79 Replies to “Dead Cat Flounce”

    2. I noticed that the ‘transformative journey’ began as Ratan Tata’s funeral pyre had barely cooled. The company was reviving from the stagnation under Ford’s ownership, but now has embarked on what must surely be a free fall compared to the slow decline. This will most likely be worse than the WW2 bombings of Coventry England, the Jaguar home base since the founding by William Lyons, or the labour unrest of the 1970’s.

  2. Did they learn nothing from the US election? It looks like the same marketing team that opened the Paris Olympics.

      1. The see-through shirt is quite a sight too. More than I wanted to see, really.

        He said the future is pink, with sequins. No word on the cars, presumably they’ll be super gai.

  4. It’s even worse than I thought.
    While it is true that some Jaguar owners would love to take some of the characters in the ad for a long drive through the countryside, with one hand alternately on the gearshift and the thigh, I don’t think that the ad will have much appeal to most of the company’s customers.
    I wonder if the Land Rover ads will follow suit, perhaps with the Princess Royal driving a diverse party of freaks in day-glo colours across the Yorkshire Moors.

    1. Yeah … the “Pride” group in the back cheered just a little too enthusiastically for my comfort. One man’s inclusion is another man’s exclusion. Make no mistake … none of this has ANYTHING whatsoever to do with “inclusion”.

      To paraphrase Groucho Marx … I wouldn’t want to be a member of a same sex club that would have me as a member.

      1. Yes they did! 1999-2008. One model was based on the Ford Contour, which was a good, reliable car, but went to shit once it was Jag-ified.
        My neighbour had a Contour, it was a good car, my doctor cousin had the Jag version, always in the shop, broken!

        Now Tata Motors of India, owns them since 2008.

        “Jaguar, keeping mechanics in business since 1930’s!”

        1. I’ll not repeat the nickname used by Ford mechanics for the Contour here (although the Mercury Mistake should be a hint) but there’s a reason you didn’t see any on the road past about 2006…

          1. A friend owned an older Taurus (No, it wasn’t named Clio) that thing went through 3 fuel pumps and the injectors were so worn out, it sounded like a valve train issue, but it just wouldn’t quit!!
            They sold it with almost 500,000 Kms on the clock and we still saw it driving around town for years, after…

            Conversely, another friends mom had a really fancy Taurus with all the bells and whistles, that she bought brand new, it ate transmissions, to the tune of 3, while under warranty. When the 3rd transmission went in under warranty, she sold the car!

            I’d posit that those cars were still more reliable than any Jag or Land Rover!!

          2. @Zon it ain’t 1976 anymore. Basically everything is assembled nowadays using third-party pieces, so JLR is no better or worse than anything else on the road. The trouble with them is, they’re a small company, so when they stick to making, you know, cars, they’re using proven parts and technology, it all works okay. When they try to get cutting edge with it with crap like the I-Pace, they have like three guys trying to test and fix bugs, and that’s when it bites them, they just don’t have the amount of staff and money to test new things properly. Not really much different than any other boutique manufacturer.

            And now they go and do this… time to take the old cat out back and put a bullet to it.

        2. Zon … your last line made me laugh. But TBF it could probably apply to EVERY British made car since the 1930’s.

          And as an aside … I have NEVER met a gay or otherwise “lettered” auto mechanic. Ever. Why? Well … it’s tough work. It’s smart work … and “the Gays” don’t like getting their manicures dirty.

          1. Thanks Kenji, I speak from experience, as a mechanic, though not from automotive as my primary, but i’m getting there!

            In North America, I believe FCA/Selantis fills that gap, I refer to those makes as “Russian cars, made stateside!”

            Oh and for the record, I own a British car, it was my first and I still have it, hope to restore it one day and no, i’m not gay either (not that there’s anything wrong with that?), lol!

          2. Zon, a close friend of mine owned an MGB Roadster … 1967 as I recall. He was forever tuning the dual SU carburetors … trying to get them to sync-up. The mark of a great mechanic … which he was NOT

        3. In the early 1980’s, I had a hospitality client who owned a Jaguar and was immensely proud of it. He could only drive it in the summer (he lived in Toronto). In winter, it was under wraps and in storage. Jaguars are like racehorses, only very rich people can own them.

