Nobody Cares about Britain

[Bartholomew Gallacher]

This is horrible news. You are saying there is more than one example of The Clarkson.

Kind of. People like Clarkson - older man with a certain amount of wealth - were in the past the main buyer group of Jaguar. This list includes Jerry Hall, Frank Sinatra, David Beckham, Harrison Ford, Simon Cowell, James May, George Harrison, Patrick Stewart, Peter Sellers, Tony Curtis, Elton John, Steve McQueen and also Queen Elizabeth II and Brigitte Bardot.

But you get the idea, it's mostly targeted at males.

The thing is that in the past sales are on heavy decline. Jaguar was never a big manufacturer, but had quite steady sales, which are since 4-5 years in decline.

I mean it makes sense to broaden the customer base. And one thing is clear: the campaign really grabbed attention, this part is succesful. Question is if the rest of it will be as well, I doubt that.

Jaguar is a car brand with over 102 years of history. And what they are trying here is to rebrand it as something completely different, putting the history into a dumpster fire instead of honoring it.