Jaguar (seems cooked?)

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Normally I would agree. But the Bud Light campaign turned out to be a dumpster fire for them.

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It blew over. But it was a huge miscalculation on their part. Totally tone deaf to their customer base.

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I was going to post this lol

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Yeah, that’s totally the way it came across to me. David Bowie, glam rock (both of which would make sense for a UK brand).

I don’t work in marketing, but whenever I’ve visited the UK, I’ve been struck by how their ads (TV, print) have always had more shades of people than has the US. And it’s been like that for awhile now.

I don’t actually know if someone from the UK would’ve been like “OBVIOUS ATTEMPT AT WOKE! DEI!” I think the outward ethnic diversity is simply what their advertising has looked like for awhile and is probably taken for granted now. I know I take it for granted when I see it in the UK.

::shrug::

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Reminds me Paris Olympics openning ceremony.

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These days you can’t go a block in San Francisco without seeing a Jaguar. Of course they’re all I-Paces operated by Waymo.

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I don’t think that caption is right. He’s not speaking at the brand relaunch. He was speaking at the Attitude Awards, which is a British award ceremony for members and allies of the LGBT+ community.

I’m pretty sure the quotes posted by @jay3 are from that same event.

So Jaguar is and has been cooked for a while now and for many reasons but not because of some words in a speech that were taken out of context.

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I understand that it wasn’t made about/at the launch, but clearly, you have higher ups taking this attitude in the company and that’s when the downfall starts, when the focus on appealing to super-minority groups becomes somehow a top-tier priority for a car-maker.

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You mean grandpa Bernard in Boca won’t be more inclined to get into a new Jag after seeing men in women’s clothing prancing around on their website?

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Honestly, let’s say Grandpa Bernard in Boca didn’t even care, it still doesn’t change the fact that no one wanted the car to begin with. That’s the problem, this doesn’t help anything, even if it doesn’t hurt (which it may), it certainly also doesn’t appear to be helping.

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British heritage :point_up:

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I suppose most of us in this forum are American, so we’re viewing this with an American ‘woke’ culture wars, etc lens. Jaguar is a British carmaker owned by an Indian company, they may not have a strong sensibility to the American culture wars. They may also not care since Jaguar specifically (not Land Rover) isn’t focused on the US market. Their main markets are UK, Europe, China. Why bother catering to the 4th region on their revenue sheet?

As a brand, you have to be very careful to listen to your consumers and not the car zealots. Car fanatics get up in arms about things the mass consumer doesn’t care for - Nurburgrnig lap time, weight distribution, etc.

When you make an ad, you want traffic, discussion, attention. This has done exactly that

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But, is it going to help them sell cars?

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what cars?

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I’ll take one of the “old school” XJ sedans or XK convertibles (if they still made them like they did).

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And where all the moneybags that they apparently target live?

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It was woke and tone deaf. It also had nothing to do with cars or Jaguars history or heritage. It also does not target the only demographic that buys Jaguars, 94 year old men.

It’s a miss on all fronts.

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A luxury car brand should be listening to car zealots who are willing to pay top dollar for what they want. If they think the woke, DEI loving, purple haired Gen-Z’ers will drive their future sales, irrespective of where they live, they are going learn quickly this was a misfire.

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