@@davidstuart4915Was thinking of burned custard myself. But BS makes more sense, as they may well need a lot of that anyway when it starts hitting the fan after the reveal of their concept car!
THIS VIDEO IS PURE GOLD. IT'S SO GOOD TO HEAR FROM AN INDUSTRY PROFESSIONAL. I have some knowledge of Marketing and a little about Branding gleaned on the way from years in other industries and my gut feeling is that this is a giant misstep for Jaguar. You have confirmed all the issues I had with this and provided a more well-founded rationale for my thinking. You appear to know more about Jaguar's plans than I do, being closer to to the industry media, as you are. I had assumed that the focus would be on a younger customer base with less financial resources than the established better-off person (=man), wanting to broaden the appeal and provide more accessible products at lower cost. For me then, the final nail in the coffin is the targeted price point of the new product generation. The expectation that there will be 80% - 90% new business at this price point with the brand pitch shows a total disconnect from reality unless they're also going to become a bank or a charity too. That this seems to be led from the top is deeply saddening as it is in my humble opinion sheer delusional. I'd like to add that I think it's also mistimed: what I mean is that I think peak 'woke' is over. Maybe a year or two ago it would have felt bold - now it just feels queer. And I use that word very consciously in all of its senses. I agree with your comments about supermarket perfume and handbag branding - that's my impression too and part of the reason I thought they were going downmarket. Totally agree with your comments about Leaper and Growler having benefitted from a clean stylish refresh. But look what Alfa Romeo has done: gone back to the original St George cross and dragon which is so traditional. I find Jaguar's effort very disappointing: they need to excel in product reliability and quality before daring to undertake such a step. As such they alienate their existing customer base and have turned their current products into white elephants as you rightly say. I would expect their sales to completely tank now. So sad. And for me the aspirational aspect has evaporated overnight. I don''t want to drive an exorbitantly expensive vehicle whose image is associated with dystopian Technicolor Teletubbies. What a bad joke. That's why I drive a top of the range Skoda Superb. My Czech Rolls-Royce. Simply Clever. An Audi A6 for half the money. And more room. All the best and congratulations on this EXCELLENT VIDEO. Rob in Switzerland
Every advert seems bound by technicolour, bland sameness with no outstanding individual uniqueness , or productive creativity other than driven by creepy sexual preferences. Or it is exclusively dominated by blacks sporting afro hair... & a conspicuous absence of other racial/ cultural types.. all politics...
@@RobWhittlestone In a way we should cheer in the efforts of Jaguar. If they fail hard, they will turn the whole woke thing around just that bit faster. Companies might look at what is bound to happen and will reconsider. Heck, I’d think there is quite a number of companies that had some plans that are now sitting and waiting to see what happens…
Another designer here, absolutely concur with everything you say about the logotype assessment...I got my first Mac in 1997 and designed logos in my graphic design course, the first thing you learn is not to mix upper and lowercase.
Brand manager here! While I agree that mixing cases are usually a bad idea, there are exceptions to the rule. Geometric sans serifs sharing a common x-height/cap heights could still work if the visual symmetry is consistent across the board. I believe the issue is that they're ditching a logo that has carried the brand over nearly a century for a logo that you could pay someone to make on Fiverr in the course of a day. Mixing upper/lowercase isn't profound - I guarantee it's something they did because it looks "cool" and described it as a deliberate change with meaning to investors to validate the decision. The new logo is serviceable, but it's boring. It's got no personality. When people look at it, it does f**k all to invoke an established history of English luxury that's traversed sport, wilderness, and concept vehicle designs with grace, even throughout their most recent years of acquisitions. Pair that up with the grand idea of announcing the rebrand with visuals that invoke an ideology that's gaining negative perception daily and absolutely zero automobile presence, and they've created an announcement that only serves to get people arguing. Whether or not they do anything productive with their new spotlight is up to their auto engineers, but I'm not holding my breath. They've ditched their fanbase and shown that they don't care for the roots that have carried them this far.
This is an example of the children, screaming and yelling and throwing a tantrum until the parents finally just relent and give them the keys to the house and say “fine do it your way, see how it goes.” And now they’re staying up until 3 AM, eating cookies for breakfast, establishing 15 DEI groups, and making self-righteous speeches instead of focusing on building, good cars, or asking their previous marketing department what their demographic of buyer is. To me this is a perfect example of everything wrong with companies today, and I cannot wait for it to fail spectacularly, so that other brands can use this as a case study for what not to do
"Out with the old, in with the new" has been a mantra for the last 2 decades. I'm glad the world is finally collectively rejecting this idea, declaring that there are some things that are worth preserving.
@@itisjustLucas thank you. I did it just to get the thoughts organised and out of my head, to be honest. Not so much for the views. Really appreciate the kind words though 👍
You’re right, this deserves more exposure. But I would recommend speeding it up, perhaps only by 10%, and I would recommend not speaking with the hands, as this visually gets in the way.
The most hilarious thing about the advert is the “copy nothing” line, because the whole thing is copying late 80s/early 90s music videos. New Order, Skunk Anansie, etc. There isn’t an original image anywhere in the advert.
May be True, but ya still don't Crap on Heritage, History, and Brand Loyalty, even if only a Minor percentage of that built in "Free" customer base would be interested in anything new.. Ya know, Just in Case the next idea Works and is actually Good. Just added Unnecessary Risk, especially shock without explanation? We'll all see, but odds on needing a Tombstone! Peace and Luck to All! ✌️🤟
@@allenmontrasio8962 well that could be.. Although why spend the Money on anything, especially just to risk making Everyone who now drives the Brand Embarrassed, not Proud, questioned about why they do, etc etc.. Instead of Riding off into the Sunset with Glory Days behind? Maybe someone trying to Stick It to the Old Corp. so to speak.?. I think it's just someone in charge, with a personal wish/identity, who has Never Actually run a Business, at least of any real Size, who is probably between 25 & 35, and feels personal morality justifies all of this, while looking down their nose on all of the Reg Customer Base/people in Society. The saying The Customer is Always Right, isn't because they are, it's because you Want their MONEY! Which they don't seem to Care about.. Oh well, it will be interesting. Sad as it was always my Dream Car, and was going to get a used F Type this next Spring. Now, like a lot of people? Kinda feel Offended..? Like those who drank Bud Light, there are So many Other Options out there!. Jaguar's Heritage, Logo, Style, was what Made them Unique to most. Never know, Prices may Drop so much that I might still be willing....? Doubtful.. Hey, you have a Good One....! ✌️🤟
I'm a graphic designer by profession, currently working as a freelance game designer. Nearly all of their customer base feels alienated, and the brand is explicitly marketed as queer. Just look at the color palette and the products they've created-it's baffling. It's like trying to sell a $75,000 car to refugees wearing inflatable life jackets. The whole thing feels like something straight out of Zoolander-completely bizarre. feels like their trying to sell condoms.
