I’ve already mentioned this but here we go again:
The boss of Jaguar has defended the carmaker’s controversial rebrand and said criticism of its marketing campaign had featured “vile hatred and intolerance”.
Rawdon Glover, the managing director of Jaguar, said the campaign message had been lost in “a blaze of intolerance”, adding that the carmaker must move away from “traditional automotive stereotypes”.
It comes after Jaguar ditched its historic “growler” cat logo and released an advert featuring models with asymmetrical haircuts and dressed in brightly-coloured clothing. It also includes the phrases “break moulds” and “create exuberant”.
Mr Glover told the Financial Times: “We need to re-establish our brand and at a completely different price point so we need to act differently.
The connection is that Meghan thinks that she can create a brand out of being Meghan. And that’s really – no really – not how it works. Brands can obviously be helped by advertising and positioning, sure. But the brand has to actually be. There’s got to be some nub there to start with. Heinz and Campbell’s canned soups becamae iconic brands, not started as them. They became because they got canning righter earlier and so poisoned fewer of their punters. Jaguar a certain snarling joy at 8 and 12 pistons encased in leather and wood. For want of a better phrase, sports saloons?
Sure, they’ve a problem now that snarling pistons are no longer to be allowed. But sticking up a few modish haricuts might not do that – a product worth being a brand could….
Siri – what is brand loyalty?
JaGUar – cars. What cars?
A growler “encased in leather and wood.”
Hur hur fnarr fnarr
To be honest I thought it was a joke, like those excellent Boddingtons adverts with Melanie Sykes. Not sure now…
https://youtu.be/RD_Szb8VoXg?feature=shared
If anyone hasn’t seen it yet I recommend watching Volvos recent advert
He employed this marketing director knowing full well what his history was, he can hardly claim to have been duped, so he’s got no choice but to double down, really.
I’m not sure whether the E-Type or the XK series could be classed as sports saloons but be that as it may there is no reasonable link between those cars and a troupe of deviant Buddhist monks.
We need to re-establish our brand and at a completely different price point
Is that even technically possible? I’ve always thought of price point being fundamental to a brand.
MB, deviant Buddhist monks? Blimey, if TTK fancies a bit of variety, I can just see him in an electric Jag with his arm around Silly Mili.
I’ve toned down the last sentence because who knows the extent of TTK’s surveillance teams and I wouldn’t like mine host to get slung in jail with me…
My driving instructor in the 70s told me BMWs were no better than Fords, just better advertised.
Surely the *whole* *s*****g* point of creating and maintaining a brand is to increase the pricing point of whatever it is you make.
The carmaker must move away from “traditional automotive stereotypes”.
But I thought Jaguar WAS an automotive company???
criticism of its marketing campaign had featured “vile hatred and intolerance”.
Good. Fuck you, JaGUar. We hate you, and you’re going to corporate Hell.
Rawdon Glover,
Lol!
“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand.”
So he turned up like a clown hovering over your bed at midnight.
The carmaker has chosen to stop selling its current petrol line-up, which includes the F-Pace, and instead swap out the models for a fully electric product selection, although these vehicles will not be on sale until 2026.
Bold of JaGUar to think JaGUar will still exist in 2026. Spoiler alert: your Indian bosses aren’t actually woke, and they will eat you alive when you miss all your sales and revenue targets. Believe me, you haven’t seen bullying until you’ve seen a pissed off Indian director whose forecast you just fucked up.
Andyf – like a lot of South Korean chaebols before them, Kia have successfully repositioned themselves from cheap and basic price-based competition to being a quality midmarket brand.
However, Kia achieved this incredible feat by building and selling better cars…
“But the brand has to actually be. ”
Yes. The thing with Meghan is that she tried to follow in the footsteps of Gwyneth Paltrow but Gwyneth Paltrow was an Oscar-winning actress. She did things and looked amazing and was married to a rock star and millions of women wanted to be her. And then she could flog overpriced crap because of it.
If I was Jag, I’d make some fucking fast, cornering-on-rails EVs. A nice big luxury DB9 size car as the flagship, followed by a small Lotus Elise size of small sports car. Take advantage of that acceleration of EVs. Make it really beautiful. And if you like, flog a load of dull, generic SUVs off the back of how cool you made the brand, like Porsche do with the Cayenne (Porsche make most of their money from the Cayenne, but the 911 is what makes the brand desirable).
“at a completely different price point” – that will be we can’t even give the cars away now.
And “create exuberant”. Exuberant is an adjective, did they mean exuberance?
I wonder if there’s any value in losing battery size so that the range drops to say 200km and the car looks better. Slogans could be
“Performance not endurance”, “If you’re not enjoying yourself after 1 hour, you won’t after 2” and “If your relatives or your country club are more than an hour away, be a sight and stay the night” (or get an ICE)
People buy cars for the oddest reasons. I want headroom, legroom, shoulder room, easy ingress and egress, and a good view of the traffic ahead. Land Rovers provide these and were good value second hand the last two times we bought.
