boycott, spread the word. You were able to bring down the Democrat party to put Republican in power to the presidency, the Senate and the House of Representative. Your boycott brought down Bud Light, Target, and Disney Movies. BOYCOTT BOYCOTT
That doesn't count or compute with these morons - we don't exist in their little fantasy world, we have been 'cancelled' ( along with the cashflow we have provided up till now ).
Jaguar is going with the flow, addressing its customer's culture preferences. People who pay thousands to drink French sugar mixed with some poor quality wine, people who pay thousands for Fashion House tutus, capes and cake hats are the the traditional Jaguar, target audience.
@@rufdymond It's actually the essence of woke, which is 'awakening' to a false reality; namely that societal issues of the past are still rampant, failure to accept an opinion is hateful and wrong, and the answer to it all is activism. So "I'm offended" or "that's offensive" is the battle cry of those suffering from wokeism--finding offense/issues where there are none. It is the apparent impetus behind Larry Fink's (Blockrock) statement that corporations need to "force behavioral change", which is what we are seeing in this add. "Delete ordinary" is very telling and very 'woke' (ie, normal is problematic).
Anybody remember when car ads were about the car and told you the price, statistics, etc. The things that allowed customers to make an informed choice. Maybe change your name to DRAGUAR.
@@leegould5306 yes but it is coming form the man who approved this nonsense that’s ruining an iconic brand. What else would we expect? Such is this man’s arrogance 🤦🏻♂️
Arrogant people do not know how to process negativity. They just double down on their choices, believing they are always correct At the extreme, they are the food for wars.
As an early 50s man that make well into the 6 figures, and a former Jaguar XK owner, and am in the market for my next Sportscar, i won't even consider Jaguar after seeing this advert!
The car has never been a great engineering job, but it looked flashy and rich. I had a friend who owned one, and the car spent more time in a repair shop than she spent driving it. So I guess they are still at it, flashy cars and ads and no improvement in their cars or the parts that are needed to run one. And expensive!!!!!!!!!! Wonder how much that ad alone cost them.
As far as British industrial and/or cultural icons go, Jaguar (until now) is up there at the top table, with the Crème-de-la-crème, Rolls Royce, Cadburys, British Airways,, Manchester United (Not for me, but that’s a tribal thing), Burberry, Triumph motorbikes, HP Sauce,etc, etc, reputation, passion, style, memories, love, loyalty all accumulated over time… Jaguar, in common with the others, has status because of the history and imagery of the company. The dreams and emotions it provokes. Deny that and take it away, which is what has happened here, all you have left is ashes. Show me more than a handful of seriously confused people that want to buy into that dystopian vision??
CEO arguing with customers? Wow. Smart! By the way these young fashion victims cannot afford to buy a Jaguar. 🐆. They would have to finance the purchase of an e-bike.
@@sprezzatura8755 The customers he's arguing with are customers they want rid of. They don't want fat old businessman with dodgy hearts driving their cars, they need to sell to a more youthful market to survive.
@@sprezzatura8755 exactly, then he wants clients to buy his products 😂😂😂😂😂 joker!! You know the level of service you’ll receive from the brand if the CEO is publicly arguing with potential new clients 😂😂😂😂😂😂 HARD PASS
Where have we seen this before? Maybe this stuff can work on some level with movies and tv shows, there's "hate watching" after all. No one will ever "hate buy" a Jag. This is one for the books.
Right! We are vile and offensive but we expect you to accept our views and pays us loads of money for one of our cars. Can I get mine with a dash plaque that says "Vile and Offensive Edition?"
The boss of Jaguar needs to be sacked after demonstrating total incompetence. and please do us all a favour by naming their incredibly useless advertising agency.
That's what I thought straight away, the comparison of this CEO attacking the people who might buy a Jag is like when the woke actors attack fans of a franchise...
I believe it's an agenda to push that fruit shit,all these companies keep pushing that shit despite losing boucou money. They're objective is to make more kids like them, this is why they focus on kids brands and shows. Explicit books in school. These mofos need to go since they just can't seem to leave the kids TF alone.
whoever hired this guy needs to do some self-examination. This is a disaster. Coming out with a really bad ad then attacking the customers is the height of stupidity. i would not let this guy plan emptying my trash can.
@@06colkurtz exactly!! I mean take the criticism and shut up. What was he expecting?? Also, attacking potential customers that you’re trying to attract to the brand?? This guy needs to go immediately.
Well sure, 'cause clearly the trash is what he wants to feed you for dinner. I'm glad he's so overt about it...but damn. How can he not be utterly humiliated over this whole thing?
It's like he is deliberately sabotaging the company. Outrageous to read the room so badly and then double down on your own lack of judgement, while blaming others.
Something tells me that you have been indulging in some "self-examination" of your own...Perhaps with the visual assistance of some old oil & semen stained British performance car magazines from the 70's & 80's. No doubt including the application of plenty grease-gun lubrication, in lots of accessible places, to keep the little General happy, Colonel?
As someone from Coventry, (the true home of Jaguar), this makes me sad. My dad worked for Jaguar for over 20 years from the 50’s to the 70’s and worked on the very first E Type off the production line. Today my heart breaks, not only because of this insult to a once great name, but for the many people who will no doubt lose their jobs in our city because the people in charge have destroyed this proud brand in order to tick a few woke diversity boxes.
The individuals who make the decisions which potentially derail a brand such as this are shortsighted. They don't comprehend that many thousands of people rely on Jaguar to make a living, to pay the bills, to survive. My father also worked at Jaguar Coventry for 20+ years. I'll show him the advert tomorrow and see what he thinks 🤔 I think I know what the answer will be.
@@fishmeister2625 On the contrary, it isn't 'shortsighted' at all! Indeed, it is being done deliberately, a controlled demolition of the capitalist model. They've been telling us for years what they intended to do; i.e. 6uild 6ack 6etter and are implementing the destruction before the rebuild!! It will only get worse, unfortunately!
It is projection. He himself knows he is vile and probably would have visited a certain island on the Caribbean if he had been given the chance. No way you create trash like this and call your customers out for not liking it. He's got brain problems.
