I have been a lifelong Jaguar enthusiast since my late father came home in 1966 with a Mark 2 Jaguar. I subsequently went on to own my own example and followed it up with three brand new cars which were a joy to own and drive. To date I have never owned more than three cars of any other marque. After seeing this advert I can safely say that the image of the leaping angry big cat that I used to aspire to is dead. I will never buy another new Jaguar and yet I could easily buy one.
Yeah, me & you both. We're paraiahs as far as JLR are concerned. It doesn't need our business, apparently. I'll just have to keep my XK8 and at some point swap it for a V8 F-Type
Add me to that list! I grew up with my dad owning a few jags, had a few myself, felt proud that I owned a jag, but now, they aren’t Jags anymore, they have lost that special something that Jaguar used to have! Motors for the woke now.😔
They were as soon as they were taken over by TATA. The founders will be rolling in their grave. But this might also be indicative of how much British institutions are heading
I was turned down for a public affairs job at JLR recently-I've been turned down lots of times before with no hard feelings, but the people who interviewed me left a proper sour taste in my mouth. A couple of literal-minded corporate drones, completely stuck in their ways, who were clearly looking for someone who sounded and thought exactly like them. Got some very unpleasant feedback afterwards too. With talent like that none of this latest nonsense came as a shock to me. Bullet dodged.
They truly have humiliated themselves with that "rebirth" nonsense. By all accounts, in the handful of dealerships (or purchasing experiences likely called) that will remain they will have so called pieces of art. Good grief how pretentious, pathetic. They truly have defecated all over the heritage and glory of that marque with the monstrosity they served up the other day.
I wouldn't worry too much Joel, if that's the attitude, I wouldn't want to be seen dead in one of their cars. Inclusive... HA! A brand i used to aspire to own has destroyed its image and what it historically stood for overnight. These EV's better be world beaters, or they're dead in the water.
I was overtaken by an F Type earlier today - what a fabulous looking and sounding car. Heaven knows what the new cars will be like, and whether Jag will have any dealers left by the time they come out.
This is the result of trying to market yourself to corporate executive boardrooms and DEI focus groups rather than, you know, people who buy Jaguar cars. What an embarrassment.
Some 21st century child saw an old advert from the 1980`s of Benelton and thought they saw the light that would impress every one to want a Jaguar. Jaguar deserves better than this.
Not just an “up yours” to loyal customers, but an “up yours” to those people who have worked for Jaguar for most of their lives and have seen such an historic and influential brand go to shit. My grand parents will be turning in their grave over this.
Jaguar recently held a seminar or something similar and I watched an extract on RUclips last night. A young senior executive of some sort dressed, or more probably undressed you will see what I mean, spoke from the podium and I caught the words diversity and pride. The next thing you hear is whooping and cheering from the audience and this will give you a clue. I suspect all the oldies on the board have died and this youngster has taken over.
[ The release of new Jaguar fruit flavored condom series. ] That's what came to my mind on first sight. I have been completely flaccid since and now seeking medical advice.
Sneaky suspicion that if anyone said no to that woeful advert they'd be called one of the many "ists". On the bright side, prices might tank....if you'd want to own one now. The only way this works is if it's "shockvertising" or a pisstake.
I once worked for caravan manufacturer whose management team decided that they were going to stop producing family caravans (4-5 berth) to concentrate on the high end market (2 berth). The following year we were making family caravans again after nearly going under. So either Jaguar will fail or they will revert back to catering for their fans.
People make a big mistake in their reasoning about this. These people are not trying to sell cars, the product is their ideology, the brand is just the vehicle for that. "-Would this help us sell cars? -Cars?"
"we have only made 2 concept cars this year but we have a great logo, the most diverse workforce in our history & Blackrock have flooded us with cash".
My great grandad was one of the five man marketing team that came up with the name Jaguar when they were rebranding from SS Cars. He'll be rolling over in his grave now after this utter garbage rebranding attempt. Truly awful
It's as though the marketing execs at Jaguar want to distance themselves from the purchasers of previous Jaguar models, believing them to be "Pale, male and stale". Big mistake to patronise your clientele. The market for big expensive EV's is very, very limited; think Fisker.
A lot of adverts these days leave me wondering 'what the hell was that for' ? But the JaGuar one takes it to a different level ! Your points Matt are all spot-on - and hope you get a call to be CEO sooner rather than later 🙂
I was shocked upon watching your video containing the New Jag advertisement. Once I have removed my string-backed driving gloves and retrieved ones monocle from my tea, I will be writing a stiff missive to my local Jag dealer !
