Fear not, there's almost zero chance Jaguar can weasel its way into sharing the prestige of Rolls-Royce and Bentley, both of whom have decades of prestige already. It's like balsa wood trying to compete with Australian ironwood, it's inherently impossible and -- imho -- rather sad and pathetic.
@@zxyatiywariii8 I don't too much like what they did with the Bentayga, making it a mass production vehicle based on an existing platform- that's not what Bentley is supposed to be.
Jaguar decided that it was selling 'too many cars'. They came up with a plan to 'solve' this problem. The solution is too eliminate all Jaguar sales. This ad is a key part of that plan.
Why? Does it come with a LGBTQ driver. It's a forking car. Admittedly a very expensive car but still I am sure it doesn't have gender issues and isn't bigoted or sexist.
I'm enjoying the fact that for the first time in what seems like decades it's back in the public consciousness. We can argue about the details of the campaign, but it's doing exactly what they wanted IMO. As for the rebrand, it absolutely reeks of "brand of purse you find at TJ Maxx".
They never left the public consciousness. In spite of all the years that have passed since their pinnacle of popularity, everyone's who truly loved cars maintained respect for their tradition and forgave their gradual abandonment of their classic styling. Consider the most recent Volvo campaign: year after year they lean more thoroughly into what they have as their core value; safety and they're winning, big time. Jaguar has abandoned all traces of what made them prestigious. Their only hope now is to reconsider and come back to their time honored traditions
@OneCharmedLife // Very astute, sir. Volvo was NEVER a stump puller (powerful engines). The current T5 Volvo has a 2.0-liter, turbo, four-cylinder, engine that produces 250 horsepower. Where is the Turbo V-6 ?? MY POINT, Volvo considers it unnecessary. In "The Saint," TV Show, Roger Moore drove the sexy, Volvo P1800 (produced 1961-73). It was powered by a 1.8L or 2.0L, Naturally Aspirated, I4 Engine.
I've owned... 8(?) Jags at this point and my hot take is: they wouldn't need to rebrand if people bought the cars. (Sidenote: they didn't fully abandon the past, "Copy Nothing" was Sir William Lyons' company motto/ethos before Grace Space and Pace arrived) The Grace/Space/Space and the wood and leather and classic styling I love, but the mass market has spoken, and they don't care. The Ford era cars, which I love, never made any money. Ford never made any money for the 20 years they owned them. Tata has never made any money on Jaguar either, the F-Pace is the only one that has returned its own development costs. BMW has been making record profits by making ugly 4 cylinder crossovers with big screens, consumers don't care about what Jaguar has represented If you ask the average person what a Jaguar is, they'll just say unreliable. They've tried so many different things over the years, and it hasn't worked. The average consumer doesn't care about their rich history or their racing presence.... So i completely understand tossing everything out and starting fresh. Low volume is better for Jaguar, they've never been successful in the mass market, they don't have the R&D and refresh cycles that BMW and etc have.
The problem with jag is they've been incredibly unremarkable since the 70s never the best at anything. The image of BMW that sells ugly 4 banger suvs is built off of excellent cars even today when they try the cars are good jag is meh.
@@TwoDollarGarargeThat kinda reinforced my point. What's the point in leaning on your heritage if nobody cares about it or it's not good to the majority of people. They cannot compete in the mass market, it has never been profitable, the cars have never been good enough to do it. The series 3 XJ, which is probably one of my favorite cars of all time, was designed for like 800k in 6 months because they didn't have any money to redesign the previous car, so they just facelifted it. They haven't turned a profit in almost 40 years
@Black-Villain When I think I want to sell my e46 325i convertible I take it for a drive and decide not it's a fun car that makes me smile, same with my friends e93 328i vert. People say the germans are past their prime maybe, but they know where to put more effort and where to put less.
@@TwoDollarGararge I agree, the E46 is a great car, and BMW has a long history of making driver's cars... But I don't think that sells X1's and X2's, go drive one and you'll see what I mean. Most people I know who have bought a new BMW, aside from the M or M-Sport cars just bought them because they said they're fancy and the tech, not one mention of "The Ultimate Driving Machine"
@Black-Villain Yes, like I said, some cars.They put more effort into and are genuinely magical and some are quite lazy but so well because the image has been established.
4:00: I live in an apartment complex in North Carolina. I noticed a few months ago a Jaguar sedan parked in the lot. I was thinking "it has been DECADES since I saw a Jaguar in person. It was around for a couple of months and is now gone, either the owner got rid of the car or else moved.
You can still find them on craigslist for reasonable prices. I bought 3 90s Jags there and they are daily drivers and reliable. I do all the maintenance myself though, def going to cost more if you don't do it yourself. I live in the Raleigh area so you can find them locally.
Look what Royal Enfield has done in the motorcycle business: that's the way to do it right. Wish Jaguar had taken notice before they burned their own brand to the ground.
That commercial is terrible. The new logo is terrible. The complete reset is an admition that the brand was done. Theyre lucky to have an owner that is willing to throw money at the brand, as, said previously, the brand was done. Its too bad as there was a point where they had a full lineup of sedans, a coupe or two and they were every one of them gorgeous, with some serious performance options. Its too bad that they let that momentum die.
Good point! Off the top of my head there have been no new Jagaur products since about 2015, it seems like JLR have only been investing Land Rover products.
I actually like the new logo, typography violations and all as it kind of reminds me of the "Dune" logo from the new films. However the overall strategy is a disaster.
8:28 Some weeks ago I spottet a classic XJ. As a Cadillac-guy, I everytime thought about Jaguars, they are some what quite nice. But now, in this sad era of SUVs, a classic XJ suddenly appears as (one of) the most beautiful cars ever built...
The XJ used to be unmistakably unique. Most SUVs are homogeneous blobs. Unfortunately GM has screwed up Cadillac too for the same reason, sedans don't sell anymore.
The Jaguar coupes are the epitome of collector cool, always have been The F type is mehh. The SUVs are understandable. The 4 eyed graying bald F stick Millenial Boomer X that made this ad, the turtleneck CEO? He needs correcting.
Those modern fashions still look just like the silliness Rudi Gernreich was pushing in the 60s. Admittedly I find myself so out of touch these days that I almost expect the opposite outcome from any prediction I make, nevertheless, I predict this will be the death of Jag.