Nah. Put a pink background and ask a 10 year old to keep changing the font until is all round at and curvy. Also delete animals, they don’t happen to be in the letter fonts. Now put telletubies. Great bag of nonsense, but nice for a 10 year old child.
Jaguar was broke long before this silly ad came out. They're only selling around 60.000 cars a year worldwide, which is basically nothing. What this is imo is a hail Mary attempt at getting those disenfranchised tesla customers to maybe consider buying a jag instead (the ones who hate musk now because he switched teams)
I honestly thought it was grown up tele-tubbies in some alternate universe….. A car Ad? …. no one is daft enough to not put a car in a car ad….are they?
Imagine attending the unveiling of the new EV and the yellow / red clown people surrounding the car. What ever happened to having pretty girls at car shows? We men want that.
"If you're one of the woke crowd, fair criticism is vile hatred and intolerance." This deceit by the woke crowd is a blatant example of a logical fallacy of diversion known as equivocation where justified criticism is "redefined" as "hatred and intolerance" so they can puff themselves up on their favorite adrenaline ruseh drug of righteous indignation/outrage and brush off the critics because they know they've got no valid rebuttal otherwise. Realize these are vile gaslighters on a mission to indoctrinate and if they have to trash such a wonderful car as the Jaguar to it, they're going to go for it!.
@@stevewhitmill2037 "Get a life" What the hell does this have to do with any comment here? Why is it I suspect this is you projecting your utter lack of a life onto others?
If a company abandons its heritage, founders legacy and even bastardized the logo with the most bland font and terrible grammar then the brand is DEAD. As a lifelong Jaguar Cars fan and owner (I have had ten) I am angry, disappointed, disgusted and insulted that the management have BETRAYED everything Jaguar Cars was. They don't even produce an engine for goodness sake. This is a powerful destruction as it abandons its employees, history, buyers and future. Sir William Lyons would never approve what they have done. As a owner of two classi Jaguar XJ's, I am glad that I own two proper Jaguar's and consider the brand finished. The reaction is not hatred or vile, its a normal revulsion to the bizarre, offensive and downright weird.
Exactly, I live on the other side of the world (british colony), and I've always associated the brand with the likes of the Royals or the upper class , and people with expensive taste which makes the car desirable, if their target market is now people that can only afford a bus ticket ( most wokesters) then they've just signed their death warrant.
Jaguar boss got it so so badly wrong, and is now trying to defend the indefensible. He’ll be sacked soon and no credible company will ever employ him again. This catastrophe and the ending of a 102 year old fabulous firm will be his legacy 😂
I've started looking into Jaguar since this debacle and it looks like the previous boss was some German guy that came from Rolls Royce and he suddenly left the company earlier this year. Which makes me think he didn't agree with this woke branding and didn't want his name attached to it.
They use words like offended, vile, racist, etc. to try and shame or intimidate society at large. People are sick of this nonsense and are not buying into their games and strategies. Go move to Iran and see how that works out for you.
The more he hits backs, the less cars they will sell. President Trump's election showed us that most people are sick of the Left telling us what to think for the last forty years.
Thousands have already walked away from this brand. Jaguars sales have been in the toilet for years. Which is the funniest part of it all. If you couldn’t sell cars with a well-known brand or even come up with a cool car what makes you think turning into rainbow fruitcake city is going to develop a better one…. Plus I heard it’s gonna be electric. Not only did the company get the woke message for years too late they got the Evie message for years too late. It’s a dead technology.
@@bassetdad437 At least Ratner had the self-awareness to realise he'd screwed up, although I felt that his attempts at damage control probably did him more harm than good.
I have some news that may come as a surprise to him , but "The customer is always right" When I buy a product I don't want politics or sexual perversion.
Bearing in mind we are now expected to accept people as they identify - what are any of these supposed to identify as? We need to be told because nobody can readily guess. As for the creativity - I am sorry but it is just like the colour saturation control failed on my TV. And breaking moulds - no, it's the same old, same old emperor's clothes. Exuberance? - flat and deadpan just like the miserable looking characters. Worse than the worst ever eurotrash Eurovision song contest entry and twice as flat and boring. Verdict - null points.
Perhaps Jaguar should get back to making cars instead of positioning itself as an organisation purely for servicing the DEI mob. If the CEO & Marketing Director are so passionate about the alphabet people they should join such organisations full time & allow the firm to get back to what it should be doing, ensuring the workers continued employment!
Great marketing approach - insult your existing customer base and threaten to “leave them behind in the hope to secure a new customer base. Absolutely brilliant!!
EXACTLY!!! If only they’d put the money they invested in this crap and all their woke DEI groups into hiring some former Toyota/Lexus engineers to find out how to make cars that don’t go wrong, think what people would be saying about the company now!
It is not just cars - it is also the price. How many people can afford 6 million dollars for a banana strapped to a wall with duct tape. The same mentality is involved here.
Yeah, no kidding, what about US? Oh, our opinion is different and the liberal woke have no tolerance for someone who doesn't absolutely agree with them.
@ out of interest, what do you make of their n a z i problem? What do you make of their stance on gay rights? Or does the virtue signalling not extend beyond “please give them all of our money, R = baddddddddd”🤣
Plus electric cars are a no show. Take away govt subsidies and they wouldn't have made a penny on them. Add to it that current infrastructure will not supply the electricity needed to power tham and nobody has a plan to remedy that (because the cost would be staggering) they're a non starter. I can't find the article now but about a year ago the head of the Teamsters, in response to the legislature to require all long haul trucks to be electric by 2035 IIRC, said, "You would need to build 10,000 charging stations a month starting right now to have the ability to charge all the trucks by 2035." And like I said earlier, there is no plan to do this. Currently about 10% of the vehicles in California are electric. During the summer they already have rolling brownouts and tell people not to charge their electric cars during peak usage times. They can't supply the electricity for all electric vehicles and currently have no plan in place to do it. This is all political money grabbing. And by the time it comes home to roost none of these politicians and CEOs will be around to take the blame.
Clearly the current Jaguar boss is not the man for the job, unfortunately not only years of hard work but also it's heretige have been thrown down the pan, he has effectively publicly insulted all Jaguar owners and degraded the brand, I feel sorry for the staff and shop workers who will loose their jobs over the coming months.
