My thoughts in Conservative Home on the challenges facing Jaguar:
Click to read the full article by Sanjoy on ConHome
Extract:
It’s 2007 and Jaguar need an ad campaign for their new XF model. What they go with starts with a middle-aged bloke blasting said saloon down a race track. And finishes with him energetically swinging a young woman around a dancefloor. All backed by a sixties rock track. Zero marks for originality but this was a campaign that knew its (declining) target market.
Fast forward to 2024 and Jaguar isn’t launching a new model. It’s announcing there’ll be an announcement.
In fact, it isn’t selling any cars at all until 2026 when a new all-electric range will emerge. But they have just produced a car-free advert. Which has achieved the near impossible by simultaneously outraging The Guardian and Nigel Farage.