Oh dear! The cats gone on the logo too. Jaguar had some lovely cars, after sales and reliability were letting them down as well as too many cars competing with their own Range Rover brand. And we thought Ford reviving the Capri was the worst mistake this year! We were wrong
OMG! It’s just unbelievably ghastly. I’m reminded of that old fashioned expression ‘too clever by half’. It also makes me remember a photographer I knew who said that if you took a photograph of someone and they didn’t like it, it was no good trying to tell them that it was a good photo.
If Jag believe that 80 to 90% of their new cars will be bought by customers totally new to the brand, it's probably because only 10 to 20% of their existing customers would consider it through service, reliability or trust reasons. I love Jaguar, I adored my last one but it cost far too much money and died prematurely so I walked away from having another one.
I gave this vid a thumbs up. Jaguars have been favorites of mine among many others. ANY one of them brand new have always been light years out of my price range. I did get to own a used base 2004 XJ8. I loved its acceleration. Obviously wasn't quite what the XJR could do but it's what I could afford in the States where I am. The one thing I absolutely could NOT have that I wanted more than anything was to get its ECU governor adjusted or disabled so that it would no longer cut it out at 121 mph while it has SO much left at the speed in top gear, tacking only 3200 rpms. Any performance shop would always say no to any Jaguar for that unless it's still new when German cars can be 30 years old and will still have that exact support for them. And certain European car mechanics can do it but won't because they assume the worst that I'd want to do 150 mph all the time until I get in a wreck and get them hit with a lawsuit. All I am is just about performance along with affordable luxury and having that much of our big government off my back as well, no more, no less. Even this day, I'm like, what I wouldn't give to able to meet some guy who could successfully hack his way into the ECU of mine and successfully adjust it or disable it so that I can take it up to 150 or so on a track all by myself. I'd even willingly pay that individual to do it. In the end, all I'd do is fantasize myself in that Jaguar as a good guy driving it like in the Transporter movies and the bad guys pursuing me are in post 2001 BMW 7 Series cars, post 2000 Mercedes S Class cars, and Audi A8s which are all gutsy but lack the British luxury charm the the Jag is shared with by Aston Martin, Rolls Royce, and Bentley for a fraction of the price. And that's all, no more, no less. It's obviously 1000 times worse now with the company abandoning every single trace of what it once was and everything about it that appealed to me. Not only is it going all electric now without anyone performance cars, maybe, but it going completely woke with that add. Nothing but disturbing to say the least. Obviously not set out to attract a guy like me who favors performance with affordable luxury, needless to even say. One bright side is that I have classic Mercedes cars of the 1960s-70s-80s to fall back on. Each of those decades, Mercedes managed to come up with a gutsy German luxury muscle car. One of those I grew up around was the 1986-91 560SEL, a 140-2 mph luxury sedan in U.S. specs.
you are 100% spot on with this, i am a fan of jaguars having owned an f type and currently running an e-pace (change of circumstances) but i definitely get the feel i am no longer their market and i am not a geriatric. where are these young rich,hip buyers in enough numbers to keep the brand afloat? without a u turn the brand will be gone in 5 years imo, sad to see.
Well, I hate that rebrand. BUT. Maybe it's just right for the those who are rich, young and idle. And probably not British. And from the people who own Range Rover, manufacturers of gross Chelsea Tractors..., seems obvious that Tata Jaguar is little interested in anyone that might resemble a traditional Jaguar owner. I mean, think about it. Look what has been done with Range Rovers. A respected do anything, go anywhere, hugely capable vehicle has been transformed into a Range of Tonka Toys for people with no taste. ( Sorry, but that's my opinion of RR's ). This Jaguar ad looks to me like it's a teaser aimed straight at Asian markets, no one, and nowhere else.
I wasn't sure what to think of the advert either but it got a dedicated 12 and a half minute video from you talking about the brand and more coverage than any ad campaigns before.
It started a while back when they took the Growler off the steering wheel because it was 'too aggressive'! They replaced it with a left facing leaper, left is going backwards, right is moving forward.