OMG! You need to absolutely keep it! Whether it's true or not, this is special to you. People create packages, packages do not create people. Rock it girl, salute kislux !
Last time I drove as f-typr the shifter felt like a rubber chicken. Good power but the car was a POS. That's why they are dieing, has nothing to do with their marketing. At least Tata is giving it one last shot. Oh, my point was shitty transmission, and really shittu joke bud.
The $10,000 DEI/LGBTQ option on your new Jaguar is a GUCCI pink glitter hand grenade encrusted with diamonds in the glovebox. Pull the solid gold pin to enter Nirvana.
Excellent video Sir, explained perfectly what JAAAGuar should have been thinking and working towards, rather that this WOKEY JOKERY they have released. If the word "Jaguar" hadn't appeared at the end of the Ad, I for one would have never guessed in a million years what they were promoting. I hope their advertising team see your video and take note!!
Interesting to see it dismantled by someone who actually knows what they’re talking about! Most of the commentary I’ve seen so far (forum and discord stuff, not journalistic or professional commentary by any means) has just said - correctly, to be fair - that it looks like dogshit but not really got into any more detail. Also, first time I’ve heard “space, grace, and pace”. A fucking brilliant tagline/motto/whatever!
That was an old Jaguar tagline. Was very amused that this rebrand within a few hours was immediately described as "Haste, Waste, lack of Taste", though I can't attribute it, definitely not mine, oops
Cheers bud. Yeah, “Grace, Space and Pace” was their tagline from the 60s and the ethos around which they built their cars. It’s staggeringly good and I can’t believe they’ve not gone back to it!
The former marketing director of P&G has a video about it, too. I think the channel is ministry of car. This video and his video give excellent insides.
@@galetinm The tag into their heritage allows them to play on it if they so choose, and also will keep *some* of the old clientele on board. It's a high-wire act, for sure.
And 80 - 90 % of thier existing customers can't chew food, say nothing of drive. Thier old broken jags are sitting in the garage, rotting just like the brand
What the marketing says to me is that they will be selling cars well in excess of £100k and up, where you can have the interior and exterior in any fluorescent pastel colour you like. I doubt if anyone with the free cash to buy a car in this price range will want to be associated with this branding and on a car with a reputation for poor customer service and general unreliability. If I understand what you are saying their first priority should have been fixing the reliability and customer service issues with their existing or even new models. Once this was recognised as having been 'fixed', then would be the time to slowly move to new ideas and a change of direction. At this price point they have no chance of becoming a major top end luxury car brand without first correcting their reputation. Though, they may be right in that 9 out of their 10 total sales might be first time buyers! P.S. I am a long time Jaguar buyer (from new) that is unlikely to be going back after my current vehicle.
I saw the new ad and I am convinced that it could have well been for the banana duct-taped to the wall - certainly not a car as there wasnt a single one mentioned or shown. meh.
If only they worked from these solid principles.. great video :) Also, Masterstroke 😂😂😂 I thought they were joking or were paid to tell that it is a marketing masterstroke
Kia/hyudai realized their styling was terrible so they hired a couple of execs and stylists from BMW and Mercedes. The problem is they still use their own drivetrain engineers so their cats still suck but they look ok
@ it’s too bad they lead the world in warranty denials and catching fire. When you offer a 10 year 100,000 mile warranty you have a serious quality issue.
Good analysis of the logo in particular the spacing and wrong looking "a". The only colours available will be those in the rainbow flag!! Getting rid of the growler bag is akin to Mercedes ditching the 3 pointed star. But yes the new badge will suit handbags as that is all Jaguar are likely to be selling the up market EVs being unlikely to ever happen.
A critique of the new Jaguar auto is welcomed, but no vehicle was presented for preview! Very strange and confusing! Also, visual presentation of colors and symbols are designed to be immediately self explanatory and not create confusion or unnecessary analysis!
@@galetinmI think I understand why @Tatertotsnfans says that. It has something "unholy" about it, while not containing traditional demonic elements, which is (I think) why you couldn't see where he was coming from. Definitely dystopic and breaking moulds, but not necessarily in a pleasant way. There is zero humour and hardly any humanity in the ad. And no recognisable family values. Which makes it very Marxist for me - destruction of the family unit, destruction of gender boundaries, atheistic - hence ungodly. I hope this made some kind of sense. All the best, Rob in Switzerland
In addition to what you said: Why does every contemporary design have to be "clean", meaning minimalist? Minimalism has become such a stale trope. What happened to detail and refinement?
I think you may be overthinking it. What they are doing is quite obvious. Jaguar is now jaGuar. The capital G is for gay. You have a gay ceo and a gay brand manager formerly at bud light. They both march together in pride parades and jaguar hosts Pride awards. This is a rebrand from masculinity to feminity . The first queer branded car company. It’s aimed at the rich, liberal, upper management CEO types, DEI, ESG, WEF, PHD’s, corporate elites at companies like Disney, Netflix, Hulu, Apple, you name it. They are all run by gay or very woke liberals who can afford Rolls and Bentley. Have many large houses in blue cities. Many of them are in Washington, San Francisco and new York. They could have a Lamborghini or mazorrati , Porche, bugatti but those are masculine. This ad is about deleting all masculine. This is a car brand transitioning. It will be niche, super expensive, large like a rolls but cool like a jag. They can’t make money on ev’s at gas car prices, so they are aiming for the elites. This car isn’t for us, it’s for a small rich group to make a statement. They have no love for the current customers. We get the finger. They hate us. But I’m sure this will be successful. The car will be amazing as usual. And it only has to be as reliable as a rolls. This will be what the woke mob bosses drive to watch the hunger games. The eyes wide shut crowd. The Epstein islanders.
