comment proves the ad and concept did exactly what they wanted: Making you think (good or bad) about the forgotten brand. They know the average consumer has short-term memory.
@@zarbon700 I understand your point, but I don't agree. There is a fine line between being distinctively memorable, and being offensively memorable.
You weren’t going to buy a Jaguar regardless. No one was. This was a Hail Mary
@@chefsaliva5317 Respectfully I disagree. My Mum has owned several Jags through my childhood and I'm at the point in my life where I'd consider buying one myself. Now I won't; I'm sure I'm not the only one to feel that way.
@@harpersneilThe point of the ad was to grab a new audience, as obviously the group of people saying "oh my mom had a jaguar maybe I'll get one" weren't buying enough cars to sustain the marque. They did complain a lot on RUclips though.
So now we have a full year to wait and see whether using an ad full of fake people to sell an unrealistic concept car to a bunch of imaginary new customers was a wise business decision.
Fake AI people.
@@Lostsage01 Best comment! Very observant
Jaguar have been trying to sell to imaginary customers for decades. As Harry says, the most recent peak Jaguar was in the late 80s, early 90s and it's been trying to sell to the same market even though it ceased to exist. The old image was of cigar-smoking Terry-Thomas types and pinstriped Tory lords. The world has moved on and Jaguar stayed put. The design language isn't a million miles from Range Rover which is also defined by almost feature-free slab sides and sharp angles. But the world's gone mad because someone painted it pink.
Amusingly, the Rolls Royce Spectre at 12.22 is also pink, and yet the sky did not fall in.
@@SaintWill70 Actually it looks like the end product of the dog's dinner.
Maybe they're waiting for the next step: after autonomous driving, maybe they're expecting cars to be driving around with no humans in them at all, and no people even buy cars. Only computers buy cars and drive them around empty...
Jaguar didn't need a design revolution.
Jaguar needs a 'build cars that that don't break' revolution.
They tried that with the X Type a complete disaster
@@jon-ie4li You mean the Jag Mondeo...
my XF and F TYPE have been great thanks
Yes, yes they did. The brand was dying out. It was a dusty old man car.
None of the four Jags I've had ever broke - 14 years of trouble free motoring.
I think people are overreacting. It's a concept car, not the final product.
We are witnessing a brand self-destruct in real time. RIP Jaguar.
You don't know that shut up and wait
Jaguar already did that for the last decade. They needed a new direction
@@ciello___8307You’re right, a portfolio consisting mostly of ugly CUVs wasn’t going to cut it. They should have returned to their roots as a manufacturer of sexy, upscale luxury and sports cars.
@@theanimelibarian7881 spot the alphabet "person"
@@theanimelibarian7881 I know - it might be the best campaign in history or the world - only time will tell
It looks like a wheeled pink coffin, how apt for the death of jaguar
Very close to my thought. I posted elsewhere that it looks like an aerodynamic coffin.
Too funny 😅
If you take out the word Jaguar every time Harry mentions it, you would have no idea you were looking at a Jaguar.
That's what they want.
fanboy he is, Gotham, true
I see a space age e type, picture it in opalescent silver, black or green. It does have bank robber vibes.....
You mean JaGuar
@@adrianrowden8266 _Then they may as well have started a new company, with their own badge._
A car company unfortunately is not about a product anymore. It is about a brand - and the popularity of the brand (again, unfortunately) does not have to follow the quality and the content of the product (early Teslas for example). We've seen it in the mobile industry, now we see it in the car industry. It doesn't matter if the quality of the product deteriorates (VW'd iD line!), as long as we keep believing in the importance of the brand. Contrary to the common sense, we are being left without 'normal' cars (Fiesta, Focus, to name just a few), and are being fed with empty stories about the need for the reinvention of the car - just as this is. I like the design of the concept very much, and sure, Jaguar needed to do something. But I see all this marketing stuff as something extremely superficial, very brand oriented, very much following the contemporary need to live a parallel life on social media where all the news last a day or two.