Honestly . They should hire me. Black screen . Black jaguar blue ayes making roaring noises . Lighting hits it . Jaguar logo becomes electrified and glowing the end
Apologies if this drags on a bit, but, here goes. Up until the late '60s the British motor cycle industry had God knows how many brands such as BSA, Triumph, Norton, Francis Barnett and Royal Enfield covering almost the entire range of engine sizes. BSA Bantam 125 & 175; all the way up to the 650 Lightning. Triumph went from the 200 Cub to the 500 & 650 Bonneville. Norton went up to 750. When the Japanese turned up they came in with 50, 125 & 200 cc models. But we didn't fight them, we just buggered off and concentrated on the 350 - 650 range because, just like when in 1941, we thought the Japanese couldn't get through the Malayan jungle, they couldn't make big bikes. Well we know how that turned out. With one or two exceptions, the entire British motor industry will be focused on £100K + models. All it takes is another recession and and JLR will be down the toilet without lower priced models. The Germans will survive because they also have A1s, 1-Series and A-Class to start customers off and a whole range to sell up to. But not if your range kicks off at £100K!
That "It's good to be bad" campaign was the one - absolutely nailed what the brand should be all about, and convinced me to buy my x250 XF-S Sportbrake which is a fabulous car in every way. To see what's become of them here and toss all of that away is utterly heartbreaking. Hopefully this will tank and they'll about turn but by then I fear it'll be too late and Jaguar will be gone for good. Shameful by the execs and a proper kick in the knackers for the brands supporters. It's genuinely upsetting.
Ah yes, nothing like an advert with joyless, multi-coloured "art" people fresh of a modelling runway to encourage people to buy your product. Makes total sense.
Dear Lord that advert has arrived just when the voice of ordinary non-insane people are at last being heard. You know the normal people who make up the vast majority of the non-activists in the country. Then we get this weirdo advert and hostile bigoted CE response to anyone who hates it. You know, where they say how we are all racist gammons. Like Disney did. That bull doesn’t fly now, we all hate it and attempts to sneer at anyone who knows what a woman is.
You are forgetting the simple, yet important, fact that the Jaguar brand only achieved a 0.75% market share in 2023. Clearly, their previous strategy was not working. Although, it's unlikely this one will either and the Jaguar car brand may very well just disappear.
Your comments are spot on Matt. I don't recall seeing any company with long history done better after major rebranding. A company has to have its character and values, like a person has. If the company is successful, it is most important to maintain such character and values. Just like if your best mate suddenly changed the way he communicates or sees things, he will lose your friendship and he won't make any true friends.
My dad had a '64 Mk 2 Jaguar. I loved that car and have had a soft spot for the brand ever since. The next-door neighbour has an F Type which looks and sounds fantastic. It's so sad to see the marque in terminal decline.
While the feedback has been pretty dire, it has got everyone talking about them. And in that respect its been amazingly successful. The whole world will be watching the car launch in December which wouldnt have happened without this. I hate this for Jag, but the adverts have definitely got everyones attention.
Yes a classic technique, be shit at your job, but go hard for the woke ticket. Anyone complains, and they are racist / homophobic / anti trans, the list goes on. It is a get out of jail free card used by second rate CEOs.
I put my F Type up for sale online last week. Genuinely not sure if this ad will make it easier to sell as it represents the last real Jaguar, or impossible to sell...
Having bought a Jaguar XF from a main dealer 2.5 years ago I got an email a couple of weeks ago announcing the ‘good news’ that they have stopped making XF, XE F Pace etc to make way for this amazing future. That XF has cost me £1000 a month in depreciation and maintenance….and that’s not finance charges, I bought it with cash. The car and the service back up has been very poor. The management team have lost the plot.
They're expecting the new generation of youth to leave uni with £50k of debt to be forced into a £20k a year job to pay £1k a month rent to pay a landlord's mortgage and then buy a £60k EV on top of that. Floor 15 of Jaguar HQ needs compulsory substance testing for this.
60k is too cheap for modern Jaguar. What they used to cost. Not enough profit in that. More likely 100k! Who is going to buy it. Oh dear. Be bad enough if 60k but I think that may not exist.
This is brilliance I cannot remember any previous Jaguar ads if they launched a new car you would not be taking about it until you could get a worn out bargin, If the car announced is very good everyone will be talking about it. This is a swatch moon watch sensation and that was not very good but had queues to buy it.
Some of the stuff I’m reading suggests Jag needed a serious rebrand because it only appealed to stuffy old men. As someone in their early 30s who has driven an F Type for the past four years, and an XFR before that, I can confirm that’s bollocks. They shrugged off the pipe and slippers image in the Ian Callum era. If they built a G Type I’d almost certainly have bought it to replace the F. Their problem is they haven’t produced a new car for people to buy for the best part of a decade; the brand was great.
