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Jaguar Drives Its Brand Off A Cliff
The management and marketing geniuses at Jaguar, the iconic car manufacturer, apparently under the impression that the transgender and LGBTQ+ market is enormous, have just released a commercial that they feel will bring thousands if not millions of new buyers to their brand. Perhaps these marketing geniuses were impressed with the self-immolation marketing effort of Bud Light linking their brand to Dylan Mulvaney. They could have also been influenced by any number of other advertisers like Gillette, Target, and others who have embraced the LGBTQ+ community in hopes of increasing sales and market share.
Or perhaps they’re actually nitwits who didn’t detect the shift in the zeitgeist that is rejecting the militant trans and LGBTQ+ agenda, as evidenced in the effectiveness of one of the Trump campaign’s last commercials that excoriated Kamala Harris for supporting the trans agenda. Yes, of course, this brilliant Jaguar campaign may have been in the works for several months, so the marketing team may have happily plowed ahead thinking that they were achieving something brilliant for the brand. Is the marketing calculation that heterosexual men who comprise most of the Jaguar target market and who desire a sports car, an SUV, or sports sedan, that can perform like a well-tuned race car on curvy country roads will somehow be influenced by a sullen-looking man in a dress holding a sledgehammer? Or are Jaguar sales about to get hammered?
Published in General
Yup. If you’re making an ad to promote the brand, not one particular model, this is how you do it.
And they are under the iron fist of an unapologetic censorship regime with sadistic instincts.
You aren’t British.
I’ve been seeing ads for other vehicles which barely show the vehicle, but instead have some musician playing or some other hipster thing. What’s weird is you would think the people that buy cars aren’t persuaded by those sort of ads, but what would I know? Saying hipster probably already means I’m out of touch.
Why is any marketing company paying for something like that? I don’t understand it.
Should I wear a simple sundress when I take the F-TYPE out for a spin, or go with a slinky, off-the-shoulder number …
Who thinks like that?
If I’m in the market for a Jaguar, I want to see the car and hear about the performance, dream about taking it out on the road and pushing it a little, giggle as I imagine swinging by AutoZone to look for a head gasket, not have to look at the Harris/Walz campaign headquarters social committee.
Maybe you have a modicum of nostalgia for the car ads with babes in bikinis draped over the hood.
Everybody knows how to pronounce “Jaguar”. It rhymes with “steak bar” and “mean guitar”.
Maybe Jaguar was being frugal. They found footage from an abandoned Logan’s Run remake and decided to repurpose it.
This post just got linked at Instapundit.
Why, suh, you are impugning the morals of the automobile advertising industry!
Opel GT. I know a guy who had one.
Mine was better.
Both fine cars. The Triumph is better, sure. To be fair, it was also more expensive.
I knew another TR owner who once had an early Ricochet account, Andrew Klavan, the writer.
This one was mine. Yes, there’s some question about pronouncing the name. By the way, parts of it are made with al-u-min-i-um.
I wasn’t able to find good pricing details for the GT in 1968 vs the Triumph that I got in 1980. But it was enough time passed, especially including the Carter Administration and their inflation, for direct numbers to not be fully comparable.
Yes I saw that too. Congrats B Watt.
But maybe their all-electric vehicles will leak less oil. (-:
I loved my 1993 Infiniti Q45 (a large sedan), in part because I thought its styling evoked the Jaguar XJ6 (sedan) I had just before it.
Many people though would argue that the company’s cars deviated from that legendary brand heritage at least ten years ago, and maybe longer. During that time the brand has lost a lot of its luster. It’s been a long time since Jaguar brought out a car that people lusted after the way they did for the XKs of the 1950s, the E-type of the 1960s, or the sedans (saloons) from the 1950s through the mid-1980s?
[OK, in the comments above there are some people who appreciate certain more recent models (the most recent F-type, the XJ sedan of the ‘oughts, and I know of fans of the XK grand tourers of the ‘oughts), but for most people any thought of legendary Jaguars is of cars from decades ago.]
It’s now Indian:
A number of men stopped paying attention to the world of performance cars once they had kids, and aren’t really up on what’s been happening in that market since the 1980s. Some old guys think the late 1960s were the golden age for performance cars and don’t realize that today’s performance cars are substantially faster than the GTOs and Corvettes of their youth.
When I lived in Chicago, my roommate and I used to always joke about “nuke-ular jagwires.”
That ad makes me think that it’s time for Carousel.
aaaaannd this explains everything:
https://x.com/TRobinsonNewEra/status/1859220552822538406
Where’s the car in the ad? This ad is more dysfunctional than a traditional Jag’s electrical system.
It’s like 60-70s pop art meets a Clockwork Orange with a mystery product.
Good God. Jaguar has been struggling to turn a profit for about half the years of its existence. The other half, it has been struggling just to break even. And that’s when they were really trying (and sometimes succeeding) to make great cars! Now that the company’s primary goal is to provide a giant therapy session for its employees, I cannot see how it can survive.
How does one even parody this?
Really more of a commentary on the whole
DiversityDivision,EquityExclusion, andInclusionIntolerance nonsense, but does the speaker appreciate that when he says, “We are committed to fostering a diverse, inclusive, and unified culture” that “diverse” and “unified” are inherently opposed to one another?[I do note that he appears to be speaking at an event that seems to be DEI-focused, at which one might be expected to babble inanely on the event topic. Although the fact that the speaker is wearing a sparkly (sequined?) jacket suggests he is an entertainment-oriented nitwit rather than a serious thinker, so putting such a person in charge of “brand strategy” signals poor thinking by upper management.]
What I found disturbing and revealing about this little rah-rah speech is that the Jaguar brand, the legacy of Jaguar, the quality of the engineering of the cars over decades is immaterial and unimportant. What is important is that the LGBTQ+ militants have captured another brand so as not to build on the legacy of Jaguar but as Saul Alinsky instructed to wear its skin as a trophy. We’ve seen this over and over again with the Boy Scouts of America, Disney, Budweiser, Target, and other traditional and apolitical corporations and entities.
Jaguar may build some compelling EV cars in the next few months…or not…but even if they did, the market has soured on EVs. Ford just laid off 4,000 employees because of flagging EV sales. So, the braintrust at Jaguar will be pushing EVs (that may be over $100k) to a market that either can’t afford them, in countries that don’t have the power infrastructure to support them, and pushed by men pretending to be women in colorful chiffon dresses.
My prediction is that after a year of dismal sales that Tata will be forced to unload Jaguar and hope that a buyer emerges. If he’s lucky and a buyer does emerge then the new buyer will fire all the DEI morons that Tata hired, may sh*tcan whatever EV inventory has been produced and repurpose some of the parts and then bring back the Jaguar logo and produce 3 or 4 models (probably gas or gas/hybrids) worthy of the Jaguar legacy. If there’s no buyer, then Jaguar will just die.