You didn’t even watch the video, did you? That’s exactly what they were saying. They’ve been trying to build proper cars for the last couple years and it hasn’t been working for them so they’re going back to what they know best; low volume, high price cars.
Your comment is rather generic because car companies all build their versions of “proper” cars. There is no centralized definition of what a proper car is. The main problem is that there’s a lot of competition all vying for the same results and they all build “proper” cars. Customers have many choices and it’s a matter of what appeals to them and the price. For example, Honda can build a proper vehicle but if Toyota also builds a proper vehicle AND it’s less expensive, guess what the customer will buy. They all chase customers because that’s the market - too many players chasing too few customers.
Mazda build cars Mazda likes. It's why I went with Mazda. They don't believe in touch screen because it's a distraction, so they use a rotary dial, even though most buyers want a touch screen. Mazda didn't care, they wanted to engineer a car the way they want and they sure do make great cars. Top 10 most reliable brand for the last 8 years according to Consumer Report. Highest was 3-4 tied for most reliable brand in 2020. YTD, sales are up 15% with 313,000 cars sold in the first 3 quarters (US). Not bad for a small car company. Jag needs to take a page from Mazda, focus on reliability and build a car Jag engineers want and not for DEI.
@@housepianist I wasn't speaking in generalities im saying specifically Jaguar's attempt to chase a particular sub section of buyers appears to be the obstucle they have created.
In this specific case - let's hope that this will be the case, because this specific concept car just looks like a low-polygon render from an old computer game... If they manage to push out a production car looking like this concept, it will make Cybertruck look good.
Absurd only to morons with no grasp of function or innovation. In contrast the Jag is only non functional design. What we’d get if the gays in the Nazi SS survived the war.
@@robertjamesonmusic In the long run yes, but I still think its too soon. By forgoing their entire brand identity and rebranding to whatever this is... especially in such a saturated market, only time will tell if they will come out alive. Pure EV brands aside from Tesla and BYD (entirely supported by the Chinese market), the newcomers aren't doing nearly as well. Like Lucid, polestar, and Rivian make great cars, I've driven them and they were fantastic but unfortunately their sales are abismal which makes me hesitant to seriously consider them as Im worried about long term service viability.
People will forgive a lot... for a car that is reliable and has quality... but when you are expensive, not the nicest, have no brand equity and your quality is absolutely TRASH... then what do you expect. I wish auto makers would make at least one or two cars in their lineup a super reliable vehicle... something that is not completely refreshed every other year, but something that is instead, having the kinks worked out, having costs reduced year after year, so you end up with a high quality, well-built car that is more affordable to buy and repair. Folks are craving this, especially with how broke everyone is.
Very good point! I'd say most of the time they update the designs just for the sake of updating when no real change is needed. Keep the older models in production and lower the price. Not everybody wants the latest and greatest.
It is mindblowing they operate two companies; one in Land Rover that literally cannot stop making money and can't keep up with demand, and in Jaguar that is a total flop. How is it possible for two in-house brands to have diverged so much
Jaguar Land Rover is trying to hand-make and sell ice cream and bbq ribs in the same kitchen whilst planning to make and sell cotton candy in said kitchen. *IT JUST CANNOT WORK!*
they can't copy tesla from an engineering standpoint, they couldn't produce a tesla if they wanted. Its just using the brand to substitute watered down junk by an Indian company.
Hyundia/Kia is doing well in motorsports and the N is getting better. Their EVs are powered by Rimac and one of the leaders in Hydrogen R&D. Not to be underestimated in the coming years.
I don't know about others but in my current country of residence Hyundai especially have been really popular recently it also help Toyota have put ridiculous price tags to their car which make customer starting to look for alternative
They are just ugly. They are no longer classy and elegant. They lost that market. And worse they tried to appeal to a 0.000001% customer base. Final straw.
@@zachjones2346 To some degree having eyes on a product many people passionately dislike is better than zero eyes at all (where jag was already) - which I think is part of the strategy. Make people uncomfortable.
There is no present or future for heritage. 20C mechanical is gone in all products. Customers (particularly in The biggest markets like China and California) want innovation, tech and software-defined vehicles that are super safe, high performance and can self drive.
@ good points but it feels like there’s no way for Jaguar to catch up in the EV game. They can build something on other EV platforms and add their branding, but not sure a complete departure from their legacy brand is the way. It’s so distant compared to what they had up until recently. Seems very risky to bet everything on the rebrand whereas a parallel subbrand would be much easier to revert without sacrificing their existing audience. Time will tell though, it will be interesting to see how it will turn out. Have to respect their boldness.
I love cars. I daily drive a Hummer H1. My wife daily drives a new Defender. We're in the "JLR" family. I was a microsecond away from buying a F-Pace SVR for a fun winter car. Man am I glad I dodged that bullet. Under no circumstances will I EVER want to be associated with that brand anymore. Not after that ad. I don't want to be seen as being supportive of that collection of freaks. Its ridiculous and quite honestly - not serious. Thats not a company that honestly wants to sell cars. Its a company that wants to receive marketing awards from an increasingly isolated and out of touch elitist class.. Funny thing is that I actually think that the concept car they showed off, with some minor tweaks to the front "grille" actually would look pretty cool in black or silver (not those tampon box colors they showed off). But even if it comes out and its gorgeous - nope. Not even considering it. Mostly because of the ad, but also because its a stupid, moronic EV.
Little-known fact... Jaguar’s XK-6 engine is a rare instance where exotic aircraft technology successfully executed the leap to a production automobile. *World War I aircraft engine designers adopted overhead cams because pushrods between block-mounted cams and distant overhead valves suffered intolerable thermal expansion issues, leading to valve-clearance problems and failures.* What they called “tower shafts” linking the crank to the cams proved to be the viable solution-that is, before chains or belts became common drivers of overhead camshafts. Up to the start of World War II hostilities in 1939, such shafts were employed in some exotic and racing car engines as well as V-configured aircraft mills like the famous Rolls-Royce Merlin.
I didn't I would see a more cartoonish design than the cyber-truck, but I stand corrected. With some modifications, it could look like a neat batmobile.
