Jaguar
- Thread starter Chevrolet
- Start date
Nassau65
CCCUK Member
Jaguar has always had a good following in the US that’s probably why they chose the US.
teamzr1
Supporting vendor
At a time when major companies such as Tractor Supply, John Deere, Harley-Davidson, Brown-Foreman Corp., Ford, and Molson Coors are scaling back diversity, equity, and inclusion (DEI) initiatives in response to public or internal backlash,
Jaguar has launched a woke advertising campaign that is threatening to damage the brand’s image.
The campaign features androgynous models walking through a surreal, pink-hued rocky landscape, dressed in bold, brightly colored, abstract outfits in shades of red, pink, and yellow.
The tagline, “create exuberant,” is displayed, yet there is no image of a car, nor does the advert feature the classic “growler” logo with the iconic jaguar.
Curt Hopkins, CEO of MCQ Markets, a fintech firm specializing in fractional ownership of exotic automobiles, has a deep understanding of luxury car brands and their target markets. He believes Jaguar made a poor business decision by launching a “woke” marketing campaign in a misguided attempt to revive their struggling business.
Hopkins remarked, “Traditionally, Jaguar was a really old-fashioned brand, to be honest. And the guys that drive it even today are, [according to a] very senior person in the automotive manufacturing industry here in the UK, ‘All white, male, pale, and stale.’”
Jaguar’s traditional brand image has long been tied to elegance, power, and British automotive heritage. For decades, its advertising highlighted sleek, luxurious vehicles crafted to appeal to affluent, status-conscious buyers. The brand was synonymous with sophistication, masculinity, and timeless appeal, often emphasizing high performance and rich heritage.
However, advertising experts and commentators warn that the new campaign risks alienating Jaguar’s traditional customer base.
The company’s managing director, Rawdon Glover, defended the carmaker’s controversial new marketing campaign, describing opposition to the ad as “vile hatred and intolerance.” The unusual nature of the advert, which fails to feature the product, prompted Tesla CEO Elon Musk to sarcastically ask, “Do you sell cars?”
Despite the backlash, Jaguar insists its new branding represents a “fearless approach” to modernizing its image and positioning itself in the premium electric vehicle market.
As DEI programs and “woke” marketing campaigns are being scaled back across industries, it is surprising that Jaguar, a historically masculine brand, is attempting to keep these initiatives alive despite their widely observed failures.
Companies like Bud Light, Nike, and Ben & Jerry’s faced significant backlash, boycotts, and financial losses after controversial campaigns alienated their core customer bases.
For example, Bud Light experienced a 26% drop in sales in 2022, and Nike’s partnership with Colin Kaepernick led to boycotts and a temporary 3% dip in stock value. In response to consumer pressure, companies like Walmart, Ford, and Starbucks have reduced DEI efforts, such as racial equity training and supplier diversity requirements.
The Society for Human Resource Management (SHRM) even removed “equity” from its acronym, while Microsoft laid off two DEI directors. Higher education institutions are following suit, disbanding DEI centers and reallocating staff. Job postings for DEI roles have also declined, signaling a broader retreat from these initiatives.
These examples highlight how DEI and woke marketing often fail to strengthen businesses and, instead, harm their financial performance, further illustrating the risks of blending corporate activism with commerce.
Ben & Jerry’s faced public criticism after halting sales in Israeli-occupied territories, a decision that drew accusations of political bias, while Victoria’s Secret struggled with its rebranding aimed at inclusivity, which alienated long-time customers. Coca-Cola also faced backlash over employee training programs perceived as divisive, and Gillette’s “The Best Men Can Be” campaign, addressing toxic masculinity, led to a reported $8 billion write-down.
Even Disney, after incorporating political themes in its films and taking a stance against Florida legislation, faced boycotts from conservative audiences.
Adding to the controversy, Jaguar’s head of brand strategy, Santino Pietrosanti, recently spoke at an LGBTQ award show, where he proudly highlighted the company’s commitment to a “radical woke agenda” in the workplace.
He pointed to the creation of over 15 DEI groups, including Pride, Women in Engineering, Neurodiversity Matters, and Transitioning at Work. Pietrosanti defended the campaign, claiming it celebrates diversity and originality while promoting inclusivity within the company. Critics, however, contend that the campaign is poorly executed, lacks creativity, and risks further tarnishing Jaguar’s reputation.
Despite the backlash, Pietrosanti insisted this rebrand is “only the start,” as Jaguar prepares to debut its new electric concept car at Miami Art Week.
Curt Hopkins has called this approach disastrous from a business, marketing, and automotive perspective. He argues that by prioritizing divisive and unrelated messaging over their core product cars, Jaguar risks alienating its target audience and undermining its efforts to revive the brand. Instead of developing an innovative strategy to address their challenges, Jaguar may have only deepened its struggles.
Jaguar has launched a woke advertising campaign that is threatening to damage the brand’s image.
