Anyone seen the new jaguar ad?

[Hungrycaterpillarsmummy]

Omg what have they done?!

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

Spot on

I'm just thinking about the 'copy nothing' strapping and the Miami concept car.

I mean - they must know they've got something incredible to share. Right? Surely. To lead with 'copy nothing' and trot out either a boring samey EV car, or a copy of the CyberTruck would definitely be game over.

"I wonder if they are going for the Tesla crowd."

No, not really. In the UK they are expected to start the selling the Model S Plaid sometime soon at around £100k (it's not currently on sale here). It has been reported that Jaguar's cheapest model will have a base price of £130k. This is also more than the base price of an S Class Mercedes.

They are looking for people who will pay 30% extra on top of a Model S Plaid in the UK and more than an S Class Mercedes.

As I understand it, in the US a Model S Plaid is currently $83,500 or £66,600 (probably plus tax etc)

Good luck with repositioning the Jaguar brand like that. Trying to target people who are paying £66k for a Tesla Model S Plaid with a £130k bog standard saloon (have you seen the photos of just how ordinary the new car concept car looks?). This from four days ago:

https://www.autoexpress.co.uk/jaguar/365043/new-jaguar-gt-caught-testing-ahead-ps130k-evs-2025-reveal

[EDIT]

@MillyMichaelson

I'm just thinking about the 'copy nothing' strapping and the Miami concept car.
I mean - they must know they've got something incredible to share. Right?

Surely. To lead with 'copy nothing' and trot out either a boring samey EV car, or a copy of the CyberTruck would definitely be game over.

See the link above

Hmmm. Got to reserve judgement really I guess. I like the long bonnet (echoes of, dare I say it, the Etype) and I do like a fat ass on a car.

Hmmm.

Teletubbies?

Ironic that this ad just popped up on the thread. Looks familiar.

That image posted wierdly. But experian have gone the same style with font and colour.

From the half-a-car image I saw on their website (or somewhere) I thought "that's a soft looking cybertruck"..

But usually concept cars and nothing like what's actually released so...guess it's a waiting game for the big reveal!

Looks like a 300c crossed with a v90.

I have no issue with the diversity angle at all but when I look at this add, I just think it is an ad for a fashion brand or a slightly cheesy and too eager to be 'woke' department store!

It is fairly banal, trying too hard rather than controversial and does not scream luxury item...

'@Monday55
The ad is obviously working. They're trending on social media, and they're getting free mentions on prime time tv, etc. Job done.'

Nope.

The ultimate goal of advertising is to sell products and position the brand so it is seen as attractive/aspirational and unique.

With this ad they might have managed to generate conversations but it:

• has been mostly negative feedback
• probably will do nothing for their sales and on the contrary will affect the way that the brand is perceived negatively

PR stunts can work but in this case I think they completely missed the mark.

Apparently adidas did the same thing around 2012

the statement from our brilliant CMO - the late Hermann Deininger "We have to change the product so radically that, when our current consumers walk through the door of our stores, they can't find anything they want and they walk straight back out again."

At the time, I couldn't believe what he was saying and I couldn't believe the business would make such a bold move. I loved to buy adidas Originals myself, so I guess a part of my reaction was because I wanted to continue buying into a brand that I had come to love (and I worked for!).

18 months later, I distinctly remember walking through the door of one of our stores, fully intending to buy something. I walked out empty handed - the product was no longer for me. But it definitely was for the numerous twenty somethings that were crawling all over the latest product drop.

@ExceededUsefulEconomicLife

That's fine for items that can be bought by subtley people earning minimum wage or pestering their parents for fashion items. I'm not sure it's going to work when the item costs £100k+.

I honestly don't understand why they haven't launched another car brand 'Toucan by Jaguar engineering'.

Their target market are dead or dying and sales have slumped in comparison to others. It's no longer where they wanted to be. Move or be moved. They chose move.

P.s it's not clear but apart from the first line the rest of my comment is a quote from a linked in post.

https://www.autocar.co.uk/car-news/new-cars/jaguar-concept-leaked-full-ahead-reveal-tonight

It reminds me of a Bentley 🤔

Can see that dealing with speed humps well

Gosh, that front end is ugly. Literally looks like the back of a bus.

It's very heavy isn't it. Like a Rolls. I don't love that 'wardrobe on wheels' sort of look.

I love that they're going for colour and not the neutral tones of most EV brands but the shape...not in love so far.

It’s very local drug dealer-ey. Hopefully they’ll tone it down for the mass market.

I keep thinking that this is some sort of spoof campaign and they are going to leap out yelling "Gotcha!" with a silly grin on their faces.

I think it has to be a spoof

Even just the "leak" being fake...

It has to be a spoof. That image looks so faked.

It's not, this is the camouflaged one

Hopefully it is - but the ad looked like a spoof too, so perhaps not…