One huge challenge is physics. Cars are expected to be aerodynamic and as you can see, that leads to most cars having similar looks, nothing distinctive. If Jaguar had true courage to break the mold, make something beautiful and focus less on aerodynamics. I also doubt that customers are really aching to have more shiny buttons, as seems to be the trend with some luxury car brands with more ambition than brains.
All these people criticizing Jaguar were not buying their cars anyway. If they care about Jaguar's legacy, why do they buy BMWs over Jags every time. And now suddenly Jag's rebrand is offending them. Companies are not celebrities who want to be loved by everyone. If people don't buy their product, they will re-brand and sell it to a new customer segment.
@@tylerramsey7396 Everyone has a right to an opinion, the only opinion that matters though is the one of the customer. Low-volume, high-end EVs could be a great pivot for the brand as there is nothing else like it.
Bud Light VP Heinerscheid stressed a need to "evolve and elevate" the Bud Light brand away from the "fraternity/out of touch humor" brand of the younger generation. I guess those in charge at Jaguar feel the need to "evolve and elevate" Jaguar away from the "sophisticated/not of the herd instinct" brand of people that purchase Jaguars.
This is lgbtq symbolism. The logo is to show male and female are the same. The original commercial are clearly lgbtq people and colors. The prototypes for these cars are colored miami pink and london blue which are taken from the transgender flag. How are people missing this?
I just can't see Jaguar competing in the luxury sector against its more well established rivals. At the high end you've got Rolls and Bentley, and I don't think think they're going to succeed making a cut price imitator to those. But even at the $120,000 price point you've got reasonably well specced EV's coming out from Audi, BMW and Mercedes. In the end I wonder, who is this car (or whatever makes it to production) for? Who is the target customer for this new Jaguar brand and why would they buy one of its cars over a rivals?
I think the target is those who want to stand out, and be noticed driving something different. The Designs from the other luxury brands are becoming dated.
@@mylesgray3470 I'm not sure they are. A modern phantom doesn't look out of place compared to other modern cars, especially with that massive front grill. This doesn't really look "modern", it looks like a car equivalent of a modern art exhibit. Which is sort of understandable given it's a concept, but I think when we get round to something more practical, the difference isn't going to be that great between it and a lot of other luxury EV's.
It's been quite some time since I've been impressed by a jaguar. I've passed on them before, I think I'll continue to hold back and see if this thing falls apart
Jaguar can save itself if it just stays consistent and doesn't dilute its brand. Don't chase after the younger crowd. Create great vehicles and keep the mystique.
@@dick-vn3yvThe sons of millionaires. They have lot of money their daddys give them, so they can afford a great house, start a big business, and obviously buy a great car
So far, the design language is abysmal. I am and have been a Jag man since my older brother introduced me to the 1965 Jaguar E-Type. Ray walked me around it telling me about aerodynamics, and how Jaguar had nailed it with the lines of the car. He urged me to let my finger ride up the front of this lovely car to the windows and to just image how the wind would slide up and over... As it turns out, the guy that owned this car had been listening in with a big smile. He opened the car door so we could smell the wood lacquer, the wool rugs (as he called them) and the leather seating. We were full from all the delightful, exotic smells of that lovely car. I can't tell you how low I felt when the next morning, Mom and I ran errands. I rode with Mom in her new car that she was terribly proud of, slowly slumping in the seats. Jaguar E-Type to a Dodge Dart. That's a mighty fall~~ I drive a 2005 Ford Focus wagon with the X series upgrades because I assumed that I will be buried in it or live in it or both. I've lived in it for a while and I can't recommend it. The car doesn't pollute, it never has, but that's by design, not with a pile of electronics. Anyone in a conventional automobile will agree with me that xenon headlights should be banned. Let them read why and perhaps that might curb the idiot factor.
Jaguar stopped making their flagship XJ sedan in 2019, which coincides with their precipitous drop in sales. Not sure what is the chicken and what is the egg in their sales decline, but stopping production of their flagship sedan certainly doesn't help since this was the car that many of their traditional customers bought and brought people to the showroom.
I bought and owned a Jag for 5 years - it was a 2017 XE 35t with a supercharged V6 borrowed from the F-Type sportscar. I test drove every car in its segment including the BMW M340i and the Jag outhandled and outperformed them all. One thing I always liked about their cars was that they were true to their brand heritage in terms of both design and performance. Even when stood still, the design evoked emotions in me, as intended by the legendary designer Ian Callum, and it was a blast to take the car on weekend drives. It’s genuinely sad to see a brand that carries so much prestige in automotive history like this.
This is such a terrible idea. If you’re gonna do that, then why not bring back a modern version of the e-type? That’s what would get people excited about your brand again
The F-Type was a fantastic car with one of the best-sounding V8s in modern history. Revamping that and making a luxury grand tourer would be a much better halo car than this slab that looks nothing like a Jag.
@@bwofficial1776 The F-Type was a great car, but apart from that V8 and the looks, it wasn't that remarkable. I don't know why I'd get an F-Type when I could get a Lexus LC500 (which arguably looks better, and has better reliablity)
Jaguar Land Rover is trying to hand-make and sell ice cream and bbq ribs in the same kitchen whilst at the same time planning to make and sell cotton candy in said kitchen. *IT JUST CANNOT WORK!!!*
@@garcemac"its dead because wOkEnESs" like Trumpers want to paint it isnt levelheaded commentary, doofus. Its a known fact Jaguar has been having financial and reputational struggles for 40 years.
No. It’s not well known to the “go woke go broke” people who think THIS is the death of Jaguar. It is not well known that sales were already down 80% from 2017, it hasn’t turned a profit in years and is now only 0.05% of the US car market. Now Jaguar is living rent free in your mind before they even released an image of the car. Plus a whole cottage industry of offended people has blossomed on social media pushing the Jaguar name into the heads of those who hadn’t thought of Jaguar in years, never ever talk about Jaguar and would never had considered looking at its new $100K+ electric car at all. Jaguar intended to make you uncomfortable. They wanted to make people upset. That was the plan. That is the strategy. They were ignored. Forgotten by the average Joe. Their customer base already left them. They had no loyalty. Nostalgia already wasn’t selling cars so instead of dying a natural death as is, they are going out swinging. Finally a video that explains this instead of a Budweiser like tantrum. Will it work? Probably not. Would they have survived otherwise? Probably not.