I worked my entire life to be able to afford my 2008 Jaguar XKR. It's a beautiful car...reliable, fast, classy. It's a damn shame they have eschewed they lengthy heritage of unique and distinctively British cars.
You hardly ever see Jaguar cars on the road here in the UK, and whenever anyone mentions them, it's in relation to some old model from the 1960s. Jaguar is very nearly dead. If they kept going as they are, they would be completely dead. A very major revamp was needed to stop the brand from closing down completely. This rebrand may give Jaguar at least a few more years to live.
We found your video as always very good and insightful. Jag was always off our radar. Not often seen on the street in our location. We won't miss it. Seems all the legacy manufacturers are in the throws of change right now. Good video, Jon.
Enjoyed your description of Jaguar. My husband told me he’d seen a car I would love. I was driving my second BMW and did not need a car, but I was intrigued. We sat in the ‘99 XJ8 VDP and did a test drive. I fell in love with her and brought her home 2 weeks later. That was 2005, and she is still my ❤
My only comment is on the fanta comparison. The new Jag ad reminds me of the "Obsession" ads from the 80s. I don't dislike it. I think it's artsy and quirky....but not a good use of advertising dollars.
This add cost nothing to make (may be 25k but could be done for less). They used Sir William Lyon's famous quip, “Copy nothing". How many Jaguar expert got that? Next to none
oh no.... I better watch the whole thing before I comment... Okay, I'm back from 11 minutes in the future. Great analysis, Jon. One of the best reactions I've seen on RUclips yet, and I'm not BSing you on this one. Thank you for not harping on the ad, but rather addressing the very obvious elephant in the room nobody is talking about: throwing away a hundred year heritage. On a side-note: as someone who has always been very, very plugged into automotive industry and news, I had no idea Jaguar was even still around.
Whew! Thank goodness you're okay with Jon's reaction. Luckily he didn't harp on the ad so you wouldn't have to correct him. I'm sure Jon will be sleeping well tonight. I have to be honest, when you wrote "oh no," I was quaking in my boots.
I read 'oh no' and thought "oh boy, here it comes!". Appreciate you watching it first (psst- not everyone does!). I have an opinion, but I always try to be at least a bit fair. Jag needed to change, but I don't see shredding 100 years of history to be the right move.
9:22 ps: No, jaG aren't "leaping" at all anymore'. They took their leaper out behind the shed & put the poor old cat down with this rebrand. No more leaping.
The new logo looks like something on a ladies handbag. MK Michael Kors! Stupid and they pay millions for it while not having any cars to sell until 2026! 🤡
Mischievous Sylvester has turned into Garfield! Jaguar hasn't made a "I want one of them one day" car in decades. Emotionally sterile that sparks nothing in the "soul" or subconscious. The trade off for Jag has always been their styling, engineering, some freaky concept/race car , "mood" emotion that it gives the owner - satisfaction/pleasure & pride, to them out weighs the cost of its reliability. Sadly the negatives have increased over the positives over the years their reputation for reliability hangs over them not like storm cloud, more a tornado. They have never been afraid to shock - Think what the Mark X (10) was to mark IX (9). XJS replacing the E Type. The last XJ model. No retro all completely new direction of size/style, rebellious, yet edgy classy.( yes the people of the time, reacted, complained and were upset. 40yrs later those "shockers" were the "retro" influence of their models, received with nods & claps) Jaguar really has to lift its quality control, reliability & service if its to survive. There's a reason why people don't buy or return purchase a product. They have heard or don't see value and/or trust in the product so distance themselves from it.
Many years ago I had a conversation with Ian Callum about building a 2-passenger sports car that would not only be the brand flagship, but also the entry-level Jaguar: the latter would have the base motor with good performance and nice materials, and it could be optioned to have some flagship trim, and a modest enough price that it would provoke a profitable, truly mass production scenario. The former would be a world-besting near supercar with top-tier performance and quality with exclusivity. So, imagine my surprise several years later when the F-Type was unveiled. Sadly, Jaguar missed the price point for the entry-level car, and the ideal-size base motor was several years late. The F-Type should have had a base price tens of thousands of dollars less than the lowest MSRP. Now Jaguar has transitioned to "jaGuar", which is an unforced, fatal error.
I have many comments on Jaguar new ad n direction, as i say about selling farm machinery, it doesn't matter whether you got all new technology or tractor is trend setting, as child at agriculture field day if you cant access that tractor because they lock the doors then you have lost a generation. Big brands knowns this, that why they sell children toys, clothing n just like your wife they sell clothing, kitchen/house items knowing their part of financial decisions too. So what this mean for Jaguar? Keep it luxury but affordable, allow children to dream of owning one, produce racing Jaguars car for track teams, make Jaguar mx5 then move up to James Bond, Bentley competing car. By locking out bottom end, by polarising children dream you will become a doom car company. Aka MG/Mini brands which Leyland struggle understand but Germans n Chinese knew what to do with.
You're right. They're not a British company anymore. They are headquartered in England but that is their image. Their image is one of a British company, a British car manufacturer. Okay, when you think of jaguar, that's what you think of that's what a lot of people think of when you think of B m w you think of Bavarian or German car company when you hear the name Honda, you think of a Japanese car manufacturer. So that's how that works, they have an image they need to play to that image, they need to make cars that works with that image
Re: The classic British Jaguar styling. Jaguar kept that traditional styling (XJ X350, S-Type, X-Type, XK X100) until around 2001-2005 but for whatever reason Ian Callum felt he could not evolve that styling further. I don't know if Callum's decision to abandon traditional Jaguar styling was right or wrong -- I wonder if Jaguar can still backtrack on that now? In isolation the more modernised XK X150, F-Type and X351 XJ look quite good I think, the XE and XF are OK looking too if a bit bland and generic. The F-Pace and i-Pace don't look bad, but not particularly stylish either IMO.
They want to be "new, different, cutting edge". Remember when Cadillac changed their marketing from "stately, luxurious, elegant" to "angular, fast, exciting"? I thought it was a huge mistake then, and I think Jaguar's making a similar mistake now.
A 1989 Sterling 827S was my first car. My dad was British car crazy since he had a TR6 in the 70's. Learned how to work on British cars and now I own old Jaguars and love them.
