Jaguar 2024 Commercial

By now you might have seen the new ad for Jaguar. I knew something was up when my 15 year old asked me if I'd seen it.

As a former art director and graphic designer I knew this thing was a rocket.

Most of my friends that are into cars and about 3/4 of the car community shows on you tube have been buzzing about it because it's such a hot topic. I'm hearing people talk about woke agendas, insularity advertising, where's the effing car, you name it.

By common advertising standards the commercial is weird. And not because of the 9 o’clock hair cut, jarring red and yellow color pallet or lack of any sign of a car. They smack you with create exuberant. And, where IS  the effing car. If you are a car company you sell cars.

In 1922 the car company wasn't even a car company it was actually a company that made sidecars for motorcycles and was called Swallow Sidecar. In 1945 Jaguar finally became Jaguar. Starting in the late 1940s, the company focused its production on luxury performance vehicles—a market that was not being tapped. Some of the earliest actual Jaguar vehicles included the Jaguar XK120,  XK140, and the classic Jaguar E-TYPE. In the late 50s and 1960s Jaguar became a Top Line Executive Car in Britain. And for a very long time in Britannia the car you drove said a lot about what your status was in the business community in the UK—Jaguar was part of that legacy.

So, what was Gerry McGovern, Chief Creative Officer, thinking with the recent Copy Nothing ad? And believe me, this was thought out and planned. Gerry is a smart man with letters after his name (a big deal in the UK). Was it Jaguars marketing teams intent to just cause a stir? To knock the aging market off its comfy chair and seat an edgy upstart in it’s place? The running wag is that any press is good press and, boy howdy is there press right now. Enough that a 15 year old feels the need to ask me if I had seen the ad. In that sense the ad is working. We've seen you Jaguar, in a way we haven't noticed you in the last 40 years. The problem is, is it effective? Does a person in a bright pink outfit and another in a nine o’clock haircut scream upper tier executive in Britain? More importantly, does Jaguar care about it’s narrowing and aging market?

I don't think so. I think that Gerry etal are swinging for the fences. But why? Batteries.

According to the Guardian, in February of this year:
The Indian conglomerate Tata has confirmed Bridgwater in Somerset [UK] as the site of its new £4bn [5 billion US dollars] battery factory, which will bring about 4,000 jobs to the region. Tata's battery business, Agratas, said it had bought land at the Gravity Smart campus off the M5, just outside the town.

I feel the change in direction for Jaguar, who will be all EV by 2025, has more to do with the parent company moving a battery plant to the UK than anything else. It give Tata a brand to hang the EV hat on. And why bother keeping the old fans around if all you are going to do is abandon gasoline power? Jaguar is just big enough and storied enough that it makes a big splash to do a weird ad and then release a wicked looking EV car a few weeks later.

This is a bold move. But is it smart? Toyota is pushing hydrogen, Tesla is leaking money, and many manufacturers are backing off of EV due to sluggish demand. And that boils down to ease of use: You can’t fill up a battery as quick as a load of gasoline or diesel.
What does that mean for Jaguar? I think it means Tata has a brand new battery plant on the way in Bridgewater, Somerset.

With new cars harder to work on Advance is attepting to get in front of dropping sales with slashing stores and distribution centers.

#Jaguar #Jaguar ad 2024 #Jag

Episode 5 The Rumble

Insta: @autorestomod

Insta: @autorestomod

[adriennederrer]

This is what you get when you have 15 or 30, whatever the guy said different DEI groups.

[blakeneysanders]

I loved the Jaguars from the 70's and 80's not so much since then.

[stevemurray]

Jag was owned by Ford for a while, maybe in 1998.

[davidwood]

I’m no expert, but the clothing styles in that ad are dreadful. Like a 6 year old was in charge.

[terremolander]

Jaguar has lost its soul. DEI has destroyed a magical car company.

[rcaddct]

Brand recognition. If you see dog shit on the sidewalk you recognize it. Just because you recognize it doesn’t make it valuable.

[HotRodReverend]

I almost missed this video because of the thumbnail. I am a sub to your channel - to be honest I just scrolled on past the other day. When I went back this morning I was like “Oh, he dropped another vid, what is this all about?” Jaguar has gone the DEI route and is as woke as it can be… I thought this was a commercial for makeup.

[kennethstaszak]

The question that remains to be answered - is the target demographic able to afford the vehiles?

[johnbarker]

Thanks, great video. I love the scream of a powerful ICE engine, there are still issues involving EVs, but it's pretty clear they're going to continue gaining market share as they continue to improve. It's also pretty clear that a lot of people commenting on this thread have no clue what DEI is. It has nothing to do with environmentalism and didn't create the incredible variety of humans on our planet. Oh, and that's s stupid commercial.

[robaxelsson]

Ev is a great idea if u only use it for daily commute.. not for traveling.. I believe hydrogen to be an alternative fuel.. the internal combustion engine is not going anywhere anytime soon.. unless they discover an “petroleum” alternative..
If a “hybrid” was developed (electric for daily commute WITH an internal combustion engine for long travel) MAYBE people would accept it. But now u have 2 power trains, and insurance would be crazy if wrecked or repairs needed..

[UncleSalty-nzuk]

Awoken the name to woke culture would be my guess