@@garcemacOur comments here are exactly what they wanted. THIS is the strategy. They said they want to make you feel uncomfortable. Offended. Energized to comment about the car on RUclips. They want you to pay attention to the release. Good or bad doesn’t really matter. You are likely not going to fork out $130,000 for this car two years from now - are you? But you feel compelled to watch and they have to sustain that attention for a long time. That’s the point. Jaguar was ignored, forgotten. 80% reduction in sales since 2017. Left for dead already. But all of the fervor over the add and rebrand has done a marketing job for them that they would have never been able to do on their own with the old brand and the car isn’t going to be on sale for years. We don’t even know exactly what it will be like. Now in 2026 when it’s available - people are more likely to tune in to see what caused all the fuss two years ago actually looks like - while the very small amount of people who have $130,000 who want something different from a Bentley or RR might jump in and say I want to be noticed too. Owning any car at that price is already obnoxious and done for attention. Will it work? Probably not. Would they had survived otherwise? No. They were dead. Nobody cared about Jaguar - until now.
As a petrolhead, I believe that criticisms regarding emotion, legacy, and history are baseless from a management perspective. Ultimately, sales are what count. Those criticizing Jaguar aren't the ones making purchases; they're just adding to the noise.
But there will be no sales. You are fired. 50 to 70 year old white men ARE Jaguar's market. Now they are gone, replaced by broke-ass crybabies from TikTok. No care sales for you! Nice job India. Management has nothing to do with it. Think Blackrock.
So, Jaguar basically hates people who love Jaguars, and aspired to own one. The CEO literally called customers homophobic and hateful for not liking an ad? No one with a passion for performance and style wants an electric vehicle. Period. I planned on a Jaguar sportscar in the future and can't believe they are literally shunning my business as a customer. Good luck w this LRJ.
13:40 Oh people will say on the negative side "Oh they cost a lot to repair and have reliability issues" . Yeah ... because that's ... something called REALITY. Literally Land Rovers and Jaguars are extremely expensive to repair and unreliable for a solid DECADE. Almost everyone who buys them, buys them for a flex, not to have a good, reliable, quality car.
Everything makes sense now. They want to be in the high-end EV market, and their design language is very similar to e-type. They are not for volume; they will sell to UHNIs or maybe HNIs. They want to position themselves as aspirational, and the buyers of Jag don't care about the ad backlash. It seems like a good move.
“All the sound, the fun, the passion…all the things that drive emotion...are just neutralized in an electric car.” Yeah EVs are pretty much all the same. No turbos, no gear shifters, no exhaust notes. Just golf cart noises and a tablet for a dashboard.
Ive owned 5 Jaguars in my life. My last one was a XF. Great car, very reliable but was quickly outdated. I hope Jaguar makes a car that people want. Also get rid of Ian McCallum
Hopefully Jaguar can compile all these replies into a solid strategy. You are NOT an EV company. Make a spin off brand like hyundai has a Genesis brand, or Toyota has lexus or even how Ford has Lincoln. I can't speak for Britain but as an American I always viewed Jaguar as the Mercedes-Benz of Britain. For now it's best you remember that, you need true enthusiast cars and for this generation and the soon to be generation who can afford your cars you need actual character, that means V8 engines, communicative driving dynamics and looks as sharp as an actual jaguars teeth. I would hate to see Jaguar leave the US market but you're quickly becoming less competitive than Mitsubishi in this market. Fix it, or even give me the job of market strategy. Most people can see the writing on the wall. Best of luck jag
You know what is worse than buying a new Luxury EV? Trying to sell a used Luxury EV. There are far fewer consumers who can afford something like this. Far fewer finance companies willing to offer loans for them. The insurance market doesn't want to insure them at any price. So.....great market research, dude!
Jaguar... and your "Executive" Leadership... here is a concept: What if you make your cars more reliable, rather than just think that everyone is going to swallow your sales-pitch? It's working for Toyota and Honda... try it. Getting a Jaguar used to be my dream car, but when I went to buy one... on the advice of a knowledgeable car dealer I got an Acura RL SE instead. Which was always reliable. Try it! And if you need to learn what car buyers are really looking for... I am here to help.
Boss: We have to make cars that appeal to the most people! MKT 🚬s: Let´s promote and make cars for the 1% of loud people that does not have money. Boss: Genius!
😂😂😂I completely LAUGHED MY COFFEE OUT when they said they’ve had less warranty claims on EVs! NOT Jaguar EVs!! My husband sold his after it was in the repair shop more than his driveway!
Land rover and range rover gave their customers what they always sought out. Jaguar did gone in other directions and for last 40 years , they didnt listened at all what their customers want. People who buys EVs, seek out the practicability . Many people praise the new design because it makes them look good on social media. I wonder how many will buy this un-practical, not a grand tourer, not a performance car, not a family car.
The downfall of this might be it being all electric in a world where oil may get a lot cheaper if president Trump has his way. They could just try to sell them all in California if everyone with money doesn’t leave there.
Love it or hate it - their marketing team got what they wanted. People talking - which is marketing currency. When the iMac came out in 1998 with their multicoloured machines, critics said it looked like a toy and would tank the already struggling company. I'm sure had the internet been as popular back then people would have been shredding it online, calling its rainbow colours whatever the equivalent of 'woke' is today. But it was stroke of genius that saved a company. All he haters are driving up online traffic - more people are talking about jaguar now than they have in decades. Sure - you'll say but it's bad talk .... well, let's see when the final product goes on sale. Honestly, I think whoever did this knew it would cause a fuss.
Seriously. I thought the context was "after backlash of their new car design, how will they save themselves?" Turns out it was more like "how they hope their new design will save them" when it's apparent the new design will be the finisher. LOL
Jaguar doesn’t care about their legacy try and order parts for an older Jaguar . And let’s not talk about the reliability of Jaguar’s. So if they bring out an EV maybe the reliability will change. Good luck Jaguar
I'll buy two with the new aquatic navigation capability fully pressurized & certified to a depth of no less than 500ft. 2x2 Torpedo launchers mounted directly under the front undercarriage, nearest the front bumper. Both should have the capability to transform while on the move above ground to lift off & take flight like a drone, with a rocket-assisted turbo booster for both to reach speeds up to 400mph. Bullet proof armor & windows all the way around are a must! Their license plate need to flip & have at least two others in rotation for those ultra sly getaways. The tire have to be custom solid, impervious to blowouts, and bullets, but if one does manage to get knocked out of commission, and spring loaded small tank track locks into place & the brakes automatically adjust as not to lose control, enabling getaway speeds of up to 80pmh on land. They need jammers too & a Star Link built directly into the cars. Like I said, I'll take two if you can have those ready for me by xmas. I appreciate all the extra effort & promise never to drive by you house if you do!
