It's possible but they still chose to make it public weeks after the result, that's all on them. But even if the outcome was that this ad is still disastrous. No car and a horrible tasteless rebrand that I'm sure 80%+ of actual jaguar owners or serious buyers are at least irked by to some degree. How many of these bright colored haired types have you seen driving any similarly priced new vehicle meaning they have the money to possibly get one if advertised to. I bet 99% of them don't have the money for the cheapest new jaguar or even the down payment as their credit cards are likely all maxed out. They're advertising to almost no one that can get them. Same with bud light, they advertised to a tiny demographic which within that tiny demographic had a low number of beer buyers as most of them aren't even legally able to buy alcohol and once they are old enough to buy alcohol most would've grown out of their silly trans phase by then.
This Former Jaguar Owner is Embarrassed
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Marketing/rebranding won't move the needle at Jag.
I-Pace is a perfect example----looks too much like a wagon/hatchback for the majority of US shoppers, but too small impractical for wagon lovers/Subaru buyers.....and then unreasonably expensive when compared to a Tesla. Why did they even bother?
The F-Pace is a perfectly fine car for typical suburbia stop-n-go driving. It's just that people can get a better German lease or go to Lexus if they want to keep the car for 80,000 miles.
I-Pace is a perfect example----looks too much like a wagon/hatchback for the majority of US shoppers, but too small impractical for wagon lovers/Subaru buyers.....and then unreasonably expensive when compared to a Tesla. Why did they even bother?
The F-Pace is a perfectly fine car for typical suburbia stop-n-go driving. It's just that people can get a better German lease or go to Lexus if they want to keep the car for 80,000 miles.
This is my other favorite Lexus commercial....1992 ES. Makes a buyer not care that the ES shares a platform w/a Camry.
One of my favorite car commercials ever is the Nissan 300ZX GI Joe and Barbie commercial.
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Genius
I think my favorite modern one is the Ford GT commercial from 2004. I still want one so bad.
Sad but true.
Without a doubt. The ad makes it clear that Jaguar wants to shed themselves of their current customer base, and start entirely fresh. Perhaps the year pause is to create a break, between the old Jaguar, and what they are looking to be, as a new Jaguar.
Perhaps you are right. But regardless, they are going after a new customer base. The old customers are not taking them where they want to be.
OVERKILL
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The problem is, that customer base doesn't buy luxury cars, and particularly not Jag's. You might see one in a Subaru, Prius or old Honda Fit but this isn't a demographic rolling in money. Have you ever watched Ru Paul's "Drag Race"? These are not people with considerable quantities of disposable income that they are going to whimsically spend on quirky Indian/British luxury cars. Nor is the demographic all that large.
This seems absolutely suicidal.
The only person I know personally who owns a Jag is in the customer base they just took a scorched earth approach to: a retired HVAC business owner who traded in his Corvette for something a bit more luxurious, while still somewhat sporty. He's in his 70's.
I can see this as a last breath gasp for Jaguar, an attempt to carve out a new niche for themselves having lost or walked away from their traditional markets. Their famed 'reliability' was most likely not the cause, you can sell a lot of questionable cars for a lot of money, see Land Rover, but you need a dedicated fan base, which Jaguar lost. Aside from the sports car and maybe the neat little cuv their line just became bland and indistinct.
That said, they appear to be targeting a younger audience and possibly also a demographic that has disposable income and is proven to be very brand loyal to the brands that address them. I'm not optimistic, but I'd hate to see them go.
I'm sad for the company that once produced some of the most distinctive and beautiful cars ever made.
That said, they appear to be targeting a younger audience and possibly also a demographic that has disposable income and is proven to be very brand loyal to the brands that address them. I'm not optimistic, but I'd hate to see them go.
I'm sad for the company that once produced some of the most distinctive and beautiful cars ever made.
OVERKILL
$100 Site Donor 2021
Yeah, this is like Remington trying to reinvent themselves by going after PETA supporters.
"Let's hear it for The Kinks"
Man, I gotta see this new commercial 'everyone's talking about. All the deep commentary!
Cadillac was almost dead until they developed the CTS which brought in young buyers and turned them around. Prior to that the average Cadillac buyer was approaching 80 and not buying another vehicle. Lexus is starting to see this and trying to get a younger demographic into showrooms to buy.
Back when jaguar knew what they were doing
It seems that they have a few major hurdles to overcome, to make themselves attractive to an entirely different customer base.
One is rebranding. It seems like they have already taken that on, with a new emblem and font. Based upon the response here, it is clear that they have succeeded, at alienating traditional Jaguar customers. Time will tell if they new target customer likes the new branding.
Second is an entirely new design of cars, that will be attractive to this different customer. The ad says "delete ordinary", "break molds", "copy nothing", "create exuberant", and "live vivid". It seems safe to say that if these are the new theme at Jaguar, new cars that live to these goals, will almost assuredly, not be attractive to Jaguar's current customers. Again, time will tell if they hit the mark for new customers.
You make a very good point about pricing. Jaguar is still going to want to be seen as a luxury brand. How are they going to do that, with cars that are going to reject everything that Jaguar has traditionally been?
Let's face facts, the number of people who want Jaguars in 2024, old or new, is pretty slim. There are a few beautiful cars in the mix, but anyone buying one, old or new, deep down, on some level, knows that they are playing Russian Roulette.
Gaudy high fashion is the current luxury position. Understated of old Jaguars is out the window when these EVs will be full of flashy tech and lighting. It's for the "young money."
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