I still don’t understand why some folks are bringing up DEI. So can someone explain to me what DEI has anything to do with this ad?
I am not here to argue. Just looking to understand people’s point of view and have a healthy discussion.
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Pietrosanti, who joined the company’s Marketing team as UK Brand Director earlier this year, said Jaguar’s “journey” to embracing DEI would “continue” for the car company and it would “set the benchmark” for the auto industry.”
It’s always forced ideals that come across disingenuous. The revolt against DEI is not that people don’t believe in equity and inclusion for all races. It’s that the goal post of DEI changes daily which like all things in nature is impossible. And therefore humans revolt and recognize what is inorganic and forced.
The UK brand director has spectacularly failed at that, then. When I see this ad, it feels like a fashion show.
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Exactly. This has 1980s androgyny (David Bowie/Grace Jones etc) all over it.
And the new logo is an unoriginal BMW roundel knockoff
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The C suite at JLR is a bunch of Brits in the UK. Might also just be some lack of cultural awareness. The pushback against the “woke mind virus” and DEI is not necessarily a global phenomena as can be seen by Labour absolutely demolishing the Tories in the last election, 411 seats to 121 (it’s the economy stupid. Western world Incumbent parties have gotten killed from 2023-2024 regardless of positions).
I have a few educated and generally well informed friends in Australia and they just aren’t as aware of the American culture war stuff. It’s not someone consuming mainstream media in a foreign country is really going to learn a lot about.
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Needs more Flat Design
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I mean aside from the fact that the ad features men dressed in women’s clothing among other things, the head of the marketing campaign is literally quoted using buzzwords like diverse, and inclusive, etc.
Found the Jagwire corporate employee
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I have nothing against DEI, but how is this new ad campaign going to help them sell cars? I should be asking this question to the marketing director.
XJs were classics. Too bad Jaguar decided to go soft after that.
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I don’t give a hoot about the DEI stuff but I am not gonna JLR the benefit of the doubt until they can say who is supposed to be buying these new ultra luxury cars. Are they building for affluent Americans in McLean and Marin, Arab sheiks or chauffeured Chinese business men.
In all these cases it is not about the car it’s about the brand image. It’s why I see tons of Land Rovers in affluent Northern Virginia and basically zero Jags.
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I have nothing against the words DEI stands for on their own. But to incorporate that into a business strategy is not smart. See Bud Light. It’s so dumb but looks like they are prepared to learn the hard way.
Well its not like they were selling many cars either way. As much of a dumpster fire this marketing campaign is, I won’t lie that I’m now super curious about the car launch next month that before this random video dropped, I didn’t know was happening.
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Well they sure as hell made a splash, because I wouldn’t even consider dipping my toes into that pool. 
What is your position at Jaguar?
I’m laughing at this for two different reasons - corporate employee & keeping the wIrE alive. I love them both lol
The issue I take with this campaign and the DEI “woke-ism” over tones is I have no idea who the buyer is supposed to be for Jaguar in their next product range.
I’m all for Jaguar saying “hey, our 1 million units a year plan never worked so we think we should revisit our roots and focus on super high luxury products that cost more than what we sold before, a bespoke experience.” It just seems strange they would attempt to target a younger and wealthy crowd because “business” analysts are telling them that’s who they should court:
It’s strange. Wealth transfer continues to go from the middle class to the rich and billionaires class who are predominantly white and don’t relate this type of ad campaign. Do execs honestly believe there are that many multi-millionaire influencer 19 year olds who would potentially choose a Jaguar over a Tesla or even BMW?
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The JLRNA folks in NJ are super embarrassed by all of this.
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lololololol
I just don’t understand why
In a way, the advertising worked. Look at all the people talking about Jaguar. Who the hell was talking about them before this $hit $how lol.
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As it is said “there is no bad press…”
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