Jaguar Rebrand - Your thoughts

[99call]

The UKs new tin pot dictator in waiting Nigel Farage has gotten his knickers in a twist about this ad to (predictably). Describing the models as "almost not human". Hhmm??...where have I heard that kind of rhetoric before??

When it comes to fashion. I'm guessing Nigel is much more a Hugo Boss kind of guy.

[BrightonCorgi]

Jaguar tries to move away from "Britishness" as if that's not something consumers are looking for. Yet Rolls Royce, Aston, Land Rover, McLaren, and Bentley promote it to their benefit. 

Hire millennials at your own risk.

[99call]

19 hours ago, El Presidente said:

...Nice review of the ad 

Don't you miss a much simpler time, when advertising campaigns where 100% wholesome, knew exactly what they were selling.... and to whom. There's something in here for all the conventional markets, it doesn't matter if you are a construction worker, police officer, or even a cowboy...🤣

[99call]

7 hours ago, BrightonCorgi said:

Jaguar tries to move away from "Britishness" as if that's not something consumers are looking for. Yet Rolls Royce, Aston, Land Rover, McLaren, and Bentley promote it to their benefit. 

Hire millennials at your own risk.

To clarify I think the advert is terrible at selling cars...but it's bloody brilliant at causing a stir, which is exactly what it's doing. I think this is almost like a lost leader, as specifically why the car is not in it. I think they will break away from this, with a separate battery of ads.    

What is 'Britishness'? Britishness is both repressed old men in suits tutting at everything...AND  the Sex Pistols. It's no fixed thing.

[Arabian]

My reaction...

 

[Stevieboy]

9 hours ago, 99call said:

When it comes to fashion. I'm guessing Nigel is much more a Hugo Boss kind of guy

Brilliant!!

 

[BrightonCorgi]

China and USA are Jaguar's two largest sales markets. Do these ads speak to their target consumer in either region?

Not too long-ago Jaguar was intending to make a China only re-release of the X350. That shows you how the consumer view Jaguar in China. The x350 was the of the best cars I have ever owned and am casually looking to buy another.

[El Presidente]

7 hours ago, 99call said:

To clarify I think the advert is terrible at selling cars...but it's bloody brilliant at causing a stir, which is exactly what it's doing. I think this is almost like a lost leader, as specifically why the car is not in it. I think they will break away from this, with a separate battery of ads.    

What is 'Britishness'? Britishness is both repressed old men in suits tutting at everything...AND  the Sex Pistols. It's no fixed thing.

You can certainly cause a stir, but unless you "nail it" there is a price to pay.  Bud Lite paid (still paying) that price. 

I will crystal ball this one.  Jaguar will backtrack 100 miles an hour. 

• Abandoned by their traditional market. 
• Humiliated globally
• No actual new product to sell for another 12 months. 
• difficulty defining their target market

The market knows who/what a Porsche, Bentley, Mercedes, Ferrari etc buyer is.

As of 22nd of November 2024, a Jaguar buyer is pictured as a Telly Tubby. 

Talk about losing control of the message. 

They had better have something up their sleeve that will turn this into a marketing masterstroke .......or "Jaguar disaster" will be studied at University business/marketing degrees for time immemorial. 

 

New Jaguar target market

[99call]

42 minutes ago, El Presidente said:

The market knows who/what a Porsche, Bentley, Mercedes, Ferrari etc buyer is

I'm no way representing that ad as anything other than a failure in terms of vision. But it amuses me why it gets under people's skin.

Someone mentioned 'Britishness'. Old establishment Britain has given itself a near fatal dose of "do you remember when?". With Brexit. As much as I like heritage and old worldy craft standards/design. The UK is sunk if it wants to endlessly listen to Vera Lynn on the wireless and reminis. For too long we have said to ourselves the "golden generation"  will not be surpassed. And that our greatest days are in the rear view mirror. We've got to say "bollocks to that" in some way, if we want to move forward.

I would say Jaguar was in a hole. This ad was not the remedy. But neither was forever living in the past. The E-Type would have been a lighting bolt in its day...the establishment would have hated it. They need something similar. 

[El Presidente]

25 minutes ago, 99call said:

  But it amuses me why it gets under people's skin.

Simply surprised that a respected brand (once) would whore itself out to a discredited leftist political ideology. 

[CaptainQuintero]

28 minutes ago, El Presidente said:

Simply surprised that a respected brand (once) would whore itself out to a discredited leftist political ideology. 

This, ladies and gentlemen, is a textbook example of what we like to refer to as pouring fuel onto the fire. 

[99call]

3 hours ago, CaptainQuintero said:

This, ladies and gentlemen, is a textbook example of what we like to refer to as pouring fuel onto the fire. 

I think refreshingly it's the left wing that are enjoying this popcorn moment. 

Lots of Alan Partridges out there completely losing their sh*t...though technically he's a dedicated Rover customer.

[El Presidente]

15 minutes ago, 99call said:

I think refreshingly it's the left wing that are enjoying this popcorn moment. 