That advert is the WORST advert for a car company I’ve ever seen in the whole of my life
with not even not a car insight !
The worst advert for a car company that you have seen SO FAR....
Rest assured there is more of this bilge coming soon, sadly.
*worst advert for a company
Jaguar identifies as bankrupt
😂😂😂
Love that
Genius
🤣 lol
😂
They don't need to rebrand, they need to build better cars.
@drink4711 they just needed to build cars that excite again. Replace the XK and XJ for a start, not everyone wants SUV's
They built brilliant cars
I think they may be trying both
@@owainjones4584Said no one never lol
Well, any cars.
I have been a lifelong Jaguar enthusiast since my late father came home in 1966 with a Mark 2 Jaguar. I subsequently went on to own my own example and followed it up with three brand new cars which were a joy to own and drive. To date I have never owned more than three cars of any other marque. After seeing this advert I can safely say that the image of the leaping angry big cat that I used to aspire to is dead. I will never buy another new Jaguar and yet I could easily buy one.
Yeah, me & you both. We're paraiahs as far as JLR are concerned. It doesn't need our business, apparently. I'll just have to keep my XK8 and at some point swap it for a V8 F-Type
😂
Add me to that list! I grew up with my dad owning a few jags, had a few myself, felt proud that I owned a jag, but now, they aren’t Jags anymore, they have lost that special something that Jaguar used to have! Motors for the woke now.😔
It’s so bad that John ‘2 Jags’ Prescott saw it and died!
@@ChristianMilesOnLine baaahaaa
😅
this caught me off guard🤣
you rotten sod! funny though!
@@ChristianMilesOnLine hilarious.!
Jaguar's motto use to be "Grace, Space and Pace...."....now it is more like "Woke, Broke and up in Smoke"
Woke, broke and up in smoke! - Love it ❤
Jaguar are now officially fucked. RIP.
They were as soon as they were taken over by TATA. The founders will be rolling in their grave. But this might also be indicative of how much British institutions are heading
I'm beginning to wonder if it was a deliberate act... Maybe they want to go bust.
Get woke, go broke.
That was the whole idea
Yes Matt, we’d love to see you as CEO of Jaguar!
I agree.He could be the helping hand that they certainly need.
As far as I can tell Jaguar no longer exists
I was turned down for a public affairs job at JLR recently-I've been turned down lots of times before with no hard feelings, but the people who interviewed me left a proper sour taste in my mouth. A couple of literal-minded corporate drones, completely stuck in their ways, who were clearly looking for someone who sounded and thought exactly like them. Got some very unpleasant feedback afterwards too. With talent like that none of this latest nonsense came as a shock to me. Bullet dodged.
I wouldn't blame you for feeling schadenfreude when JLR fails catastrophically!
👍
Wish you could name and shame those corporate androids.
Ineffective feedback is so unhelpful. What did they say?
What left the sour taste?
Dear Jaguar let me introduce you to Bud Light
The Dole Queue
@@gerrykelly2440 and over here let me introduce you to Gillette.
...& their good friends, Gillette & Disney.
This isn't America
Correct!!
Jaguar are now completely doomed - its a Ratner moment
Except they have no product. No new car until 2026.
Correct!
I was told by JLR that I'm not allowed a press car because they're only working with 'luxury and lifestyle influencers'
Why not stick on a nice frock and go back to ask them again mate🤣
@@JamesSmith-qs4hx maybe I should start talking about what pants I wear
They truly have humiliated themselves with that "rebirth" nonsense.
By all accounts, in the handful of dealerships (or purchasing experiences likely called) that will remain they will have so called pieces of art. Good grief how pretentious, pathetic. They truly have defecated all over the heritage and glory of that marque with the monstrosity they served up the other day.
Well they’ve got a point mate lol
I wouldn't worry too much Joel, if that's the attitude, I wouldn't want to be seen dead in one of their cars. Inclusive... HA! A brand i used to aspire to own has destroyed its image and what it historically stood for overnight. These EV's better be world beaters, or they're dead in the water.
I was overtaken by an F Type earlier today - what a fabulous looking and sounding car. Heaven knows what the new cars will be like, and whether Jag will have any dealers left by the time they come out.
Probably all electric junk nobody wants, totally agree the f type is a stunning car
This is the result of trying to market yourself to corporate executive boardrooms and DEI focus groups rather than, you know, people who buy Jaguar cars. What an embarrassment.
