Autopsy of A Jaguar: the staggeringly offensive rebrand that no one likes

What do high earning women like? Hot pink, right?

I’m fortunate enough to have crashed through the ceiling of several marketing teams and fumbled around until I worked out how it all works. In short, marketing is identifying who your consumers are, who they could be, and how best to attract or retain more. You have your TAM (total addressable market), your SAM (serviceable addressable market), and your SOM (serviceable obtainable market). Once you’ve carefully gone over the numbers, worked out your target demographics, major markets, and potential outreach and spend, you can crack on by making things look pretty and choosing a font. I’ll elaborate on anything more complicated as we go along. All caught up?

Great. Jaguar clearly didn’t get the memo. Get ready for the most patronising, micro-aggression packed, astonishingly bad feat of marketing ever seen. So where did it all go wrong? What could they have done differently? I will begin.

The commercial that tanked a company

Jaguar’s target market: who buys a Jaguar?

Jaguar’s main market is older conservative men, fifty or sixty plus, who have done well financially, but not quite well enough to be in the big leagues of multimillionaire sports cars. Men who see themselves as…