James May praises Jaguar after ad controversy

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Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more

James May He appears to have backtracked on his comments about a new one. Jaguar Ad after calling it “marketing b******s”.

The carmaker’s new campaign created a stir among his loyal and traditional fans.As it featured a cast of colorful characters – and no cars. gave The modernist video also features the brand’s new futuristic logo. And it included slogans such as “break moulds”, “create excitement” and “copy nothing”. The vehicle itself is specified. Unveiled during Miami Art Week.

gave Top gear And The Grand Tour The host’s initial reaction to the ad back in November was, “I’m pretty skeptical about the ad – it’s just marketing – but I think the world needs to move on from the E-Type.”, In a post on X/Twitter.

However, he then added more context to his thoughts, admitting, “I can’t remember the last time I was so excited about a new car coming out”. BBC Radio 4 today Program On Monday (December 2).

“And the fact that you’re talking about a new car. today program, that would be a bit of a fallout for the Jaguars, wouldn’t it?

He added that he felt that the company had taken a strategic business decision to explore the contemporary market after the slowdown in business.

“As far as I can tell, Jaguar had shrunk to little more than a cottage industry in terms of carmaking, relying on all these old ideas about heritage and tradition and so on,” he continued.

“Social media is full of a lot of people talking about exactly these things but the reality is that they weren’t working, because there were hardly any Jaguar sales.

“So they need some kind of new idea. I’m not sure what it is and part of me also thinks that this ad is a bit of a joke, and they’re going to come out with another ad where a very The big jaguar comes and eats them all.

He added, “I’m not a business person and I don’t know much about marketing and advertising. I just hope in my heart that they come up with something really contemporary and they’ve done it at the last minute. I have not given us anything that is a false heritage, despite their many colorful advertisements.

Meanwhile, the program reported that Jenny Buckley, boss of an EV-buying website, electrifying.comsaw the car and reported, “In 27 years of reporting on cars, nothing has made my jaw drop so much”.

Jaguar’s managing director, Rawdon Glover, denied that the video was intended to “wake up”, and said he was disappointed by the “disgusting hate and intolerance” in the comments about the people in the clip.