Jaguar Makes Major Marketing Pivot After Woke Ad Disaster

[rangerrebew]

Jaguar Makes Major Marketing Pivot After Woke Ad Disaster

 By Michael Austin
  March 29, 2026 at 6:15pm
British car manufacturer Jaguar made waves a year and a half ago with an extremely controversial — and extremely woke — new marketing campaign.

That campaign centered on a viral advertisement that included unsettling, gender-ambiguous models, as well as exactly zero cars.

But Jaguar now appears to be pivoting back toward a much more sane approach to advertising its luxury vehicles.

A new series of commercials released on March 16 recalls classic models while also pointing toward the future.

One invokes the E-Type, which was introduced in 1961.

https://www.westernjournal.com/jaguar-makes-major-marketing-pivot-woke-ad-disaster/

[catfish1957]

UK has been a hot bed of wussery forever. 

Why change now?

[cato potatoe]

They should have stuck to making beautiful, unreliable cars for middle age cads. 

[Wingnut]

They should have stuck to making beautiful, unreliable cars for middle age cads.

https://www.youtube.com/watch?v=sPDzlCBGU00

[The_Reader_David]

Different sort of marketing mistake than the bizarre woke androgyny:  reminding the viewer of the great design of old Jaguars, then showing the rubbish design of the new lot will also turn off potential buyers.  Maybe a different lot of potential buyers will be turned off by these ads, but neither set of ads actually attracts a buying demographic, which is what advertising is supposed to do.

[Cyber Liberty]

They should have stuck to making beautiful, unreliable cars for middle age cads.

That's the problem with Jags.  Every person I know who's ever owned one has told me you have to own a second car because the Jag spends so much time at the mechanic's garage.

[BobfromWB]

They should have stuck to making beautiful, unreliable cars for middle age cads.

with wooden frames ...

[cato potatoe]

That's the problem with Jags.  Every person I know who's ever owned one has told me you have to own a second car because the Jag spends so much time at the mechanic's garage.

I drove an XJ for several years.  People enjoyed looking at it.  Finding an independent mechanic was a challenge, because they do not trust Jaaaaag owners.
They mainstreamed the design around 2009, so there was no longer a point in having one.

[MeganC]

What's with their name?

JaGUar ???? What the Hell is that? 

[MeganC]

I drove an XJ for several years.  People enjoyed looking at it.  Finding an independent mechanic was a challenge, because they do not trust Jaaaaag owners.
They mainstreamed the design around 2009, so there was no longer a point in having one.

Ford had Jaguar from 2000 to 2008 and incorporated many Ford designs into those model year Jags.

Starting in 2009 Tata Motors from India took ownership of Jaguar. Tata essentially merged Land Rover and Jaguar to streamline management and procurement.

IMHO the investment firms and the accountants are running/ruining both marques.

[The_Reader_David]

That's the problem with Jags.  Every person I know who's ever owned one has told me you have to own a second car because the Jag spends so much time at the mechanic's garage.

Drive British!  Drive the best!  Drive a mile, walk the rest!

A little ditty I learned from a fellow good Samaritan as we pushed a stranded Triumph out of an intersection in Philadelphia's Society Hill. Applies to Jags as well. 

[berdie]

Back in the day, my dream vehicle was a Jag. Today I couldn't get in and out of one. My dream car today would be a Bentley.

I'll never have either one.

[Smokin Joe]

I recall some sage advice (from a MG owner): "If you buy a British car, make sure you get a mechanic with it, too."

Just the thought of having to find someone to fix it (or learn to myself) stopped me from buying an XKE in 1980.

[MeganC]

Back in the day, my dream vehicle was a Jag. Today I couldn't get in and out of one. My dream car today would be a Bentley.

I'll never have either one.

Like five years ago.I saw a Bentley for $15,000.

It only needed $100,000 worth of work. 

[mountaineer]

My father bought a 1958 XK150 in 1962 and used it as his commuter car for many years. Not terribly practical,  but I don't recall too many mechanical breakdowns. He did a ton of body work on it, though. My mother even sewed the new upholstery.  Good times!

[roamer_1]

I recall some sage advice (from a MG owner): "If you buy a British car, make sure you get a mechanic with it, too."

Just the thought of having to find someone to fix it (or learn to myself) stopped me from buying an XKE in 1980.

I fixed a Jag once.  Jacked the body up and rolled a chevy under it... I don't rightly recall, vut I think is was a 66 Chevelle..., narrowed and shortened - That was the most of the work, but we'd been narrowing chevy stuff to fit under Jeeps, so we knew how.

Anyhow, it wound up with a 400 horse 327 and a Muncie 22 Rock Crusher 4 speed, With upscaled corporate dif and front end... All after market high-end brakes and steering...

All tucked in nice, and turbovex wheels... Tubbed to take 50s...

It's the project I learned about wiring on... Rebuilt the dash, all new wire and all new gauges. I got hung with all the wiring, and man, was that a challenge.

Anyhow, that's a notch on my belt - And the guy wound up with the only utterly reliable Jag in the world... And it was very zippy too.