Anyone seen the new jaguar ad?

[Hungrycaterpillarsmummy]

Omg what have they done?!

They'll go under in a matter of months I think!

That bogey Farage gurning, slurping bitter and smoking in his Barbour at the Boxing Day hunt meet must have stopped left-leaning faux country set wannabes from buying them in their tens of thousands.

To be fair, Barbour has always been of the landed gentry Tory-voting ilk...

It's really risky and it could all go to shit.
Indeed. 😆

Mansplaining never goes down well on MN.

Aldi social media team is on fire trolling them on TwiX! If JaGUar doesn’t profit from this, Aldi certainly will!

They'd get stuck on the seats with all that not so eco friendly latex, would look inelegant and probably bit funny.

I second this! You have a fan here @MillyMichaelson

Just as well I'm a woman then @dottyBobs

Sorry if you don't like a woman who knows what she's talking about.

Aldi's team is always on it. And Lidl too actually. They seem to have loads of fun (and management who's happy to let them take risks).

Oh thanks @ExceededUsefulEconomicLife <blushes furiously>

I just love a good rebrand story 😆 I'm quite the nerd.

So amusing.

@MillyMichaelson is the Jaguar brand fanboy here.

opps fangirl

Seeing, they're blushing so ferociously

Not really. I absolutely love an Etype but have no interest in the newer cars.

I just work in the field and have an interest. But hey, slag me off for it, I really couldn't care less what you think, your complete lack of knowledge doesn't phase me, whereas you don't like it because I do have knowledge 🤷‍♀️

your complete lack of knowledge doesn't phase me

Literally.

I think you may be missing the point here.

Anyway, I suspect that the vast subsidies paid by the UK Government ( that is everyone who pays UK taxes) to prop up Jaguar and keep all those jobs in the Midlands may be falling due for payback fairly soon. So it would be tragic if the brand had just ceased to trade before that, wouldn’t it?

Given that Jaguar is ceasing to make or sell new cars until at least 2026, it will be interesting to see whether the firm will actually get round to retooling its UK assets in the next 12 months or so.

Might be worth keeping an eye on regional media in the Midlands.

The ad is impressive (although it is freaking me out a bit) - daring creatively, high production values - so I get the thinking for a rebrand. What I don't get is why Jaguar has taken this radical approach. It would have made more sense to me to have evolved its established brand. Heritage brands sell and have wide appeal across multiple audiences - Burberry, Penhaligons, Land Rover. Meanwhile, my uncle is turning in his grave...

I don’t share your belief that it’s daring creatively, it seems quite familiar in many ways - a sort of montage of the kind of unisex/androgynous type stuff we’ve had over the last few years.

Absolutely agree that it would have been better to evolve the brand - no point in closing off any markets when you have competition.

I wasn't as clear as I should have been about the ad being daring creatively. For Jaguar, it's daring, rather than it breaking new creative ground generally. It may well be that the androgyny/trans-hinting approach is past its sell-by date too - the election of Trump will help put more nails in its coffin.

Ah ok - yes, for Jaguar it’s daring!

I did listen to the brand director talking about the rebrand - it was a bit toe-curling in its fabulosity. Definitely a big gap between the current demographic and the one they seem to be aiming for from the ad, but goodness only knows what they have in mind beyond <vague wave of hand> DEI (hold the socioeconomic though…)

"I wonder why they decided to do it now."

Their new concept car is being launched in eleven days time at Miami Art Week.

Apparently they're looking at pricing it at around £130k which is slightly above the base price of a Mercedes S Class.

Why does it have to be bad design and branding to be talked about

If they're happy it's got views due to that it seems a shame. Jaguar was pretty iconic

On a very quick guess, they'll be aiming at competition like this: https://www.lynx.car/models/dmc-ev

But they'll have to make it more widely accessible. Lynx are only offering 99 of these so, like the original de Loreans, the price (£200k) includes a guarantee of scarcity and a personalised 'concierge' service.

Jaguar's already said they're going down the concierge route - but presumably aren't turning their empire into a niche craft workshop. That leaves them with the very difficult task of balancing exclusivity against scale.

Rolex manages it, with 30,000 employees releasing around a million watches a year. It'll be interesting to see how Jaguar does it. Pretty sure they won't be pitching their vehicles at androgynous twats in daft outfits, though 😂

Well I'd imagine they don't think it's bad...they'll have run dozens of focus groups globally on the final few concepts.

Did they start with the DEI (ex socioeconomic) vision and work back to the focus groups from there to ensure they got the right answers? It seems very much like it.