The issue is that no one buys Jaguar cars apart from a handful of old men. They’re desperate for a new market
@@ResevoirGodclearly this market isn’t it either.
@@ResevoirGodMaybe they should stop making shit electric cars then.
@@ResevoirGod I'm 34...I've had 4 F-Types. First one bought when I was 26. Most 20-somethings can't afford a £70k+ car!
what's DEI
Jag hired Bud Lights advertising department after every one of them were sacked! Go woke go broke! 😂
This what happens when you let the kids unsupervised in the sweet shop.
Couldn’t agree more Matt. I’m a Jaguar owner and find the new logo, advert (reminds me of the teletubbies) and whole “relaunch” rediculous.
Time to sell your Jag. Imagine now being associated with this over the top woke feminine car company.
> Teletubbies perfect.
you can just imagine the advertising creative team sitting at the head office brainstorming for this advert. Terrifying thought😂
They're in the advert. 😂
Brainstorming without a brain between them.
Some 21st century child saw an old advert from the 1980`s of Benelton and thought they saw the light that would impress every one to want a Jaguar. Jaguar deserves better than this.
Not just an “up yours” to loyal customers, but an “up yours” to those people who have worked for Jaguar for most of their lives and have seen such an historic and influential brand go to shit. My grand parents will be turning in their grave over this.
Jaguar recently held a seminar or something similar and I watched an extract on RUclips last night. A young senior executive of some sort dressed, or more probably undressed you will see what I mean, spoke from the podium and I caught the words diversity and pride. The next thing you hear is whooping and cheering from the audience and this will give you a clue. I suspect all the oldies on the board have died and this youngster has taken over.
I saw a clip,of what you’re talking about and apparently the guy presenting is the one who designed the rebranding advert…..says it all.
Think it’s called minority rule….and anything masculine is a no go😵💫
Get what your saying. 😉😉
[ The release of new Jaguar fruit flavored condom series. ]
That's what came to my mind on first sight. I have been completely flaccid since and now seeking medical advice.
I thought it was an advert for a fashion brand or department store. Although having watched it fully I'd have put my money on it being for Dulux 🙂
The ad is spectacular in its unbridled terribleness but the genius who decided to go full EV was the one who drove the first nail in the coffin.
Yes I agree. Even if the advert had been any good, who would buy a battery powered Jaguar anyway!
Jaguar lost their way a long time ago this is probably the final death nail
Xf,Xe, F type, XK, I pace, etc, for a while there, they were on fire.
Sneaky suspicion that if anyone said no to that woeful advert they'd be called one of the many "ists". On the bright side, prices might tank....if you'd want to own one now. The only way this works is if it's "shockvertising" or a pisstake.
Notice who is "building something" in the advert vs who is "breaking something down"
It's worked all of you are mad
@@Jellybellyirish Some might be, yeah....mad enough to buy another? Doubtful 😂
They'll start calling people who make fun of their broken EV Jags being towed onto flatbeds "Vehicular Ableists"
I'm a Jag man... I predict the company will be bust within 5 years.
I once worked for caravan manufacturer whose management team decided that they were going to stop producing family caravans (4-5 berth) to concentrate on the high end market (2 berth). The following year we were making family caravans again after nearly going under.
So either Jaguar will fail or they will revert back to catering for their fans.
An Iconic brand is Dead !
RIP.
If their cars are as bad as the advert, RIP Jaguar.
They are. Except you now can’t buy any.
Can you imagine Porsche throwing their badge and history in the bin??!!!
Different league
Yes, I can! You know nowadays...
Have you seen the flock of sheep leather jacket Porsche advert ?
People make a big mistake in their reasoning about this.
These people are not trying to sell cars, the product is their ideology, the brand is just the vehicle for that.
"-Would this help us sell cars?
-Cars?"
"we have only made 2 concept cars this year but we have a great logo, the most diverse workforce in our history & Blackrock have flooded us with cash".
@SteeeveO Exactly. Also,
Diversity is just a code word for less white folk and less men.
People didn’t pick up the new pronunciation ‘Ya Gay You Are’
Laughed hard to this one
😂😂😂
Nonsensical and poor
Gotta love the homophobia 🙄
Agency: How diverse and irrelevant do you want your ad?
Jaguar: Yes.
RIP Jaguar. Shame.
Definitely another Ratner moment!
At least Ratner was honest, admitting his products were cheap and bought by fools! Not very smart of him.
Your work you put into this is so clear!