I like the car and also find the rebrand edgy and unique. Won't be able to consider one of the at tje $125K starting price - but would be watching the used market keenly after their launch. Concerned tho that the spokesperson said FOUR door, whilst the concept looks like a 2 door Gran Tour - like the old E type and some of its followers (Triumph GT6, Chrysler Crossfire, etc.)
By the way, is it not funny how so many Western companies thrived only when they had no competitions. But as soon as they face competitions from, many of the iconic brands disappeared.
"Chasing customers" with that Ad campaign is their inherent problem. If they build a proper car, the customers will chase after it.
You didn’t even watch the video, did you? That’s exactly what they were saying. They’ve been trying to build proper cars for the last couple years and it hasn’t been working for them so they’re going back to what they know best; low volume, high price cars.
Your comment is rather generic because car companies all build their versions of “proper” cars. There is no centralized definition of what a proper car is. The main problem is that there’s a lot of competition all vying for the same results and they all build “proper” cars. Customers have many choices and it’s a matter of what appeals to them and the price. For example, Honda can build a proper vehicle but if Toyota also builds a proper vehicle AND it’s less expensive, guess what the customer will buy.
They all chase customers because that’s the market - too many players chasing too few customers.
Mazda build cars Mazda likes. It's why I went with Mazda. They don't believe in touch screen because it's a distraction, so they use a rotary dial, even though most buyers want a touch screen. Mazda didn't care, they wanted to engineer a car the way they want and they sure do make great cars. Top 10 most reliable brand for the last 8 years according to Consumer Report. Highest was 3-4 tied for most reliable brand in 2020. YTD, sales are up 15% with 313,000 cars sold in the first 3 quarters (US). Not bad for a small car company. Jag needs to take a page from Mazda, focus on reliability and build a car Jag engineers want and not for DEI.
@@housepianist
I wasn't speaking in generalities im saying specifically Jaguar's attempt to chase a particular sub section of buyers appears to be the obstucle they have created.
I am not sure I want to be chased by creepy people.
Concept cars are like fast food commercials. They look nothing like the thing you can actually buy
In this specific case - let's hope that this will be the case, because this specific concept car just looks like a low-polygon render from an old computer game...
If they manage to push out a production car looking like this concept, it will make Cybertruck look good.
I can not imagine anyone with the money to be able to buy this car, would ever buy this car lmao
no way #1 rule never treat your customers like crap
(The campaign received) “Some backlash” is very understated
Free advertising for a a few bucks investment
The same way everyone would talk about a serial killer.
Such an odd reaction since the people complaining were never invited to the party to begin with lol
Lol...bud light did what? Hold my beer...
@@bnwo They were. They released the ad to the public. Or did you miss that detail? 🙄
They looked at tesla, being able to sell the absurd cybertruck...and figured they'd go in that direction.
Absurd only to morons with no grasp of function or innovation. In contrast the Jag is only non functional design. What we’d get if the gays in the Nazi SS survived the war.
EVs are the way to go
@@robertjamesonmusicthe way to go bankrupt lol
@@robertjamesonmusic In the long run yes, but I still think its too soon. By forgoing their entire brand identity and rebranding to whatever this is... especially in such a saturated market, only time will tell if they will come out alive. Pure EV brands aside from Tesla and BYD (entirely supported by the Chinese market), the newcomers aren't doing nearly as well. Like Lucid, polestar, and Rivian make great cars, I've driven them and they were fantastic but unfortunately their sales are abismal which makes me hesitant to seriously consider them as Im worried about long term service viability.
These simplistic designs with no unique sleek lines are so bland and not the future. Retromods are the future.
People will forgive a lot... for a car that is reliable and has quality... but when you are expensive, not the nicest, have no brand equity and your quality is absolutely TRASH... then what do you expect. I wish auto makers would make at least one or two cars in their lineup a super reliable vehicle... something that is not completely refreshed every other year, but something that is instead, having the kinks worked out, having costs reduced year after year, so you end up with a high quality, well-built car that is more affordable to buy and repair. Folks are craving this, especially with how broke everyone is.
Very good point! I'd say most of the time they update the designs just for the sake of updating when no real change is needed. Keep the older models in production and lower the price. Not everybody wants the latest and greatest.
And being racist against your largest costumer group is just the most stupid thing you can do
You described skoda to some degree haha
Jokes aside I 100% agree with you. I'm tired of endless refreshes and yearly model changes. Its hard to follow and even get parts.
You will not be driving your car next year that why jag must do this
It is mindblowing they operate two companies; one in Land Rover that literally cannot stop making money and can't keep up with demand, and in Jaguar that is a total flop. How is it possible for two in-house brands to have diverged so much
Not for too long, DEI is coming for Land Rover too 😢
Jaguar Land Rover is trying to hand-make and sell ice cream and bbq ribs in the same kitchen whilst planning to make and sell cotton candy in said kitchen.
*IT JUST CANNOT WORK!*
What Jaguar is doing looks more like Seppuku than self rescue.
they went full budlight
Very different client base
@@johnpackard1614 Very different indeed. But, Jaguar went below Budlight not above. A total failure.
yet Bud Light is doing just fine...
If you saying that phrase the product is NOT for you. Get over it.
@@JuanaSanchez-vw7oc 20% sales revenue drop is just fine 🤡
"What they're doing is very brave"
That's not how it works. If it succeeds it was brave. If it fails it was foolish.
They are clearly run by madmen er wait madThey/them
Don’t copy Tesla and don’t show off concepts that can’t be produced. Period.
