Jaguar doesn't care what you think, because you're not the target market it is going for. Whether it *should* care, and whether there are enough potential buyers *in* its target market, are different matters. - ThreadSky

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wdron.bsky.social • 94 days ago

Jaguar doesn't care what you think, because you're not the target market it is going for.

Whether it *should* care, and whether there are enough potential buyers *in* its target market, are different matters.

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neilgascoigne.bsky.social•94 days ago

I wonder if they are tired of their own boom and bust cycles, they grow too quickly then have to lay off, which has been my local-to-Coventry observation. Plus the engine issues. Super niche might solve that? I don’t think those who like the brand and got upset realise where Jag is now headed.

fullfatcoke.bsky.social•94 days ago

The big question though, is who is the target market? It's not a criticism, Jaguar has to do something and it should be a forward looking brand, but who are they aiming cars at?

Personally, I feel the female market is massively untapped at this end of the market

wdron.bsky.social•94 days ago

At the preview event we were told, "The unifying part is their mindset." From my notes (we weren't even allowed to take in dictaphones):

- independently minded
- curious about brands
- creative
- want to make a statement
- younger
- affluent
- urban
- seeking exclusivity
- cash rich, time poor

fullfatcoke.bsky.social•94 days ago

That's a really, really narrow base. Urban, creative, young and well healed; you can find people with 3/4 but to have all of those is pretty rare. Add to that an appetite for a car that needs off road parking, or at least access to charging and I'm not sure...

wdron.bsky.social•94 days ago

Niches within niches.

fullfatcoke.bsky.social•94 days ago

I guess the argument is that you can sell a young persons car to an old person. The target for the X Type was the 27 year old. They nailed the 50+ market with that

wdron.bsky.social•94 days ago

Good point.

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