A dying luxury brand with sales plummeting whose style is stodgy and aging out - builds an electric car that is completely different from it's past. Tesla - formerly the love of aspiring rich liberals now is the brand of anti-woke Musk, and dominates the market. They decide to dump their past, dump their past loyalists, and go after those disaffected from Tesla in a radical way. They create a relatively low budget ad for a car no one has seen, and instead of showing the car, manage to - on a relatively small budget - have millions of people talking about their electric car launch - something most people wouldn't even pay attention to. Not only that, they have an audience who is no longer their target ripping them apart and attacking an artsy video as "woke". Even their biggest rival, Musk, decides to join in and amplify their signal. This isn't budlight. This wasn't accidental in provoking a reaction. They have already calculated they will lose 85% of their previous car buying audience. They know this will cost them most of their brand loyalists. It's radical and unheard of - a bold strategy. Will it work? I don't know. But given their situation and the amount of talk and curiosity around their new car launch, they may have just hit paydirt.
Lmao. They hit "paydirt" with this ad now? Nah it was one of the worst rebranding ever. This is not going to make anyone interested in buying an electric Jag, except for those people in the video who likely can't even afford it. They should have went classic with black and white imagery and traditional looks among a diverse group of friends driving their Jags to an event or something. Have them tip the vallet driver really well cause they have money, etc. Convey a message. The only thing they conveyed here is they're out of touch
If 20something's are their audience, they've failed - That demographic doesn't have the wealth to afford a Jaguar. These luxury / legacy brands have always had the same target audience - people with money to burn. Wealth by generation / age group - baby boomers 52.1% gen X 28.9% millennials 6.5% This seems like cutting their target audience to a fractional subset of the group with the lowest percentage of wealth along with maybe a very tiny fraction of the other groups .... This ad is 20 years too early .... run it when that demographic is 45+ with money to burn. Right now, they are struggling to afford a used Prius from Carmax or some shiit. I don't mind their going electric - if you want acceleration, there's no matching an EV. The auto industry struggled for decades to achieve sub 4 second 0-60 times on production vehicles. With the emergence of EV's those times have been halved with models like the Porsche Taycan Turbo GT coming in at 1.9 along with the Tesla Model S Plaid while many other makers offer sub 3 second 0-60 times ..... Jaguar has always been known for it's performance and engineering ... as well as designing some very visually appealing cars. Stick to what made your company and helped it stick around for over a hundred years ..... This feels like the opposite of that.
Wasn't long ago that Cadillac was running ads directed towards that same age group / demographic for their Celestiq that has a price tag of ~$340,000. I thought at the time that it was much misplaced considering how few people in that demographic has that kinda money to throw at a vehicle .... That ad didn't come right out and scream DEI but it definitely wasn't targeting to the older crowd who is much more likely to afford the price ....
They are fighting for market share with higher end makers like Aston Martin, Audi, BMW, Mercedes and Tesla. When they alienate 85% of their previous customer base how many people are left that A) can afford their offerings and B) choose them over the alternatives? Yeah, they need to absolutely knock it out of the park design wise ....
They didn't alienate them, they dumped them. They knew they would lose their audience. Call it a hail Mary - but they calculated (probably correctly) that simply having a redesigned EV wasn't going to be enough to save them to compete. They had to find a new niche, and this is where they landed. It may or may not work. But the thinking makes sense.
It's fascinating to see a guy who has to show he worked on P&G aged-old grooming brands....for Japan no less - to build the case he is a brand expert. I worked on Jaguar briefly when it was acquired by Ford, which was actually the beginning of its death. (Ford had Aston Martin ironically as well). Numerous mistakes made there - Ford pulled Jaguar from upper lux to affordable lux - intentionally but that destroyed the brand as BMW and Mercedes owned that category. Then it tried to make SUVs which was stupid because LandRover - it's sister company - already did it better. Ford wanted to have a master site that promoted all their brands from GMC right alongside their luxury brands. I proposed building custom individual brand sites that looked nothing like one another as my argument is that you wanted to spread your appeal to different audiences, not try to sell everyone on Ford. That people had an impression of Ford - and that impression (both the good and the bad) would be pushed onto the other brands instead of the other brands making Ford seem different to consumers which is what they envisioned. They fired me the next day. Anyway, the brand is on life support. And when I first saw the campaign, I thought to myself...ok, not sure what that is. But then I saw the reaction, and I think that the amount of PR they are getting over this may in turn help them a lot. The far right anti-woke crowd may just save this brand by building a lot of interest in their new EV. Now everyone wants to see what the car looks like. Given all the problems Jaguar has had with their product, I wouldn't be surprised if it flops. But you have to at least credit their marketing team on this - they got everyone to pay attention.
So without the context of the gay dude who approved the commercial, it is indeed weird euro fashion as I said earlier, or rather avant garde, a term that is associated with French fashion. No real wokeness about the commercial at all. TYT sums it up well. They also point out that every degen’s hero Musk is spinning this up because Jaguar is now a Tesla competitor. Seriously, you snowflakes need to get a life.
The best are the posts about Jaguar's stock tanking - when Jaguar isn't even listed as it's owned by TATA - whose stock is fine.
it looks rather hum drum and typical for fashion brands. they're either going after the haute couture crowd who will pay $800 for a t-shirt or the rung below who buy affordable luxury items like swatch watches. i think the former as i've read they want to be compete with brands like bentley. the hoi polloi going crazy over this campaign makes it even more appealing to their target audience.