I agree about the logo elements kerning off, upper lower case. The designers probably thought they were being very clever with the J and R inversion and it could also represent inversion of identity. The colour palette is the opposite of what I think of when I consider decades of exposure to the brand. Getting very abstract and syneshesian I think of hues of grey, browns, wood, metal but that’s just me and my biases.
Jaguar should rebuild the insides of the most classic car they made with honda innards(or any high quality insides) but keep the gorgeous exterior AND HOOD ORNAMANT! Then with each reissued car do a new but in line design with the original inspiration. Stay classy.😎 Good video.
Excellent video. I’ve watched many others and this is by far the best breakdown of the fiasco. It’s refreshing to see an analysis that doesn’t use “woke” as its primary focus.
It's interesting to note, your thumbnail led me to expect more anti-jaGUar snark, something basically lightweight, but instead the video delivers a lecture on marketing principles. Misdirection, and it worked. Maybe jaGUar is doing the same thing with its weird, pastels and paintballs, teaser promo?
That would be a risky strategy for a brand as big as Jaguar, could alienate current buyers and any who love the new direction. Bait and switch can work, but it's hellish risky.
All this aside, for me calling your customers and the general public bigots is the biggest misstep with this, Jaguar seem to hate us. Clearly this is a political campaign not a car launch in my opinion, they want to promote a political ideology and dismiss anyone with any sort of different opinion as "diversity & inclusion" seems to always do. Which is an interesting choice for a car company.
"Wouldn't it be neat if the J looks like a tail and the r looks like a little pair of paws?" and everyone cheered. Given this campaign, I wouldn't be surprised if they were seriously expanding into being a mall-level lifestyle brand.
I think you’re ignoring the fact that 98% of people in 2026 will be some flavour of LGBTQ+ and this is the market that Jaguar is addressing. The new branding will include Laguar, Gaguar, Baguar, Taguar, Quaguar and Faguar cars and many many other flavours. There will be zero straight people left to by old fashioned cars.
@@augnkn93043 as one of those woke progressive LGBTQIA2S+OMGWTF types myself, I would offer that we all absolutely fucking hate this rebrand too. Don’t blame us for it.
They've made a total break from their current and previous customers. There is absolutely no reason for anyone who's ever bought or just wanted a Jaguar to get anything that Tata Motors produces in future. They are alone now with their imagined new customers. whoever they do or do not turn out to be.
I agree with just about everything you're saying. Is there any way, some kind of enthusiast 'suggestion box', loyalty survey, or -------, for you and other car fans to get your ideas, suggestions, etc. "up the flagpole" so that Jaguar can fix themselves before it's too late? Remember they had created a great jet generator hybrid drivetrain, why don't they start using that or the diesel hybrids before going full EV?
My roomemate on Dorms was studying Design. Their most fatal class was Font. People reapeated it endlesly... Their terms were like block of text and for them to look for misstakes- grammatical or in spacing between letters... Damn you are right. Their new logo can be on newest purse 😂 Now...electric cars will be tight to the gayness forever... 😅
They should never have launched the rebrand in isolation, without a product to hang the brand off it was destined to fail, yes the logo looks like a junior designers idea of simple and modern, and yes the advert looks like an agency has persuaded Jaguar they are a fashion lifestyle brand, and not just an automotive business... but whatever the reasoning, it absolutely had to placed alongside a prototype car showing the new design language in product form.
Enjoyed the Blog thanks and I do think Jaguar needed to change its branding. With EV’s sounding like Bosh washing machines and not a roar of an engine anymore. EV’s are a hard sell and that rebrand by JoGuor😂 is 🙃mad 🙃and may just kill them off.
An advert/brand/marketing ultimately needs to also sell the actual product. A brand is just a theory if no sales are made. The ad was nothing to do with cars, travel, speed, safety, machines, journeys, transportation. What would one be exchanging money for? A catwalk outfit? What do the cars look like? It felt like a message being shuved down your neck, not an ad for a product. Many business dont want to make money anymore? Is this anticapitalism at work?
@@Londonererer- they are all going ro lose their jobs anyway. Have you been in a jag dealership lately? 3 cars on offer, all well behind the competition, overpriced and boring to look at. The sales people look like walking death.
The biggest mistake that's ever been made, when it comes to marketing. The damage is done and noone can take it back. In 10 years the new jaguar will be a saw after car with a high price, because it will be the last car made with the name. There will be no "good looking corpse". Only an ugly Collectors Item. Ashes to ashes, Dust to dust. It's just like in Music Videos. The less talent there is, the more drama must be shown
The new jr growler and leaper are poles apart and mismatched in design. They don't belong together. The typeface is almost identical to the smart car's logo.
Jaguar started going downhill when they got rid of the sexy curves and copied all the boxy angular cars everyone else was doing. Jaguar used to stand out…NOW it doesn’t. What have they done! 🤪
Bad marketing for Dacia. I for sure won't buy one after they started a battle against the upper class. I would also not buy a car from a company alienating the worker class. There are better ways to promote cars to specific target groups. They lost me forever there. And Jaguar is promoting a certain political agenda. That is clear to everyone. And that's why I never buy a Jag again. I can't be associated with political agendas. I got customers on all sides. Jag is not an option anymore.
20:01. "This is not the visual identity of a luxury car manufacturer. It's the visual identity suitable for a supermarket own brand of lipstick. Or a knockoff handbag bought from a street- vendor in Benidorm. It certainly does not say "Boutique Luxury" Well done! This is a Fail! No-one is talking about the cars!
You haven’t done your homework. This is gattica. Their brand was failing. The contracts they had with Waymo kept them alive but they lost the contract. People love 5r. Rand but they’re not buying. They’re going to compete with Bentley. But they’re going to do it with a cybtertruck shift, only better. It’ll be concept cars brought to life in EV form, for $100k+. You’ll want one but can’t afford it. You said, they’re competing with Mercedes or Porsche - no son. It’s Bentley and entry level rolls Royce. Mark my words.
Final note: my guess is it will be more akin to a futuristic art deco with wild colors and textures. They want people with disposable income - not middle class people who are sensible. You know who has a ton of disposable income? The gays, midlife crisis, youn people wanting to flex, and retirees. And what do that want? Whatever is cool that you can’t afford. We are about to witness a massive stylistic change amongst cars over the next 5-7 years.
It's nothing more than fake outrage. To get triggered from an ad just makes me laugh. Do these people not have anything more important going on in their lives to complain about this. Oh wait they are Brits. They just love to complain.
