Anyone seen the new jaguar ad?

[Hungrycaterpillarsmummy]

Omg what have they done?!

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

Why would you hope a company folds? You do realise that real people are employed by them don’t you?

I always thought it as a brand aimed at men with too much money and small penises. Maybe they are trying to move on from that?

My Dad always had Jags and I thought that when I grew up and could afford a nice car I would get one too BUT I didn't.
I did consider an EV from them but I just didn't love it.
I think that they will alienate their exisiting audience but not capture the new one they are hioing for with this campaign

Wow, what a completely original thought.

They might not depending on the car once it launches; but the only way to create any kind of demand is to build the customer audience you're targeting, and a bold rebrand was the only way to achieve the kind of global eyes that are now on them.

A brand evolution or slight refresh would have gained them precisely nothing; they had to go big or go home.

I work for the brand and the first time I heard about it was today! Followed a daily mail link about another story off here and saw Jaguar so clicked it and went to look

I suspect most of these ‘younger people’ can’t afford one.

The whole thing smacks of political correctness. Nonsense.

E pace, F pace, I pace are probably the ones most about at the minute

I wonder how the employees feel about the re-brand at Castle Bromwich?

Ooh I'd like to work there

always wanted a Jaguar. Not a snowball's chance in hell 😂

@EmeraldRoulette it's not as glamorous as it sounds! I'm in a dealership

@SouthernFashionista don't be daft. They're not targeting uni students, they're looking at early 30s urban couples with money to spend.

It just looks so tired and dull. It's so detached from its original branding, it might as well be something completely new. It's not a rebrand, it's a brand destruction.

My friend works for JLR - the relaunch is a complete overhaul of the whole brand. They're not selling any new cars for a whole year to have a clean gap between old and new.
They've made a clear statement of intent about going EV only for quite a long time now, but the new range will be £££££. So the target audience will be very different from the current audience. And is very unlikely to be very few of us here. So really, it doesn't matter what we think of it, as we're not their target.

@MillyMichaelson has it nailed. It's a brand repositioning, and they have done that very effectively. They will have done a LOT of work on the positioning, and all the comms associated with it. It's got people talking, and actually looking out for what comes next. It's getting the message out far more widely than they would have planned.

The timing of it is interesting though - peak Christmas ad season. I wonder why they decided to do it now.

I'm looking forward to seeing how it all pans out - it's got marketing case study written all over it!

I dunno, I’d argue most car adverts tell you nothing about a car anyway. I want car ads to just give me cold hard facts, I don’t care about how it’s meant to make me feel.

Actually you’ll be amazed how much the branding and logo influence the sales. One of the reasons people like Jaguar cars was the big cat logo. Their new logo is absolutely dire. I’m assuming they are going electric and trying to attract a younger demographic. Good luck.

And a new brand construction.

@MillyMichaelson it' trying to be, yes. But I just see an ad of...everything, anything and nothing.

@EvangelicalAboutButteredToast they still have the leaper as the logo, just updated a little. How's it 'dire'?

Everyone will be electric in a few years time so they'll be targeting all age ranges

I find it strange. I have a new car and I chose the car because it’s just a car. It’s not a lifestyle choice - in fact I chose a car that no one notices when I’m parked. You’d walk by it rather than break in to it That’s the car I went for - boring, bland, small, no one cares about the vehicle. There’s no reason to steal it because it’s not fast or luxury. I often drive with a whole lot of costly equipment in the car though hidden from view. I’d never have such an obvious attention seeking vehicle.

Jaguar always said 'middle aged to old Company Director who played golf' to me and I wouldn't be seen dead in one so who knows

I sort of agree, but I think it'll be fascinating to watch them unfold the details. They've already put out a photo on Instagram featuring a car shot that people have been crying about.

I actually don't love it, but I think it's a really creative interesting move. Automotive is run by older moneyed men who are obsessed with history and legacy and trust me when I say that this must have taken some MONUMENTAL work to get them on board with something like this.

What's really interesting is how personally people have taken it; it really shows that a lot of people were more invested than they know in a British heritage brand; not so much that they'd buy one, but enough to go 'Jaguar, Etypes, swinging sixties, Britain was cool, I feel like I am, and like I own, part of that legacy'.

I admire the ambition if not the execution.

Plenty of people totally opposite to you though otherwise they'd never bother advertising cars

I'm still not entirely sure everything will be electric
Personally I can't have an electric car as my parking space is nowhere near my house
And around me locally there are rows of terraced houses where you can't charge
Top floor apartments etc

The infrastructure isn't there just yet