Anyone seen the new jaguar ad?

[Hungrycaterpillarsmummy]

Omg what have they done?!

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

And that's got what to do with anything?

So you're not into luxury cars. People who buy Jaguars are. 🤷‍♀️

For me the USP for jaguar is the history and the heritage, abandoning that, almost feels like starting from scratch and building a whole new client base in an already crowded field. Its a bold move, if that is what they are intending.

In any case the ad/rebrand launch just feels a little passè, and predictable

I'm saying it will be eventually

We were looking at the F Pace and my husband said he couldn’t bring himself to seriously consider it because he associated it with the golf club car park. So I guess they’re trying to shake this image!

People want the brand and the luxury, it's a status symbol in some cases

They want to drive round in a 100k Range Rover and want people to know that as well. Even if they hate the dealerships, the car, complain about breakdowns, they will come back and buy another a year later

The Jaguar is cool isn't an association I'd ever have made. E Type aside

I’m explaining my reaction to the new J campaign. It draws attention to the vehicle in a strange way and I don’t like this. That’s my opinion.

I'd say that most people who love luxury cars and have a lot of money to spend would agree; they're all about combustion and have no time for electric.

I don't know what the future of the industry looks like, but it will always, at its heart, be about a roaring engine, I suspect.

Only time will tell. But I'm disengaged already, and I suspect many others are as well.

@Useofstirm I didn't say it was cool. I said it has an association with Britain when Britain was considered cool, globally. It's a British heritage brand, we all feel a wee bit connected to it.

Ever seen an Etype in the wild? People go fucking bananas trust me.

Lol

@ButterCrackers it draws attention to the vehicle? There isn't a vehicle shot in the ad!

Until roaring engine becomes completely associated with killing off our planet. Then you'd want to disassociate yourself from it I'd imagine. Not the older generation now maybe but certainly as the years go by it will become more and more of a pariah. Look at India, Delhi I think, the smog is horrendous, they've had to stop all sorts of transport for a while so that it clears it a bit. The more this happens the more ICE will be looked at with horror

My partner did buy an f-pace years ago and it broke down on the way home, so that went back. We ended up with a different brand of car that we both now drive. I absolutely picked the car based on
the brand, the history, the aesthetic, reliability and safety.

Yes - it’s very strange.

What a crock of.....

People are talking about the brand going down the drain.

People liked and bought jaguars because they knew what they were getting. Quality. Luxury. This new "brand" doesn't scream "quality" to me. I think it's gona be a mash up between a cybertruck and Noddy's car.

Some may speak sneeringly at 'Heritage Britain' as some yester year brand and something to be ashamed of, if only they have travelled far and wide enough to realise how much more currency 'Heritage Britain' holds in other parts of the world, just not in the UK itself.

I was eyeing up an F-pace but now I’m not sure. I’m definitely not a golf playing middle-aged man 😄

It all feels very muddled from them and I don’t hear good things about their customer service and reliability.

Their older classic cars are absolutely beautiful, iconic and definitely cool.

I dont hate it. Reminds me a bit of those United Colours of Benneton adverts

Yes! That's it, that's exactly what I was thinking but couldn't put my finger on it...

It depends @Useofstirm a lot of these guys buy cars not to drive them; they're works of art and some are just investments. They're not driving them to the office or anything.

Agree. It's fucking hideous. Almost as bad as the Boots Christmas ad! 😬

They need to sack anyone under 40 in this business! They're all embarrassingly woke. The amount of box-ticking in most ads now is off the scale.

😂

They need to sack everyone under 40?! You sound ridiculous.

Automotive is run by men in their late 50s whose voices are well heard everywhere they go. You think they didn't direct this move, set the direction, brief the agencies invited to pitch, and sign it off??