Bud, Boots, Jaguar, Disney...the list goes on of companies who have seriously damaged their brand by attempting to appeal to a very small demographic while alienating the majority and then criticising them for daring to have a different opinion.
I doubt it, it looks like this is all endorsed and promoted deeply within the company. One of the directors was bragging about having 15 DEI societies within the company.
If your car isn’t worth showing in a commercial advertisement, it shouldn’t be marketed. Show us your product, not your kink or sexual preference. It’s a car. It goes from point a to b. Show us the car doing that.
Throw away the heritage and the iconic logos and produce green cars and buyers will flock to the showrooms. They won't care about quality because they are leading the charge to save the planet and eliminating vile, hateful views from society.
All he's telling me is that he's swallowed the advertising agency's BS. They've sold Jaguar a total dog of an ad campaign with a pie-in-the-sky notion of attracting a completely new customer base that doesn't exist. Better still, it's likely to drive away many of the straight, middle-aged, affluent people who are Jaguar's natural market.
Thats correct. They screwed their market and are now appealing to a "new and edgy generation", however they have no money, most are unemployed. Backfire!
@@TheClaireiexactly! Most of them have swallowed the climate con and won’t buy an electric jaguar. If they do need an ev most will go fiat500 or Tesla, the more affluent will go BMW Audi and Porsche, and, somewhat ironically…Range Rover 😂
I'll keep my petrol S Type Jag thanks. I will never own an EV no matter what the brand, and seeing Jaguar using Teletubbie rejects turns my stomach, this woke shite is offensive
@@JestersDeadUK Please don't bastardize the wonderful English language by using the word "dood", I hate that, must be my age but it riles me. EVs are shite, Jags are not about being cheap to run, you have a Jag then you know the cost will be on the high side, eco warriors can kiss my freckled ass. If I want a cheap car to run I'll get a Nissan Micra
I think I could show this to my dad, who hates his diesel X Type, and he'll probably love it all of a sudden and keep it forever... Or instantly sell it to not have a product made by the same company that made... THIS.
@@mikeolly67 It doesn't want 58, year old fat businessman with dodgy hips anymore, it wants the slice of market that Audi has. It's not hard to understand surely?
Jaguar needs to be a British company that uses its legacy as an asset. Making quality the #1 priority will eventually pay dividends once a reputation is established.
Here’s a recipe for success as a car manufacturer: do what Toyota and Honda do, max reliability max efficiency max longevity, max build quality, attach a luxury vehicle Lexus etc. Works for them.
But they are all likely to fail as too far behind the Chinese or Tesla to ever catch up. With the eu and USA hiding dying old local car companies behind import tariffs as they are so bad at making proper EVs.
@@JustDucky-d9k If that were true then they would not need to hide from them being offered for sale without the punitive impot taxes. Fair enough the USA is unusual in that they drive silly distances so range matters more to them but that is rapidly increasing in EVs. As I understand it old legacy car makers are just not capable of making them and a profit. Complacency left them in a 'Kodak' position.
@@nicholaspostlethwaite9554 Still not a great demand for EVs, except amongst the wokerati. Understandably they are more in demand in Canada. The Ford F150s and Jeep are more popular than ever.
Jaguar, once iconic, now moronic!
Bud Light wanted to move on from its customers with trans women image. Jag' get a brain.
There's a job for you in advertising.
As an advertising slogan, it couldn't be any worse than the advert.
😂
Excellent.
99 percent of the population are offended by your advert.
The CEO is offended because he is as woke as you can get, totally blinded by it. Just as sic as that woke bunch on his advert
And the remaining 1% don't want a Jag.
@@marklatimer7333No, they think they are Jags.
@@jeanmouton3828 Kind of sick to think of how the CEO and his models spent the rest of the night.
@@collier8931 It certainly rhymes was Jags.
So, Jaguar CEO was offended by the reaction to his advert? Well, I'm offended by the advert, so that makes us even.
boycott, spread the word. You were able to bring down the Democrat party to put Republican in power to the presidency, the Senate and the House of Representative. Your boycott brought down Bud Light, Target, and Disney Movies. BOYCOTT BOYCOTT
I've heard that Queer Starmer likes that ad.
Gaslighting 101! It’s your fault for not signing up to their delusion! I think the markets will decide whose right!
He wants sacking
Yeah but we all made him cry so it has to be a hate crime right? 😂
How does Jaguar NOT know their own customer base - then insult them.
As a straight 60 year old man who could actually afford a Jag, I find their ad vile and hateful towards me.
"Delete ordinary" is their way of saying we should delete ourselves from life. Vile and hateful is right.
That doesn't count or compute with these morons - we don't exist in their little fantasy world, we have been 'cancelled' ( along with the cashflow we have provided up till now ).
My dad had mark 2 in the sixties. I showed him this ad and he couldn’t believe it was real. They really are thoughtless and as you say “vile”.
Jaguar is going with the flow, addressing its customer's culture preferences. People who pay thousands to drink French sugar mixed with some poor quality wine, people who pay thousands for Fashion House tutus, capes and cake hats are the the traditional Jaguar, target audience.
As a 30 year old who could afford a Jaguar I wouldn’t buy a jaguar even before this ad campaign.
Alienating 95% of your customers, is suicidal.
The 5% they are promoting towards , won’t buy your cars
Selling to less than 5% of the population is bad business case.
Doubt whether it's even 5%
It’s definitely less than 5%😂
5% of the less than 1% that can buy a jaguar. That's a number I don't want to figure out. 😂
@@zconiglietti 0.05% if true!
"I'm offended" is the most woke phrase ever
You can't give offence, only take offence.
What does woke even mean in this context….please elaborate?
@@rufdymond
It means mentally unstable.
@@rufdymond Wants Only Kudos Ever
@@rufdymond It's actually the essence of woke, which is 'awakening' to a false reality; namely that societal issues of the past are still rampant, failure to accept an opinion is hateful and wrong, and the answer to it all is activism. So "I'm offended" or "that's offensive" is the battle cry of those suffering from wokeism--finding offense/issues where there are none. It is the apparent impetus behind Larry Fink's (Blockrock) statement that corporations need to "force behavioral change", which is what we are seeing in this add. "Delete ordinary" is very telling and very 'woke' (ie, normal is problematic).
