Jaguar

[Totoro]

Thread has been interesting IMO.

It will be interesting to see how this goes, from watching (maybe not paying attention to Harry Metcalfe) hasn't Jaguar only really been kept going by the Land Rover and Range Rover sales?

At least they have made some great cars over the years to look back on, road and race. Some absolute classics in their past.

 

[minor_LEGEND]

If how people "identify" isn't important here, why did Jaguar's marketing idiots feel the need to feature only weirdos in their advert?

The truth is that the airy-fairy world of marketing is nothing like the real world - something many companies have discovered to their cost in the past few years. Contrary to the old saw, all publicity is NOT good publicity.

I'd say it's a loopy advertising agency at fault as opposed to Jaguar marketing, though this rebrand & ad campaign was clearly signed off by someone in a position of authority.
As I stated on page 1, you have to bear in mind this stuff is all aimed at China now, so it's no wonder it doesn't appeal to us westerners, The looks of the actual car and the brand image.

A real shame, I've grown to like Jags over the last few years, a pleasant alternative to the ugly German brands offerings. I couldn't stand Jags as a youngster.

 

[al-onestare]

...that the airy-fairy world of marketing is nothing like the real world - something many companies have discovered to their cost in the past few years. Contrary to the old saw, all publicity is NOT good publicity.

Nicely offensive to anyone who works hard for a living in marketing. Having worked with many, it's an intense, often unforgiving role.

In today's current timeline, any publicity really is good publicity. Get cancelled? Doesn't matter, you'll be back up and running, funded or supported by the counter intended audience.

The only constant is change

 

[Scott-S]

To be fair their customer base is getting older and closer to becoming dust..
So they are evolving as all companies do.
No everybody accepts or embraces change and I assume that Jaguar are looking forward towards new customers who want electric cars and are not interested in old customers who do not.
Maybe their ad campaign didn’t help things much, but at the end of the day if you’re not a prospective customer what’s the issue you have about a company going in a different direction?

 

[greencat]

I quite liked it as an ad. Certainly very arresting and intriguing. Not really sure what the problem is. Hopefully, their next car will live up to the promise of the ad. I don't suppose the fact it's trending at 33 on YouTube will upset them either. If it's doing similar numbers on TikTok etc, then that's not a bad start.

How many more cars do we think the average Jaguar owner is going to buy before carking it - 1 maybe 2? With a brand like Jaguar it could easily take a decade to rebrand it in the minds of the next generation of buyers. I'm guessing this is the start of that.

 

[ajm]

How many more cars do we think the average Jaguar owner is going to buy before carking it - 1 maybe 2? With a brand like Jaguar it could easily take a decade to rebrand it in the minds of the next generation of buyers. I'm guessing this is the start of that.

Funnily enough, only one of the Jag owners I know is in that category (granted he's an enthusiast and owns three - new somethingorother, S-Type and XJS )... the oldest of the others is only just into their 50s (XF), and the F-Pace is popular with high-income 30-somethings around here.

Regarding China, again I can only go on the Chinese I know which is clearly an exceptionally tiny percentage of the Chinese population, but... every one of them without exception is extremely savvy about brands and I'm absolutely certain that ad would do nothing but turn them off completely. They are from a far more conservative society.

Whilst we're in the business of extrapolating massively from a tiny sample I should for completeness say that the only purple-haired gender bending individual I know drives a somewhat battered Vauxhall Meriva complete with rainbow-flag-waving troll on the dashboard - I'm pretty confident she won't be buying a new Jag any time soon, regardless of advertising!

 

[greencat]

Is it supposed to appeal to "gender bending individuals" specifically? I didn't get that vibe at all. It's just a load of brightly dressed (mostly) young people dancing about in a kind of arty way presumably to make the brand feel a bit fresher, more modern and give it a bit wider appeal.

This ad is a ton of fun, but you can see it's quite narrow positioning of the car. It's basically saying, "we know only middle aged wealthy blokes buy our cars because they think they're babe magnets".

 

[Takingabreak]

The message that I took from the new advert is that something new is coming and it's going to be different.

 

[BerthaPog]

The message that I took from the new advert is that something new is coming and it's going to be different.

This!