I seriously thought it was a joke… All of us did.

But it wasn’t... And in less than 24 hours, it’s turned a brand with over 100 years of history into the laughing-stock of the internet.

Personally, I’ve never been a fan of Jaguar, and I’m not in their primary demographic which consists of stodgy old British men in the UK, or upper-middle class house wives in the US who have a strange fetish for vehicle depreciation and road-side assistance…

Global Jaguar sales peaked in 2018, and have declined a whopping 65% in the past 6 years…

Granted, 2020-2024 have been a b*tch for all car manufacturers thanks to CV disruptions, inflation, and sky-rocketing interest rates…

But Jaguar was up against the ropes, and they needed to do something fast to increase sales…

Personally, here’s what I would have done…

I would have leaned into Jag’s British heritage of fine materials and craftsmanship, while giving the brand a modern make-over…

Basically, I would have copied Aston Martin’s playbook… Another British brand that’s had to reinvent itself over the past 15 years to stay relevant, and it’s done an incredible job of doing so…

For the men, Aston introduced a clean, modern, and powerful design language…

If you want a powerful exotic European sports car that shouts “speed, freedom, and class”, instead of the “look at me!” from a Lamborghini, you buy an Aston.

And for the women, Aston’s offer curves, elegance, and luxury in the all the right places without blending into a sea of Porsche’s and Mercedes.

For the company as a whole, Aston’s entry into F1 in 2021 was the smartest move the company has ever made, introducing the historic brand to hundreds of millions of young fans around the world, and tapping into the masculine appeal for men and women alike, that Fernando Alonso brings to the table…

Aston recognized that in order to survive, they needed to tap into the core appeal of their brand, and then introduce it to a new generation…

Throw in their new Valkyrie, and it’s working…

While Aston Martin is still a small boutique brand where every car is hand made, sales have increased by 95% since the pandemic of 2020, and hit a new all-time high in 2023.

And Jaguar? Well They Decided To Go A Different Route… And It’s Going To Destroy The Company…

Eco-chambers can be a very, very dangerous place…

If I stuck you in a company office and bombarded you with constant media, news stories and people that told you over and over again that they key to increasing sales is to build electric cars for the mentally ill and transvestite community, you’d start to believe that as a fact…

At least that’s the only explanation I can think of when it comes to Jaguar's recent rebranding initiative led by Professor Gerry McGovern who serves as the Chief Creative Officer at Jaguar Land Rover. (The fact that he’s a “professor” makes this even more historical! 😂)

Because that’s exactly what he and his team at Jaguar have done…

Last night they launched a complete rebrand for the car company… And it’s going to blow your mind in all the wrong ways…

Rule #1 when it comes to marketing is to, “know your customers, and then make the best products you can for them.”

Ford already f*cked this up…

In 2021, they took the most valuable brand they have… “Mustang”… A brand built on muscle cars, horse power, burning rubber, and testosterone…

And stuck it onto an electric SUV for soccer moms.

And then they took the best selling vehicle in the world at the time… The F-150 pick-up truck…

An iconic vehicle for built by the American working man, for the American working man…

And turned it into an electric vehicle… In order to sell it to the last group of people on Earth who want to buy an electric vehicle.

Sales for both vehicles have tanked, and Ford should have known better.

They should have created two new badges that were distinctly electric, and pursued two new categories of customers instead of alienating their existing base and contaminating their two most valuable brands.

Well today, Jaguar one-upped Ford’s Mistake…

Instead of creating better cars for their primarily male customer base and then growing that base, they decided to wipe the slate clean and start over from scratch in every way...

1: The decision was made to turn Jaguar into an all-electric car brand starting in 2025 despite the fact that every electric car company outside of Tesla and the Chinese brands are losing money on every unit they sell.

2: They completely re-designed the logo, removing the history, power, weight, and class of the previous one here…

And turned it into something that belongs on a women’s shampoo bottle…

This is 100% real. This is the new Jaguar logo… Yes, Jaguar the car brand.

But it gets better…

3: In their final stroke of genius, they launched a massive marketing campaign last night that consists of mentally ill people, and hammer-carrying transvestites who can’t wait to “break your mold”…

I’d say I’m speechless, but I’m clearly not…

If they wanted to get the internet to talk about the brand, the campaign has succeeded…

But they did so at the cost of the company…

My best guess is that Professor Gerry McGovern and the executive team at Jaguar started coming up with this plan 18-24 months ago when the US and UK were knee-deep in the progressive liberal woke movement…

They were drinking the cool-aid and assumed it was only going to continue to grow…

They were stuck in an echo-chamber and didn’t realize the growing global push-back against this trend that culminated in this month’s Presidential election.

If you want to stand out and make a statement, you don’t go WITH a trend, you go counter-trend…

This is the Jaguar brand for Jaguar buyers…

This is the energy they needed to tap into which would have gone beautifully against the woke trend for the past 4 years…

Instead, they took an iconic car brand with 102 years of history, and turned it into THIS overnight…

The new car hasn’t been revealed yet, but I've been able to find some spy-photos of the new design… 😂

Bold indeed.

The moral of the story besides, “go woke, go broke”?

KNOW YOUR CUSTOMER.

And if you want to acquire a completely different set of new customers, create a new brand specifically for them instead of alienating the only people who currently buy your products.

Sincerely,

Mike Dillard ✞