Anybody remember when car ads were about the car and told you the price, statistics, etc. The things that allowed customers to make an informed choice. Maybe change your name to DRAGUAR.
Faguar
This ‘campaign’ has completely destroyed the Jaguar brand
END OF STORY
Jaguar is going to go out with a poof.
Great news
Too right!
Tell him to have a Budweiser on me'
A shape with no wheels is what I saw and I thought bloody hell the wheels have come off the jag then I put my glasses on 😂😂😂
Telling customers they are vile and wrong isn’t a good business model!!
@@leegould5306 yes but it is coming form the man who approved this nonsense that’s ruining an iconic brand. What else would we expect? Such is this man’s arrogance 🤦🏻♂️
Has to be deliberate, for some reason he is trying to destroy to company.
"Cr*p" jewellery anyone?!
Hollywood led the way.
Arrogant people do not know how to process negativity.
They just double down on their choices, believing they are always correct
At the extreme, they are the food for wars.
Would you buy a car from this dude?
NOOOOOOOOOOOOOOOOOOOOOOOOOO!!!!!!!!!!
The door would probably fall off at the first set of traffic lights it stops at.
If I had one I would sell it !
@SepticWhelk no one would buy it anyway so ur stuck with it. 😂
Not no, but HELL NO!
As an early 50s man that make well into the 6 figures, and a former Jaguar XK owner, and am in the market for my next Sportscar, i won't even consider Jaguar after seeing this advert!
What will you consider?
I wa thinking about a jag too but picked a Porsche instead back in November. I can’t imagine the depreciation after this.
It's not hatred,...it's repulsion .
ABSOLUTELY - CORRECT - and nobody cares.
ReVulsion....
@stevel.2126 Agreed .
Ricky Gervais: "being offended doesn't mean you're right".
Criticizing a RIDICULOUSLY TERRIBLE advertising campaign that appeals to NOBODY is NOT intolerance; pointing out STUPID is just that.
Es una campaña de autos, no es una campaña de disfraces vintage, hubo una confusión 😂😂😂
if the Boss is this stupid.......how good can the car be?
The car has never been a great engineering job, but it looked flashy and rich. I had a friend who owned one, and the car spent more time in a repair shop than she spent driving it. So I guess they are still at it, flashy cars and ads and no improvement in their cars or the parts that are needed to run one. And expensive!!!!!!!!!! Wonder how much that ad alone cost them.
Their new electric car might be quite good despite the nincompoop DEI CEO.
Assuming that is you want a fancy EV.
shit
They're not British any more anyway, they are curry cars 💩
Yes.
He's offended?????? The consumers are offended. This is Jaguars "Bud Light" moment.
Leaking trans fluid now doesnt just mean a dodgy gearbox
I'll have to try and remember that one, brilliant.
Eww. Lol
And a leaky back box
had the whole undercarriage rebuilt. 😮
🤢🤢🤮🤮🤮😂😂🤣🤣🤣🤣🤣
Dear Jaguar, your job is to sell cars, not campaign on social issues. We can all see exactly how that firm is run!
Well Jaguar don't make cars very often so they decided to do something and thisbwas cheaper to develop.
Are you the business behavior police? Don't buy their car if you're offended
As far as British industrial and/or cultural icons go, Jaguar (until now) is up there at the top table, with the Crème-de-la-crème, Rolls Royce, Cadburys, British Airways,, Manchester United (Not for me, but that’s a tribal thing), Burberry, Triumph motorbikes, HP Sauce,etc, etc, reputation, passion, style, memories, love, loyalty all accumulated over time…
Jaguar, in common with the others, has status because of the history and imagery of the company. The dreams and emotions it provokes.
Deny that and take it away, which is what has happened here, all you have left is ashes.
Show me more than a handful of seriously confused people that want to buy into that dystopian vision??
Sorry I don't see any campaigning on social issues, I just see a short arty video ad for a new brand
@Hali88 yeah but, what is the brand. Based on this ad, what do you think that brand does?
So what if it's "hatred". Your job as a Jaguar employee is to ensure that people don't hate your company. If they do... you F...ked up. Not the world.
You are 100% correct ✅
Exactly
Spectacular comment!! Thank you from the rest of the world!
I guess Jaguar can be offended all the way to the unemployment line.
Considering 90% of their customers are conservative, how could they believe this was a good idea?
Sales are free falling anyway... So maybe time for them to do something crazy... 😂😂.
@elliaselliyasa3885 most of their customer base these days are wealthy Arabs. You know, people that rabidly hate this stuff.
@@elliaselliyasa3885gotta capture that 0.2% market share....wait....
@@elliaselliyasa3885like decimate their remaining sales lol, they should target new audiences for sure but beats me why they went with this
@@Falneyplease tell me this isn’t true. How could anyone be this stupid?
I’m offended by the CEO’s reaction to our reaction.
I'm offended that your offended by him being offended by people who find the advert offensive
Shows his disrespect for traditional Jaguar buyers.
Find his name: Rawdon Glover.
Raw Dong Lover.
What did you expect?
The CEO is called Rawdon Glover.
R a w D o n g L o v e r.
Says it all.
@FredScuttle456
I........I can't unsee this!!!!
When you crap all over your own customers, your customers have every right to criticize you. Own it Jaguar. You made your bed. Now lie in it.
The advert only appeals to 1% of the population, most of whom I’d wager don’t buy Jaguars; genius!
0.1% or less, actually.
CEO arguing with customers? Wow. Smart! By the way these young fashion victims cannot afford to buy a Jaguar. 🐆. They would have to finance the purchase of an e-bike.
@@sprezzatura8755 The customers he's arguing with are customers they want rid of. They don't want fat old businessman with dodgy hearts driving their cars, they need to sell to a more youthful market to survive.