As a wise man once said
"It's a disgrace, it's a freaking disgrace"
Wtf were jaguar thinking
The company was hijacked by a small group of alphabet perverts trying to reshape it into their image.
As a Jaguar owner I completely agree with you, keep the heritage, keep the brand and build good cars that people want to buy.
My great grandad was one of the five man marketing team that came up with the name Jaguar when they were rebranding from SS Cars. He'll be rolling over in his grave now after this utter garbage rebranding attempt. Truly awful
Jaguar 😮 will the last person out of the building turn out the light 💡 gone and instantly forgotten
Shocking way to destroy a brand.
The only good thing is that they haven't massively overspent for this advert.
You think? I bet there are some ad agency execs pissing themselves laughing as they bank the gigantic wads of cash they have stolen from jaGuar.
It's as though the marketing execs at Jaguar want to distance themselves from the purchasers of previous Jaguar models, believing them to be "Pale, male and stale". Big mistake to patronise your clientele. The market for big expensive EV's is very, very limited; think Fisker.
A lot of adverts these days leave me wondering 'what the hell was that for' ? But the JaGuar one takes it to a different level ! Your points Matt are all spot-on - and hope you get a call to be CEO sooner rather than later 🙂
'I even checked my calendar to make sure it wasn't the 1st of April' 😂😂
"No Mr Bond, I expect you to cry"
William Lyons would be as disappointed as I am
At least Norman Dewis isn't around to see this, god rest his soul.
I was shocked upon watching your video containing the New Jag advertisement. Once I have removed my string-backed driving gloves and retrieved ones monocle from my tea, I will be writing a stiff missive to my local Jag dealer !
Looks like you'll be replacing your string-backed driving gloves with those used for medical examinations.
I imagine when they go broke some Russians will buy it and turn out aluminium e-types with wire wheels. And corner the niche market.
How can there be not one Panama hat in that new ad?
Or net back driving gloves.
Or a silver buttoned Oxford blue blazer.
@@QuoPaperPlane Painting quite the picture. Feels as if I almost know Roger.
Oh dear! The cats gone on the logo too. Jaguar had some lovely cars, after sales and reliability were letting them down as well as too many cars competing with their own Range Rover brand. And we thought Ford reviving the Capri was the worst mistake this year! We were wrong
If this was the ad task on the Apprentice, Lord Sugar would be sacking all 3 in the boardroom
That would make a very entertaining episode. The ones they come up with are actually better!
Matt you nailed it : keep your existing customers AND attract new ones.
This is so sad to see from a legendary British brand like Jaguar.
OMG! It’s just unbelievably ghastly. I’m reminded of that old fashioned expression ‘too clever by half’. It also makes me remember a photographer I knew who said that if you took a photograph of someone and they didn’t like it, it was no good trying to tell them that it was a good photo.
Here’s a thought; maybe just maybe Jaguar should have spent all that money building a better vehicle instead of the vacuous rebranding makeover.
If Jag believe that 80 to 90% of their new cars will be bought by customers totally new to the brand, it's probably because only 10 to 20% of their existing customers would consider it through service, reliability or trust reasons.
I love Jaguar, I adored my last one but it cost far too much money and died prematurely so I walked away from having another one.
I feel sick! Was the ad done by the Labour Government!
Haha best comment yet
nah, more like green party
That level of incompetence is reserved for the Tories
It looks like something the losing team would pitch on an episode of The Apprentice...an advert for car company with no car!
Another great video 💪 Also, that purple light at 5:05 is reflecting onto you haha, looks quite funny.
Yeah, it looks like the Jaguar Ad rubbed off.....
@@paulkane6645😂
I gave this vid a thumbs up. Jaguars have been favorites of mine among many others. ANY one of them brand new have always been light years out of my price range. I did get to own a used base 2004 XJ8. I loved its acceleration. Obviously wasn't quite what the XJR could do but it's what I could afford in the States where I am. The one thing I absolutely could NOT have that I wanted more than anything was to get its ECU governor adjusted or disabled so that it would no longer cut it out at 121 mph while it has SO much left at the speed in top gear, tacking only 3200 rpms. Any performance shop would always say no to any Jaguar for that unless it's still new when German cars can be 30 years old and will still have that exact support for them. And certain European car mechanics can do it but won't because they assume the worst that I'd want to do 150 mph all the time until I get in a wreck and get them hit with a lawsuit. All I am is just about performance along with affordable luxury and having that much of our big government off my back as well, no more, no less. Even this day, I'm like, what I wouldn't give to able to meet some guy who could successfully hack his way into the ECU of mine and successfully adjust it or disable it so that I can take it up to 150 or so on a track all by myself. I'd even willingly pay that individual to do it. In the end, all I'd do is fantasize myself in that Jaguar as a good guy driving it like in the Transporter movies and the bad guys pursuing me are in post 2001 BMW 7 Series cars, post 2000 Mercedes S Class cars, and Audi A8s which are all gutsy but lack the British luxury charm the the Jag is shared with by Aston Martin, Rolls Royce, and Bentley for a fraction of the price. And that's all, no more, no less.
