If you’re reading this I guess your one of the 300 million who have seen this Ad & are aware of the absolute furore it has created amongst the Automotive community & beyond, particularly those who consider themselves loyal Jaguar customers & lovers of the brand.

Indeed Jaguar has a long proud history of auto design & manufacture producing such icons such as the e-type & xj series amongst others.

Many have reacted quite strongly with accusations of ‘wokeness’, one even accused the ad of being ‘feminine’ as if that was the greatest slur.

Most of this vitriol seems to come from middle aged men who are, as many studies show, the main demographic of Jaguar owners.

Indeed Jaguar’s sales figures reflect this with steadily declining sales mirroring the demise of said demographic.

Now before you hurl abuse at me I admit I am part of that demographic & I have some stake in Jaguar, I have done much work with JLR over the years & am proud of that. I have also owned 2 jags & loved those cars.

However with the advent of electric vehicles they face a huge dilemma- reinvent themselves or die.

In order to do this they need a radical redesign & a new market.

The guy in charge of the design (who has barely got a mention in all of this ) is Gerry McGovern – if you’re not familiar with his work do your own research.

Copy Nothing

chris@amberhill.biz