@@sprezzatura8755 exactly, then he wants clients to buy his products 😂😂😂😂😂 joker!! You know the level of service you’ll receive from the brand if the CEO is publicly arguing with potential new clients 😂😂😂😂😂😂 HARD PASS
@@nudisco300 Good luck with that.
@@nudisco300Youthful zoomers buying jaguar 😂 Most young men are anti woke
@nudisco300 Nothing spells "youthful" like an obscure ad that people think is for makeup.
I love companies talking down to potential customers. Greatest business strategy ever
Right up there with ‘deplorable’ and ‘garbage’.
😂😂
This ad represents vile hatred and intolerance towards heterosexuals.
They are creating a new world order, it has nothing to do with customers or sales. You are dead to them.
I mean, it worked swimmingly for Bud Light.
Glad he's offended, how to trash your client demographic with one stupid ad.
He is triggered lol
I wish I had enough money to boycott the brand
@@d.mfrost6801Do it anyway!!!
Well put.
And follow-up response!
Last I checked. They are a business trying to sell a product. Insulting their customer base doesn't seem like a sane choice.
Offending your customer base isn't a great business move .
As Hollywood has found out.
Where have we seen this before? Maybe this stuff can work on some level with movies and tv shows, there's "hate watching" after all. No one will ever "hate buy" a Jag.
This is one for the books.
Narcissistic behavior… and they keep putting these people in charge. 🤷♂️
@@dr.juerdotitsgo5119
I hate this car! I am going to buy it out of spite! Grrr! 😄
But … they have a massive ‘new’ customer base in the purple hair brigade ☺️
Just because your Offended.... does not make you Right.....
The great Ricky Gervais comment 😂👍🎯
You + are = you're. 😉 Just in case you're better at math.
Then he goes on to insult people. lol
Damn right. Jaguar caught the woke mind virus.
No it makes you woke broke and unemployed
Well, since the CEO doesn’t think I’m tolerant enough to accept his advertising, he surely won’t want me buying his product.
Right! We are vile and offensive but we expect you to accept our views and pays us loads of money for one of our cars.
Can I get mine with a dash plaque that says "Vile and Offensive Edition?"
Apparently Jag's newest oil filter resembles a can of Bud Light.
The boss of Jaguar needs to be sacked after demonstrating total incompetence. and please do us all a favour by naming their incredibly useless advertising agency.
They have probably gone into hiding, changed their name and relocated to somewhere very remote.
The "modern audience" that Disney and Marvel cater to. Which also doesn't exist. Jaguar is dead.
That's what I thought straight away, the comparison of this CEO attacking the people who might buy a Jag is like when the woke actors attack fans of a franchise...
the simple truth that this demographic is largely imaginary hasn't dawned on countless corporate entities yet.
I believe it's an agenda to push that fruit shit,all these companies keep pushing that shit despite losing boucou money. They're objective is to make more kids like them, this is why they focus on kids brands and shows. Explicit books in school. These mofos need to go since they just can't seem to leave the kids TF alone.
TATA should fire the Jaguar CEO, he just destroyed one of their brand.
Geeeezzzz...bring back George Jefferson and Archie Bunker
whoever hired this guy needs to do some self-examination. This is a disaster. Coming out with a really bad ad then attacking the customers is the height of stupidity. i would not let this guy plan emptying my trash can.
@@06colkurtz exactly!! I mean take the criticism and shut up. What was he expecting?? Also, attacking potential customers that you’re trying to attract to the brand?? This guy needs to go immediately.
Well sure, 'cause clearly the trash is what he wants to feed you for dinner. I'm glad he's so overt about it...but damn. How can he not be utterly humiliated over this whole thing?
It's like he is deliberately sabotaging the company.
Outrageous to read the room so badly and then double down on your own lack of judgement, while blaming others.
When in panic-mode, you either fight, flight or freeze. This guy chose to pick a fight he won't win...
Something tells me that you have been indulging in some "self-examination" of your own...Perhaps with the visual assistance of some old oil & semen stained British performance car magazines from the 70's & 80's. No doubt including the application of plenty grease-gun lubrication, in lots of accessible places, to keep the little General happy, Colonel?
As someone from Coventry, (the true home of Jaguar), this makes me sad. My dad worked for Jaguar for over 20 years from the 50’s to the 70’s and worked on the very first E Type off the production line. Today my heart breaks, not only because of this insult to a once great name, but for the many people who will no doubt lose their jobs in our city because the people in charge have destroyed this proud brand in order to tick a few woke diversity boxes.
The individuals who make the decisions which potentially derail a brand such as this are shortsighted. They don't comprehend that many thousands of people rely on Jaguar to make a living, to pay the bills, to survive.
My father also worked at Jaguar Coventry for 20+ years. I'll show him the advert tomorrow and see what he thinks 🤔 I think I know what the answer will be.
Home of Jag?.......House of HORRORS!!!!
That was my first thought.
As with a Boots boycott any drop in profits will see the REAL workers suffer. 😢
That is true and your words are SPOT ON
@@fishmeister2625 On the contrary, it isn't 'shortsighted' at all! Indeed, it is being done deliberately, a controlled demolition of the capitalist model. They've been telling us for years what they intended to do; i.e. 6uild 6ack 6etter and are implementing the destruction before the rebuild!! It will only get worse, unfortunately!
As a jaguar owner, the ceo needs to be fired immediately
Hurry up and sell that beast before you get labeled.
U better sell your car asap before it worth nothing
@@lambolim2178 😂😂😂
A key aim of the campaign seems to have been to alienate existing owners and prevent repeat purchases. It appears to have succeeded in this.
The customer is always right.
What kind of moronic response is - my customers are “vile” and offend me.
It is projection. He himself knows he is vile and probably would have visited a certain island on the Caribbean if he had been given the chance.
No way you create trash like this and call your customers out for not liking it. He's got brain problems.
Someone that should not be in sales😂
They've spent all that money on rebrand and they start insulting potential customers, way to go jaguar.
Nah. Put a pink background and ask a 10 year old to keep changing the font until is all round at and curvy. Also delete animals, they don’t happen to be in the letter fonts. Now put telletubies. Great bag of nonsense, but nice for a 10 year old child.