X300/x308 style is my favorite Jag. design. Had x305 and x308. I would buy another x305 in a heartbeat. But they are rare as hell. The x308, ehhh I learned it was best to avoid the 1998-2001 ones. This of course after buying the 2000 xk8 vdp and learning hard way. 2002-2003 are solid enough. A well sorted x308 Super V8 is a beast. But when things go. especially the "octopus hose", it can get a bit annoying. But in perspective, on par with an AMG or M of that era really. And often not as finicky. But I think Jag lost that "modernized old school luxury" touch as the years go on. The newer ones are nice but each time, it's "yeah it is pretty nice but why buy that Jag over the BMW or Mercedes, or even Lexus that do the same thing, look similar, and often do it better? So if Jag go upmarket, can they answer why would one buy a Jag over similar priced Bentley? And keep in mind, in that level "mpg", repair costs, insurance costs and such is usually less of a priority. While feel and or "I go outside and see that Bentley and go "yeah. I drive a Bentley" and the likes may be factor. Can Jaguar bring it? Remember Maybach 57. Technologically superior, faster, superb ride. Materials on par, features, everything...yet...it didn't do too well. In a smaller sense, VW Phaeton. Actually a very good luxury car. The works. Like an Audit A8 but more refined and smoother. Failed. But they took the car, slapped a Bentley logo on it, added a few chrome rings inside, raised the price by tens of thousands, added turbos, called it the Continental Flying Spur, made a killing. VW got last laugh. Why? In the luxury world, ya reach a point where "practical sensibility" become less and less a factor. Slap a Rolls Royce badge on a Mirage, and bet they can get away with charging six figures for it just off badge alone. Or vice Versa, take phantom, replace all badges with Genesis badges and add the mftd by Hyundai plate on door sill. That 800,000 car would now be hard pressed to sell over 90,000 bucks.
Jaguar lost its way since Lyons retired. It had literally a dead cat bounce with its brief independence under Eagan in the 80s Ford basically ruined the company. It's drive to mass market failed dismally. It never sorted out the reliability issues Jaguar hasn't made a profit for 40 years and it's shit or busy for them
PLEASE KEEP IN MIND !!! The very sleek, V-6 powered XJ220 (not super but Ultra) 2 seater automobile... WAS DEVELOPED AFTER HOURS BY A VOLUNTEER TEAM of Draftsmen, Metal workers, Engineers, Technicians, & Craftsmen, etc.
I'm closing toward retirement and was looking for a luxury car. Was on the fence for an English or Italian car, but was considering a 2 or 3 year old Aston Martin/Maserati or 1 or 2 years old Jaguar or Alpha Romeo. Now, definitely will be a AM or M car. Anyway, I do not fit the new direction regarding their demographic customers.
@@TorianTammas Not an issue when you have some money to burn. It is what it is. Don't worry, my daily is a 2022 Rav4. I just like to have toys to race or go for a drive at night. English cars are amazing to drive (when they work of course).
Sadly, I was raised during the Ford era of JAG. While I still love the early 2000s styling of the Jaguar brand. Really the only car that I liked from the last few models that they had was the XJ. because I feel like it still represented what a jaguar was supposed to be about a fast, beautiful and luxurious sedan.. though I know Jag has had a long history of ups and downs. I always will be secretly rooting for them. It has an amazing history and some of the most beautiful cars in history. Although the unwillingness to actually work on the reliability and craftsmanship will always be the downfall. So while I know if the Jaguar brand ever comes back, it will most likely be an out of reach luxury brand. Though as long as the products that they produce show craftsmanship and attention to detail and luxurious. It will continue to be a dream Brand as it should've stayed.
1. As a company Jaguar has been circling the drain for a few years now thanks to unimaginative designs and lack of new models. I think we are witnessing the moment they disappear down the plumbing. 2. If they wanted to keep the name, why damage the very brand that trades so heavily on heritage? They should have gone with a new name if they wanted that badly to disassociate from the old brand with this nonsense rebrand. 3. Just who are they hoping to sell to? Rich people who buy luxury vehicles in the Rolls/Bentley category are usually middle-aged guys or Arab royalty. This advert says "I want to look miserable while wearing a bright green tutu". This advert will only alienate their target customers as it seems to be aimed at young inner city "fashionistas" who would not be able to afford a Rolls or a Bentley, nor have anywhere to keep one, nor probably even desire one in any case. Even the rich care about their public image, and given the deserved ridicule for this advert they will think twice before associating with the brand now.
All your points are correct. This is the result of insulated thinking and no one objecting. I'd imagine their marketing department has very little diversity of thought.
I think jaguars made a huge misstep going in this direction. With this rebrand I think it's Just haul a huge waste of money and time and effort. I don't think the direction they were going before was really working out too well for them because they've been slipping in sales for some time. But yeah, I'm not sure. An all electric vehicle is really going to be getting them where they need to go. I think there is a market for an EV. Vehicle, right? They have their place, but yeah, you've got to keep mind. There's a very small amount of the population that is buying cars right now. That wants to buy an EV. It's something like 6% of the population that are buying cars Which is not very much. So I would have to say that I think jaguar is him for a huge catastrophic mess, and I feel as though that whoever was responsible for this rebranding is going to be really unemployed, probably for some long time and let's not forget they're not going to be able to sell anything brand new. Their dealerships aren't for an entire year. I mean that right there is, you know, corporate suicide nearly I mean what they were producing wasn't selling very well, but at least it was selling, I mean that's some money coming in. How they're gonna get through all of this? It's gonna be interesting, maybe somebody Tata. We'll have some common sense and go back to producing something that they can sail and stop putting out ads that look like some bizarre dystopian, weirdo.Future kind of c***
Ford did to Jag what GM did to Saab. That said what was left at least had style and heritage. No longer true but Benz is no longer Benz either. Anyway Chinese market will pay for the brand name, not what it has become.
Ford actually did wonders for Jag. For the first decade plus they were largely hands off with design and made improvements to electronics and build quality. Where they messed up was cheap models like the X type or S type. Then the recession hit and that was that.
Yeah, I thought Ford did a better job too with keeping the original unique design philosophy. Tata made them generic and tried to sell them to BMW owners when they obviously couldn’t compete in quality and durability. Ironically, the men in suites who most likely accounted for 99% of Jaguar’s sales were the most isolated ones from the new Jaguar commercial. It’s just so dumb. They could’ve done some wonders on the brand like bring back Daimler and change Jaguar’s design philosophy back to its former self. I would miss the green lettered “Jaguar” logo with that chrome side shot of a pouncing cat. Oh, and Jaguar going “all EV”? Sheesh! They really want to kill the brand.