        4. My 2006 X-type and 2014 XF are the two most reliable and troube-free cars that I have ever owned.

          Pretty clearly, they do not want people like me buying their cars (or whatever that ad was trying to sell).

        1. Perfect. It’s a design inspired by mating a Corvette with a Cactus.
          (a reference to the old joke that with the Corvette, the pricks are on the inside)

  7. The trouble with DEI is that it doesn’t just ask that employees treat each other with respect and fairness, something most of us support and is plainly good for the company. Rather it demands that every employee be provably indoctrinated into a political cult.

  8. I wonder if that pole smoking idiot wants to fly on a DEI designed, built and piloted airplane. That should be the litmus test for believers in DEI.

    1. Probably, because some of these CEO’s are true believers. Robby Starbuck said that TSC and John Deere were reasonably easy to turn back to non-DEI companies, but the Harley Davidson CEO was a true believer.

  9. Interesting that they chose Froot Loops colours, don’t you think?

    Funny that the first guy didn’t mention anything about their new departments to improve reliability, durability, owner repair sustainability, elimination of over-engineering, parts simplification, etc.

    Jaguar will be bankrupt within 3 years.

      1. Ohhhhh ewwww! You’ll go UNDER that sequin-jacketed spokesman? Wheeeeeee! You’ll be his bottom?

          1. I understood (and agree) … I was just mocking their OVERT … IN YOUR FACE … gayness. And stupidity.

  11. What in the blue @#$% is “neuro-diversity”??? Word of advice to the woke corporations…..if you abandon your Marlboro man clients for the effette, limp-wristed soy/queer Mafia, you will soon be in your final death throes. I’m getting so sick of all of this beta male faggotry.

    1. Neuro divergent= Autism. I learned that working at a universty when we were lectured on how we all had to adapt our (long established) work environment to her diversity.

  13. This reminds me of the Simpsons episode where Homer hires an avant garde publicity firm to develop a TV commercial for his snowplow business. The commercial is so bizarre that no one can understand it.

    1. “This reminds me of the Simpsons episode where Homer hires an avant garde publicity firm to develop a TV commercial for his snowplow business. The commercial is so bizarre that no one can understand it.”

      It reminds me of the one where his long-lost brother (voiced by Danny DeVito) asks him to design a car (the Homer) which then bankrupts the company.

  15. In 2021, Jaguar announced that it would be going fully electric by 2025. I don’t know if they’re on schedule.

    But woke and electric all at once. It’s a bold strategy, Cotton, let’s see if it pays off for ’em.

    1. A friend who bought one of their EVs ditched it after the battery failed a couple of years in. Now drives a petrol car.

    4. Let’s just call electrification … shock therapy. Yeah … corporate mental illness PERMANENTLY fixed. Just another form of MAID

  17. I guess I’ve been saying it wrong all these years – I noted mr.Glitter pronouncing it as Jag-you-are as opposed to my Jag-whar.
    Whatever.

    1. That’s just how the Brits have always said it. You can hear it in their ads dating back forever, including their cool ones back before the vid years when everything went to hell for them. Least bad part of this whatever the hell it is.

  20. Possibly the most cringe move ever made by a company.

    Will give them this though, everyone’s talking about them so if they wanted attention they got it. Not sure if everyone pointing and laughing at them was what they wanted, but they got it. There is such a thing as bad publicity, turns out.

  21. WtF did I just watch?

    WtF is Jaguar thinking? Wokey-woke DEI BS is done. It’s a sure fire way to tank your sales.

  22. L – Jaguar, the cat: a large feline, a formidable predator with teeth that can penetrate the
    skull of an alligator.

    Jaguar, the car company: ditching it’s reputation for agility and speed, for that of a small, pink
    stuffed toy. Possibly, targeting the snowflake, emotional support stuffed animal market.