And they never showed a jaguar to buy
Not a single car was shown
The now well known phrase, “. Go woke go broke Jaguar”. 🏴🇬🇧
Jaguar was broke long before this silly ad came out. They're only selling around 60.000 cars a year worldwide, which is basically nothing. What this is imo is a hail Mary attempt at getting those disenfranchised tesla customers to maybe consider buying a jag instead (the ones who hate musk now because he switched teams)
@@Nomolyx1 you make a great point. do Jaguar have an ev comparable to tessla ready to go?
@@tommaguzzi1723 they want to go completely electric now
@@tommaguzzi1723 I believe the one they already have is called i-pace
Their take on this is: Go woke OR go broke 😊.
CAN THE STOCK HOLDERS FILE A LAW SUIT AGAINT THIS IDIOT CEO FOR THEIR FINANCIAL LOSSES?
Who actually cares if you are offended?
No one
Well, we aren't, but I bet jaguar are.
I love it that he's offended he's got the message ❤
The jaguar advertisement is just plain disgusting to humanity.
I thought it was a quite decent Balmain advertisement.
I honestly thought it was grown up tele-tubbies in some alternate universe…..
A car Ad? …. no one is daft enough to not put a car in a car ad….are they?
What’s so off is that this ad was about inclusivity!! But it’s specifically targets one group EXCLUSIVELY!!!!
@@lindakilmer2548 that’s exactly what I said!
Its always the same hypocricy.
And a group that amounts to
What group is that then?
I always laugh at the group of dancers that call themselves Diversity, 🤣
Imagine attending the unveiling of the new EV and the yellow / red clown people surrounding the car. What ever happened to having pretty girls at car shows? We men want that.
Most of the customers that would buy the new jaGuar are unemployed and are unemployable.
Perfect description
JaG with cheap parts!
jaguar employed some of them already
Pink hair brigade don’t care about cars
Not true. There are plenty of jobs for DEI HR types. All on good money and £800 a month car allowance.
What universe do these corporate idiots live in? Piss off the customer base and you have no product anymore. It's business 101..
They still get their bonuses, massive salaries and move on to a new sucker, I mean company.
To be fair they are commies. Profit is evil, destroying everything to make us all equally poor is good.
Not the real one that’s for sure
@@ptonpc that's what I was going to say--it's a big club that we're not in.... they' don't have to succeed at their job to cash in.
I've always been a fan of Jaguar but this advertisement has turned my stomach I will never consider Jaguar ever again
Your Jaguar has now changed to Gaguar.
If you're basing the purchase of a £100k+ car on a 20 second ad you're an idiot anyway. Who in their right mind does that?
When are these companies going to realize this...." You go woke, you go broke".
If you're one of the woke crowd, fair criticism is vile hatred and intolerance.
Wokeys are just pure mental
Truth sounds like hate to those who hate the truth
"If you're one of the woke crowd, fair criticism is vile hatred and intolerance." This deceit by the woke crowd is a blatant example of a logical fallacy of diversion known as equivocation where justified criticism is "redefined" as "hatred and intolerance" so they can puff themselves up on their favorite adrenaline ruseh drug of righteous indignation/outrage and brush off the critics because they know they've got no valid rebuttal otherwise. Realize these are vile gaslighters on a mission to indoctrinate and if they have to trash such a wonderful car as the Jaguar to it, they're going to go for it!.
Get a life
@@stevewhitmill2037 "Get a life" What the hell does this have to do with any comment here? Why is it I suspect this is you projecting your utter lack of a life onto others?
The boss at Jaguar is called Rawdon Glover. If you mess around with the spacing it’s Raw Dong Lover.
😂😂😂😂😂😂 right...😂😂😂😂😂😂🤣🤣🤣😅😅😅😅😅
Brilliant !
😮😮😮😮😮✅
HAHAHAHAHA
😂😂😂😂😂😂😂
Oh, he's about to get a BIG OL' "Raw Dong", now that Jaguar stocks have hemorrhaged billions...
Let's face it, Jaguar's CEO thinks his own brand is too masculine.
Is this the right man in the right place?
If a company abandons its heritage, founders legacy and even bastardized the logo with the most bland font and terrible grammar then the brand is DEAD. As a lifelong Jaguar Cars fan and owner (I have had ten) I am angry, disappointed, disgusted and insulted that the management have BETRAYED everything Jaguar Cars was. They don't even produce an engine for goodness sake. This is a powerful destruction as it abandons its employees, history, buyers and future. Sir William Lyons would never approve what they have done. As a owner of two classi Jaguar XJ's, I am glad that I own two proper Jaguar's and consider the brand finished. The reaction is not hatred or vile, its a normal revulsion to the bizarre, offensive and downright weird.
Buy him a voucher for a Budweiser drink.
Damn. You sound rich and cultured. They truly lost any hope if they're losing customers like you.
Aston Martin mate
Exactly, I live on the other side of the world (british colony), and I've always associated the brand with the likes of the Royals or the upper class , and people with expensive taste which makes the car desirable, if their target market is now people that can only afford a bus ticket ( most wokesters) then they've just signed their death warrant.
If your mechanic ever tells you that your Jag is leaking trans fluid it will now have a whole new meaning.
The new Jaguar logo looks likes a cheap brand for a Temu t-shirt
You will probably be able to buy a better car through TEMU.
Haha good one.
I'm pretty sure it's a rip off of a brand that makes cheap bath taps
I think it’s reminiscent of ARO (Markles debacle)
A cat in a cage.
Jaguar boss got it so so badly wrong, and is now trying to defend the indefensible. He’ll be sacked soon and no credible company will ever employ him again. This catastrophe and the ending of a 102 year old fabulous firm will be his legacy 😂
He's gathering ESG credits for this.
Happened to the British motorcycle industry in the late 70s. Entitled management thinking they know best! .. didn't save them!
I've started looking into Jaguar since this debacle and it looks like the previous boss was some German guy that came from Rolls Royce and he suddenly left the company earlier this year. Which makes me think he didn't agree with this woke branding and didn't want his name attached to it.
The guy in charge of advertising is a flaming homosexual 😂
I will buy him a drink, a Budweiser.