The reason that Jaguar SUVs could be Mazdas is because after several tries at establishing their own design direction Mazda decided to just copy Jaguar. Meanwhile everyone else is copying the style established by Jaguar's other half, Land Rover. Have you seen the new Defender/Range Roveresque Hyundai Sante Fe?
Thank you for your sticking to the real issues with Jaguar and its new marketing, not calling the video 'woke going amuck' but more about what is it selling or not. It doesn't sell cars, none appear in it, it could be for perfume/cologne brand. One of the best ads for a car was one for Jaguar in the 1990's showing a sedan with the song 'And Now' by Etta James playing. Total class and selling a car. I live 20 miles from JLR NA HQ in Mahwah, NJ (ironically that of a large Ford assembly plant from the 1950's to the 1980's). I can see the need to redo the signage on that building and a lot of dealers angry at having no cars, having to so expensive remakes of their dealerships, some ditching them for sound business reasons.
jaGuar's pronouns are now "was\were". Jag was the ultimate luxury sports saloon here in Australia, my Godfather had one to go with his flybridge cruiser! I lost interest with Ford, then Tata gave me [false] hope. "Live Depressed". Cheers jOn. 🇦🇺
Hell yes, speak the truth! I believe this is the end for Jaguar. And it’s so sad. I had so much to hope for before they came out with that gay teaser reveal because Jaguar said they were moving upscale. So I thought maybe they’ll bring back the Daimler marque for executive sedans to rival Rolls Royce, and Jaguar could maybe move up to where Aston Martin is. Heck, for once I thought the E Type could be revived to rival Aston’s DB series. But too bad! RIP Jaguar 1933-2024🌹
These clowns are literally buried Jaguar's brand and the boss of Jaguar is okay with that, he blame the people for their reaction, what a clown! 🤦♂#Bankrupt
You forgot to mention that Jaguar was never going to be as popular as the German three as they were seen as an ‘old man’s car’ brand as reflected by their advertising campaign - also, their lineups before Tata was pretty bland. When was the last time they made a headline busting model? Not to forget, before 2000, who was their leathers by?
In the '90's I rented an XJS convertible, an XK8 convertible and twice XJ8 sedans. One day each. So stylish. Nice cars. Nothing appealed to me since. the '10's. Why is everyone ignoring the 800 pound gorilla? Woke!
Maybe I'm just salty that Jaguar's move upmarket to Bentley territory means I'll never own one now....
@@AllCarswithJon never own a "new" one maybe...but the classics are far better anyway 😉
As beautiful as classic Jags are they all have one thing in common. Lucas Industries. The Prince Of Darkness 😀
Fear not, there's almost zero chance Jaguar can weasel its way into sharing the prestige of Rolls-Royce and Bentley, both of whom have decades of prestige already.
It's like balsa wood trying to compete with Australian ironwood, it's inherently impossible and -- imho -- rather sad and pathetic.
@Steven-en6uu cannot argue there....
@@zxyatiywariii8 I don't too much like what they did with the Bentayga, making it a mass production vehicle based on an existing platform- that's not what Bentley is supposed to be.
I have always loved the "leaping jaguar" logo. It is so classy.
*was classy
Agreed. The leaping jaguar was classy. The new logo looks like something in a FroYo place
Jaguar decided that it was selling 'too many cars'. They came up with a plan to 'solve' this problem. The solution is too eliminate all Jaguar sales. This ad is a key part of that plan.
Wow, didn't think of that ! They're GENIUSES !😂
It never ends well when a CEO thinks he is above the brand rather than being a caretaker for the brand.
That's a perfect, succinct description.
Great observation
Well Ford and Tata have made a complete balls of Jaguar ownership
Oh well, that’s the end of Jaguar.
It’s gonna be the Bud Light blunder of the automotive world.
Why? Does it come with a LGBTQ driver. It's a forking car. Admittedly a very expensive car but still I am sure it doesn't have gender issues and isn't bigoted or sexist.
Jon is right again. I think Jaguar is on a path to destruction.
I'm enjoying the fact that for the first time in what seems like decades it's back in the public consciousness. We can argue about the details of the campaign, but it's doing exactly what they wanted IMO.
As for the rebrand, it absolutely reeks of "brand of purse you find at TJ Maxx".
They never left the public consciousness. In spite of all the years that have passed since their pinnacle of popularity, everyone's who truly loved cars maintained respect for their tradition and forgave their gradual abandonment of their classic styling. Consider the most recent Volvo campaign: year after year they lean more thoroughly into what they have as their core value; safety and they're winning, big time. Jaguar has abandoned all traces of what made them prestigious. Their only hope now is to reconsider and come back to their time honored traditions
@OneCharmedLife //
Very astute, sir. Volvo was NEVER a stump puller (powerful engines). The current T5 Volvo has a 2.0-liter, turbo, four-cylinder, engine that produces 250 horsepower. Where is the Turbo V-6 ?? MY POINT, Volvo considers it unnecessary. In "The Saint," TV Show, Roger Moore drove the sexy, Volvo P1800 (produced 1961-73). It was powered by a 1.8L or 2.0L, Naturally Aspirated, I4 Engine.
I always wanted an F series, but wanted to wait until they fixed all the electrical problems. Guess I won't ever own one now.
“Copy Nothing”
Immediately copies Chrysler 300 grille
Sad thing is the butterfly CEO will get a massive golden handshake to get lost.
Handshake ?? You mean Golden Parachute, don'tcha ??
At least the Fantanas were nice to look at...
I've owned... 8(?) Jags at this point and my hot take is: they wouldn't need to rebrand if people bought the cars.
(Sidenote: they didn't fully abandon the past, "Copy Nothing" was Sir William Lyons' company motto/ethos before Grace Space and Pace arrived)
The Grace/Space/Space and the wood and leather and classic styling I love, but the mass market has spoken, and they don't care. The Ford era cars, which I love, never made any money. Ford never made any money for the 20 years they owned them. Tata has never made any money on Jaguar either, the F-Pace is the only one that has returned its own development costs. BMW has been making record profits by making ugly 4 cylinder crossovers with big screens, consumers don't care about what Jaguar has represented
If you ask the average person what a Jaguar is, they'll just say unreliable. They've tried so many different things over the years, and it hasn't worked. The average consumer doesn't care about their rich history or their racing presence.... So i completely understand tossing everything out and starting fresh. Low volume is better for Jaguar, they've never been successful in the mass market, they don't have the R&D and refresh cycles that BMW and etc have.