The campaign features androgynous models walking through a surreal, pink-hued rocky landscape, dressed in bold, brightly colored, abstract outfits in shades of red, pink, and yellow.
The tagline, “create exuberant,” is displayed, yet there is no image of a car, nor does the advert feature the classic “growler” logo with the iconic jaguar.
Curt Hopkins, CEO of MCQ Markets, a fintech firm specializing in fractional ownership of exotic automobiles, has a deep understanding of luxury car brands and their target markets. He believes Jaguar made a poor business decision by launching a “woke” marketing campaign in a misguided attempt to revive their struggling business.
Hopkins remarked, “Traditionally, Jaguar was a really old-fashioned brand, to be honest. And the guys that drive it even today are, [according to a] very senior person in the automotive manufacturing industry here in the UK, ‘All white, male, pale, and stale.’”
Jaguar’s traditional brand image has long been tied to elegance, power, and British automotive heritage. For decades, its advertising highlighted sleek, luxurious vehicles crafted to appeal to affluent, status-conscious buyers. The brand was synonymous with sophistication, masculinity, and timeless appeal, often emphasizing high performance and rich heritage.
However, advertising experts and commentators warn that the new campaign risks alienating Jaguar’s traditional customer base.
The company’s managing director, Rawdon Glover, defended the carmaker’s controversial new marketing campaign, describing opposition to the ad as “vile hatred and intolerance.” The unusual nature of the advert, which fails to feature the product, prompted Tesla CEO Elon Musk to sarcastically ask, “Do you sell cars?”
Despite the backlash, Jaguar insists its new branding represents a “fearless approach” to modernizing its image and positioning itself in the premium electric vehicle market.
As DEI programs and “woke” marketing campaigns are being scaled back across industries, it is surprising that Jaguar, a historically masculine brand, is attempting to keep these initiatives alive despite their widely observed failures.
Companies like Bud Light, Nike, and Ben & Jerry’s faced significant backlash, boycotts, and financial losses after controversial campaigns alienated their core customer bases.
For example, Bud Light experienced a 26% drop in sales in 2022, and Nike’s partnership with Colin Kaepernick led to boycotts and a temporary 3% dip in stock value. In response to consumer pressure, companies like Walmart, Ford, and Starbucks have reduced DEI efforts, such as racial equity training and supplier diversity requirements.
The Society for Human Resource Management (SHRM) even removed “equity” from its acronym, while Microsoft laid off two DEI directors. Higher education institutions are following suit, disbanding DEI centers and reallocating staff. Job postings for DEI roles have also declined, signaling a broader retreat from these initiatives.
These examples highlight how DEI and woke marketing often fail to strengthen businesses and, instead, harm their financial performance, further illustrating the risks of blending corporate activism with commerce.
Ben & Jerry’s faced public criticism after halting sales in Israeli-occupied territories, a decision that drew accusations of political bias, while Victoria’s Secret struggled with its rebranding aimed at inclusivity, which alienated long-time customers. Coca-Cola also faced backlash over employee training programs perceived as divisive, and Gillette’s “The Best Men Can Be” campaign, addressing toxic masculinity, led to a reported $8 billion write-down.
Even Disney, after incorporating political themes in its films and taking a stance against Florida legislation, faced boycotts from conservative audiences.
Adding to the controversy, Jaguar’s head of brand strategy, Santino Pietrosanti, recently spoke at an LGBTQ award show, where he proudly highlighted the company’s commitment to a “radical woke agenda” in the workplace.
He pointed to the creation of over 15 DEI groups, including Pride, Women in Engineering, Neurodiversity Matters, and Transitioning at Work. Pietrosanti defended the campaign, claiming it celebrates diversity and originality while promoting inclusivity within the company. Critics, however, contend that the campaign is poorly executed, lacks creativity, and risks further tarnishing Jaguar’s reputation.
Despite the backlash, Pietrosanti insisted this rebrand is “only the start,” as Jaguar prepares to debut its new electric concept car at Miami Art Week.
Curt Hopkins has called this approach disastrous from a business, marketing, and automotive perspective. He argues that by prioritizing divisive and unrelated messaging over their core product cars, Jaguar risks alienating its target audience and undermining its efforts to revive the brand. Instead of developing an innovative strategy to address their challenges, Jaguar may have only deepened its struggles.
C5Steve
CCCUK Member
I think the issue here is that this imaginary old "target" market of Jag simply doesn't exist. The people who used to buy them, aren't buying them anymore. The fans of the brands history also aren't buying them. It's all well and good bemoaning the changes but that doesn't keep the lights on. They need to pivot, they've done so in a radical way. Lets see what the cars are like. Car people are exactly the wrong type of people to judge a car brands potential success unfortunately.