How the hell are we "hateful and intolerant"? Their ad is specifically aimed at people who are notoriously hateful and intolerant.
"We don't want to necessarily leave all of our customers behind."
Owners leaving Jaguar behind.
Well I would not wont any the clowns, near my Behind.
Looks very queer to me considering it is a car advert.
faGuar. For gay people.
Ooh Ducky!😂
No way I'm buying a Jaguar now. As soon as I come home with one my wife will know everything.
Jaguar arrived too late to the party. Wokeism and DEI are no longer fashionable.
I hope it comes in pink.
There's that divisive word again, "offended".... they wear it like a badge of honour!!
They use words like offended, vile, racist, etc. to try and shame or intimidate society at large. People are sick of this nonsense and are not buying into their games and strategies. Go move to Iran and see how that works out for you.
He can hit back as much as he likes but thousands will still walk away from his product.
We thought Ratner used the wrong words but this guy?
@@bassetdad437😂
The more he hits backs, the less cars they will sell.
President Trump's election showed us that most people are sick of the Left telling us what to think for the last forty years.
Thousands have already walked away from this brand. Jaguars sales have been in the toilet for years.
Which is the funniest part of it all. If you couldn’t sell cars with a well-known brand or even come up with a cool car what makes you think turning into rainbow fruitcake city is going to develop a better one…. Plus I heard it’s gonna be electric.
Not only did the company get the woke message for years too late they got the Evie message for years too late. It’s a dead technology.
@@bassetdad437 At least Ratner had the self-awareness to realise he'd screwed up, although I felt that his attempts at damage control probably did him more harm than good.
I have some news that may come as a surprise to him , but "The customer is always right"
When I buy a product I don't want politics or sexual perversion.
Spot on
I'll buy the soap, not the soapbox. ...Particularly when the latter is filthy.
You'll be paying over £100000 pounds for this crap.
I commented elsewhere that Jaguar have coined their own new phrase,"The customer is always wrong." G Ire
Bearing in mind we are now expected to accept people as they identify - what are any of these supposed to identify as? We need to be told because nobody can readily guess. As for the creativity - I am sorry but it is just like the colour saturation control failed on my TV. And breaking moulds - no, it's the same old, same old emperor's clothes. Exuberance? - flat and deadpan just like the miserable looking characters.
Worse than the worst ever eurotrash Eurovision song contest entry and twice as flat and boring.
Verdict - null points.
This will be studied for decades as a crowning example of the powerful intersection of the sunk-cost fallacy and toxic positivity.
Perhaps Jaguar should get back to making cars instead of positioning itself as an organisation purely for servicing the DEI mob.
If the CEO & Marketing Director are so passionate about the alphabet people they should join such organisations full time & allow the firm to get back to what it should be doing, ensuring the workers continued employment!
Great marketing approach - insult your existing customer base and threaten to “leave them behind in the hope to secure a new customer base. Absolutely brilliant!!
And it is a base they are targeting cant afford the rent 🤣🤣🤣🤣🤣, you can tell Jaguar doesnt live in the real world
Well good luck to them!!
😂😂😂😂😂
The man thinks an advert can save a car company. Its the CARS, only the CARS, nothing sells cars better than fantastic CARS. Make great CARS.
EXACTLY!!! If only they’d put the money they invested in this crap and all their woke DEI groups into hiring some former Toyota/Lexus engineers to find out how to make cars that don’t go wrong, think what people would be saying about the company now!
Case in point, Tesla does no advertising. The cars sell themselves.
Only rainbow and pink leather for Jaguars surely to go with the new image.
It is not just cars - it is also the price. How many people can afford 6 million dollars for a banana strapped to a wall with duct tape. The same mentality is involved here.
@@Me__Myself__and__IOf course Tesla advertised to get where it is.
HE'S offender? He offended US first.
Yeah, no kidding, what about US? Oh, our opinion is different and the liberal woke have no tolerance for someone who doesn't absolutely agree with them.
So Jag believes these people can afford or what a Jag? Delirious!
From luxury to lunacy, bye bye jaguar
Or 'Tata' Jaguar...
I deny that laughing and pointing at something is in anyway "hatred"
Including someone with a flag in their bio or profile picture
@AI-Records24 I support Ukraine as does this country so deal with it.
@ hahahah I think you’ll find that’s just the government pushed by those who earn out of it and people lacking IQ
@ out of interest, what do you make of their n a z i problem? What do you make of their stance on gay rights? Or does the virtue signalling not extend beyond “please give them all of our money, R = baddddddddd”🤣
@@Beorn. You sound like a Jaguar CEO
A car famed for having terrible electrics is going to produce an electric car...... How bad can it actually be?
Homer Simpson's car
😂
@@DeltaPi314with rack and peanut steering 😂
Yeah...what could possibly go wrong? 🤪
Plus electric cars are a no show. Take away govt subsidies and they wouldn't have made a penny on them. Add to it that current infrastructure will not supply the electricity needed to power tham and nobody has a plan to remedy that (because the cost would be staggering) they're a non starter.
I can't find the article now but about a year ago the head of the Teamsters, in response to the legislature to require all long haul trucks to be electric by 2035 IIRC, said, "You would need to build 10,000 charging stations a month starting right now to have the ability to charge all the trucks by 2035." And like I said earlier, there is no plan to do this. Currently about 10% of the vehicles in California are electric. During the summer they already have rolling brownouts and tell people not to charge their electric cars during peak usage times. They can't supply the electricity for all electric vehicles and currently have no plan in place to do it. This is all political money grabbing. And by the time it comes home to roost none of these politicians and CEOs will be around to take the blame.
Clearly the current Jaguar boss is not the man for the job, unfortunately not only years of hard work but also it's heretige have been thrown down the pan, he has effectively publicly insulted all Jaguar owners and degraded the brand, I feel sorry for the staff and shop workers who will loose their jobs over the coming months.
It is always the working man in the street who pays the price for the mismanagement which occurs in the upper echelons of the ivory towers
He should get a job at Disney or Ubisoft.....😂
Bud, Boots, Jaguar, Disney...the list goes on of companies who have seriously damaged their brand by attempting to appeal to a very small demographic while alienating the majority and then criticising them for daring to have a different opinion.