No it's not. Americans are as much if not even more outraged. Especially after recent elections. Times have changed. It's a very traditional brand and it's the time of it. 4 years ago hardly anyone would say anything. Not to this extent at least. People are tired of this kind of marketing and this kind of political statements.
@ here’s an idea how about just ignoring it? It’s like a visit a TV program you don’t like guess what you don’t watch it if there’s a movie that you don’t wanna see you don’t go and see it. It’s very simple. Just ignore it and just get on with your life and worry about things that are more important instead of whingeing. There isn’t anything political about it at all you can find a political stand in anything if you think about it too much and think about it all the time there just isn’t the company is just going in a different direction to bringing the company into the 21st-century OK it’s a long brand who cares it doesn’t matter.
@@wheels2fun526No it’s not, this type of advertising is emblematic of all that is sick in modern society. As a Jaguar and Range Rover customer, it is offensive at several levels.
@@garrystubbs4891 It just isn't. Your offended because you want to be offended. As James May said a few days ago "I'm largely ambivalent about the ad - it's just marketing bollocks - but I do think the world needs to move on from the E-type. Get over it. Its a non-story."
@ No, I knew someone would pipe up with that cliché. It is genuinely offensive. It’s offensive to existing customers and also to normal folk with normal values. It’s symptomatic of the post-modern moral malaise. Some commentators such as May protect their careers by trying to g to offend as little as possible, but many of us will stand up to having this minority perversion foisted upon us and I am one of them.
Thanks, Brits... now I'll never yearn after an e or f type jag ever again... but maybe it's our fault. After all we gave the world Dylan Mulvaney... but you didn't have to follow suit.
The people who *genuinely* change the world, create the new, almost never need cosplay to signal how cool they are. Dieter Rams is a good example. They just do it. I hear this reset is part of moving the Jaguar brand "upward" into an uncompromised luxury segment. Quite what the imagery of their teaser ad has to do with (genuine, rather than wannabe pretendy) luxury is unclear... Talking of Dacia, their D A C I A typographic treatment works far better than J A G U A R. Finally m'lud, I submit Bud Lite as evidence of how being talked about isn't automatically a good thing.
Ok this presentation is much too slow ! Sorry ! Very dry , very laborious ! Just say it ! The folks at JAG have destroyed their brand Roth woke , weird , twisted pastel woke lunacy ! They just muttered a once sexy masculine and powerful automobile! That’s it ! You are taking way too long and making way too technical ! Jag just committed suicide ! Ok Good another ! Later then !
The “new fragrance from Jaguar” line was spot on. Kudos for an amazingly informative video.
Thank you!
the fragrance of ...BS
@@davidstuart4915Was thinking of burned custard myself. But BS makes more sense, as they may well need a lot of that anyway when it starts hitting the fan after the reveal of their concept car!
a n d it stinks to high hell.
I was waiting for Melanie Sykes to turn up and say “Oy! Tarquin! Are yer trolleys on t'right way round?”
Fantastically researched and presented analysis of the Jaguar marketing debacle.
Deserves (and will get) 100k+ views.
Thank you!
THIS VIDEO IS PURE GOLD. IT'S SO GOOD TO HEAR FROM AN INDUSTRY PROFESSIONAL. I have some knowledge of Marketing and a little about Branding gleaned on the way from years in other industries and my gut feeling is that this is a giant misstep for Jaguar. You have confirmed all the issues I had with this and provided a more well-founded rationale for my thinking. You appear to know more about Jaguar's plans than I do, being closer to to the industry media, as you are. I had assumed that the focus would be on a younger customer base with less financial resources than the established better-off person (=man), wanting to broaden the appeal and provide more accessible products at lower cost. For me then, the final nail in the coffin is the targeted price point of the new product generation. The expectation that there will be 80% - 90% new business at this price point with the brand pitch shows a total disconnect from reality unless they're also going to become a bank or a charity too. That this seems to be led from the top is deeply saddening as it is in my humble opinion sheer delusional. I'd like to add that I think it's also mistimed: what I mean is that I think peak 'woke' is over. Maybe a year or two ago it would have felt bold - now it just feels queer. And I use that word very consciously in all of its senses. I agree with your comments about supermarket perfume and handbag branding - that's my impression too and part of the reason I thought they were going downmarket. Totally agree with your comments about Leaper and Growler having benefitted from a clean stylish refresh. But look what Alfa Romeo has done: gone back to the original St George cross and dragon which is so traditional.
I find Jaguar's effort very disappointing: they need to excel in product reliability and quality before daring to undertake such a step. As such they alienate their existing customer base and have turned their current products into white elephants as you rightly say. I would expect their sales to completely tank now. So sad. And for me the aspirational aspect has evaporated overnight. I don''t want to drive an exorbitantly expensive vehicle whose image is associated with dystopian Technicolor Teletubbies. What a bad joke. That's why I drive a top of the range Skoda Superb. My Czech Rolls-Royce. Simply Clever. An Audi A6 for half the money. And more room. All the best and congratulations on this EXCELLENT VIDEO. Rob in Switzerland
Every advert seems bound by technicolour, bland sameness with no outstanding individual uniqueness , or productive creativity other than driven by creepy sexual preferences. Or it is exclusively dominated by blacks sporting afro hair... & a conspicuous absence of other racial/ cultural types.. all politics...
@@RobWhittlestone In a way we should cheer in the efforts of Jaguar. If they fail hard, they will turn the whole woke thing around just that bit faster. Companies might look at what is bound to happen and will reconsider. Heck, I’d think there is quite a number of companies that had some plans that are now sitting and waiting to see what happens…
@@Aperazzo_Salsa_Pics- if they do nothing jag is dead anyway, so failure proves only that the cars suck and the brand is already dead.
The jaguar advert reminded me of the Indian festival where everyone has coloured powders thrown on them
Oh yes, that’s what it seems.
Having seen at least 30 other responses to Jaguar putting the torch to themselves, this is the best yet. Very analytic and sensible.
I do agree with you.
Well, by today we the Jag lovers are not their core customers anymore. Glover says so.
Another designer here, absolutely concur with everything you say about the logotype assessment...I got my first Mac in 1997 and designed logos in my graphic design course, the first thing you learn is not to mix upper and lowercase.
I genuinely thought it was a wind-up when I saw it. Ah well - I hope I'm wrong and it really works out for them!
