Anyone seen the new jaguar ad?

[Hungrycaterpillarsmummy]

Omg what have they done?!

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

It looks like the back of an air fryer.

Don't be daft.

Yes it is, I agree! They are looking to the next generation of Jag owners I figure. Jaguar always had a 'Leslie Phillips hellooo' vibe to me until Inspector Morse made it seem old school vintage class ...but I realise both those associations date me 🤣
The most irritating car ads of all time in my opinion were the Renault Clio 'Nicole...Papa?' ads - they put me off Renault for life 😀

Unless coming to smash up grandads golf clubs is the new luxury. No.

So the views of the posters on here are largely irrelevant (to the people at Jag) as we will never be their audience.

Um, I don't know though....plenty of people from all demographics on here.

I have a Tesla and am fully committed to electric (but not to Elon Musk!) So yeah, I could really be Jaguar's next consumer - if they give me details about the actual car. Tbh, a groovy ad is irrelevant to me. I am interested in range and charging point ease/accessibility (both of which, annoyingly, the Tesla is currently best at).

But maybe their market research showed that most androgynous people in frocks aren't interested in facts and it's all about the vibe.

But that's the rebrand part of the campaign! The photography that's coming out now is very, very high end.

it's not about the product but the brand.
Says it all, really. And they wonder why nobody is buying any more.

They really do look joyless. If you want to sell cars then surely you have to make it look like the people advertising them would speak to wanting to drive a Jag; instead, the models look like they'd issue the drivers with a lecture about environment. Pronouns would almost certainly be involved.

What @senua you don't think brand is more important than product?

Of course it is.

Not if the product doesn’t deliver on key areas it isn’t

No but we don't know that yet and won't until 2026.

It's also not entirely true; people will buy sub-standard or just bog-standard goods because it's a certain brand any day of the week.

Now we know that you are just winding us up.

Sure ok, it's just my 20-year career speaking.

I thought we were speaking generally, as opposed to specifically.

Some people might spend £££££s on a brand but if the product doesn’t deliver people will turn away from it in numbers that will make it unsustainable.

That's irrelevant at the moment, @SirChenjins, there is no Jaguar product and won't be for another year.

I get that this week's message is "our brand has changed". I've read what they say about their new target market.

I just think this was done very badly. I assume it isn't meant to target the new market. It's succeeded in saying what Jaguar is not going to be. Nothing about what it will be ... well, I hope they're not pinning their fortunes on a 1990s vision of the future 😏

If the first 2026 release is an automated flying vehicle that looks a bit like a Honda gussied up with CGI, it will make sense!

So many companies are now ignoring their core customer base in favour of trying to attract da yoof.
Pathetic.

They look like Tellytubbies

It's pathetic to future-proof your brand by targeting younger consumers with money who will (hopefully) spend with you for decades, and brands should focus on the over 60s who've got 10 years left as useful high-spend consumers.

Ok.

There are people from all demographics, but I'd still bet a fair amount that very few will ever spend £200k on a car (which Jaguar have said will be the average price).

You can't buy a Jaguar for over a year. They will of course communicate the specifics of range, charging, features, looks etc etc, but this ad isn't about that. People are interpreting it so literally!

I mean everyone knows the reputation of land rovers and yes people are still buying them!

Maybe it would appeal to the youth if this was 1982. Fashion wise, it looks like a dated ‘vision of the future’ to me.

This is a good rundown of everything: www.marketing-interactive.com/jaguar-sentiments-dip-bold-rebranding

For all the people who say "it doesn't have a car in it.... it doesn't say anything" etc, etc. Remember It doesn't tell you anything about chocolate! Ads do a whole range of jobs - John Lewis very rarely says anything overt about products in its Christmas ads, but we all recognise that they're telling us something about them as a brand.
That's what Jaguar (or should I say JaGUar) are doing - making a statement about themselves. This is just the start of a whole journey.

Is that their intent - sell a shit car but zhuzh it up with an attempt at an edgy ad?!

@SirChenjins I wouldn't say jaguars are shit

But customers will complain all day long about the car, the service, the dealerships, the brand
Then will buy a Land Rover again the next year and not even consider another brand