Jaguar ad implores the audience to “live vivid”. 

More like livid.  That’s what Jaguar owners, car guys and British people are.  Livid, as in furious, angry or enraged. 

Livid also means “darkish, purple color” or black and blue, like a livid bruise.  Which is what Jaguar will be left with after nobody buys the new models.  To make it worse, Jaguar is pausing their manufacturing to retool to build the new EV models. This is the new Jaguar concept car.

The EV market is rough.  Tesla sells half of all EV cars, with customers generally preferring hybrid cars to avoid the problems that come with a battery-powered car.

Jaguar is owned by Tata Motors.  Tata is a large, diversified Indian company.  Tata bought Jaguar Land Rover (JLR) from Ford for $2.3 billion in 2008.  JLR has performed well for Tata, but with this Jaguar re-branding, that may change.  Land Rovers sell well, and if that brand isn’t ruined, Tata can survive the death of Jaguar.

Here is the Jaguar ad that will kill the brand.