Brand manager here! While I agree that mixing cases are usually a bad idea, there are exceptions to the rule. Geometric sans serifs sharing a common x-height/cap heights could still work if the visual symmetry is consistent across the board. I believe the issue is that they're ditching a logo that has carried the brand over nearly a century for a logo that you could pay someone to make on Fiverr in the course of a day. Mixing upper/lowercase isn't profound - I guarantee it's something they did because it looks "cool" and described it as a deliberate change with meaning to investors to validate the decision.
The new logo is serviceable, but it's boring. It's got no personality. When people look at it, it does f**k all to invoke an established history of English luxury that's traversed sport, wilderness, and concept vehicle designs with grace, even throughout their most recent years of acquisitions. Pair that up with the grand idea of announcing the rebrand with visuals that invoke an ideology that's gaining negative perception daily and absolutely zero automobile presence, and they've created an announcement that only serves to get people arguing.
Whether or not they do anything productive with their new spotlight is up to their auto engineers, but I'm not holding my breath. They've ditched their fanbase and shown that they don't care for the roots that have carried them this far.
It's something eVRi-one should know.😂
Unless you’re destroying a brand on purpose
It looks like an extraterrestrial was told about Pride Parade and there was a strick dress code to follow
This is an example of the children, screaming and yelling and throwing a tantrum until the parents finally just relent and give them the keys to the house and say “fine do it your way, see how it goes.” And now they’re staying up until 3 AM, eating cookies for breakfast, establishing 15 DEI groups, and making self-righteous speeches instead of focusing on building, good cars, or asking their previous marketing department what their demographic of buyer is. To me this is a perfect example of everything wrong with companies today, and I cannot wait for it to fail spectacularly, so that other brands can use this as a case study for what not to do
The joke is electra and oedipus complex group are in control of normalising the globe
Maybe it's you that will be proven wrong? This is just a TEASER, after all.
How many case studies will be needed to get the point across? So many parallels here with Bud Light ...
@@lobstermash Shouldn't you be watching OANN?
@@twoeggcups What's that?
"Out with the old, in with the new" has been a mantra for the last 2 decades. I'm glad the world is finally collectively rejecting this idea, declaring that there are some things that are worth preserving.
And all the people who said that, then, are now 20 years older.
This video should have way more views than it currently has…. Great video
Maybe change the title and thumbnail… “An analysis into Jaguar unfortunate rebranding” or “The downfall of the Jaguar brand”… idk 😂😅
@@itisjustLucas thank you. I did it just to get the thoughts organised and out of my head, to be honest. Not so much for the views. Really appreciate the kind words though 👍
You’re right, this deserves more exposure. But I would recommend speeding it up, perhaps only by 10%, and I would recommend not speaking with the hands, as this visually gets in the way.
@@howardlibauer3021 Thanks for the feedback Howard.
One of their execs is Santino Pietriosanti and he’s a flamer himself. This whole DEI thing will destroy a brand . And he did
The most hilarious thing about the advert is the “copy nothing” line, because the whole thing is copying late 80s/early 90s music videos. New Order, Skunk Anansie, etc. There isn’t an original image anywhere in the advert.
Right? It all had a „where have I seen that before „ vibe 😂
The rebranding was a move of desperation. Jaguar was already dead, but what a failure this is, regardless.
May be True, but ya still don't Crap on Heritage, History, and Brand Loyalty, even if only a Minor percentage of that built in "Free" customer base would be interested in anything new.. Ya know, Just in Case the next idea Works and is actually Good. Just added Unnecessary Risk, especially shock without explanation? We'll all see, but odds on needing a Tombstone! Peace and Luck to All! ✌️🤟
@@joshmackaben4537 fair point, unless they are *deliberately* trying to speed up the bankruptcy process.
@@allenmontrasio8962 well that could be.. Although why spend the Money on anything, especially just to risk making Everyone who now drives the Brand Embarrassed, not Proud, questioned about why they do, etc etc.. Instead of Riding off into the Sunset with Glory Days behind? Maybe someone trying to Stick It to the Old Corp. so to speak.?. I think it's just someone in charge, with a personal wish/identity, who has Never Actually run a Business, at least of any real Size, who is probably between 25 & 35, and feels personal morality justifies all of this, while looking down their nose on all of the Reg Customer Base/people in Society. The saying The Customer is Always Right, isn't because they are, it's because you Want their MONEY! Which they don't seem to Care about.. Oh well, it will be interesting. Sad as it was always my Dream Car, and was going to get a used F Type this next Spring. Now, like a lot of people? Kinda feel Offended..? Like those who drank Bud Light, there are So many Other Options out there!. Jaguar's Heritage, Logo, Style, was what Made them Unique to most. Never know, Prices may Drop so much that I might still be willing....? Doubtful.. Hey, you have a Good One....! ✌️🤟
@@joshmackaben4537- a dead brand has only heritage and those who cate are dead or in a home. It's over for jag just as it's over for Britain..
Kicked it when it was already down.
Jaguar decided that it was selling too many cars. They came up with a plan to 'solve' this problem.
Such an interesting talk. I’m a 77 year old lady, never going to buy a Jag but I really enjoyed this.
New to your channel so expected something related to driving, but instead got an excellent review of Faguars video. Well done 👍
I'm a graphic designer by profession, currently working as a freelance game designer. Nearly all of their customer base feels alienated, and the brand is explicitly marketed as queer. Just look at the color palette and the products they've created-it's baffling. It's like trying to sell a $75,000 car to refugees wearing inflatable life jackets. The whole thing feels like something straight out of Zoolander-completely bizarre. feels like their trying to sell condoms.
Wow, their marketing team really got everyone talk about their brand.
Spot on. Nails my thoughts on it too. You put across the issues very well.
Thank you!
OMG! You need to absolutely keep it! Whether it's true or not, this is special to you. People create packages, packages do not create people. Rock it girl, salute kislux !
I feel like I'm taking Crazy Pills
The Jaguar brand does not have a new mission. It has a Trans mission.
Ending in a trans mission failure 🥴🫣
Very good. 😊
Last time I drove as f-typr the shifter felt like a rubber chicken. Good power but the car was a POS. That's why they are dieing, has nothing to do with their marketing. At least Tata is giving it one last shot. Oh, my point was shitty transmission, and really shittu joke bud.
Jaguar have launched an all-out “camp-pain”.