It's obviously 1000 times worse now with the company abandoning every single trace of what it once was and everything about it that appealed to me. Not only is it going all electric now without anyone performance cars, maybe, but it going completely woke with that add. Nothing but disturbing to say the least. Obviously not set out to attract a guy like me who favors performance with affordable luxury, needless to even say.
One bright side is that I have classic Mercedes cars of the 1960s-70s-80s to fall back on. Each of those decades, Mercedes managed to come up with a gutsy German luxury muscle car. One of those I grew up around was the 1986-91 560SEL, a 140-2 mph luxury sedan in U.S. specs.
Were they drinking Budlight
They were sniffing glue
I was waiting for ""By the Rivers of Babylon""..
They've got everyone talking about it, the marketing team succeeded in their mission
Everyone here is talking about it indeed, but for all the wrong reasons.
you are 100% spot on with this, i am a fan of jaguars having owned an f type and currently running an e-pace (change of circumstances) but i definitely get the feel i am no longer their market and i am not a geriatric. where are these young rich,hip buyers in enough numbers to keep the brand afloat? without a u turn the brand will be gone in 5 years imo, sad to see.
Well, I hate that rebrand. BUT. Maybe it's just right for the those who are rich, young and idle. And probably not British. And from the people who own Range Rover, manufacturers of gross Chelsea Tractors..., seems obvious that Tata Jaguar is little interested in anyone that might resemble a traditional Jaguar owner. I mean, think about it. Look what has been done with Range Rovers. A respected do anything, go anywhere, hugely capable vehicle has been transformed into a Range of Tonka Toys for people with no taste. ( Sorry, but that's my opinion of RR's ). This Jaguar ad looks to me like it's a teaser aimed straight at Asian markets, no one, and nowhere else.
I wasn't sure what to think of the advert either but it got a dedicated 12 and a half minute video from you talking about the brand and more coverage than any ad campaigns before.
I thought you couldn't make this shit up; I have obviously been transferred to alternative dimension without my consent.
It started a while back when they took the Growler off the steering wheel because it was 'too aggressive'! They replaced it with a left facing leaper, left is going backwards, right is moving forward.
⚰ R.I.P to the legendary Jag
When you watch that 2015 villain advert by them… it makes you question when they went wrong…
Definitely a bizarre advert for sure .
Executives: "Are you sure this will make us sell more cars?"
Marketing dept: "Cars?"
Was the advert done by the most recent Apprentice candidates?
Honestly .
They should hire me.
Black screen .
Black jaguar blue ayes making roaring noises .
Lighting hits it .
Jaguar logo becomes electrified and glowing the end
"The only thing worse than being talked about, is not being talked about". - Jimmy Savile
Oscar Wilde.
@@amroadshow Rolf Harris
He’s not somebody to quote
Apologies if this drags on a bit, but, here goes. Up until the late '60s the British motor cycle industry had God knows how many brands such as BSA, Triumph, Norton, Francis Barnett and Royal Enfield covering almost the entire range of engine sizes.
BSA Bantam 125 & 175; all the way up to the 650 Lightning. Triumph went from the 200 Cub to the 500 & 650 Bonneville. Norton went up to 750.
When the Japanese turned up they came in with 50, 125 & 200 cc models. But we didn't fight them, we just buggered off and concentrated on the 350 - 650 range because, just like when in 1941, we thought the Japanese couldn't get through the Malayan jungle, they couldn't make big bikes. Well we know how that turned out.
With one or two exceptions, the entire British motor industry will be focused on £100K + models. All it takes is another recession and and JLR will be down the toilet without lower priced models. The Germans will survive because they also have A1s, 1-Series and A-Class to start customers off and a whole range to sell up to. But not if your range kicks off at £100K!
"Make it lame and gay" - south park isnt parody anymore, its parity.