We also owned an old Toyota Land Cruiser once. Some bastards stole it. Views on the culprits differed, including “It’ll be down the fen towing pikey caravans”, to “It’ll be in Russia now” and “It’ll be in North Africa now” … Cyprus …
What’s the current belief on the fate of stolen 4x4s?
There are some tobacco companies that have successfully steered the path to “brand” marketing and away from fags. When in Hong Kong I was slightly bemused at the “ciggie” brands advertising clothing and watches and golf clubs and wotnot. Salem and Kent and another one. I’m thinking “Dunelm”, but that’s wrong, that’s a UK furnishing store.
If you say to people nowadays “Embassy” do you think fags or do you think snooker?
jgh
Dunhill.
Had a job interview with them sometime about 45 years ago, even then they were trying to get away from tobacco.
What’s the current belief on the fate of stolen 4x4s?
Chatter at the pub suggests that they’re broken for parts, RHD vehicles being hard to shift in Europe.
Jgh – I think fags, but mostly because I still mentally live in 1987. (It’s brill)
I’m not sure Tim’s correct about the brand thing. There’s been a trend for decades now to create a “brand” then market the fuck out of it until it gains a “desirable” status. You see it with women’s handbags. Chinese tat with logos plastered on them. Much of it’s driven by people being so label concious rather than buying for actual quality. I’ve been buying long standing Paris couture house handbags for various lady friends for years. All of them are still in action & looking as good or better than when they were bought. With some things a little ageing improves them. The DKNY & Michael Kors rubbish they’d bought for themselves fell to pieces went in the bin the year after they got them. But left to themselves, they’ll buy the same again.
So maybe the Jaguar marketing policy will work. We’ll wait & see. There none more stupid than those who buy
penis extensionsnew cars.Porche Cayenne? The one I drove, a very ordinary car
copy nothing
Except Green Wing.
https://www.youtube.com/watch?v=JGNzyemO5To
And visual design from the 1960s and Kylie music videos.
Thanks, Chris.
@BiS: “All of them are still in action & looking as good or better than when they were bought. With some things a little ageing improves them.”
That’s handsome praise of your lady friends. Well said.
Both the bags & the friends mate. I’m only interested in quality that lasts.
a good view of the traffic ahead. Land Rovers provide (this)
I was thinking about this recently. it wasn’t that long ago one was able to see through cars ahead of you. Because they contained a fair amount of window glass. Which used to give you ample warning on what was happening several cars in front in traffic. Now you sit behind some f***ing SUV like a mobile shed without a clue. So they only way is to get a taller SUV. Land Rovers for everyday use? I suppose if you keep sheep. But who want to be lumbered with with one of them tanks, otherwise? As for those with interiors kitted out like an interior designer’s waiting room. Doesn’t it rather ignore the point of having one?
Bud Light wasn’t, obviously, a Lesson, and they obviously did it Wrong. So double-down on the Message it is…
Now … you’ve got this… example of Wokeness…
Imagine, as WB stated, they’d done their best to make an actual Jaguar, just electric…
Have Clarkson in the commercial doing his usual “Nope, Nope, Nope, Milk Float. Honestly… It’s Jag… But it’s.. Missing Something…”
Cut to Clarkson’s cheeks being pulled back as the throttles the prime model going “Bloody Heeeeelllllll!!….” on the famous landing strip.
Now that would sell the Milk Floats…. Because they’re associated with that completely impractical Road Rocket.
Audi? Rally Racing. And F1.
Volvo? Some of the old station wagons are still going after decades of Abuse.
Mercedes? Understated Luxury and Reliability. And F1.
That’s what sells the “lesser” cars.
Not a campaign that combines the worst of Eighties Fashion, Haute Couture, and a Kylie Minogue video.
At least Kylie is honest in the demographic she’s milking now she’s lost the attention of the easily exciteable Teens…
“Jaguar ‘growler’ cat logo”
Does the Deputy Prime Minister still get a government Jag?
Well, there are Two Jags probably going spare now…
They always call it ‘vile hatred and intolerance’. They call everything they don’t like that. They call their breakfast that.
It doesn’t work anymore. Yes, I’m intolerant, viley hateful, and a misogynistic Nazi to boot – what are you going to do about it? Cry?
His commercial was garbage and 5 years too late. It looks like a Little Britain skit – even with a Matt Lucas lookalike in it;) It looks like a commercial you see in a tv show making fun of avante-garde commericals. It looks like a parody. I get that they’re trying to grab a younger clientele (like Harley Davidson, their customer base is, literally, dying out) but who are they trying to get to buy their over-priced POS? Broke Zoomer ‘gender-queer’ weirdos?