 

........God they need it after the shitty month they have had to date 

 

1 hour ago, 99call said:

I would say Jaguar was in a hole. This ad was not the remedy. But neither was forever living in the past. 

 

I do respect that. seriously. 

It is just mindboggling that given the shrinking market/sales ills that they found themselves in, they decide their future lies among that massive segment of buyers to whom bathroom rights is a pressing issue. 

Looking at this through marketing lenses, truy perplexing, entertaining, fascinating. It is not every day you get to watch such an example of corporate seppuku. 

 

 

 

[joeypots]

I don’t know what Jaguar is thinking with the advert. Maybe it’s a decadent portion of society speaking to each other in code. Like this:

 

[joeypots]

This is the model my old man owned. Bought used and sold before I was five years old, the family pictures show an incredibly beautiful car. The mythology was that it was always in the shop and the straight six motor held something like 12 quarts of oil. It also had two petrol tanks. (WTF?) It was nothing but trouble. Anyway, the family tradition of only buying practical cars began with the sale of the Jag, 

[99call]

2 hours ago, El Presidente said:

........God they need it after the shitty month they have had to date 

What happened? Did I miss something?. 

 I actually have high hopes. If they completely hull out the people that pull the oars. They will be scuppered. People motivated by money, can't do jobs powered by duty. The push back actually made the 1st term work (to their base) without that...it's hollow.

[El Presidente]

2 hours ago, 99call said:

I actually have high hopes. If they completely hull out the people that pull the oars. They will be scuppered. People motivated by money, can't do jobs powered by duty. The push back actually made the 1st term work (to their base) without that...it's hollow.

.....that is one of the great "word salads" of all time   

[99call]

2 hours ago, El Presidente said:

.....that is one of the great "word salads" of all time   

Why? You got it.  And you know you got it!

I was trying to abide by the rules.

2 hours ago, El Presidente said:

.....that is one of the great "word salads" of all time   

I was doing the weave.

I might go onto the "What are you listening to thread" and chalk up Ave Maria,...twice!

[CaptainQuintero]

  I guess if things were looking bad (and they seemed to be have been) I'm guessing they thought they had to either double down on the heritage brand side of things, or go the other extreme. 

  If they had coincided this ad with the launch of a new series of pastel coloured Citroen-esque hip EVs that's one thing, but all ad and no product just smacks of creating fuss for fuss's sake.

 Personally with their brand name, I might have gone down the design route of aggressive styling and really lean into the theme of a jaguar/out for the kill to stand out against what other companies are going for with EVs (either uber sensible/practical or fun bright coloured designs).

It'll be interesting to see where they are in 5 or 10 years.

[bmac]

We owned XJ’s in the 80’s and 90’s.In the US hard to find the same type folks buying Jags. I think maybe this ad campaign was conceived before the 2024 elections.

[PuroDiario]

They should have just hired Kirby 🤣

[BoliDan]

They are trying their best to desperately rebrand as the younger gens don't even acknowledge its brands existence. I think they may need a new marketing team though.

 

[99call]

15 hours ago, CaptainQuintero said:

  I guess if things were looking bad (and they seemed to be have been) I'm guessing they thought they had to either double down on the heritage brand side of things, or go the other extreme. 

  If they had coincided this ad with the launch of a new series of pastel coloured Citroen-esque hip EVs that's one thing, but all ad and no product just smacks of creating fuss for fuss's sake.

 Personally with their brand name, I might have gone down the design route of aggressive styling and really lean into the theme of a jaguar/out for the kill to stand out against what other companies are going for with EVs (either uber sensible/practical or fun bright coloured designs).

It'll be interesting to see where they are in 5 or 10 years.

Interestingly, I think if you had to boil down Jaguar to a single word, it would have been something like. "Regal, or Statesmanly"

Its been the Prime Ministerial choice of car in the UK for a long time. In terms of brand recognition,  that association has become toxic. There is still a lot serf mentality out there who hold unquestioning reverence for wealth of power (however it's gained). But increasingly, with economic pressures around the world, I think Jaguars have become synonymous with a certain sliminess and crookedness. 

[Arabian]

Jaguars always have been gorgeous and sexy (The V8 passing by is so good) but they lack one very important major advantage: poor reputation when it comes to reliability and maintenance and it seems they can't get away from this image (something noticeable with all British cars). At least the Range/Land Rovers are selling. 

A Business standpoint: since perhaps they lost the old generation, the need to attract the new generation. Bud light moment?!. 

[Hammer Smokin']

3 hours ago, 99call said:

Interestingly, I think if you had to boil down Jaguar to a single word, it would have been something like. "Regal, or Statesmanly"

Its been the Prime Ministerial choice of car in the UK for a long time. In terms of brand recognition,  that association has become toxic. There is still a lot serf mentality out there who hold unquestioning reverence for wealth of power (however it's gained). But increasingly, with economic pressures around the world, I think Jaguars have become synonymous with a certain sliminess and crookedness. 

The word you are looking for is pompous.