Roscobbc
Moderator
Nothing that comprises 'todays' cars really has any connection with the success and character of the brands past histoty. Aston Martin (for example) have little connection with earlier cars, given the amount of Ford componentry (including engines) shared with FoMoCo when under their ownership. Even less connection now given the use of AMG power units. Jaguar also in terms of engine design shares much with Ford from when FoMoCo was running the show and we had re-worked Ford engines and chassis from UK FoMoCo and USA's Mercury ranges. The 'original' Jaguar 'character' disappeared with the XKE, S Type, Mark 2 and early series XJ6's, excepting perhaps the late XJ series cars.
C5Steve
CCCUK Member
Aston only exists as a successful brand. As a car company, it should have closed its doors several times already and continuea.to exist through private equity funding of the brand. They continue to roll out Bond editions of everything, they absolutely continue to trade in that brand identity and history.
Jag doesn't have that sort of brand value and that's the whole point. Pretending it does all of a sudden would just ensure it's closure.
Mr. Cricket
Committee Member
Cheeky bugger: I fit the first two criteria but pale & stale C'MON 
Hopkins remarked, “Traditionally, Jaguar was a really old-fashioned brand, to be honest. And the guys that drive it even today are, [according to a] very senior person in the automotive manufacturing industry here in the UK, ‘All white, male, pale, and stale.’”
The tech in my 2023 XF will match anything, fit & finish is the opposite of Corvette, it's sporty, I can get three dead hookers in the boot and still get 50+ MPG
Hopkins remarked, “Traditionally, Jaguar was a really old-fashioned brand, to be honest. And the guys that drive it even today are, [according to a] very senior person in the automotive manufacturing industry here in the UK, ‘All white, male, pale, and stale.’”
The tech in my 2023 XF will match anything, fit & finish is the opposite of Corvette, it's sporty, I can get three dead hookers in the boot and still get 50+ MPG
Chuffer
CCCUK Member
I for one would be a very happy " Old Man " and proud to " All white , male , pale and stale " in an F Type SVR . Better than being be a WOKE , Rainbow , Greenie LGBQ warroir !!!
C5Steve
CCCUK Member
How many Jaguars have you bought in the past 20 years though?
Roscobbc
Moderator
I still remember the feeling of awe that buying a 8/9 year old Mark 9 Jaguar gave me at the age of 19 or 20 and sitting behind the rather old fashioned 4 spoke steering wheel, especially at night with the cars concealed ultra violet appearing dashboard lighting.
(The Daimler 2 1/2 litre V8 saloon I bought barely 5 years later was in equally good condition but not such a 'statement' internally).
OK, so 50 thousand miles in any car today is no big deal and the big Jag was showing some minor corrosion around door and wing corners. The interior quality was far better than perhaps almost any car from 'the day' and every bit the equivalent in terms of quality and fitments to perhaps a Rolls/Bentley Cloud/S Series (but certainly not the ride quality of the later Shadow's with their Citroen licensed self leveling sspension systems).
The Mark 10 Jaguar was a major step forward (friend of a friend owned one) - with its cavernous interior the car doors with their distinctive curved 'barrel' shape reminded me of in interior of a
I also recall the father of a girl friend 'upgrading' from his late model Daimler 250 and being one of the first locally in late '68/early '69 with a 2.8 XJ6. Back the XJ6 it was an amazing step forward in car design providing an amazing ride quality, superb handlingcomfort and interior serenity without the wallowing of a Rolls Shadow. Event the mechanical teething he experienced with the 2.8 engine didn't spoil the driving experience. The XJ series was 'the' luxury car back in the 70's.
Chuffer
CCCUK Member
Two , which is twice as many as Corvettes .
C5Steve
CCCUK Member
So not the target demographic then unfortunately. You and I and most car nuts who (usually) buy second hand and hang on to cars for a long time unfortunately aren't the demographic to keep the company afloat.
Chuffer
CCCUK Member
Unless you are a serial one marque buyer , we all fit into that demographic .
Oneball
CCCUK Member
Cars and fashion have been combined into daft visuals for decades. What has happened now, and I blame American politicians for this, is the polarisation of views, where one side has to be “woke” or “xxx-ist”.
There’s nothing “woke” about the Jag ad it’s just daft. Just like this was daft 50 years ago
There’s nothing “woke” about the Jag ad it’s just daft. Just like this was daft 50 years ago
Mr. Cricket
Committee Member
3 for me in 9 years XF 3.0 Exec followed by an F Type and earlier this year I swung back to the XF which was a Jaguar director car with 1200 miles on it. Never buying brand new again.
C5Steve
CCCUK Member
Not quite. My point is, we as car fans all remember the Jaguar of old. The F-Type is the only model I really had any interest in and they only sold 64,241 units worldwide in 2023 out of JLR’s total of 431,733. Jaguar was losing money for every car it sold and none of us who remember the good old days are buying any of their cars and we won't be around for much longer (your mileage may vary!). So, they need to switch their focus and target a new market otherwise they risk going the way of many other brands and just becoming obsolete.
Mr. Cricket
Committee Member
Just received this for the first time so maybe the effort to hang onto loyal customers has started...