That "It's good to be bad" campaign was the one - absolutely nailed what the brand should be all about, and convinced me to buy my x250 XF-S Sportbrake which is a fabulous car in every way. To see what's become of them here and toss all of that away is utterly heartbreaking. Hopefully this will tank and they'll about turn but by then I fear it'll be too late and Jaguar will be gone for good. Shameful by the execs and a proper kick in the knackers for the brands supporters. It's genuinely upsetting.
Ah yes, nothing like an advert with joyless, multi-coloured "art" people fresh of a modelling runway to encourage people to buy your product. Makes total sense.
I was HOPING you would make this video man!
Dear Lord that advert has arrived just when the voice of ordinary non-insane people are at last being heard. You know the normal people who make up the vast majority of the non-activists in the country. Then we get this weirdo advert and hostile bigoted CE response to anyone who hates it. You know, where they say how we are all racist gammons. Like Disney did. That bull doesn’t fly now, we all hate it and attempts to sneer at anyone who knows what a woman is.
You are forgetting the simple, yet important, fact that the Jaguar brand only achieved a 0.75% market share in 2023. Clearly, their previous strategy was not working. Although, it's unlikely this one will either and the Jaguar car brand may very well just disappear.
Your comments are spot on Matt. I don't recall seeing any company with long history done better after major rebranding. A company has to have its character and values, like a person has. If the company is successful, it is most important to maintain such character and values. Just like if your best mate suddenly changed the way he communicates or sees things, he will lose your friendship and he won't make any true friends.
Mat,send your post to jag them self.because that new ad was shocking
what were they sniffing?!
1:28 is that not the guy from Seen Through Glass in yellow 😂
Who's the old git holding the paint brush painting badly ?
Did you just assume it's gender!?
Spot on Matt.
They had enough of cars it would seem.
Looks like they’ll be selling rainbow flags and butt plugs now.
My dad had a '64 Mk 2 Jaguar. I loved that car and have had a soft spot for the brand ever since. The next-door neighbour has an F Type which looks and sounds fantastic. It's so sad to see the marque in terminal decline.
They're an absolute junk brand now anyway IMO, so who cares? This advert smacks of trying to be cool 20 years ago.
I thought British Leyland made some poor decisions, but this takes things to new depth.
the fat black monster walking backwards at the end of the AD is frigging hilarious, though.
While the feedback has been pretty dire, it has got everyone talking about them. And in that respect its been amazingly successful. The whole world will be watching the car launch in December which wouldnt have happened without this. I hate this for Jag, but the adverts have definitely got everyones attention.
The CEO has is now accusing us of anti trans etc etc that usual card
Yes a classic technique, be shit at your job, but go hard for the woke ticket. Anyone complains, and they are racist / homophobic / anti trans, the list goes on. It is a get out of jail free card used by second rate CEOs.
I put my F Type up for sale online last week. Genuinely not sure if this ad will make it easier to sell as it represents the last real Jaguar, or impossible to sell...
Get a rainbow wrap on it!
@@martinmcdonald4207 lol
Having bought a Jaguar XF from a main dealer 2.5 years ago I got an email a couple of weeks ago announcing the ‘good news’ that they have stopped making XF, XE F Pace etc to make way for this amazing future. That XF has cost me £1000 a month in depreciation and maintenance….and that’s not finance charges, I bought it with cash. The car and the service back up has been very poor. The management team have lost the plot.
They're expecting the new generation of youth to leave uni with £50k of debt to be forced into a £20k a year job to pay £1k a month rent to pay a landlord's mortgage and then buy a £60k EV on top of that. Floor 15 of Jaguar HQ needs compulsory substance testing for this.
60k is too cheap for modern Jaguar. What they used to cost. Not enough profit in that. More likely 100k! Who is going to buy it. Oh dear. Be bad enough if 60k but I think that may not exist.
This is brilliance I cannot remember any previous Jaguar ads if they launched a new car you would not be taking about it until you could get a worn out bargin, If the car announced is very good everyone will be talking about it. This is a swatch moon watch sensation and that was not very good but had queues to buy it.
Some of the stuff I’m reading suggests Jag needed a serious rebrand because it only appealed to stuffy old men. As someone in their early 30s who has driven an F Type for the past four years, and an XFR before that, I can confirm that’s bollocks. They shrugged off the pipe and slippers image in the Ian Callum era. If they built a G Type I’d almost certainly have bought it to replace the F. Their problem is they haven’t produced a new car for people to buy for the best part of a decade; the brand was great.