Jaguar wurde wegen eines Rebrandings verspottet, in dem seine Autos nicht erwähnt wurden

A company got paid a lot of money for this and we’re going to be told we don’t understand their genius, aren’t we?

> It also released a video that features catwalk models with asymmetrical haircuts and brightly coloured, haute couture clothing walking around a Martian landscape bathed in bright pink.

I would imagine even the target audience of this nonsense will think it is lame. They should stay in their lane, for everyone’s sake.

My old man has saved up his entire life to buy himself a Jag and recently after a lot of graft finally got one. This rebranding is going to have him apoplectic over his morning coffee.

You can make good ads where you change the branding, are bold, celebrate diversity, etc., but this isn’t it.

There are basically three questions you have to ask if you are making an ad.

– Who are you talking to?
– What are you telling them?
– Does this ad make them understand and/or care about that?

The answer here seems to be dunno, dunno, and they will be extremely confused.

Obviously, the particular direction the marketing team has gone here is to push diversity and exclusion messaging in a way so utterly bland and predictable that it looks like a pastiche, but I honestly think “Woke” is a scapegoat here. If they are this bad at their jobs, they would have just picked some other hobby horse and still crashed and burned if they had chosen another zeitgeist.

The main problem I would guess is that there was a very vague brief, someone had a very vague and not very good idea, and no one piped up at any point and said “Hang on, wtf are we doing here?”

There will be quite a few people checking their notebooks and emails to see if they can find some proof that they raised doubts at some point….

Looking at LinkedIn, some people at JLR are quite supportive of this decision. It’s worth bearing in mind that Jag sales have declined drastically, from a high of 160K cars sold in 2018 to ~60K in 2022.
Land Rovers has been selling fine and due to how immense the challenge is from China, I think they’re rebranding to reset the brand again whilst they still have Land Rovers selling. Otherwise the more pragmatic option would have been to sell off the Jag side of the company.

JLR have been digging themselves out of a financial hole for years now. This re-brand seems like a desperate attempt to shift their target demographic and boost revenue. But, I think they missed the memo that DEI is out and common sense is back in.

It’s like Bud Light all over again…