Why say "don’t show off concepts that can’t be produced" when you've already said, "don't copy Tesla"? It's the same thing lol
I mean...definitely copy certain aspects of Tesla. The model Y and X are awesome vehicles
100% that concept is not a production design so WTF are we looking at
they can't copy tesla from an engineering standpoint, they couldn't produce a tesla if they wanted. Its just using the brand to substitute watered down junk by an Indian company.
@@user-player2727 maybe it's "vapour-ware".
I only drink Bud Light when I'm driving my Jaguar to Target so I can use their changing rooms.
😂
Look what Hyundai/kia has done with new hires from Bentley
Nothing?
@@garcemac so are we gonna ignore the N series cars?
Hyundia/Kia is doing well in motorsports and the N is getting better. Their EVs are powered by Rimac and one of the leaders in Hydrogen R&D. Not to be underestimated in the coming years.
I don't know about others but in my current country of residence Hyundai especially have been really popular recently it also help Toyota have put ridiculous price tags to their car which make customer starting to look for alternative
And have you guys seen Toyota latest design? Such as RAV4 and Grand Highlander? Very amazing designs!!!
The cars are expensive, break down often and are expensive to fix .....
They are just ugly. They are no longer classy and elegant. They lost that market. And worse they tried to appeal to a 0.000001% customer base. Final straw.
expensive to fix… yeah that’s expected with luxury cars
What Jaguar needs is innovation in performance and design. They don’t make head turners anymore.
Seeing the pink beast of a car pass by might turn a head or two.
No. they need reliabillity instead of building junky overpriced cars.
To be fair the new concept made my head turn...in a really bad way, albeit.
@@zachjones2346 To some degree having eyes on a product many people passionately dislike is better than zero eyes at all (where jag was already) - which I think is part of the strategy. Make people uncomfortable.
They're turning heads alright. Alternating turning side to side.
Not gonna lie Jaguar's concept car would look gangster in black.
No, it's woke now so only awful colors.
@@TopShot501st😂😂😂😂 woke lololol yessss
Sorry, now they come in pink only and with a butt plug on the front seat.
Sorry only comes in pink and rainbow
Still it sucks lookin like a jag that steve from minecraft would drive
Why didn’t they just create a subbrand is beyond me. It could be called Jag, have a modern look and keep the heritage brand intact.
There is no present or future for heritage. 20C mechanical is gone in all products. Customers (particularly in The biggest markets like China and California) want innovation, tech and software-defined vehicles that are super safe, high performance and can self drive.
@ good points but it feels like there’s no way for Jaguar to catch up in the EV game. They can build something on other EV platforms and add their branding, but not sure a complete departure from their legacy brand is the way. It’s so distant compared to what they had up until recently. Seems very risky to bet everything on the rebrand whereas a parallel subbrand would be much easier to revert without sacrificing their existing audience. Time will tell though, it will be interesting to see how it will turn out. Have to respect their boldness.
@@waynerussell6401Something tells me that campaign isn't popular with china.
Can’t wait for BYD to own Jaguar, and make jaguar great agaib
Jaguar now looks like it hired the Teletubbies as their design consultants, gave them a Cybertruck and said "Like that"
I love cars. I daily drive a Hummer H1. My wife daily drives a new Defender. We're in the "JLR" family. I was a microsecond away from buying a F-Pace SVR for a fun winter car. Man am I glad I dodged that bullet. Under no circumstances will I EVER want to be associated with that brand anymore. Not after that ad. I don't want to be seen as being supportive of that collection of freaks. Its ridiculous and quite honestly - not serious. Thats not a company that honestly wants to sell cars. Its a company that wants to receive marketing awards from an increasingly isolated and out of touch elitist class.. Funny thing is that I actually think that the concept car they showed off, with some minor tweaks to the front "grille" actually would look pretty cool in black or silver (not those tampon box colors they showed off). But even if it comes out and its gorgeous - nope. Not even considering it. Mostly because of the ad, but also because its a stupid, moronic EV.
Let's first see what Jaguar 🐆 actually makes in production reality
Your Hummer is not a car. It is, however, one big messy abortion.
Little-known fact...
Jaguar’s XK-6 engine is a rare instance where exotic aircraft technology successfully executed the leap to a production automobile. *World War I aircraft engine designers adopted overhead cams because pushrods between block-mounted cams and distant overhead valves suffered intolerable thermal expansion issues, leading to valve-clearance problems and failures.* What they called “tower shafts” linking the crank to the cams proved to be the viable solution-that is, before chains or belts became common drivers of overhead camshafts. Up to the start of World War II hostilities in 1939, such shafts were employed in some exotic and racing car engines as well as V-configured aircraft mills like the famous Rolls-Royce Merlin.
I didn't I would see a more cartoonish design than the cyber-truck, but I stand corrected. With some modifications, it could look like a neat batmobile.
Right now it looks like a neat Pimpmobile.
That would be sick. Some hide away missile launchers, 4 rotating wheels so it can drive sideways, maybe an amphibious mode.
I do like the nice pastel colors looks like an Easter egg but the design is different which is what they were looking for.
They could start a line of them with the "Transmobile" or the "Gaymobile".
Don't insult the batmobile by comparing it to a f*guar.
They need to focus on the trans community more. All trans all the time. Thats the key to success.
Trans folks who can afford a $125,000 car are a huge untapped market. Brilliant.
We don't want to know what you do in the bedroom, where's the damn car!😂
"Some backlash"... what an understatement.
Instead of making quality vehicles to compete, they are making 'wacky' designs. We will see how it fares.
One huge challenge is physics. Cars are expected to be aerodynamic and as you can see, that leads to most cars having similar looks, nothing distinctive.
If Jaguar had true courage to break the mold, make something beautiful and focus less on aerodynamics. I also doubt that customers are really aching to have more shiny buttons, as seems to be the trend with some luxury car brands with more ambition than brains.
“what we need to do…. IS GO FULL BUD LIGHT” 😂😂😂
Now it makes kinda sense. But final verdict can only be reached after seeing the production ready car.
All these people criticizing Jaguar were not buying their cars anyway. If they care about Jaguar's legacy, why do they buy BMWs over Jags every time. And now suddenly Jag's rebrand is offending them. Companies are not celebrities who want to be loved by everyone. If people don't buy their product, they will re-brand and sell it to a new customer segment.