The problem with jag is they've been incredibly unremarkable since the 70s never the best at anything. The image of BMW that sells ugly 4 banger suvs is built off of excellent cars even today when they try the cars are good jag is meh.
@@TwoDollarGarargeThat kinda reinforced my point. What's the point in leaning on your heritage if nobody cares about it or it's not good to the majority of people.
They cannot compete in the mass market, it has never been profitable, the cars have never been good enough to do it. The series 3 XJ, which is probably one of my favorite cars of all time, was designed for like 800k in 6 months because they didn't have any money to redesign the previous car, so they just facelifted it. They haven't turned a profit in almost 40 years
@Black-Villain When I think I want to sell my e46 325i convertible I take it for a drive and decide not it's a fun car that makes me smile, same with my friends e93 328i vert. People say the germans are past their prime maybe, but they know where to put more effort and where to put less.
@@TwoDollarGararge I agree, the E46 is a great car, and BMW has a long history of making driver's cars... But I don't think that sells X1's and X2's, go drive one and you'll see what I mean. Most people I know who have bought a new BMW, aside from the M or M-Sport cars just bought them because they said they're fancy and the tech, not one mention of "The Ultimate Driving Machine"
@Black-Villain Yes, like I said, some cars.They put more effort into and are genuinely magical and some are quite lazy but so well because the image has been established.
4:00: I live in an apartment complex in North Carolina. I noticed a few months ago a Jaguar sedan parked in the lot. I was thinking "it has been DECADES since I saw a Jaguar in person. It was around for a couple of months and is now gone, either the owner got rid of the car or else moved.
They aren't common but late model Alfa Romeos aren't common either.
You can still find them on craigslist for reasonable prices. I bought 3 90s Jags there and they are daily drivers and reliable. I do all the maintenance myself though, def going to cost more if you don't do it yourself. I live in the Raleigh area so you can find them locally.
I would probably never have bought a Jag before, but now they have completely eliminated the 'probably'....
Look what Royal Enfield has done in the motorcycle business: that's the way to do it right. Wish Jaguar had taken notice before they burned their own brand to the ground.
That commercial is terrible. The new logo is terrible. The complete reset is an admition that the brand was done. Theyre lucky to have an owner that is willing to throw money at the brand, as, said previously, the brand was done.
Its too bad as there was a point where they had a full lineup of sedans, a coupe or two and they were every one of them gorgeous, with some serious performance options. Its too bad that they let that momentum die.
Good point! Off the top of my head there have been no new Jagaur products since about 2015, it seems like JLR have only been investing Land Rover products.
I actually like the new logo, typography violations and all as it kind of reminds me of the "Dune" logo from the new films. However the overall strategy is a disaster.
Why buy a more luxurious Jaguar if for that money you may get Aston Martin?
Great point.
Give me an Aston Martin any day. It's still sticks to its heritage, it's still gasoline/petroleum powered...and it's still British.
Yeah, an Aston with a Mercedes engine
@godwindracing6056 🤣 true! But I like Mercedes too! Best of both worlds I guess!
@ like a Ferrari with a Toyota engine, and you’ll buy that too
Jaguar: you'll look absolutely fabulous standing next to your's. On the side of the road waiting for the tow truck. Yay! 🤨
8:28 Some weeks ago I spottet a classic XJ.
As a Cadillac-guy, I everytime thought about Jaguars, they are some what quite nice.
But now, in this sad era of SUVs, a classic XJ suddenly appears as (one of) the most beautiful cars ever built...
The XJ used to be unmistakably unique. Most SUVs are homogeneous blobs. Unfortunately GM has screwed up Cadillac too for the same reason, sedans don't sell anymore.
The Jaguar coupes are the epitome of collector cool, always have been
The F type is mehh. The SUVs are understandable.
The 4 eyed graying bald F stick Millenial Boomer X that made this ad, the turtleneck CEO? He needs correcting.
Just think of all the new pretty handbags, vegan chocolate underwear, glitter lipstick and lifestyle dresses by Jaguar.........for men.
i love that they had a guy in a see through mesh top with a sparkly jacket explain the whole thing
Very suprised if Tata signed this off.
Those modern fashions still look just like the silliness Rudi Gernreich was pushing in the 60s. Admittedly I find myself so out of touch these days that I almost expect the opposite outcome from any prediction I make, nevertheless, I predict this will be the death of Jag.
Yes, the look and colors of the Jaguar ads is very late 1960's-1970s mod.
I worked my entire life to be able to afford my 2008 Jaguar XKR. It's a beautiful car...reliable, fast, classy. It's a damn shame they have eschewed they lengthy heritage of unique and distinctively British cars.
It was Anerican owned by the Ford Motor company and then by Tarta Steel of India.
distinctively British cars hehe you got fooled they were all crap
You hardly ever see Jaguar cars on the road here in the UK, and whenever anyone mentions them, it's in relation to some old model from the 1960s. Jaguar is very nearly dead. If they kept going as they are, they would be completely dead. A very major revamp was needed to stop the brand from closing down completely. This rebrand may give Jaguar at least a few more years to live.
We found your video as always very good and insightful. Jag was always off our radar. Not often seen on the street in our location. We won't miss it. Seems all the legacy manufacturers are in the throws of change right now. Good video, Jon.
Enjoyed your description of Jaguar. My husband told me he’d seen a car I would love. I was driving my second BMW and did not need a car, but I was intrigued. We sat in the ‘99 XJ8 VDP and did a test drive. I fell in love with her and brought her home 2 weeks later. That was 2005, and she is still my ❤
And my primary vehicle.
Magnificent video, totally agree with you Jon. Jaguar should have never lost British ownership. I own a 2011 Jaguar XF 5.0
"Copy nobody", then proceeds to copy all the other woke companies. SMH. The brand will have a hard time overcoming this, if it can.
@@doug6191 what exactly is woke about the logo or font?
Nailed it. Exactly right Jon.
My only comment is on the fanta comparison.
The new Jag ad reminds me of the "Obsession" ads from the 80s.
I don't dislike it. I think it's artsy and quirky....but not a good use of advertising dollars.
This add cost nothing to make (may be 25k but could be done for less). They used Sir William Lyon's famous quip, “Copy nothing". How many Jaguar expert got that? Next to none
oh no.... I better watch the whole thing before I comment...