Jaguar doesn’t need a rebrand. They need executives and designers who understand the Jaguar brand.
Image was shit since decades, no one was buying them, did you?
@@frankbregulla564so true people keep saying this. The market was dying and they knew it. As much as I hate EVs, I understand the market shift and personally I think it looks pretty awesome😂
Yeah DEI hires will seriously turn your company around............look how well its gone for others who have taken a trip down this road.
@@buggerlugz6753 its a throw of the dice. I agree with you, but it was either slowly bleed money or throw a hail mary and see if it saves you.
Well look what happened to every british brand in the last years, mini isnt brit, nor MG or Land Rover or Jaguar or Aston Martin or Bentley or Rolls Royce or Lotus
What a disaster. It looks exactly like the Batmobile from the 90s cartoon but pink. I disagree that this is a modern take of any kind. I guess it's time for Harry to sell the Jaguars like he did the Lotus because of the company direction...
It has been plain to see that poor Jaguar have been in the wrong hands for too many years now. I would love to see a proper invester purchase the brand name and put it back on track with passion and save the great Jaguar tradition of `pace and grace` for generations to enjoy. Just like BMW did for Rolls Royce 25 years ago.
Well said, if it were black with fins.
@@martinmcdonald4207
We just start a brand called tiger and make better cars 🤷♂️ my bracket skills + tea making 🤌
It'll never go in to production, this is just some vague concept car. The reality - assuming they're still in business in a year's time - is that it will look just like everything else on the road.
Also why put a large bonnet on an electric car? "Copy nothing.. delete ordinary"? but "let's make it look just like every car that's been produced in modern history...."
Harry did say they mentioned "Gotham City" at the reveal.
I can wait for this car not to sell then watch them blame consumers for not bring progressive
like Stellantis?
Classic
The jaguar dealers who have had to go are now mighty relieved.
Shame some of them had to spend 10 million to have a suitable branded showroom.
How many new Jags ye bought in the last 15 years though?
@@OTH89 Are you trying to say you're buying the new one?
Everyone is now talking about Jaguar. In marketing we professionals say "There is no bad publicity" 😁😉
I am going to follow my favourite brand and see how this goes. Pink for my wife and blue to be my daily driver. Now my 10.th Jag is again a supercharged S Type. I fancy S Type as my XJ-S V12 models and XJ 12 otherwise were my favourites. "Mc Call"-version.
I know Jags very well and the new scuplture-like design is gorgeous. 👌
Harry you are too kind with them. They don't deserve half the nice words you have said about what they have done. We all know it's dreadful.This was not a re-brand, they demolished everything that was.
It's a new start.
He's coming off as a shill
@@SimonLloydGuitarHe works in car journalism, what do you expect
If Parker is in the driving seat, there’s a large number of Dalmatians in the boot and it’s parked overnight in a cave inhabited by bats it all makes sense. Otherwise, I’m baffled.
😂
Best comment yet!!
Lol😂
You jest, but I'll bet they already have a product placement deal signed to have a JaGUar in the next Bond movie.
80% new customers and 20% existing? Have they really fallen for the myth of the 'modern audience'? As Disney has found out, this magical new customer base just doesn't exist.
The people who like it won't be able to afford it and the people who can afford it won't like it.
Exactly, Bud Light took this route and paid the price.
Those 'new Customers' don't drink beer, and aren't 'car guys', err 'car people', err, 'car they/thems'
Looks at Tesla's customer base, you sure about that?
@@venom5809 This will be like double the price. Why wouldn't you buy a Tesla at that point? Or two?
They're targeting the Tesla buyers, that no longer want to buy Tesla. That makes sense, but they aren't being subtle about it.
From a company that made some of the most beautiful sculptural works of automotive art to this pile of.... Absolutely hideous and an absolute mockery.
This trend of replacing mirrors with screens has to stop.
