WHAT WERE JAGUAR THINKING?

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Today, I’m diving into the shocking story of Jaguar’s bold rebrand—and why it’s causing such a stir. From ditching cars in their ads to facing backlash from critics, it’s a tale of risky marketing, confused messaging, and a gamble on electrification. Make sure you stick around to hear what’s really going on and whether Jaguar’s reinvention is a stroke of genius or a disaster in the making.

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[corsaandy]

That advert is the WORST advert for a car company I’ve ever seen in the whole of my life

[COMMANDERFOX]

Executives: "Are you sure this will make us sell more cars?"
Marketing dept: "Cars?"

[Gandalf]

Note - NONE of the weirdo's in the awful advert were HAPPY!! No one was smiling, they only exhibited cold body language, and there was even a hint of violence (an androgenous bloke swinging a sledge hammer menacingly). The message? Buy a new Jaguar - and be miserable. If you want to watch a NEW classy advert by an iconic car brand which uses its historical signature characteristic (in this case, safety), then check out the new VOLVO advert. Its as brilliant as this Jag advert is ghastly.

[cathalmccionnaith]

Jaguar's motto use to be "Grace, Space and Pace...."....now it is more like "Woke, Broke and up in Smoke"

[brianfowler]

Not one of them in the advert would ever buy a Jaguar, or even a car I doubt 😂

[michieldelange]

As a multi-Jag owner, I sincerely hope that the 2 Dec reveal will be spectacular. If not, they’re better off quickly facelifting their existing range, put massive supercharged 5l engines in all of it, and buy time for a proper relaunch. There was nothing wrong with the Jaguar brand.

[flyme]

As a Jaguar lover and Jag owner, I agree wholeheartedly with absolutely every single thing you said. This is an utterly bonkers decision and I wouldn’t even give them 5 years, sadly.
R.I.P Jaguar - 1935-2024

[borjejohansson]

Along with other cars, we since 1965 have Jaguar in our house. Our current workhorse is an '05 Range Rover V8 (L322). Tows boat, a fertilizer trailer, takes animals to the vet, in fact, heroically does all the dirty work, it is even adapted to plow snow. But there's also a '94 Moroccan Red Daimler V12. in the garage. Today, Daimler drives us from the suburbs of Stockholm to the Croatian coast, where we reside from the end of May to the beginning of November. Daimler makes this journey in an unrepeatable way. There is no German car that does it like that. Every mile in a Daimler is a special experience, and so for 30 years. I chose the X81 because of its discreet exterior. It was one of the last delivered vehicles from that series. I didn't want a Bentley Continental. It just wasn't and still isn't my cup of tea.
The time has come to buy a new such car. What's going on with Jaguar. I don't care what someone does in it's bedroom. This ad offends me somewhat, too. What does that have to do with me?
I'm just expecting a new XJ, that means a product on the level of this one, which I've been using with satisfaction for 30 years. In our community, people live in relative abundance and no one really shows off. That is why I am again expecting a car that meets my needs and needs of owners like me, and I think that I am not alone.

[drink]

They don't need to rebrand, they need to build better cars.

[davidcarruthers]

Jaguar are now officially fucked. RIP.

[idreeskhan]

Young people dont drive because they have made it extremely unaffordable. Just look at the increase in insurance prices for first time drivers

[rayholmes]

As far as I can tell Jaguar no longer exists

[simonburleigh]

As a Jaguar owner I completely agree with you, keep the heritage, keep the brand and build good cars that people want to buy.

[andycalvia]

My Dad had an XJS back in the day. My Mum had the previous generation XF and I was about to buy my first Jaguar the other day a fully kitted out 2024 XE. I saw this advert and decided it was foolish to purchase a brand of car with an uncertain future. I am now considering BMW instead.

[iainmacleod]

I have been a lifelong Jaguar enthusiast since my late father came home in 1966 with a Mark 2 Jaguar. I subsequently went on to own my own example and followed it up with three brand new cars which were a joy to own and drive. To date I have never owned more than three cars of any other marque. After seeing this advert I can safely say that the image of the leaping angry big cat that I used to aspire to is dead. I will never buy another new Jaguar and yet I could easily buy one.

[Matt-jtic]

I was turned down for a public affairs job at JLR recently—I've been turned down lots of times before with no hard feelings, but the people who interviewed me left a proper sour taste in my mouth. A couple of literal-minded corporate drones, completely stuck in their ways, who were clearly looking for someone who sounded and thought exactly like them. Got some very unpleasant feedback afterwards too. With talent like that none of this latest nonsense came as a shock to me. Bullet dodged.

[SamuelSantos_]

Last year the Titan submersible's implosion became an engineering case study on what not to do. Now, this rebranding exercise will become a marketing case study on what not to do.

[diezeldim]

It's painful that Jaguar have people so utterly incompetent in charge of this new direction. You're spot on by saying they're catering to an audience that isn't even in the market for a Jag and flipping off their current fanbase.
I love my XE that I bought after watching your video on it and was looking forward to trade up to an F-Type one day but might look into other options now.

[robinjones]

Jaguar are now completely doomed - its a Ratner moment

[MrCranium]

Heritage and brand identity mean absolutely nothing to a company if it does not make them any money. Jaguar threw a lot of money at this rebrand. They are fully aware that they are alienating their traditional core audience and long term fans by doing this. But this consumer base is not large enough and does not buy enough of their new cars to generate enough profit. They feel that burning you all and losing you as a potential consumer is worth it in the long run if they can attract foreign markets with more money, more buyers and potentially appeal to a younger audience who never cared about Jag's heritage in the first place. I'm not a fan of the styling of this rebrand in general, but I'm certainly not confused by it.