Everyone has a right to opinion. They have made junk for the past twenty years. Now theyre jumping to go full ev not loooking good lol
@@tylerramsey7396 Everyone has a right to an opinion, the only opinion that matters though is the one of the customer. Low-volume, high-end EVs could be a great pivot for the brand as there is nothing else like it.
@@sb5224 the brand was never the problem! Reliability was! Does nobody in this comments section know anything about cars?!
@ Are Land rovers reliable?
Looks like the batmobile from Batman the animated series. Unless this car can fly it isn't bringing anything new to the table.
Wouldn't you want to have a batmobile-esque car if you had the money? I definitely would
Don't insult the batmobile by comparing it to the f*guar.
Bud Light VP Heinerscheid stressed a need to "evolve and elevate" the Bud Light brand away from the "fraternity/out of touch humor" brand of the younger generation.
I guess those in charge at Jaguar feel the need to "evolve and elevate" Jaguar away from the "sophisticated/not of the herd instinct" brand of people that purchase Jaguars.
This is lgbtq symbolism. The logo is to show male and female are the same. The original commercial are clearly lgbtq people and colors. The prototypes for these cars are colored miami pink and london blue which are taken from the transgender flag. How are people missing this?
how will it leak oil if its electric
Don't worry, the British will find the way.
There’s oil in the electric motors.
@@BMWROYAL Wrong. Bearings are greasted thats it
@@silvy7394 ur right mean the diff and the transmission
Lithium fire
It looks like the pink panther's car
Yeeesssss it does or lady Penelope's car from thunderbirds
Wtf happened to the sleek curves of Jags? It's a pink box.
I just can't see Jaguar competing in the luxury sector against its more well established rivals. At the high end you've got Rolls and Bentley, and I don't think think they're going to succeed making a cut price imitator to those. But even at the $120,000 price point you've got reasonably well specced EV's coming out from Audi, BMW and Mercedes. In the end I wonder, who is this car (or whatever makes it to production) for? Who is the target customer for this new Jaguar brand and why would they buy one of its cars over a rivals?
Porsche is renowned for their brilliant engineering. Why would I buy the Type 00 over a Taycan..? Absolutely mental.
Jag brand has been dead for years.
I think the target is those who want to stand out, and be noticed driving something different. The Designs from the other luxury brands are becoming dated.
@@mylesgray3470 I'm not sure they are. A modern phantom doesn't look out of place compared to other modern cars, especially with that massive front grill. This doesn't really look "modern", it looks like a car equivalent of a modern art exhibit. Which is sort of understandable given it's a concept, but I think when we get round to something more practical, the difference isn't going to be that great between it and a lot of other luxury EV's.
In this video they said they want to be in the space right below the luxury cars, not in the actual luxury cars segment
It's been quite some time since I've been impressed by a jaguar. I've passed on them before, I think I'll continue to hold back and see if this thing falls apart
Jaguar can save itself if it just stays consistent and doesn't dilute its brand. Don't chase after the younger crowd. Create great vehicles and keep the mystique.
I wonder how many youngsters can afford one of these ?
It sold 0 cars this year. That clearly isn't working
@@dick-vn3yvThe sons of millionaires. They have lot of money their daddys give them, so they can afford a great house, start a big business, and obviously buy a great car
So far, the design language is abysmal.
I am and have been a Jag man since my older brother introduced me to the 1965 Jaguar E-Type. Ray walked me around it telling me about aerodynamics, and how Jaguar had nailed it with the lines of the car. He urged me to let my finger ride up the front of this lovely car to the windows and to just image how the wind would slide up and over...
As it turns out, the guy that owned this car had been listening in with a big smile. He opened the car door so we could smell the wood lacquer, the wool rugs (as he called them) and the leather seating. We were full from all the delightful, exotic smells of that lovely car.
I can't tell you how low I felt when the next morning, Mom and I ran errands. I rode with Mom in her new car that she was terribly proud of, slowly slumping in the seats.
Jaguar E-Type to a Dodge Dart. That's a mighty fall~~
I drive a 2005 Ford Focus wagon with the X series upgrades because I assumed that I will be buried in it or live in it or both. I've lived in it for a while and I can't recommend it. The car doesn't pollute, it never has, but that's by design, not with a pile of electronics. Anyone in a conventional automobile will agree with me that xenon headlights should be banned. Let them read why and perhaps that might curb the idiot factor.
Just have a bunch of bikini models and famous singers stand next to a couple of Jaguars, that'll sell more of them. Its not hard to figure out.
I owned a '57 XK140, so believe me it hurt to watch Jaguar sell its soul in the never-ending chase for corporate profit.
The downfall started when James Bond started driving BMWs…
Jaguar was the first to turn them down, which the entire reason that James Bond drives Aston Martin.
True
Why is José Mourinho walking around the factory at 13:21? Is he an investor?
😂
Jaguar stopped making their flagship XJ sedan in 2019, which coincides with their precipitous drop in sales. Not sure what is the chicken and what is the egg in their sales decline, but stopping production of their flagship sedan certainly doesn't help since this was the car that many of their traditional customers bought and brought people to the showroom.
When you loose money for 20 years thrn not producing is cheaper
I bought and owned a Jag for 5 years - it was a 2017 XE 35t with a supercharged V6 borrowed from the F-Type sportscar. I test drove every car in its segment including the BMW M340i and the Jag outhandled and outperformed them all. One thing I always liked about their cars was that they were true to their brand heritage in terms of both design and performance. Even when stood still, the design evoked emotions in me, as intended by the legendary designer Ian Callum, and it was a blast to take the car on weekend drives.
It’s genuinely sad to see a brand that carries so much prestige in automotive history like this.
This is such a terrible idea. If you’re gonna do that, then why not bring back a modern version of the e-type? That’s what would get people excited about your brand again
Last time they went bankrupt with. So great idea to try that again.
The F-Type was a fantastic car with one of the best-sounding V8s in modern history. Revamping that and making a luxury grand tourer would be a much better halo car than this slab that looks nothing like a Jag.
@@bwofficial1776 The F-Type was a great car, but apart from that V8 and the looks, it wasn't that remarkable. I don't know why I'd get an F-Type when I could get a Lexus LC500 (which arguably looks better, and has better reliablity)
Jaguar Land Rover is trying to hand-make and sell ice cream and bbq ribs in the same kitchen
whilst at the same time planning to make and sell cotton candy in said kitchen.