Anyone that is old enough to need reading glasses knows that we focus THROUGH a mirror, but ON a screen. And if you need your readers to focus on a screen for work, you need them to focus on a screen that's meant to be showing what's behind you - i.e. anyone over about 50 needs a proper mirror!
can do it with le ses like on a vr headset. boomer
I learnt this recently with mirrorless cameras. I completely agree
@@snorttroll4379 spoiler alert: you are going to get older, and one day you will need readers and understand what I am saying. Unless of course "le ses" 🤷♂️
I don't understand why they have a panel where the rear window should be making it look like one of those car based vans. The Polestar 4 has done the same. Strangely the Zeekr 001 made in the same factory on the same platform manages to fit a rear window.
Their marketing is aimed at a demographic that don’t universally have £100k + readily available to blow on a car. The ‘owned media’ has been a roaring success for them, but that won’t equate to sales long term
The new jaG is apparently to be Bentley prices so more like £200 k +
You have no idea if that will be the case or not - you are basing it on "I dont like it"
"won't"
Absolutes men talking about
Like the internet millionaires? Plenty of money out there, just cause you can't buy one
It's also a demographic that doesn't like cars.
After their marketing campaign good luck.
Yes but start to feel creepy about having owned an E Type, so not the right type of attention@@simonburkeisable
@@simonburkeisable No, it's on them
@@simonburkeisable It got my attention, I realized the sick brigade has infiltrated the brand!
@@simonburkeisable You think it got the right sort of attention? Keen to buy eh
@@simonburkeisable A car for attention seekers then? Seems about right.
Do you remember pre-90's cars and the exposed rain gutters at the base of the windshield. I'm 99.99% positive this is where they got the strake idea - It's actually still in it's original home at the front. Beautiful harp noises when running your finger across those haha.
The hilarious thing about all this is… their marketing campaign featured no cars… they launch this today and then comment on their own launch post with “not a production car”…. So still no car…
Yeah I didn't mind the ad, think it's just bizarre that they didn't include a car. They also seem late on everything; they were late by 10 years with SUVs and seem to be about 10 years late on the neon/pastel color schemes which Rolls-Royce was doing 15 years ago, Bentley was doing 10 years ago, and Aston Martin has been dabbling in for about 5 years. They seem to be years late whilst arguing they're some kind of pioneer, and IMO they just aren't.
@@NoGoodHandlesComingToMind Their lame ripoff of a Pirelli ad is a decade out of date too.
Bloody awful, but footballer's will love it, for about a day.
Classic Jaguar, they did this several years back as well
Jaguar abandoning 80% of its existing customers is probably not going to end well for them!
That's like 5 customers I doubt they care
relying on its "existing customers" wasnt ending well for them either (especially considering a lot of those "existing customers" were just stealing sales from land rover), whats your point? not to mention the number of people who are actually jaguar loyalists in the 2020s must be in single figures
99% of their customers.
That's the point - like H-D its customer base is getting old and shrinking. It needs a new one.
@@andrewnevermind4902 Show me the 1% that want a pink electric jag at over 100k
oh come on, this is a sculpture of a car, not even a concept car
That would explain the use of travertine.
I feel if it came in British Racing green with a 6L V12 and complimentary box of cigars, everyone in the comments hating on it would love it.
The Type 00 should be called the “Cruella de Vil” do you agree?
Crappy de Vile
Awesome 😂
Cruella De Vile
You are right Harry... This is a new beginning.. The beginning of THE END !!!!!!!
Definitely the end of the beginning.
Calm down and move away from the caps lock button 😂
we may all be shocked in the next couple of years, not me, I cannot afford one.
@@downwarddonk Calm down & move away from your copy of The Guardian
That cut from the bizarre, flourescent advert back to Jag-owner, Harry, in muted colours in his garage, speaks volumes.
Absolutely
"copy nothing" you mean "sell nothing" LMAO
I think these car journalists are afraid to talk trash about cars for fear of not being invited to exclusive car reveal events in the future...I'm sure when Harry got home, he yelled "WTF WAS THAT SHIT"😂
I love the slogan, 'Copy nothing' lol The first thing I saw was an Audi. I love Audi, I love Jaguar, but this!..... Mmmmm, Good luck Jaguar!
