Wow. There must be better ways to get people’s attention just before you unveil your new make-or-break model. Two weeks of every Clarkson-wannabe clogging social media with hostile anti-wokery doesn’t seem ideal.
Makes me sad, but only because in my early 20s I bought an old XJ6 4.2 long wheelbase for £500 and had it sprayed racing green (same time as B52's Loveshack, "I have a car as big as a whale"). Loved that car, but I'm probably personally responsible for the spanish floods...
So… we need to get rid of the cat! But…. The company’s called JAGUAR! Yes, I see that but ‘Jaguar’ could mean so much more than ‘flesh-eating-feline’…. Couldn’t it?
a car buff friend who has no time for nonsense, couldn't see what the fuss was about. 'it's just some marketing puff' etc. I note James May said pretty much the same.
the only people who're upset are basically all the wrong people. Musk, Tate, GB News, Telegraph, Mail. well done Jaguar, basically.
tbh anyone who starts from a position of claiming that Jaguar is a good or strong brand that sells lots of cars is already dealing themselves out of being taken seriously. the iconic cat is famous among petrol heads for unreliable overpriced and underspec dadmobiles
you only get to say "you can destroy a brand in 30 seconds that took a lifetime to build" if you are not talking about something that's been decades destroying its own brand with boring complacent products aimed at the "wanted an Aston but couldn't afford it" niche.
think my fave reaction so far is that great patriot Farage on video, saying he hoped an 11,000 person employer in Britain goes bust as a result of this ad. am sure the good people of Merseyside, Solihull, Birmingham, Coventry and Gaydon will take that message through to the ballot box
@katie0martin.bsky.social you guys should read (not) the v long threads under the ad on the other platform. You won’t find a better, more telling compendium of what it has become
if I was doing an agency presentation to Jaguar's marketing department, I would start by commissioning a batch of calibrated screw gauge micrometers engraved with "measure how much your target market gives a f*** about James Bond"
oh I agree, as marketing goes, it leaves me indifferent. am not a car person, but I don't feel like my view of Jaguar as a car brand is impacted one way or the other (I don't actually have a view at all).
As a ‘car guy’ I genuinely don’t get the fuss. The world is full of white goods vehicles at the moment so anything that promises to be interesting is good.
What was laughable was whoever ran their Instagram account arguing with the fauxrage, which then attracted more fauxrage.
Comments
the only people who're upset are basically all the wrong people. Musk, Tate, GB News, Telegraph, Mail. well done Jaguar, basically.
nah it just feels a bit naff to me, but obv i don't *object* as such
Not woke, just off-brand
What was laughable was whoever ran their Instagram account arguing with the fauxrage, which then attracted more fauxrage.