*IT JUST CANNOT WORK!!!*
Finally some levelheaded commentary on this that isn’t totally hyperbolic and puts some context to the strategy.
No "strategy". Just stupidity. Jaguar is dead and gone.
@@garcemac there is strategy. You're just angry you had to watch ugly people in the commercial.
@@garcemac"its dead because wOkEnESs" like Trumpers want to paint it isnt levelheaded commentary, doofus.
Its a known fact Jaguar has been having financial and reputational struggles for 40 years.
No. It’s not well known to the “go woke go broke” people who think THIS is the death of Jaguar. It is not well known that sales were already down 80% from 2017, it hasn’t turned a profit in years and is now only 0.05% of the US car market. Now Jaguar is living rent free in your mind before they even released an image of the car. Plus a whole cottage industry of offended people has blossomed on social media pushing the Jaguar name into the heads of those who hadn’t thought of Jaguar in years, never ever talk about Jaguar and would never had considered looking at its new $100K+ electric car at all. Jaguar intended to make you uncomfortable. They wanted to make people upset. That was the plan. That is the strategy. They were ignored. Forgotten by the average Joe. Their customer base already left them. They had no loyalty. Nostalgia already wasn’t selling cars so instead of dying a natural death as is, they are going out swinging. Finally a video that explains this instead of a Budweiser like tantrum. Will it work? Probably not. Would they have survived otherwise? Probably not.
@@garcemacOur comments here are exactly what they wanted. THIS is the strategy. They said they want to make you feel uncomfortable. Offended. Energized to comment about the car on RUclips. They want you to pay attention to the release. Good or bad doesn’t really matter. You are likely not going to fork out $130,000 for this car two years from now - are you? But you feel compelled to watch and they have to sustain that attention for a long time. That’s the point. Jaguar was ignored, forgotten. 80% reduction in sales since 2017. Left for dead already. But all of the fervor over the add and rebrand has done a marketing job for them that they would have never been able to do on their own with the old brand and the car isn’t going to be on sale for years. We don’t even know exactly what it will be like. Now in 2026 when it’s available - people are more likely to tune in to see what caused all the fuss two years ago actually looks like - while the very small amount of people who have $130,000 who want something different from a Bentley or RR might jump in and say I want to be noticed too. Owning any car at that price is already obnoxious and done for attention. Will it work? Probably not. Would they had survived otherwise? No. They were dead. Nobody cared about Jaguar - until now.
These days, we don’t want breathtaking vehicles; we want reliable vehicles. When are these car companies going to learn?
As a petrolhead, I believe that criticisms regarding emotion, legacy, and history are baseless from a management perspective. Ultimately, sales are what count. Those criticizing Jaguar aren't the ones making purchases; they're just adding to the noise.
They'd have to sell 200k cars a year to break even with the investment. Good luck finding enough of them to purchase something like this for $120,000.
But there will be no sales. You are fired. 50 to 70 year old white men ARE Jaguar's market. Now they are gone, replaced by broke-ass crybabies from TikTok. No care sales for you! Nice job India. Management has nothing to do with it. Think Blackrock.
Agree 👍
That may be true but if all that noise is, "wow, it's super lame and super uncool" I don't think sales will follow.
will you buy one?
So, Jaguar basically hates people who love Jaguars, and aspired to own one. The CEO literally called customers homophobic and hateful for not liking an ad? No one with a passion for performance and style wants an electric vehicle. Period. I planned on a Jaguar sportscar in the future and can't believe they are literally shunning my business as a customer. Good luck w this LRJ.
I want that new Jaguar..
Get some Bud Light and a dress while you wait for it
@ that’s for cattle class ;)
The problem is the reliability of the cars.....I love jaguars but after had a nightmare with a XF it is difficult to me to think in buy a jaguar again
Cyberpunk car
With a Cyberpunk 2077 launch
Cyberpink
They had great designs BUT they were known for their horrible maintenance costs. These cars never worked well. Beautiful though.
It looks like the kind of cars that you drive inside cyberpunk mixed in with a little bit of gta off-brand cars
13:40 Oh people will say on the negative side "Oh they cost a lot to repair and have reliability issues" . Yeah ... because that's ... something called REALITY. Literally Land Rovers and Jaguars are extremely expensive to repair and unreliable for a solid DECADE. Almost everyone who buys them, buys them for a flex, not to have a good, reliable, quality car.
Everything makes sense now. They want to be in the high-end EV market, and their design language is very similar to e-type. They are not for volume; they will sell to UHNIs or maybe HNIs. They want to position themselves as aspirational, and the buyers of Jag don't care about the ad backlash. It seems like a good move.
There is no E Type in that design. It's literally a 2008 Chrysler Crossfire.
This is the polar opposite to the E type. It's literally black & white. Couldn't be anymore different
Rawdon Glover... Your're FIRED!
“All the sound, the fun, the passion…all the things that drive emotion...are just neutralized in an electric car.” Yeah EVs are pretty much all the same. No turbos, no gear shifters, no exhaust notes. Just golf cart noises and a tablet for a dashboard.
Hyundai Ioniq 5N has entered the chat. Seriously, it’s a good step forward. I’m certainly intrigued.
Ive owned 5 Jaguars in my life. My last one was a XF. Great car, very reliable but was quickly outdated. I hope Jaguar makes a car that people want. Also get rid of Ian McCallum
The days of cars priced like homes used to be needs to end.
Porsche didn't try to look like New York Fashion Week to say they're not making cars for a year
It might look better in black or white
EVS are DYING! People do not want Electric Vehicles and the sales massive decline has shown it! What on earth is JAGUAR thinking?