Well yes thats how access media works.
Which is also why it would be nice if car journos were required to somehow inform when talking about brands or models if they still have access. Because it actually does matter a whole lot.
Its also why magazine car reviews are the same article with 90% interchangeable with review for any other car.
why listen to someone you think is dishonest?
I was a subscriber to "Car and Driver" for many years. Decades ago, they photographed a new Opel in black and white in a junkyard, something about shooting it in its natural environment. They also called the hideously ugly Pontiac Aztek "a dumpster on wheels."
Very unimaginative and indistinctive design. Gives me 2000's generic hotwheels vibes...
Exactly. We've been seeing this concept for decades. "Copy nothing" they say. LOL.
Disagree
Thats cool what do you like about the design? I find all the surfaces to be flat or straight lines and the rear just looks like an aircon vent stuck on the back of a flat wall. The light signature is not really unique either just a straight line. Like to hear your thoughts!
Oh, dear. All that's missing is Dylan Mulvaney and a FAB 1 number plate. Harry's V12 coupe is far more desirable.
Remove the car and the whole campaign could be about perfume or handbags. Everything, from the wordmark (new logo), colors, images seems so Vogue.
The car really goes well with their last commercial lol
Ya think?
The woke part absolutely. The copy nothing part has to be irony though since it's the most copy paste looking car imaginable
My HVAC guy would love that rear end.
Dyson
@@racer98 Or a photocopier.
My gran would love it too…..as a wash board for her clothes!
The visibility from inside this car rivals only that inside tanks.
About the same as when wearing a gimp mask, I'd guess.
thank god it has a giant screen inside. hopefully it's hooked up to a good front facing camera too because you're not seeing much out of that front window son
@@gavranarhor on the screens if the cameras get wet, which happens on all vehicle cameras.
I guess when it rains you will have to open the door to be able see to reverse. hope they are gull wing so you keep dry.
Fast forwarded bits of your video then came to my senses and had to have a lie down with an anti-depressant. The new jag could be a serious contender to the Leyland P76 (Australian white elephant). Looking forward to watching my lawn grow this afternoon , it always cheers me up.
Striking, yes. Beautiful, no. Looks like the love child of a Cybertruck and the Green Hornet's "Black Beauty"...and it's anybody's guess which one was on top.
I object. The Black Beauty, a ‘65 Imperial, deserves much more respect.
It fits the bunch off the ad perfectly.
Weird that.
Jaguar will not last long enough to make the first car 00 is a great name
Just love the frame with the „copy nothing“ sign above the Batmobile clone
Like the rebrand, absolutely hideous. RIP Jaguar.
“Type 00” is what Jaguar’s boss will tell his secretary in a few years time when she asks “what shall I put as our net worth for our bankruptcy statement”
Brilliant.
Jaguar boss Adrian Mardell is so woke & full-on with his pronouns, he would never have someone with the title of ''secretary''...
@@_Ben4810 Secretary is gender neutral. I don't get your point.
Their net worth will be less than 00.
From a packaging perspective, it’s absurd. I hope that’s the world’s biggest frunk!
I thought the same. If there's no 6L engine in there I sure hope there's 2000L luggage space.
It makes no sense and makes the car unwieldy on the road for no good reason. But everywhere you look on this thing - from marketing, to that way it is being launched, to the details of the concept - you can clearly see they're misguided AF. And the funny thing is you can see the same 'misguidedness' anywhere woke people are involved in complex projects - gaming, movies, TV shows, cars... Doesn't matter, it shines through.
It’s for the 400 mile battery. :P
I must say I have heard nothi9ng positive about their launch presentation. The car itself is striking and, if they had kept to their historical branding, I suspect people would have rushed out to buy it. Now it will be interesting to see if they do a retraction or at least play down that launch and push back into their historical branding as they move closer to the final product.