Even this century they made the F-Type which is stunning
Superb appraisal of the Jaguar rebrand. More videos like this please.
The $10,000 DEI/LGBTQ option on your new Jaguar is a GUCCI pink glitter hand grenade encrusted with diamonds in the glovebox. Pull the solid gold pin to enter Nirvana.
Excellent video Sir, explained perfectly what JAAAGuar should have been thinking and working towards, rather that this WOKEY JOKERY they have released. If the word "Jaguar" hadn't appeared at the end of the Ad, I for one would have never guessed in a million years what they were promoting. I hope their advertising team see your video and take note!!
Interesting to see it dismantled by someone who actually knows what they’re talking about! Most of the commentary I’ve seen so far (forum and discord stuff, not journalistic or professional commentary by any means) has just said - correctly, to be fair - that it looks like dogshit but not really got into any more detail.
Also, first time I’ve heard “space, grace, and pace”. A fucking brilliant tagline/motto/whatever!
That was an old Jaguar tagline. Was very amused that this rebrand within a few hours was immediately described as "Haste, Waste, lack of Taste", though I can't attribute it, definitely not mine, oops
Cheers bud. Yeah, “Grace, Space and Pace” was their tagline from the 60s and the ethos around which they built their cars. It’s staggeringly good and I can’t believe they’ve not gone back to it!
@@cockbeard”Grace, Space, Palmface” was one I heard that made me chuckle.
The former marketing director of P&G has a video about it, too. I think the channel is ministry of car. This video and his video give excellent insides.
80-90% will be new customers because they have now alienated 80-90% of existing customers.
Why didn't they change the name then?! If they don't need old customers, what good is the name then?!
@@galetinm The tag into their heritage allows them to play on it if they so choose, and also will keep *some* of the old clientele on board. It's a high-wire act, for sure.
And 80 - 90 % of thier existing customers can't chew food, say nothing of drive. Thier old broken jags are sitting in the garage, rotting just like the brand
What the marketing says to me is that they will be selling cars well in excess of £100k and up, where you can have the interior and exterior in any fluorescent pastel colour you like.
I doubt if anyone with the free cash to buy a car in this price range will want to be associated with this branding and on a car with a reputation for poor customer service and general unreliability.
If I understand what you are saying their first priority should have been fixing the reliability and customer service issues with their existing or even new models. Once this was recognised as having been 'fixed', then would be the time to slowly move to new ideas and a change of direction. At this price point they have no chance of becoming a major top end luxury car brand without first correcting their reputation.
Though, they may be right in that 9 out of their 10 total sales might be first time buyers!
P.S. I am a long time Jaguar buyer (from new) that is unlikely to be going back after my current vehicle.
I saw the new ad and I am convinced that it could have well been for the banana duct-taped to the wall - certainly not a car as there wasnt a single one mentioned or shown. meh.
"Grace, Space, Pace" has become "Gowns, Frowns, Clowns."
If only they worked from these solid principles.. great video :)
Also, Masterstroke 😂😂😂
I thought they were joking or were paid to tell that it is a marketing masterstroke
Extremely well done video. Thank you for explaining with such expertise.
Great video analysis from a new subscriber
And KIA, absolutely nailed it with their re branding a few years ago
Kia/hyudai realized their styling was terrible so they hired a couple of execs and stylists from BMW and Mercedes. The problem is they still use their own drivetrain engineers so their cats still suck but they look ok
@ in the RHD market(Australia) , they use a local chassis engineer , they are excellent drivers cars.
@ it’s too bad they lead the world in warranty denials and catching fire. When you offer a 10 year 100,000 mile warranty you have a serious quality issue.
Heritage comes to mind with jaguar, power, luxury, British, classic, not sure what they were trying to head.
Let's not forget that they will e pitching the new cars against the likes of Bentley
Yup, agreed. Precisely why I mentioned them as an example of how to do it.
Good analysis of the logo in particular the spacing and wrong looking "a". The only colours available will be those in the rainbow flag!! Getting rid of the growler bag is akin to Mercedes ditching the 3 pointed star. But yes the new badge will suit handbags as that is all Jaguar are likely to be selling the up market EVs being unlikely to ever happen.
A critique of the new Jaguar auto is welcomed, but no vehicle was presented for preview! Very strange and confusing! Also, visual presentation of colors and symbols are designed to be immediately self explanatory and not create confusion or unnecessary analysis!
Shades of Balenciaga all over it. Just something very demonic about the ad.
@@TaterTotsNFanta lol, no. It's many things. Demonic isn't one of them.
@@galetinmI think I understand why @Tatertotsnfans says that. It has something "unholy" about it, while not containing traditional demonic elements, which is (I think) why you couldn't see where he was coming from. Definitely dystopic and breaking moulds, but not necessarily in a pleasant way. There is zero humour and hardly any humanity in the ad. And no recognisable family values. Which makes it very Marxist for me - destruction of the family unit, destruction of gender boundaries, atheistic - hence ungodly.
I hope this made some kind of sense. All the best, Rob in Switzerland
@@galetinm absolutely false
Very interesting and insightful 👍. You deserve to be a 500k sub channel ... 🇬🇧
Tata motors (Indian owner of Jaguar Land Rover) stocks peaked late July 2024. It has lost 33% of that as of today, 26 Nov 2024
Perfectly said. No notes.
Love this dissection! G Ire
In addition to what you said: Why does every contemporary design have to be "clean", meaning minimalist? Minimalism has become such a stale trope. What happened to detail and refinement?
Exactly. That was my point about the Alfa Romeo St George cross and dragon logo - very clear traditional roots.
Great job
I think you may be overthinking it. What they are doing is quite obvious. Jaguar is now jaGuar. The capital G is for gay. You have a gay ceo and a gay brand manager formerly at bud light. They both march together in pride parades and jaguar hosts Pride awards. This is a rebrand from masculinity to feminity . The first queer branded car company. It’s aimed at the rich, liberal, upper management CEO types, DEI, ESG, WEF, PHD’s, corporate elites at companies like Disney, Netflix, Hulu, Apple, you name it. They are all run by gay or very woke liberals who can afford Rolls and Bentley. Have many large houses in blue cities. Many of them are in Washington, San Francisco and new York. They could have a Lamborghini or mazorrati , Porche, bugatti but those are masculine. This ad is about deleting all masculine. This is a car brand transitioning. It will be niche, super expensive, large like a rolls but cool like a jag. They can’t make money on ev’s at gas car prices, so they are aiming for the elites. This car isn’t for us, it’s for a small rich group to make a statement. They have no love for the current customers. We get the finger. They hate us. But I’m sure this will be successful. The car will be amazing as usual. And it only has to be as reliable as a rolls. This will be what the woke mob bosses drive to watch the hunger games. The eyes wide shut crowd. The Epstein islanders.