Jag boss just lost his job...
He'll have a bright new career as a female impersonator.
I doubt it, it looks like this is all endorsed and promoted deeply within the company. One of the directors was bragging about having 15 DEI societies within the company.
The guy in charge of this is a flaming homosexual 😂 look him up.
@@gc2234great. Thanks for letting North Americans know so we can adjust our purchases….after all we are just normal everyday people.
If your car isn’t worth showing in a commercial advertisement, it shouldn’t be marketed. Show us your product, not your kink or sexual preference. It’s a car. It goes from point a to b. Show us the car doing that.
Jaguar has a brand heritage most would kill for. They don't have a branding problem. They have a lack of quality product problem.
They now have a branding problem.
Throw away the heritage and the iconic logos and produce green cars and buyers will flock to the showrooms. They won't care about quality because they are leading the charge to save the planet and eliminating vile, hateful views from society.
So Jag have gone from F- Pace to F- up.
Very nice 😂😂😂😂
Or maybe the "F-all" type? Better than anybody else for the price.
All he's telling me is that he's swallowed the advertising agency's BS. They've sold Jaguar a total dog of an ad campaign with a pie-in-the-sky notion of attracting a completely new customer base that doesn't exist. Better still, it's likely to drive away many of the straight, middle-aged, affluent people who are Jaguar's natural market.
Exactly ! bots and fake votes don’t buy cars
Thats correct. They screwed their market and are now appealing to a "new and edgy generation", however they have no money, most are unemployed. Backfire!
And the people they're trying to appeal to are probably anti car 😂
@@TheClaireiexactly! Most of them have swallowed the climate con and won’t buy an electric jaguar. If they do need an ev most will go fiat500 or Tesla, the more affluent will go BMW Audi and Porsche, and, somewhat ironically…Range Rover 😂
'were' Jaguars natural market. Were.
I somehow doubt in 50 years we'll look back at this pathetic ad and say Jaguar blazed any trails. Quite the opposite I fear.
We now know where the old marketing team at Bud Light are now working.
The dude is a flaming homosexual 😂
lol or rather lmao
Not a unique reply is it bud..
👏👏👏👏🤣😂🤣😂👍
Jaguar: "Hold my Bud Light!" 🤣😂🤣
So customers dislike the advert..but one person, the boss thinks the customer is wrong...Good luck
It beggars belief a prestigious company like this could willingly blow themselves up like this!
Go woke go broke.
Keep telling the customer they're wrong that will sell cars
Good, he needs offending over this utter shite.
I'll keep my petrol S Type Jag thanks. I will never own an EV no matter what the brand, and seeing Jaguar using Teletubbie rejects turns my stomach, this woke shite is offensive
Thing wrong with EVs dood and SO much cheaper to run, that marketing campaign is shite though, the LGBTHJDCGVD&@£& and TV crap has no place here
@@JestersDeadUK Please don't bastardize the wonderful English language by using the word "dood", I hate that, must be my age but it riles me.
EVs are shite, Jags are not about being cheap to run, you have a Jag then you know the cost will be on the high side, eco warriors can kiss my freckled ass. If I want a cheap car to run I'll get a Nissan Micra
I think I could show this to my dad, who hates his diesel X Type, and he'll probably love it all of a sudden and keep it forever...
Or instantly sell it to not have a product made by the same company that made... THIS.
@@Danse_Macabre_125 You mean his Ford Mondeo in fancy dress?
@Brummie666 Indeed I do! Haha
I'm offended by his advert
Prime example of a vanity project that ignores the people that pays his salary.
A company that doesn’t listen to its customers is set to fail.
A company that insults its customers (existing and potential) is set to implode.
@@mikeolly67 It doesn't want 58, year old fat businessman with dodgy hips anymore, it wants the slice of market that Audi has.
It's not hard to understand surely?
He will be unemployed soon enough. Unfortunately the rest of Jaguars employees will be out of work too when the company goes out of business.
His name is actually RawDongLover, I’m dead 😂💀
Absolutely spot on Scottish Car Clan. An advert with no mention of it's product is absolutely barking mad.
Owner thinks its edgy. lmao
Not quite as barking mad as a company deciding not to sell any products until 2026!
I'm glad to see a man stand up to this nonsense.
They didn't mention the car because they didn't want to turn buyers off.
1:48 Yeah they employed the wrong people to do their marketing. That's DEI for you.
Everyone seems to forget that its parent company is TATA Motors. TATA Motors doesn’t care about the Jaguar legacy.
Neither do they want to associated with this abomination. 😂
Jaguar needs to be a British company that uses its legacy as an asset. Making quality the #1 priority will eventually pay dividends once a reputation is established.
BYE BYE JAGUAR. RIP
The ad's slogans are even a crime against grammar.
Fearlessly destroying any chance of recovery. Well done Jaguar. My new car will be built by another company.
Pandering to Non Car Buyers? Its Life Jim, But Not as we know it.
😂
His name is actually RawDongLover, I’m dead 😂💀
Here’s a recipe for success as a car manufacturer: do what Toyota and Honda do, max reliability max efficiency max longevity, max build quality, attach a luxury vehicle Lexus etc. Works for them.
But they are all likely to fail as too far behind the Chinese or Tesla to ever catch up. With the eu and USA hiding dying old local car companies behind import tariffs as they are so bad at making proper EVs.
It worked for Jaguar when they were British.
@@nicholaspostlethwaite9554 More like the American people do not want EVs, at least not yet.
@@JustDucky-d9k If that were true then they would not need to hide from them being offered for sale without the punitive impot taxes.
Fair enough the USA is unusual in that they drive silly distances so range matters more to them but that is rapidly increasing in EVs.
As I understand it old legacy car makers are just not capable of making them and a profit. Complacency left them in a 'Kodak' position.
@@nicholaspostlethwaite9554 Still not a great demand for EVs, except amongst the wokerati. Understandably they are more in demand in Canada. The Ford F150s and Jeep are more popular than ever.
Jaguar didnt realize that most of the colorful group of people who approve of the ad ride Uber.
Or a bus.