  23. I sure hope for their sake that those aren’t the ones going to actually build their cars…………

    1. There’s no way you are competent to drop an engine into a chassis unless you are thoroughly versed in the writings of Robin DiAngelo and have confronted your white privilege.

  24. The guy proudly declares that Jaguar has “established over fifteen DEI groups”. Apparently several employees were still disenfranchised when they only had fourteen.
    If success is achieved by having more DEI groups than your competitors, Jaguar is on its way to becoming the world’s number one automobile manufacturer.
    It will be interesting to watch whether Jaguar’s gambit to appeal to the non-heterosexual non-car-driving market segment will be as successful as AB’s Bud Lite campaign to appeal to the non-heterosexual non-beer-drinking market segment.

  25. Imagine the Board of directors enthusiastically approving all this. Brand assassination.

  26. I worked at a car company HQ for 20 years up until I retired about a year ago. In addition to all the woke DEI nonsense they were pushing nonstop 24/7 immediately after George Floyd died of a drug overdose, they had also just begun pushing the latest stupidity – “neurodiversity”. It was then I felt entirely comfortable with my decision to GTFO of there!

    1. I’ve worked on the lower end of the industry (dealership fixed ops) for years, fortunately we’re at least partly insulated from that nonsense. We do get multiple e-mails a day from the OEM pushing us to double down on the same failed electric strategy. The observant will note that there’s a row of gas SUV’s parked in front of our year-old charging stations.

  27. Before this the average 2022 Jaguar had already lost 37% of its value.
    “The Jaguar Reliability Rating is 2.5 out of 5.0, ranking it 29th out of 32 for all car brands…” which sucks.
    … and they are going all EV. The program is aptly name Destination Zero
    …owned by Tata, who’s stock is down 17% over the last 6 months. (Tata’s drooping)

    Adding DEI and sexual deviant marketing just hastens the inevitable. Every company that does this will fail which is a true measure of acceptance of these f types.

    1. ♧ wrote: “Adding DEI and sexual deviant marketing just hastens the inevitable.”

      Yeah, that commercial would make a LOT of people leery of even going to a Jaguar showroom just to take a look. “Hell, no! We won’t go!”

      OTOH, I’d imagine there’s a certain small number of people who would pop in hoping to get lucky.

  28. “Taste aside — from a purely strategic perspective, this brand marketing is disastrous for Jaguar.

    For context, Jaguar sales have been plummeting (down 70% in the US in five years). It’s a crisis. Their #1 strategic imperative for comms and marketing should be to sell cars. So let’s analyze it through that lens.

    Up to 2018, Jaguar was actually growing quickly, doubling sales in a few years. Their subsequent decline was caused by two main things:”

    https://x.com/lulumeservey/status/1858906844506226971

    I recall Enzo Ferrari saying the Jaguar XK-E / E-Type was the most beautiful car he’d ever seen.
    Whatever Jaguar is planning with this intro to the “new jaguar” is not a positive look. There’s only so many in that demographic which may be buyers, and knowing Jaguar’s problems with reliability and quality control, none of them have the foggiest notion of what a Jaguar electrical problem looks like.

    Jaguar folds or is sold again, 3 years tops after the new introduction. Anything else is a better buy.

  29. This is Eagle https://www.eaglegb.com/
    they sell the Jags worth fixing (E types). $250-$500K. They sell everything they breathe on.

    This is Jaguar https://www.jaguar.ca/en/index.html
    they sell the same cutsey turbo 2.0L 4 pot with ZF or Aisin slush box CUV you can get anywhere. But they demand to pick your pocket for at least $60K to do so. They’ll also sell you an $20K electric cuv for $110K ($110,680 specifically – CHRIST what are these people thinking?!)

    Now realizing they have been thoroughly out competed by their own back catalogue Jaguar will soon offer an albatross in bright yellow in addition to two shades of grey – when judging from the content of their commercial.

  34. Man! How to kill the real market for jags! Most of them are bought by mid-aged white men, drug dealers or uber-rich parents for young sons. Status thing, mostly. DEI will not work.

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