Femininity? As a woman I would say not. Gay male can be effeminate. Not feminine.
The pitchforks are sharpened for them.
Man - keep it in your pants. Sounds like you have a thing for them.
Assessment may well be accurate but perhaps a surprise to Tata India.
As a marketing director, i am %100 agree. Still i am using 4 P. And without first P (product), you can not do last P ( communication)
I agree about the logo elements kerning off, upper lower case. The designers probably thought they were being very clever with the J and R inversion and it could also represent inversion of identity. The colour palette is the opposite of what I think of when I consider decades of exposure to the brand. Getting very abstract and syneshesian I think of hues of grey, browns, wood, metal but that’s just me and my biases.
What happened to Shaguar?
How do Jaguars share holders feel?
I'm hoping Jaguar is just trolling everyone and they'll reveal something great at the Miami Art Show...
Jaguar should rebuild the insides of the most classic car they made with honda innards(or any high quality insides) but keep the gorgeous exterior AND HOOD ORNAMANT! Then with each reissued car do a new but in line design with the original inspiration. Stay classy.😎 Good video.
How do destroy a legendary perfectly good brand in 30 seconds. Aside from the new logo, that 30 second commercial is a hot mess.
I think they are headed to Morgan sales levels. 300 cars a year in US. 700 total. Mogs of course are hand made cars with an updated pre war design.
Excellent video. I’ve watched many others and this is by far the best breakdown of the fiasco.
It’s refreshing to see an analysis that doesn’t use “woke” as its primary focus.
It's interesting to note, your thumbnail led me to expect more anti-jaGUar snark, something basically lightweight, but instead the video delivers a lecture on marketing principles. Misdirection, and it worked. Maybe jaGUar is doing the same thing with its weird, pastels and paintballs, teaser promo?
That would be a risky strategy for a brand as big as Jaguar, could alienate current buyers and any who love the new direction. Bait and switch can work, but it's hellish risky.
All this aside, for me calling your customers and the general public bigots is the biggest misstep with this, Jaguar seem to hate us. Clearly this is a political campaign not a car launch in my opinion, they want to promote a political ideology and dismiss anyone with any sort of different opinion as "diversity & inclusion" seems to always do. Which is an interesting choice for a car company.
Great analysis. They should have renamed the Brand LGBTWAGON.
"Wouldn't it be neat if the J looks like a tail and the r looks like a little pair of paws?" and everyone cheered.
Given this campaign, I wouldn't be surprised if they were seriously expanding into being a mall-level lifestyle brand.
New Jaguar is not a car brand, it's a life style brand like NIO.
Trendy young types who might buy the new cars mainly all live in city apartments or gentrified terraces with no parking let alone EV charging.
Yes, there's that too.
Crazy pills.. when did Zoolander become a documentary about jaGUar
The new jr logo looks like the top of two walking sticks to me. For the life of me, I can't associate with a car, never mind Jaguar cars.
A company in a deep identity crisis ...
Well i know nothing about design Just an ordinary guy Saw the ad it IT WAS BOLLOCKS
Got some New Coke vibes
I think you’re ignoring the fact that 98% of people in 2026 will be some flavour of LGBTQ+ and this is the market that Jaguar is addressing. The new branding will include Laguar, Gaguar, Baguar, Taguar, Quaguar and Faguar cars and many many other flavours.
There will be zero straight people left to by old fashioned cars.
@@augnkn93043 nah all the queer people I know hate this too. If they are trying to pander to progressives, they failed utterly.
Would that be based on choice/ market research or forced upon customers.
@@augnkn93043 as one of those woke progressive LGBTQIA2S+OMGWTF types myself, I would offer that we all absolutely fucking hate this rebrand too. Don’t blame us for it.
Oh screw you funny guy. What a dick.
They've made a total break from their current and previous customers. There is absolutely no reason for anyone who's ever bought or just wanted a Jaguar to get anything that Tata Motors produces in future. They are alone now with their imagined new customers. whoever they do or do not turn out to be.
I agree with just about everything you're saying. Is there any way, some kind of enthusiast 'suggestion box', loyalty survey, or -------, for you and other car fans to get your ideas, suggestions, etc. "up the flagpole" so that Jaguar can fix themselves before it's too late? Remember they had created a great jet generator hybrid drivetrain, why don't they start using that or the diesel hybrids before going full EV?
I like the jaguar text, but I don't like the jr in circle logo. I think it's too plain and not fancy enough for the niche luxury segment.
My roomemate on Dorms was studying Design. Their most fatal class was Font. People reapeated it endlesly... Their terms were like block of text and for them to look for misstakes- grammatical or in spacing between letters...
Damn you are right. Their new logo can be on newest purse 😂
Now...electric cars will be tight to the gayness forever... 😅
They should never have launched the rebrand in isolation, without a product to hang the brand off it was destined to fail, yes the logo looks like a junior designers idea of simple and modern, and yes the advert looks like an agency has persuaded Jaguar they are a fashion lifestyle brand, and not just an automotive business... but whatever the reasoning, it absolutely had to placed alongside a prototype car showing the new design language in product form.
Enjoyed the Blog thanks and I do think Jaguar needed to change its branding. With EV’s sounding like Bosh washing machines and not a roar of an engine anymore. EV’s are a hard sell and that rebrand by JoGuor😂 is 🙃mad 🙃and may just kill them off.
Jaguar put the trans into transportation.
It’s never going to make straight people want them.
An advert/brand/marketing ultimately needs to also sell the actual product. A brand is just a theory if no sales are made. The ad was nothing to do with cars, travel, speed, safety, machines, journeys, transportation. What would one be exchanging money for? A catwalk outfit? What do the cars look like?
It felt like a message being shuved down your neck, not an ad for a product. Many business dont want to make money anymore? Is this anticapitalism at work?
Where any of the dealerships warned? People could loose their livelihoods.
