Wtf is Jaguar doing?

[steveo1960]

Where I live, I've seen more Cybertrucks than s650 Mustangs. In fact I have only seen 1 s650 Mustang. Many Cybertrucks though in different colors so I assume they are wrapped?

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[roket]

Where I live, I've seen more Cybertrucks than s650 Mustangs. In fact I have only seen 1 s650 Mustang. Many Cybertrucks though in different colors so I assume they are wrapped?

yep, wrapped because Tesla owners only know "0-60 = best" and "white paint or wrap". the CyberStuck only comes in "Rusty DeLorean Knockoff" aka stainless steel
if you cant tell, i absolutely hate those things and think they should not be road legal anywhere

 

[DeluxeStang]

this right here. Jaguar played a 300IQ move and it seems to have worked. everyone is talking about them now. in terms of marketing, this was a perfect success. in terms of sales, we will have to see

I'm sorry, but as a communications graduate, I have to say taking the "There's no such thing as bad publicity" approach to marketing is a terrible idea. That quote about publicity and how it's never a bad thing is the dumbest thing I've ever heard in the business world. If everyone is shitting on you, talking about how they'll never buy your cars again, and that includes some people who currently own your cars, you messed up as a brand.

Bad publicity is far worse than no publicity. It's worse to be hated than to be unknown. An unknown brand trying to become loved is like trying to build a skyscraper at the ground floor. But being hated is like trying to build a skyscraper but starting 200 feet underground.

 

[roket]

I'm sorry, but as a communications graduate, I have to say taking the "There's no such thing as bad publicity" approach to marketing is a terrible idea. That quote about publicity and how it's never a bad thing is the dumbest thing I've ever heard in the business world. If everyone is shitting on you, talking about how they'll never buy your cars again, and that includes some people who currently own your cars, you messed up as a brand.

Bad publicity is far worse than no publicity. It's worse to be hated than to be unknown. An unknown brand trying to become loved is like trying to build a skyscraper at the ground floor. But being hated is like trying to build a skyscraper but starting 200 feet underground.

oh no, i totally agree. but you have to cut them some slack. they're probably still internally fighting on whether is "jag-u-are" or "jag-war" and have been suffering so much, so they probably count this as a win either way

 

[DeluxeStang]

It only worked if it leads to sales which I have my doubts lol

Apparently Jag is going the 'Screw sales volume, maximize per unit profit' route. I just don't know if it'll work for them. Is that 300k Cadillac flagship sedan on sale, and if so, is it doing well? That's gonna be the one to watch. Cadillac has more heritage of world class luxury than Jaguar does. If Cadillac sells a lot of those 300k sedans, maybe Jag stands a chance, but if Cadillac struggles with it, Jag is doomed.

 

[DeluxeStang]

oh no, i totally agree. but you have to cut them some slack. they're probably still internally fighting on whether is "jag-u-are" or "jag-war" and have been suffering so much, so they probably count this as a win either way

True, true lol.

 

[Alan Applegate]

As I think about this spat of bad pubes (yes, I meant it!), it occurs to me, that the fall of Jaguar and Land Rover started just after Ford dumped them, and Tata Motors bought them. I really don't think it is the East Indian ownership, but rather that they were already well into a bad management downfall. Seems to me I remember Tata firing a bunch of designers and engineers after they took over.

 

[roket]

As I think about this spat of bad pubes (yes, I meant it!), it occurs to me, that the fall of Jaguar and Land Rover started just after Ford dumped them, and Tata Motors bought them. I really don't think it is the East Indian ownership, but rather that they were already well into a bad management downfall. Seems to me I remember Tata firing a bunch of designers and engineers after they took over.

if Ford let go of them mid 2021, that would explain the stop of diesel F-150s. those 3.0L diesel V6s are Land Rover engines, evidenced by their stamps all over them. the EcoBoost was also just better in every way

 

[9secondko]

My stance on it is I don't like seeing things get political and forced regardless of the direction. I have gay family members and friends, so I can say gay people in my experience are some of the nicest people you'll meet. But I still don't like seeing lifestyle choices brought into marketing for the same reason most of us don't like it when it's a political or religious message, it's just forced, and it doesn't really tie into the product. Plus no matter how you craft that sort of content, it's gonna alienate some of your buyers.

But even then, I'd be able to get past it if the end result was an appealing product. But moving upmarket with cars well in the 6 figures and making them look like that? Gonna be a hard pass for me. I genuinely question the intelligence of any brand that reinvents itself when they were already loved. People loved Jag's design language, yet they threw it out the window for this.

We've seen the basic proportions on the prototype, massive, long hood, flowing roof line, all great. But this desire to add quirky details like those slats to the rear is gonna fuck it up. With those strong proportions, if they had given it traditional Jag design cues, maybe with some of the drama of that supercar concept they made a while back thrown in, it would have been stunning. But someone wanted to get quirky and here we are.

