Comments by "Derek Taylor" (@derektaylor2941) on "GO WOKE; GO BROKE?!" video.

The reality- I am sorry to say- is that Jaguar's core w/wide image was once of a British Gentleman's executive car, evoking feelings of rolling countryside, golf clubs, country retreats and so on. But in 2024 that is not in demand. Brand Britain is broken and people don't want it. They can make more money asset stripping our battery knowledge and taking it back to India.
23
My first Jaguar was a 2001 XK8. Back when it was built, few production cars could catch it (yes, still a fair few but 99.9% couldn't). Designed by artists and engineers alike, put together by skilled craftsmen. I recently went to look at a XJ. A little 3 litre diesel with nearly as many horses as the XK8, but the build quality... Err, no thanks. It looked nice enough, but no different to say an Insignia or Mondeo or whatever. You used to know a Jaguar when you saw it- a bonnet with a saloon attached to the rear. Now they just look so same as.
20
A friend of mine is service manager at a fairly large JLR dealership and even though servicing is carrying on, the overall loss to his franchise is apparently so big they may have to close anyway due to lost sales.
4
Just a quick reminder that when we had Prime Minister rishi sunak- the self-confessed "son in law of India"- he gave away billions to tata to develop battery designs here. tata were expected to put up a couple of hundred million in return for (iirc) 6 BILLION of OUR money. Anyone see tata building lots of battery plants here? No, but you DO see them asset stripping our knowledge and taking it back to India.
1
The Jaguar brand was marketed around the World not just as a fast and powerful car that was well specified and well made, but also exudes the classic 'Britishness' that was once so well admired around the World. See a Jaguar and you think rolling English countryside, castles, golf clubs and so on. But in 2024 that is just no longer seen as desirable. BEFORE anyone seeks to shoot the messenger, as a Jaguar owner and enthusiast- and I mean PROPER Jaguars, not tata tat, I abhor what tata have done. I would also go further and say I'd like to see Indians banned from owning majority shares in UK companies. Why? Am I a nasty, horrid racist who dislikes Indians? No, not at all. But as a Britisher I could never buy the majority of an Indian based company- only Indians can. That is unfair.
1
@looloo4029 yes I'd agree BUT Germany has always marketed it strongly on statistics and build quality, not heritage. We did market on heritage, but have now lost that too. Terrible.
1
@hansvonmannschaft9062 I agree with you entirely. If it were up to me- and clearly most people- I would build up on the Jaguar heritage. Brand Britain has fallen in value because of one thing: we've let it. If you look now all the aspiring class are buying German, not British, and that is because Germany has built a reputation for reliability and modern style. What is OUR USP? Heritage? Gone. Quality? Gone. Managed decline in one way or another. I hate saying this and were it up to me I'd reverse it. It CAN be done, but it's not even in the control of Jaguar to make brand Britain attractive again. I would reiterate comments I've made already that I wouldn't have allowed Indians to buy any of our companies*. Why? Because as a Britisher I cannot buy any Indian companies- I can have minority shareholdings but the majority must be owned by Indians. *By Indians, I mean people living in India with Indian passports and not British people living in Britain who have Indian heritage- I've no problems with the majority of them.
1