@@Londonererer- they are all going ro lose their jobs anyway. Have you been in a jag dealership lately? 3 cars on offer, all well behind the competition, overpriced and boring to look at. The sales people look like walking death.
"...Right, with that out of the way," was when I switched off. DULL.
Mercedes beat them all in racing heritage
The biggest mistake that's ever been made, when it comes to marketing. The damage is done and noone can take it back. In 10 years the new jaguar will be a saw after car with a high price, because it will be the last car made with the name. There will be no "good looking corpse". Only an ugly Collectors Item. Ashes to ashes, Dust to dust.
It's just like in Music Videos. The less talent there is, the more drama must be shown
What happens when you hire people based on other qualities instead of talent.
I see this at my work a lot. Most people in UX, UXR and even Marketing, have only a very basic understanding of what we sell.
The new jr growler and leaper are poles apart and mismatched in design. They don't belong together. The typeface is almost identical to the smart car's logo.
Trans-Jaguar has arrived.
Jaguar started going downhill when they got rid of the sexy curves and copied all the boxy angular cars everyone else was doing. Jaguar used to stand out…NOW it doesn’t. What have they done! 🤪
Gee Jaquar pissed off all the mouth breathers who will never be able to afford one of their cars.
I can afford one of their new cars. I wouldn’t say they have pissed me off, it’s more that I’m watching on in bemusement as a brand self-immolates.
Copy nothing? Did someone notice that the font it's almost the same than the Smart cars logo? Jsguar must be kidding me
Bad marketing for Dacia. I for sure won't buy one after they started a battle against the upper class. I would also not buy a car from a company alienating the worker class. There are better ways to promote cars to specific target groups. They lost me forever there.
And Jaguar is promoting a certain political agenda. That is clear to everyone. And that's why I never buy a Jag again. I can't be associated with political agendas. I got customers on all sides. Jag is not an option anymore.
20:01. "This is not the visual identity of a luxury car manufacturer.
It's the visual identity suitable for a supermarket own brand of lipstick.
Or a knockoff handbag bought from a street- vendor in Benidorm.
It certainly does not say "Boutique Luxury"
Well done! This is a Fail! No-one is talking about the cars!
You haven’t done your homework. This is gattica. Their brand was failing. The contracts they had with Waymo kept them alive but they lost the contract. People love 5r. Rand but they’re not buying.
They’re going to compete with Bentley. But they’re going to do it with a cybtertruck shift, only better. It’ll be concept cars brought to life in EV form, for $100k+. You’ll want one but can’t afford it.
You said, they’re competing with Mercedes or Porsche - no son. It’s Bentley and entry level rolls Royce.
Mark my words.
Final note: my guess is it will be more akin to a futuristic art deco with wild colors and textures. They want people with disposable income - not middle class people who are sensible. You know who has a ton of disposable income? The gays, midlife crisis, youn people wanting to flex, and retirees. And what do that want? Whatever is cool that you can’t afford.
We are about to witness a massive stylistic change amongst cars over the next 5-7 years.
It's nothing more than fake outrage. To get triggered from an ad just makes me laugh. Do these people not have anything more important going on in their lives to complain about this. Oh wait they are Brits. They just love to complain.
No it's not. Americans are as much if not even more outraged. Especially after recent elections. Times have changed. It's a very traditional brand and it's the time of it. 4 years ago hardly anyone would say anything. Not to this extent at least. People are tired of this kind of marketing and this kind of political statements.
@ here’s an idea how about just ignoring it? It’s like a visit a TV program you don’t like guess what you don’t watch it if there’s a movie that you don’t wanna see you don’t go and see it. It’s very simple. Just ignore it and just get on with your life and worry about things that are more important instead of whingeing. There isn’t anything political about it at all you can find a political stand in anything if you think about it too much and think about it all the time there just isn’t the company is just going in a different direction to bringing the company into the 21st-century OK it’s a long brand who cares it doesn’t matter.
@@wheels2fun526No it’s not, this type of advertising is emblematic of all that is sick in modern society. As a Jaguar and Range Rover customer, it is offensive at several levels.
@@garrystubbs4891 It just isn't. Your offended because you want to be offended.
As James May said a few days ago "I'm largely ambivalent about the ad - it's just marketing bollocks - but I do think the world needs to move on from the E-type. Get over it. Its a non-story."
@ No, I knew someone would pipe up with that cliché. It is genuinely offensive. It’s offensive to existing customers and also to normal folk with normal values. It’s symptomatic of the post-modern moral malaise. Some commentators such as May protect their careers by trying to g to offend as little as possible, but many of us will stand up to having this minority perversion foisted upon us and I am one of them.
It’s wrong simple this will bite you in the bum
Thanks, Brits... now I'll never yearn after an e or f type jag ever again... but maybe it's our fault. After all we gave the world Dylan Mulvaney... but you didn't have to follow suit.
These clowns really think the EV cars will save them from the bankrupt, It's hilarious!!! They just don't realize they are already condamned! 🤣🤡🎪
Jaguar is so hot right now.
Does that translate into sales?
😂
Bonfire hot
Hot bread = TOAST.
- oh Hans.... great line thank you.
Nature is unconditionally beautiful. Woke imagery is unconditionally ugly. I'll let you draw your own conclusions.
You're a car guy but don't pronounce Porsche correctly. 🤔
The people who *genuinely* change the world, create the new, almost never need cosplay to signal how cool they are. Dieter Rams is a good example. They just do it.
I hear this reset is part of moving the Jaguar brand "upward" into an uncompromised luxury segment. Quite what the imagery of their teaser ad has to do with (genuine, rather than wannabe pretendy) luxury is unclear...
Talking of Dacia, their D A C I A typographic treatment works far better than J A G U A R.
Finally m'lud, I submit Bud Lite as evidence of how being talked about isn't automatically a good thing.
@@robch4414 they let the work and product speak for themselves and it never needs to shout.
No designer or car person here. All I can see is a political woke trans ideology in the form of a car ad. And that is so awful
Ok this presentation is much too slow ! Sorry ! Very dry , very laborious ! Just say it ! The folks at JAG have destroyed their brand Roth woke , weird , twisted pastel woke lunacy ! They just muttered a once sexy masculine and powerful automobile! That’s it ! You are taking way too long and making way too technical ! Jag just committed suicide ! Ok Good another ! Later then !
Why does jaguar want to alienate the traditional owners of jaguar cars