AI generator " Create an image of an E-type Jaguar crossed with a cardboard box using pastel shades of the rainbow in the style of John Dodd"
I fed this verbatim into "ChatGPT 4o with canvas" and it came out with something vastly more appealing than that 00 garbage.
More like Ken Dodd, it's an absolute joke, but great pr, everyone is talking Jaaaaaag.😬🤣🤣🤣
Indeed, looks like a child designed it.
don't forget "*** for a modern audience ***"
Design reminded me of 1920's American cars; enormous with small windows. Just the thing for narrow British roads, and only £100k plus.........
It isn't for the UK. It's for the US, China and India.
Looks like an early 2000's Chrysler 300 estate that's been chopped
I’m sure it will look good down rural Essex road
@@salnaturile8653 Well spotted.
We're witnessing the death throes of Jaguar.
Cant comefast enough, so that we at least can stick the memory of the good times.
We are witnessing the death throes of the entire car industry. EVs are simply not appealing to enough mass market customers. Price price price.
@@wcads623Model Y was the best selling car globally in 2023, clearly EVs aren't the problem
@@samin90 maybe but I still would not buy one. Who wants to be another sheep.
Harry, it would be interesting to get Ian Callum's thoughts on this? Very divisive and peculiar advert, though would have to say it's got people talking about Jaguar..... albeit in a negative way! I'm unsure of this design, though it is only a concept, but the design language will appear on their cars and not sure how that will translate and so I'm holding my breath on this. Great videos as usual, informative, interesting and entertaining. Keep up the great work!
Looks like a nightmare to drive on UK roads
on3orafter
The daimer people need a smaller limousine ?
Are you a Austin Metro driver ? new KIA ?
Yeah driving that on uk roads that are full of potholes
Not a chance it would go up my driveway and into the garage in Toronto. It would be stuck as a tetter totter.
It's not _for_ the UK. It's specifically aimed at Hollywood celebs who are all rich and woke. They won't even drive it, they'll pay someone else to.
@@roberthutchinson1626 Yes with those big wheels and low profile tyres you'll be needing to wear a gumshield while driving.
When I think of Jaguar now I think of the elites in the Hunger Games. Opulence Oligarchy!
Exactly. It just screams oligarchy.
Nailed it! This was my first thought too.
No surprise it's pink. Jaguar is finished.
snowflake. There is a blue one too. London Blue I believe its called.
The car was released in Miami the pink their city colour, they had a London blue version as well. It is a car for the wealthy and they are going after the top brands and a lot of wealthy people want to make a statement. In a world of bland EV's it may well be the aspirational car of the next generation.
It’s for the CEO don’t you know 🙃, he has an award too 🙄, Miami has lots of rainbows all pretty and fluffy……….😜.
@@hardoak-t1d Keep making excuses, as a Gay man owning several Jaguars I will let you now that not a single one of them is ''pink''! If you in anyway think EV's are ''inspirational'' then I suggest you buy a bunch and become properly inspired them. The sad truth is that the EV market is killing the European car industries cause NO ONE is buying them, how is that for inspiration and inclusivity? And YEAS I'm wealthy enough too, peple with real money never shows of. Thats for entertainers/footballers and lottery winners so go and do your market research again, cause the wast majority of the next generation wont even be able to own their home! Money left over for ridiculous cars with the lifespan of an Iphone? Yeah good luck with that market segment outside of La-La land.
It's a design study [you know, concept cars that have lots of ideas that do not go in to production] - and I quite like it. Doesn't all work. IF [a big if] all cars in the near future are electric, the only real distinguishing difference with how they drive will be how they are designed and look. Of course their new car won't have stone in the back or oxidising brass running down the middle, but this has some interesting sculptural ideas going on. Jaguar wasn't selling much anyway, and Jaguar to me and many others has old man's car look/image. It will be interesting to see the actual production models. I'm not against it. Still think they should change that G and have a cyber designed growler on the bonnet :)
I owned a 1999 XJ8. Sticker price was $55K. I had it for 24 years and it still leaped like a jaguar on the road. It had class and never stopped turning heads.