Okay, I'm back from 11 minutes in the future. Great analysis, Jon. One of the best reactions I've seen on RUclips yet, and I'm not BSing you on this one. Thank you for not harping on the ad, but rather addressing the very obvious elephant in the room nobody is talking about: throwing away a hundred year heritage.
On a side-note: as someone who has always been very, very plugged into automotive industry and news, I had no idea Jaguar was even still around.
Whew! Thank goodness you're okay with Jon's reaction. Luckily he didn't harp on the ad so you wouldn't have to correct him. I'm sure Jon will be sleeping well tonight. I have to be honest, when you wrote "oh no," I was quaking in my boots.
By the way Raymond, I'm kidding, started watching your videos, good stuff man!
I read 'oh no' and thought "oh boy, here it comes!".
Appreciate you watching it first (psst- not everyone does!).
I have an opinion, but I always try to be at least a bit fair. Jag needed to change, but I don't see shredding 100 years of history to be the right move.
@@AllCarswithJon Appreciate your channel, Jon. I'm sure we don't align, but I like car videos
@@misternordberg3675 ;-)
9:22 ps: No, jaG aren't "leaping" at all anymore'. They took their leaper out behind the shed & put the poor old cat down with this rebrand. No more leaping.
Inspector Morse always comes to mind. A sophisticated everyman
And I only know this reference because my wife watches that show! I sometimes watch for the cars. :)
Great advertising for...Rolls Mercs, etc!!
The new logo looks like something on a ladies handbag. MK Michael Kors! Stupid and they pay millions for it while not having any cars to sell until 2026! 🤡
And multiples more in FREE marketing like this. No one was talking about Jaguar for many moons until now.
Would be great if Jaguar would make millions as so far they were handed from Ford Moror Company to Tarta Steel of India.
The Jaguar brand manager is named Rawdon Glover. Did you know that if you add a few spaces it spells Raw Dong Lover. I'll show myself out.
Please do
Best Aston Martin ad ever made.
Mischievous Sylvester has turned into Garfield!
Jaguar hasn't made a "I want one of them one day" car in decades. Emotionally sterile that sparks nothing in the "soul" or subconscious. The trade off for Jag has always been their styling, engineering, some freaky concept/race car , "mood" emotion that it gives the owner - satisfaction/pleasure & pride, to them out weighs the cost of its reliability. Sadly the negatives have increased over the positives over the years their reputation for reliability hangs over them not like storm cloud, more a tornado.
They have never been afraid to shock - Think what the Mark X (10) was to mark IX (9). XJS replacing the E Type. The last XJ model. No retro all completely new direction of size/style, rebellious, yet edgy classy.( yes the people of the time, reacted, complained and were upset. 40yrs later those "shockers" were the "retro" influence of their models, received with nods & claps)
Jaguar really has to lift its quality control, reliability & service if its to survive. There's a reason why people don't buy or return purchase a product. They have heard or don't see value and/or trust in the product so distance themselves from it.
You say Jagwar, I say Jaguar...
Jag has been emasculated and castrated.
Yep, should rebrand as "House Cat"
Unreliable as your man rarely doing his tasks and breaking down by emptying thr bin. Sounds like the old image of unreliable Jag
IMO, the Total Package vehicle for JAG was the XK120.
The Pinnical of Styling, of course, was the XKE.
I have a fishing hook rigg that look like the Draguar sign / logo !!
Why introduce the new car in Miami if it isn't intended for the US? Not that it matters.
To me older Jags have a presence, in person, that is quite different from how they appear in photos. The new Jags are boring.
Many years ago I had a conversation with Ian Callum about building a 2-passenger sports car that would not only be the brand flagship, but also the entry-level Jaguar: the latter would have the base motor with good performance and nice materials, and it could be optioned to have some flagship trim, and a modest enough price that it would provoke a profitable, truly mass production scenario. The former would be a world-besting near supercar with top-tier performance and quality with exclusivity.
So, imagine my surprise several years later when the F-Type was unveiled. Sadly, Jaguar missed the price point for the entry-level car, and the ideal-size base motor was several years late. The F-Type should have had a base price tens of thousands of dollars less than the lowest MSRP.
Now Jaguar has transitioned to "jaGuar", which is an unforced, fatal error.
I have many comments on Jaguar new ad n direction, as i say about selling farm machinery, it doesn't matter whether you got all new technology or tractor is trend setting, as child at agriculture field day if you cant access that tractor because they lock the doors then you have lost a generation. Big brands knowns this, that why they sell children toys, clothing n just like your wife they sell clothing, kitchen/house items knowing their part of financial decisions too.
So what this mean for Jaguar? Keep it luxury but affordable, allow children to dream of owning one, produce racing Jaguars car for track teams, make Jaguar mx5 then move up to James Bond, Bentley competing car. By locking out bottom end, by polarising children dream you will become a doom car company. Aka MG/Mini brands which Leyland struggle understand but Germans n Chinese knew what to do with.
Massive amount of free marketing on top of the initial spend.
But, you have to bear in mind that, Jaguar is no longer a British company.
The parent company is Indian but there are headquarters are still in England
You're right. They're not a British company anymore. They are headquartered in England but that is their image. Their image is one of a British company, a British car manufacturer. Okay, when you think of jaguar, that's what you think of that's what a lot of people think of when you think of B m w you think of Bavarian or German car company when you hear the name Honda, you think of a Japanese car manufacturer.
So that's how that works, they have an image they need to play to that image, they need to make cars that works with that image
Re: The classic British Jaguar styling. Jaguar kept that traditional styling (XJ X350, S-Type, X-Type, XK X100) until around 2001-2005 but for whatever reason Ian Callum felt he could not evolve that styling further. I don't know if Callum's decision to abandon traditional Jaguar styling was right or wrong -- I wonder if Jaguar can still backtrack on that now?
In isolation the more modernised XK X150, F-Type and X351 XJ look quite good I think, the XE and XF are OK looking too if a bit bland and generic. The F-Pace and i-Pace don't look bad, but not particularly stylish either IMO.
@TassieLorenzo to be fair Bentley didn't seem to have a problem evolving their classic styling up until this day
Unsure that ad would sell much at home in India.
New logo looks like umbrella handles missing the umbrella part. Or it could be a version of 69 or ying yang.
Downton Abbey was a dramatization of the last days of the British aristocrat landowner/peasant system, set a century ago.
