there is quite a bit overreaction going on. Who gives a crap Anybody dumb enough to buy a jaguar probably doesn't need ads to begin with
Ok, so they dumped the small market share they had for an even smaller one who doesn't have the disposable income to afford their products?? .... yeah, makes sense to me. Like most companies who did the woke thing, the smart money is on Jaguar pivoting away from this in a short time. A new Bentley starts at $200k The entry level Jag is <$40k and the high end models start just below $80k Their competition is (has been) luxury brands like Audi, BMW, Mercedes, Tesla and Porsche. "Most" of these makers offerings are below the $100k mark .... Pricey but not outrageously so.
That is woke? People have not watched the Runaway or Catwalks of Paris...... But yeah there are definitely bunch of weird looking and ugly people in there.
I don't see "woke" in that ad campaign as much as I see Derek Zoolander (aka Europeans doing European things). The wokespotting grift is honestly way more obnoxious and pervasive than the **** they're intending to counteract these days.
I don't know why it's woke. Looking at the ad - it's just an ad. There's no transgender values or anything like that. Is it because there are multiple racies? Like should they only use white people? What's woke about it specifically? You say dump a small share for an even smaller one. What makes it even smaller? Are you saying there's not enough of a market outside of Tesla in the EV space? They weren't going to do well making an EV that is appealing to the audience as their competitors. They were going to die that way. They may still die this way. But I find it strange that you assume that artsy people don't have money.
The ad itself doesn't appear to ne to be "Woke." It's just a random group of people dressed .... in oddly (for lack of a better word). But if you watched the other video of "the person in charge of brand strategy" (linked below). It's clear the direction is "woke" - stating "we've established over 15 DEI groups." Their target audience has been middle aged men for the most part. The average age of a Jag buyer being early to mid 50's, essentially Boomers and GenX. It was you who said they abandoned that target demographic .... So, if they dumped their already small share of those people (who between them have the vast majority of disposable income) what's left for them to target?? They've "dumped," as you call it, the two groups with the most buying power. What's left is a group who for the most part struggles to afford a Prius at CarMax.
Those things are so damn ugly. He needs to fire all the "design crew engineers" and hire some people from Lotus (the original Tesla Roadster was built on a Lotus chassis), or just someone whit a tiny bit of creativity.
I have been a marketer for over 25 years. He is in charge of the UK region. He's not coming up with even the creative brief that the agency uses to create that ad. And in his video he's talking about the company culture, not the brand strategy. I can guarantee you that is not the driver behind the campaign. And someone talking about inclusion - to say that is proof that an ad that he didn't touch is woke - is ridiculous. I did not say that. This is a strawman and I bet you know that. Target audience is not the same as Target Demographic. You can keep the same demographic but have an entirely different audience. Modern marketing no longer defines audiences by just their demographic. Brands that do that are considered antiquated and tend to be the ones losing market share. Lol, again, you confuse demo with audience. I would suggest you try going to a NY or Miami art opening and look at the people actually buying the art.