Going to look amazing parked outside Taco Bell in a Demolition Man reboot. It would appear the management team have no idea how to use the 3 shells.
Now every restaurant is Taco Bell.
The fact that they’re releasing it in Paris not London says it all really
💯
Debut in Miami, launch in Paris. They've completely chucked their heritage. Why even call it Jaguar anymore?
@@MisterMonsieurexactly, with so many new brands, mostly Chinese like BYD etc etc just entering or about to enter the western ev market, why use the old Jaguar name when your new vehicles have absolutely nothing to do with old jaguars. No engine, no style, no grace. No idea.
Jaguar sounds better than Tata in most western countries. Same with Lotus, sounds better than Zhejiand Geely. Or MG or having a BMW badge on a Rolls.. times are not changing, they have already changed..
Yes, it says "Brexit was really, really stupid."
Harry is being characteristically polite… setting aside the ad campaign, this concept is more about shocking proportions than beauty. The Soectre isn’t my dream car, but has some graceful curves. Jaguar have been masters of the curve for generations, an inherently pleasing form - not sure why they’re going with a cliched concept. Porsche has done a far better job of it, carrying its heritage forward.
gotta be polite to be invited again...
Shock and horror is the goal, with these types. They don’t understand beauty, they only understand the attention it commands. So, being unable to create beauty themselves, they do things like this instead.
so like a mid 2000s-mid 2010s lamborghini, from temu
It’s a styling exercise. It’s not a finished car. Basically you take feedback and you put that back into the car you’re developing. It’s a normal exercise in any car company.
Well said, people love curves, it never goes out of fashion, the old Jaguars from the 50's to the '70's still look great.
The angular look, like this prototype has, like the wedge shape, just doesn't stand the test of time.
Jaguar were past masters of the curvy, classy design and have erred.
Well done Harry. New Jag looks nice and interesting, the high waist line make it stand out for sure. The more I look at it, the Agryll GT comes to my mind. Same long wheel base, side windows design and sleek styling. Bob Henderson might being an inspiration for Jaguar this time with pure Scottish design. Thks and brgds.
Don‘t car manufacturers see that everything they build now doesn‘t interest real enthusiasts? I‘m 33, i consider this to be a still rather young age and even my friends want older cars because nothing new is interesting for us.
real enthusiasts dont buy enough cars.
I've owned several Jags through the XE XF F Pace era. . Beautiful cars. . Because of what's happened to the company design ethos, I've moved to Mercedes. They are fabulous, I highly recommend them.
There is one thing i see when i look at my young colleagues. Mostly under 30y. Almost 40 People. Media Business: They simply don’t care about cars, look of a car and absolutely see and feel no fun driving cars at all. Most of them don’t own a car. They look at me like i am a dinosaur when I tell them that i own two cars and i love driving.
They have threatened employees with the sack if they complain about the new re-brand on social media!
Going to lovely at the Tesco carpark ..fits into the wannabe celebrity lifestyle. ..hopefully Katie price will be the first to have a pink one ...
@@chrisq.6857 I can already imagine Kardashians and Cohens bidding to have the first one down Rodeo Drive. 🤮
I feel for the hardworking employees who have to suffer this nonsense and will likely see their livelihoods vanish
@@Bhh-j2s work in the automotive corporate feild they said ....... :)
Yeah sure but try not to be so outraged about normal company policies done by every man and his dog.
Very sad to lose a British icon like this.
That was lost when Ford took over.
Jaguar or Harry's Garage?
This a clever video with a really nuanced approach. Harry makes some really valid points and nobody has understood Jag like him.
I know of a couple JLR dealers that are dumping the Jag brand and they are in wealthy areas here in the states, I worked at a Jaguar dealer for 20 years, and now work on them at a independent shop with the dealers closing we will double our work load. Rolls Royce EV's are sitting on the lots here and Jag couldn't sell there only EV here no one wants them if any a select few.
