This Former Jaguar Owner is Embarrassed

[Passport1]

By now most of us have seen the Jaguar commercial. It is bizzare. No need to link to it. I've owned three (older) Jags and they were wonderful cars; if their British foibles can be overlooked. The newest iteration won't be seen until 2026 so actually Jaguar is a defunct auto maker right now. The new models should they be built will be all EVs. I won't buy one.

Any other Jag owners or automotive Anglophiles understand what's happening? I don't.

Forbes+

 

[wpod]

If the TV tells its viewers to buy EVs, the viewers will be programmed to buy EVs.

 

[gman2304]

Any other Jag owners or automotive Anglophiles understand what's happening?

Yes….but it can’t be discussed here!

 

[drtyler]

Well Jaguar made a commercial, and now many are talking about them. In that sense, the advertising worked.

 

[2strokeNorthstar]

Well Jaguar made a commercial, and now many are talking about them. In that sense, the advertising worked.

It really made people want older ones. Not really successful from a business standpoint

 

[NJMike]

The new logo is atrocious.
Different typeface & changed emblem on hood.
Saw it on instagram.

 

[duck__dodgers]

(politics aside)......same problem as the Infiniti debut commercials from 1980-something.

Advert agencies try to be too cute and impress art critics and their friends at MoMA instead of pushing the product. And marketing execs let them

i am most offended by the new font and logo, lol. same as with the GM logo. nothing was wrong to fix.

fix Jaguar's awful quality reputation/ reality (for vehicles in the 70k to 100k miles range) first.

 

[Astro14]

@Passport1 - I haven’t seen it. Not that I would go looking for it. Got a link to the ad being discussed?

 

[c502cid]

They are clearly saying what cars they are making now isn't working with the customer base they have had in the past. They are looking for a new target customer with entirely different demographics, with an entirely different car. Selling 8000 units annually in North America isn't cutting it.
I hate the ad, I hate the direction, but they are trying something different. Time will tell if it works.

 

[MrJayhawk]

The automotive press seems to be skeptical of the new direction. Here is a sample: Full details: bit.ly/3V21snV

 

[duck__dodgers]

part of Jag's US problem is that the Germans beat them at the leasing game as Deutschers have higher residuals.

Worse post-lease quality/higher post-warranty costs than the Germans does not help Jaguar

 

[Chris142]

fix Jaguar's awful quality reputation/ reality (for vehicles in the 70k to 100k miles range) first.

Q. Do you know why Brits drink warm beer ?

A. Lucas makes refrigerators too.

Hopefully Lucas doesn't get into the electric motor business now lol

 

[JavierH19]

That's what happens when you hire a bunch of creepy psychos to run your marketing department.

 

[97prizm]

By now most of us have seen the Jaguar commercial. It is bizzare. No need to link to it. I've owned three (older) Jags and they were wonderful cars; if their British foibles can be overlooked. The newest iteration won't be seen until 2026 so actually Jaguar is a defunct auto maker right now. The new models should they be built will be all EVs. I won't buy one.

Any other Jag owners or automotive Anglophiles understand what's happening? I don't.

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Forbes+

This is odd as many manufacturers are ditching the "All EV" bandwagon and reconsidering.

 

[k1xv]

I remember the early Infiniti commercials. Instead of a car, you saw a rock. I bought a Q45 and it was a marvelous performance sedan with a 4.5 liter dohc engine.

 

[97prizm]

The only thing really weird is, are they going to be able to keep sales staff? I've sold cars in the past and you have to have a good inventory and a good selection to get people in the door.

 

[Bottom_Feeder]

I just watched the ad. It's bonkers that someone thought that was a good idea. But really, I'm not surprised.

 

[Jokester]

They are clearly saying what cars they are making now isn't working with the customer base they have had in the past. They are looking for a new target customer with entirely different demographics, with an entirely different car. Selling 8000 units annually in North America isn't cutting it.
I hate the ad, I hate the direction, but they are trying something different. Time will tell if it works.

Same can easily be said for Cadillac... some things deserve to stay/die in the past!

 

[SwampSurvivor]

Well Jaguar made a commercial, and now many are talking about them. In that sense, the advertising worked.

Yup. I completely forgot about them as a brand.
Now I remember.

 

[PF52]

I remember the early Infiniti commercials. Instead of a car, you saw a rock. I bought a Q45 and it was a marvelous performance sedan with a 4.5 liter dohc engine.

That's just like the short-lived redesigned Chicago Tribune from 2008 or so, when they laid off a ton of writers and replaced most articles with a giant photo and a bunch of bullet points instead of actual sentences and paragraphs. It was like having a printed copy of the mobile version of a website.