It's not political, other than what Jaguar is putting out there. It's keeping it real. There was no bashing going on. It's about Jag making this big statement about not copying anything and then proceeding to copy every gay, trans, etc. trope that has come up over the last four years as if it hasn't already been pushed on to the world aggressively. It's ridiculous and is absolutely copying everything - at least with the marketing. There are no "protected classes." People can talke about hillbilly this or that, but not other things? It's not political. It's a discussion of art direction and who the heck they think theyre marketing to. I know for myself and most I know, this is a total flop and something of a turn-off. Has nothing to do with me or the vehicles. that said, we don't live in a compartmentalized vacuum. We are humans. We have values. And when we have something pushed on us that isn't inline with our values, we tend to go the other way. Bud Light badly missed this point with their marketing a year ago and suffered greatly. Customers dont' want to be pushed toward someone else's values. They want their values catered to. Hopefully Jag can get back in gear here pretty quickly. That's not a political lesson. It's a human one. And successful marketing is all about catering to human values.

But the vehicle design may be something. I always liked Jag. Not down with this old, passé (but pretending to be bold and new) marketing direction, but I am open to the vehicles themselves. I think Tesla really stirred the industry with the Cybertruck in terms of daring to build truly cool, nontraditional stuff, and I am all for that. However, if the design is for design sake only and compromises function, it will be a mistake. Are the slats, etc. functional? Looks like the rear window is covered -- or is it some kind of glass tech? If its really cool stuff then great. If it's design for design's sake, maybe not. We will see. Hopefully Jag puts more originality and care into their vehicles than they do into their marketing.

 

[9secondko]

There’s 20 replies on a Mustang forum talking about how bad the marketing campaign is.
My thoughts on their useless cars aside, it’s evident the campaign worked perfectly.

More people were activley "engaged" over the Bud Light debacle than this. Didn't exactly turn out so well. Remains to be seen what the Jag demo does with it.

 

[Interstellar]

More people were activley "engaged" over the Bud Light debacle than this. Didn't exactly turn out so well. Remains to be seen what the Jag demo does with it.

 

[DeluxeStang]

It's not political, other than what Jaguar is putting out there. It's keeping it real. There was no bashing going on. It's about Jag making this big statement about not copying anything and then proceeding to copy every gay, trans, etc. trope that has come up over the last four years as if it hasn't already been pushed on to the world aggressively. It's ridiculous and is absolutely copying everything - at least with the marketing. There are no "protected classes." People can talke about hillbilly this or that, but not other things? It's not political. It's a discussion of art direction and who the heck they think theyre marketing to. I know for myself and most I know, this is a total flop and something of a turn-off. Has nothing to do with me or the vehicles. that said, we don't live in a compartmentalized vacuum. We are humans. We have values. And when we have something pushed on us that isn't inline with our values, we tend to go the other way. Bud Light badly missed this point with their marketing a year ago and suffered greatly. Customers dont' want to be pushed toward someone else's values. They want their values catered to. Hopefully Jag can get back in gear here pretty quickly. That's not a political lesson. It's a human one. And successful marketing is all about catering to human values.

But the vehicle design may be something. I always liked Jag. Not down with this old, passé (but pretending to be bold and new) marketing direction, but I am open to the vehicles themselves. I think Tesla really stirred the industry with the Cybertruck in terms of daring to build truly cool, nontraditional stuff, and I am all for that. However, if the design is for design sake only and compromises function, it will be a mistake. Are the slats, etc. functional? Looks like the rear window is covered -- or is it some kind of glass tech? If its really cool stuff then great. If it's design for design's sake, maybe not. We will see. Hopefully Jag puts more originality and care into their vehicles than they do into their marketing.

There seems to be some misunderstanding here. You seem to believe I'm saying I don't like you discussing political and social issues. To clarify, my post wasn't about you, or anyone else on this site. When I say I don't like things going in this direction, I'm talking about how I don't like brands doing it.

I don't like seeing brands push any sort of lifestyle, ideology, and beliefs unless it ties directly into the product they're selling.

 

[DeluxeStang]

Ideally let's steer this discussion away from the controversial marketing and have a question that directly ties into the cars and product strategy itself. That was what I was criticizing, not the marketing which I can take or leave. I couldn't care less about things like the rainbow raptor, the people offended over that were being ridiculous. It didn't bother me because Ford's product line is incredibly appealing.

Marketing doesn't matter if the product is good. But I'm genuinely concerned about this decision to abandon every single principle that's made your brand successful.

 

[9secondko]

the specific BL sub-brand. but you knew that already. what yuou posted is like hiding lincoln numbers under fomoco. I posted a more accurate chart for you. Thankfully, for BL and perhaps Jag, folks have short memories.

 

[9secondko]

Jaguar has been kind of like the dollar store Aston Martin. Looks liek they want to go the Apple route. Good aspirations. Hopefully the vehicles are great and the marketing changes to reflect htat.

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