I've been forecasting the end of Jaguar for like 5-8 years. There's just no room for them in the marketplace and they lost their prestige by the 90s. People would much rather buy a $100k+ Mercedes/Porsche/Maserati than a jag unfortunately.
I’m going to be contrarian. I am interested in the direction the company is taking.
The marketing, while not to my taste, did what it was meant to do and get people talking about a car brand that had become irrelevant.
The vehicle shown is a concept. The production version is bound to be more mundane. People complain that vehicles these days are often indistinguishable from each other and dull, yet when something interesting comes along, they lose their minds.
Lastly, ignoring Jaguars racing heritage. Hate to break it to you all but when most people think of Jag drivers, they think of a middle manager called Clive, who is a member of the local golf club and wears diamond patterned Pringle jumpers and lives in a semi detached Barrett home. They don’t think of the race cars.
At least they are trying to do something interesting rather than churning out more of the same MOR vehicles of the last 30 years.
Finally I come across someone who actually likes it . Heritage is one thing but for a struggling company they needed a do or die moment, and I think it’s stunning . Just because it defies our boring heritage based expectations of Jaguar doesn’t mean that new is bad . I think it is an object of beauty. The marketing perhaps was aimed at the wrong demographic likely to be able to afford it , but as something new and different, it is both that and beautiful in one pen stroke ! As for the long bonnet , I have an F type and for me that and the short rear overhang , really makes driving the car an experience. Joy doesn’t always come from practical (like not having a pointlessly long bonnet 😂). Not practical or sensible , but then neither is bungee jumping … but it still gives people a rush !
It's garbage
@@rajatjain3185 I don't like it but think Harry nailed it when he said it is aimed at Americans. Basically the Cybertruck of cars aimed at the likes of Paris Hilton.
Predict the market will sell more old Jaguars than this piece of whatever it is
The mix of upper and lower case letters has already been done by Air New Zealand back in the late 70's. It occurred because the designer had run out of lower case Letraset characters, and the design had to be presented in two hours time.
That lettering on that grille makes it look like a toaster.
Yes. A cheap one.
@@AviViljoeni guess it is a toaster.
No surprise Harry gives a gentlemanly, reserved take on this. At the end of the day, Jaguar has sunk itself. Imagine turning your back on your core audience in favor of 1% of the population that would never buy your product anyway. You can only assume mental illness, or intentionally sabotaging the company. No ESG score is worth ruining a company for
The very simple fact is that Jaguar doesn't make any money from its so called core audience. It's "core audience" has zero value to it
@@wfifa199 - Well sure. Pretty much anyone that can afford a Jag would rather have a Porsche, BMW, Audi, etc etc. I can only picture older gents with fond memories of Jaguar as a brand, buying them new. That makes it even more mind boggling the direction they've turned. If they were a publicly traded company with shareholders, I don't think they've have taken the crazy pill here. Tata owns many companies aside from Jaguar, which makes me think they're self sabotaging. You don't see them going woke with Land Rover, Daewoo, Motors or Tech. Just Jag 🤔
Jepp. I actually like the new design. And i can afford it. But no space for my family.
This "woke=broke" rhetoric is so tiring. I thought it was the libs who were supposed to be afflicted with the mind virus?
Clue for you all: The exaggerated models in the ad weren't supposed to represent the new target customers.
Don't like the car? Fine. But try to realize what JLR apparently does realize: You can't take a "fan base" to the bank.
Looks like a TVR copy from the distant past
What I always like in my Mercedes is the coziness: the 6-cylinder hums, the auxiliary heating works, the all-wheel drive runs - very cozy, a car for autumn and winter. What bothers me about this vehicle is the sterile interior - a car has to be cozy and convey a feeling of security.
Jaguar is changing from being a luxury based saloon to more of a super car/ EV/ hyper car brand. So I would expect more of this, they have taken a page out of Tesla with the Cybertruck, some flashy concept car with a huge price tag and that is essentially what that brand is going to become from now on.