He does appear to have a romantic, unrealistic view of Britain, certainly.
One of the selling points back in the day is that they were relatively cheap compared to the competition.
They want to be "new, different, cutting edge". Remember when Cadillac changed their marketing from "stately, luxurious, elegant" to "angular, fast, exciting"? I thought it was a huge mistake then, and I think Jaguar's making a similar mistake now.
Hey John you need to do the Moterweek review on the 1988-1991 Sterling/Rover 800.
He already did one on the 1987 Sterling 825.
A 1989 Sterling 827S was my first car. My dad was British car crazy since he had a TR6 in the 70's. Learned how to work on British cars and now I own old Jaguars and love them.
Jaguar has now become the equivalent of Austin Powers playing James Bond.
Good call on the Fanta girls. 🙂
X300/x308 style is my favorite Jag. design.
Had x305 and x308.
I would buy another x305 in a heartbeat. But they are rare as hell.
The x308, ehhh I learned it was best to avoid the 1998-2001 ones. This of course after buying the 2000 xk8 vdp and learning hard way. 2002-2003 are solid enough.
A well sorted x308 Super V8 is a beast. But when things go. especially the "octopus hose", it can get a bit annoying. But in perspective, on par with an AMG or M of that era really. And often not as finicky.
But I think Jag lost that "modernized old school luxury" touch as the years go on. The newer ones are nice but each time, it's "yeah it is pretty nice but why buy that Jag over the BMW or Mercedes, or even Lexus that do the same thing, look similar, and often do it better?
So if Jag go upmarket, can they answer why would one buy a Jag over similar priced Bentley? And keep in mind, in that level "mpg", repair costs, insurance costs and such is usually less of a priority. While feel and or "I go outside and see that Bentley and go "yeah. I drive a Bentley" and the likes may be factor. Can Jaguar bring it?
Remember Maybach 57. Technologically superior, faster, superb ride. Materials on par, features, everything...yet...it didn't do too well.
In a smaller sense, VW Phaeton. Actually a very good luxury car. The works. Like an Audit A8 but more refined and smoother. Failed. But they took the car, slapped a Bentley logo on it, added a few chrome rings inside, raised the price by tens of thousands, added turbos, called it the Continental Flying Spur, made a killing. VW got last laugh.
Why?
In the luxury world, ya reach a point where "practical sensibility" become less and less a factor. Slap a Rolls Royce badge on a Mirage, and bet they can get away with charging six figures for it just off badge alone. Or vice Versa, take phantom, replace all badges with Genesis badges and add the mftd by Hyundai plate on door sill. That 800,000 car would now be hard pressed to sell over 90,000 bucks.
Why no tittle on the small case j in the mew logo?
Jaguar lost its way since Lyons retired. It had literally a dead cat bounce with its brief independence under Eagan in the 80s
Ford basically ruined the company. It's drive to mass market failed dismally. It never sorted out the reliability issues
Jaguar hasn't made a profit for 40 years and it's shit or busy for them
PLEASE KEEP IN MIND !!! The very sleek, V-6 powered XJ220 (not super but Ultra) 2 seater automobile...
WAS DEVELOPED AFTER HOURS BY A VOLUNTEER TEAM of Draftsmen, Metal workers, Engineers, Technicians, & Craftsmen, etc.
You should do a “Far To Brief History of Edsel”
It's on the list for 2025!
They need to honor their roots with a Kim Philby model.
A hell of a lot of their older customers will be walking away after being insulted.
I know you're into small cars with cool interiors, so I wanted to get your opinion on the new Volvo EX30. What do you think of it?
Love what I've seen and read about it, but haven't even seen one in person yet!
I'm closing toward retirement and was looking for a luxury car. Was on the fence for an English or Italian car, but was considering a 2 or 3 year old Aston Martin/Maserati or 1 or 2 years old Jaguar or Alpha Romeo. Now, definitely will be a AM or M car. Anyway, I do not fit the new direction regarding their demographic customers.
Nor do they want you. I'm not meaning that as an insult, it's just the way it is.
American Motors?
@emjayay Aston Martin or Mazarati...LOL not AMC
Some people like to see their car in the shop and burn money for repairs
@@TorianTammas Not an issue when you have some money to burn. It is what it is. Don't worry, my daily is a 2022 Rav4. I just like to have toys to race or go for a drive at night. English cars are amazing to drive (when they work of course).
Dear Jaguar, Bad.
Dear ACwJ, Good video. Thanks.
Reserving judgment until I see the the car or SUV or whatever they're coming out with at their art installation.
The drivers seat is liable to be in the center or something. Haha
Sadly, I was raised during the Ford era of JAG.
While I still love the early 2000s styling of the Jaguar brand. Really the only car that I liked from the last few models that they had was the XJ. because I feel like it still represented what a jaguar was supposed to be about a fast, beautiful and luxurious sedan.. though I know Jag has had a long history of ups and downs. I always will be secretly rooting for them. It has an amazing history and some of the most beautiful cars in history. Although the unwillingness to actually work on the reliability and craftsmanship will always be the downfall. So while I know if the Jaguar brand ever comes back, it will most likely be an out of reach luxury brand. Though as long as the products that they produce show craftsmanship and attention to detail and luxurious. It will continue to be a dream Brand as it should've stayed.
The leaving the past behind XJ was the most beautiful luxury car available for the whole decade it was produced. It had something no one else had.
Jaguar's maketing and EV only policy is an extinction level event for them.
No SUVis is distinctive they all look alike
8:27 Now, that's a beautiful car.
1. As a company Jaguar has been circling the drain for a few years now thanks to unimaginative designs and lack of new models. I think we are witnessing the moment they disappear down the plumbing.
2. If they wanted to keep the name, why damage the very brand that trades so heavily on heritage? They should have gone with a new name if they wanted that badly to disassociate from the old brand with this nonsense rebrand.
3. Just who are they hoping to sell to? Rich people who buy luxury vehicles in the Rolls/Bentley category are usually middle-aged guys or Arab royalty. This advert says "I want to look miserable while wearing a bright green tutu". This advert will only alienate their target customers as it seems to be aimed at young inner city "fashionistas" who would not be able to afford a Rolls or a Bentley, nor have anywhere to keep one, nor probably even desire one in any case. Even the rich care about their public image, and given the deserved ridicule for this advert they will think twice before associating with the brand now.