Hopefully Jaguar can compile all these replies into a solid strategy. You are NOT an EV company. Make a spin off brand like hyundai has a Genesis brand, or Toyota has lexus or even how Ford has Lincoln. I can't speak for Britain but as an American I always viewed Jaguar as the Mercedes-Benz of Britain. For now it's best you remember that, you need true enthusiast cars and for this generation and the soon to be generation who can afford your cars you need actual character, that means V8 engines, communicative driving dynamics and looks as sharp as an actual jaguars teeth. I would hate to see Jaguar leave the US market but you're quickly becoming less competitive than Mitsubishi in this market. Fix it, or even give me the job of market strategy. Most people can see the writing on the wall. Best of luck jag
You know what is worse than buying a new Luxury EV? Trying to sell a used Luxury EV. There are far fewer consumers who can afford something like this. Far fewer finance companies willing to offer loans for them. The insurance market doesn't want to insure them at any price. So.....great market research, dude!
This entire topic is the reason why I walked away from acquiring an F-Pace SVR. It's scary when parts aren't being manufactured and available
look on the bright side, it's an Indian automaker. it provides employment to the Brits all these years
Have Jaguar done ANY market research? Do they realise their target audience can’t even afford rent let alone a high end car?!
new cars look like a rolls royce.
No they DO NOT
Itself? What do you mean itself, how dare assume nah I'm just bullshitting 😂😂😂
RIP Jaguar 2024
Jaguar... and your "Executive" Leadership... here is a concept: What if you make your cars more reliable, rather than just think that everyone is going to swallow your sales-pitch? It's working for Toyota and Honda... try it. Getting a Jaguar used to be my dream car, but when I went to buy one... on the advice of a knowledgeable car dealer I got an Acura RL SE instead. Which was always reliable. Try it! And if you need to learn what car buyers are really looking for... I am here to help.
Tbh their cars are great, they just need to tighten all their nuts and bolts. Quite literally. My i-Pace has been recalled 4 times in 3 years.
Boss: We have to make cars that appeal to the most people!
MKT 🚬s: Let´s promote and make cars for the 1% of loud people that does not have money.
Boss: Genius!
Rebranding to Faguar😮
No one thinks Jaguar is aspirational anymore...unless you're talking about Jags pre-1980.
I actually love the look of the new cars, very demolition man and bad ass.
If that new car was jetblack and had James Bond come out of it we wouldn't have this "controversy".
😂😂😂I completely LAUGHED MY COFFEE OUT when they said they’ve had less warranty claims on EVs! NOT Jaguar EVs!! My husband sold his after it was in the repair shop more than his driveway!
Most western brands are dropping off from the EV race because they can't compete with China, meanwhile Jaguar: "Yes, that will save us!"
New car looks good. I hope their gamble will be successful. They have already made Land Rover as a successful brand.
Land rover and range rover gave their customers what they always sought out. Jaguar did gone in other directions and for last 40 years , they didnt listened at all what their customers want. People who buys EVs, seek out the practicability . Many people praise the new design because it makes them look good on social media. I wonder how many will buy this un-practical, not a grand tourer, not a performance car, not a family car.
if that Ad is what they want for them probably they can not save itself ...
The downfall of this might be it being all electric in a world where oil may get a lot cheaper if president Trump has his way. They could just try to sell them all in California if everyone with money doesn’t leave there.
Lol. A "comeback"? From where? They've been gone a while, champ. Look around. The only jag I saw today was pretty old.
They went from Jaguar to Faguar
Everything that Jaguar used to be, Maserati currently is. Sad cuz I used to love how Jags looked.
Love it or hate it - their marketing team got what they wanted. People talking - which is marketing currency. When the iMac came out in 1998 with their multicoloured machines, critics said it looked like a toy and would tank the already struggling company. I'm sure had the internet been as popular back then people would have been shredding it online, calling its rainbow colours whatever the equivalent of 'woke' is today. But it was stroke of genius that saved a company. All he haters are driving up online traffic - more people are talking about jaguar now than they have in decades. Sure - you'll say but it's bad talk .... well, let's see when the final product goes on sale. Honestly, I think whoever did this knew it would cause a fuss.
Aston martin's EV uses Lucid's electric motor and tech and I think Jaguar will do the same because Lucid has the best EV tech in the world.
The title of this video should be 'How Jaguar Plans to Destroy Itself'.
Seriously. I thought the context was "after backlash of their new car design, how will they save themselves?" Turns out it was more like "how they hope their new design will save them" when it's apparent the new design will be the finisher. LOL
Batmobile! That thing looks like a modern Batmobile!
Jaguar doesn’t care about their legacy try and order parts for an older Jaguar . And let’s not talk about the reliability of Jaguar’s. So if they bring out an EV maybe the reliability will change. Good luck Jaguar
Idk why people complain about the Ford era, obviously none of Jaguars many new owners have yet to improve its products and sales any better....
Imagine if they marketed this like a batmobile
Really hope that Jaguar gets to rebrand itself and make it on the market again ❤
Cyberpunk Dexter approves
I'll buy two with the new aquatic navigation capability fully pressurized & certified to a depth of no less than 500ft. 2x2 Torpedo launchers mounted directly under the front undercarriage, nearest the front bumper. Both should have the capability to transform while on the move above ground to lift off & take flight like a drone, with a rocket-assisted turbo booster for both to reach speeds up to 400mph. Bullet proof armor & windows all the way around are a must! Their license plate need to flip & have at least two others in rotation for those ultra sly getaways. The tire have to be custom solid, impervious to blowouts, and bullets, but if one does manage to get knocked out of commission, and spring loaded small tank track locks into place & the brakes automatically adjust as not to lose control, enabling getaway speeds of up to 80pmh on land. They need jammers too & a Star Link built directly into the cars. Like I said, I'll take two if you can have those ready for me by xmas. I appreciate all the extra effort & promise never to drive by you house if you do!
it's best looking ev so far.
no its not lol 😂😂😂
If Jaguar wants its come back, it will have to scrape it off the faces of all the people who viewed their new advert 😂
I like the car and also find the rebrand edgy and unique. Won't be able to consider one of the at tje $125K starting price - but would be watching the used market keenly after their launch. Concerned tho that the spokesperson said FOUR door, whilst the concept looks like a 2 door Gran Tour - like the old E type and some of its followers (Triumph GT6, Chrysler Crossfire, etc.)
By the way, is it not funny how so many Western companies thrived only when they had no competitions. But as soon as they face competitions from, many of the iconic brands disappeared.
I am sure jaguar has a bright future, combining progressive image and indian quality.
Both reasons are exactly why the company has struggled in recent years.