Anyone seen the new jaguar ad?

[Hungrycaterpillarsmummy]

Omg what have they done?!

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

100% this. ^ 👏

Ok @Garlicpest I mean, I don't entirely disagree. I don't love where they landed with if, and it's a weird hybrid of modern and dated, but they actually are deliberately appealing to the designer-wearing child-free 30s couple with money to whack on a sexy-looking EV car.

They're not talking to lovers of heritage cars, they're talking to their kids.

That's what I was thinking.
I agree with the poster who said this is going to be a fascinating marketing class!

I just looked at some of the promotional shots and I am wondering if each character is representative of one of the new cars?
. It's just an idea that occurred to me.

So on first glance, it did look like another one of a whole bunch of stereotypical ads at the moment, but I am now thinking of it as part of a much larger campaign.

It is sad to see the end of a heritage brand, but if it's the end of that particular product, then maybe they think they ought to do something new. I don't know.

If the target market is the same in the sense that it needs to be people who can afford really expensive cars, then I would have thought holding on to some history and heritage was a good idea. That might come out later in a campaign though.

Head of Brand Strategy: "Diversity, inclusion, unity, diverse, inclusive, authentic selves, unified, diversity, inclusion".

OK, so Jaguar no longer associates with values such as exclusivity and uniqueness. Good luck with that and your £100,000 cars.

https://x.com/WillKingston/status/1859240338075844684

The Apprentice does woke… 2 years ago

I thought it was an ad for Benneton. Maybe they're going to start selling precisely folded jumpers?

Pretty sure this killed off John Prescott, as well as the share price 😂

I haven't seen it but the branding is woeful

@EmeraldRoulette it definitely still needs to target people with money to burn, but they're the adult kids of the guys with money to burn.

It's no different to, say, M&S trying to pivot from targeting my mum, to targeting me.

It's clunky and an uphill battle and comes in for ridicule, but what's the alternative, close the doors? There's no choice but to move forward, doesn't always mean you'll get it right, plus of course it's design-led which is entirely subjective.

It would have been a brilliant April fools, but alas…

Bring back the fuckable man in tweed. Farmers are hot right now.

I'm all for edgy rebranding... it's just this isn't it. It's pretty dated to me.

Somewhere between this...

... and this

Is Jaguar in that much trouble that they would've had to close? If so, I definitely missed that.

I would have thought one of the options on the table would be to emphasise their existing reputation. There's no reason why the expert engineering wouldn't carry through into the next generation of electric cars.

So there would have been a lot of branding options on the table. As I say, I'm keeping an open mind with this one. I totally appreciate that they are marketing to the next generation. But given that the range is not expected to be available till 2026, I think, it is legitimate to wonder if this kind of advertising is going to be over by then.

But as I also said, I don't know if this is actually just one step on a journey that's planned well in advance.

They've got their timing totally wrong, they're 5 years or so behind. The old money aesthetic is in, which would have fitted so well with their image of quiet luxury. They've got this so wrong.

…I agree. I know someone who has bought this brand for years, horribly racist, sexist, hates progress, hates the ‘wokes’, likes the Daily Mail, loves his golf. And hasn’t got long left in this world. If Jaguar don’t do something bold they’re going the same way as their traditional customer base. Up until today no way would I have bought a Jag, now I’d consider it.

We have an f pace. I love it, it's quick, extremely well built and has so many extras that you don't get with many other luxury brands. But underneath it is very similar to Land Rover and there are lots of crossovers for parts. I can see why the brand needed a change. Since TATA took over JLR the heritage and brands reliability have come into question.

I do feel it's a shame that they have decided to go EV only. It means I won't buy another jaguar, even if I could afford one, which I probably wouldn't be able to anyway!

It's just an advert....

you do realise how powerful brand is and how advertising works? It absolutely can tarnish a product irreparably.

Like, you'd think how can one man trash his own product with a few careless words, and along comes Gerald Ratner and jokes that his product is crap and lasts less time than a Marks and Spencer sandwich, and lo and behold his company went out of business.

It's not very similar. It's the same.

That's one hell of an outfit!

.

But that was the owner of the company saying his own product was shit. And it was.

This is just a silly advert. I know exactly how powerful branding is, but this isn't going to put off rich old men from buying Jaguars, because Jaguar as a brand still has a good reputation for quality and class. They're still a luxury car (at least I assume they haven't changed the cars drastically). Surely no-one buys expensive cars because of one specific advert.

Doubtless the next advert will be a beautiful young blonde woman stroking a shiny car and gazing at a man old enough to be her father while he drives them along a mountain road.

They used to call the late John Prescott "two Jags" back in the day, he wouldn't be their target buyer now. They've done it as a joke, surely? It's got people talking.

John Prescott would never have been their target buyer (they certainly wouldn't have admitted to it, if he was).

The brand was featured in the Dudley Moore film 'Crazy People' and somebody at Jaguar must have signed off on the mock advert for use in the film.

It's got people talking, sure, but you think they spent millions for a joke?

I think it is a disaster. The new logo looks childish - a brand aimed at children.

They have lost sight of their key market. I have never owned a Jaguar. In my mind the brand is associated with old school luxury, James Bond like, quiet, sophisticated understatement. A well heeled shoe crunching on gravel somewhere expensive or glamourous . People want to own Jags because of this image.

The advert is very 'right now' in terms of diversity. It looks like it was made by the team who put together the Paris Olympics opening ceremony infiltrated by the Capitol of the Hunger Games. It has got people talking yes, but in my mind the value of brand is already diminished. It is trying too hard.

It is sad as it is an iconic brand. How on earth did their board sign off on this.

Your post is really interesting.

I also think of James Bond which is so weird because...Bond drove an Aston. But it's got that same sense of quiet luxury in the heritage cars.

Interestingly though - not at the time! Back in the 60s and 70s some of the Jaguar print ads were WILD. I'll find some and share them here; they were very borderline and no brand would ever be able to use lines like that today.

So it really was a bold brand from the start; I wonder if it's trying to get back to that, having lost its way with the heritage stuff. The heritage stuff wasn't the true brand back at the start.