All your points are correct. This is the result of insulated thinking and no one objecting. I'd imagine their marketing department has very little diversity of thought.
When was the last decade Jaguar made money? 30 years ago?
I cannot wait to buy my new whatevermobile in British racing pink.
I think jaguars made a huge misstep going in this direction. With this rebrand I think it's
Just haul a huge waste of money and time and effort. I don't think the direction they were going before was really working out too well for them because they've been slipping in sales for some time. But yeah, I'm not sure. An all electric vehicle is really going to be getting them where they need to go. I think there is a market for an EV. Vehicle, right? They have their place, but yeah, you've got to keep mind. There's a very small amount of the population that is buying cars right now. That wants to buy an EV. It's something like 6% of the population that are buying cars Which is not very much.
So I would have to say that I think jaguar is him for a huge catastrophic mess, and I feel as though that whoever was responsible for this rebranding is going to be really unemployed, probably for some long time and let's not forget they're not going to be able to sell anything brand new. Their dealerships aren't for an entire year. I mean that right there is, you know, corporate suicide nearly I mean what they were producing wasn't selling very well, but at least it was selling, I mean that's some money coming in. How they're gonna get through all of this? It's gonna be interesting, maybe somebody Tata. We'll have some common sense and go back to producing something that they can sail and stop putting out ads that look like some bizarre dystopian, weirdo.Future kind of c***
Ford did to Jag what GM did to Saab. That said what was left at least had style and heritage. No longer true but Benz is no longer Benz either. Anyway Chinese market will pay for the brand name, not what it has become.
Ford actually did wonders for Jag. For the first decade plus they were largely hands off with design and made improvements to electronics and build quality. Where they messed up was cheap models like the X type or S type. Then the recession hit and that was that.
jaduar makes sense for tata to be an image booster of their lower tier products
Jaguar died in the late 1990's.
The XF is great.
ruclips.net/video/Btp4HrPBLa0/видео.html
Wow you compared this move by Jaguar to New Coke the thing Coke was able to recover from their mistake I don't think Jaguar will
I like old looking cars. New modern cars are just too ugly for me. Why can’t they make classic vintage cars with modern technology?
Yeah, I thought Ford did a better job too with keeping the original unique design philosophy. Tata made them generic and tried to sell them to BMW owners when they obviously couldn’t compete in quality and durability. Ironically, the men in suites who most likely accounted for 99% of Jaguar’s sales were the most isolated ones from the new Jaguar commercial. It’s just so dumb. They could’ve done some wonders on the brand like bring back Daimler and change Jaguar’s design philosophy back to its former self. I would miss the green lettered “Jaguar” logo with that chrome side shot of a pouncing cat.
Oh, and Jaguar going “all EV”? Sheesh! They really want to kill the brand.
Ford sold Jaguar as they lost only money with them
@ That’s because they initially invested a ton in them. Tata bought a profitable JLR and somehow managed to ruin it.
It’s a troll. Brilliant marketing. If it isn’t, they should turn it into one-then it would be the most effective campaign in history.
Jaguar is putting the nails in their coffin ⚰️!
The final thread of relevance Jaguar may have had has been severed. Bummer.
All these car companies have gone bonkers☹️☹️
The same thing is happening to Land Rover. If I'm not mistaken 2025 will be the last model year for gasoline Land Rovers.
The reason that Jaguar SUVs could be Mazdas is because after several tries at establishing their own design direction Mazda decided to just copy Jaguar. Meanwhile everyone else is copying the style established by Jaguar's other half, Land Rover. Have you seen the new Defender/Range Roveresque Hyundai Sante Fe?
Jaguar's CEO is working on a new "trans-mission" 😂
Thank you for your sticking to the real issues with Jaguar and its new marketing, not calling the video 'woke going amuck' but more about what is it selling or not. It doesn't sell cars, none appear in it, it could be for perfume/cologne brand. One of the best ads for a car was one for Jaguar in the 1990's showing a sedan with the song 'And Now' by Etta James playing. Total class and selling a car. I live 20 miles from JLR NA HQ in Mahwah, NJ (ironically that of a large Ford assembly plant from the 1950's to the 1980's). I can see the need to redo the signage on that building and a lot of dealers angry at having no cars, having to so expensive remakes of their dealerships, some ditching them for sound business reasons.
jaGuar's pronouns are now "was\were". Jag was the ultimate luxury sports saloon here in Australia, my Godfather had one to go with his flybridge cruiser! I lost interest with Ford, then Tata gave me [false] hope. "Live Depressed". Cheers jOn. 🇦🇺
It has such an identity crisis, it can't even decide if the logo is all caps or all lowercase. JaGUar
Hell yes, speak the truth! I believe this is the end for Jaguar. And it’s so sad. I had so much to hope for before they came out with that gay teaser reveal because Jaguar said they were moving upscale. So I thought maybe they’ll bring back the Daimler marque for executive sedans to rival Rolls Royce, and Jaguar could maybe move up to where Aston Martin is. Heck, for once I thought the E Type could be revived to rival Aston’s DB series. But too bad!
RIP Jaguar 1933-2024🌹
Jaguar stopped being an aspiration for me with the 2010 remodel of the xj.
Jag sold 8300 cars in the US in 2023. Rebranding was vital.
W.R.O.N.G.
It’s like saying “Jaguar sold so few cars that shooing off their current customers was vital”🙄
@mrgurulittle7000 and that's like saying 8300 is enough buyers to operate a company for
@@BobbyEvtimov what's wrong
There were other ways of doing it. They literally jumped from the pot into the fire.
These clowns are literally buried Jaguar's brand and the boss of Jaguar is okay with that, he blame the people for their reaction, what a clown! 🤦♂#Bankrupt
WHAT is that ad?? Are they TRYING to fail???
I have owned 5 Jags; an XJS, two X types. an XF and an XK V8 and my next car…? ….that’ll be a Porsche! See ya, Bye!
You forgot to mention that Jaguar was never going to be as popular as the German three as they were seen as an ‘old man’s car’ brand as reflected by their advertising campaign - also, their lineups before Tata was pretty bland. When was the last time they made a headline busting model? Not to forget, before 2000, who was their leathers by?
In the '90's I rented an XJS convertible, an XK8 convertible and twice XJ8 sedans. One day each. So stylish. Nice cars. Nothing appealed to me since. the '10's. Why is everyone ignoring the 800 pound gorilla? Woke!
3:36 are you sure those aren't different trims 😂