James May changes stance, excited for new Jaguar car reveal
- James May initially criticized the new Jaguar advert as ineffective marketing.
- He later expressed excitement about the upcoming reveal of a new car from Jaguar.
- May emphasized the need for Jaguar to embrace contemporary ideas to improve sales.
The recent Jaguar advert stirred controversy among its traditional fanbase due to its unconventional approach, featuring a multi-hued cast of characters without showcasing the vehicle itself. Initially, James May, a well-known television presenter, expressed his skepticism on social media, labeling the marketing campaign as 'marketing b******s.' However, he later reassessed his stance during an interview on BBC Radio 4's Today programme on December 2, 2024. May acknowledged the strategic shift Jaguar is undertaking, which aims to attract a contemporary market after experiencing a decline in sales. He noted that the brand's reliance on nostalgia and heritage was 'shrinking' the company's influence in the larger automotive market. Furthermore, discussions surrounding the advert revealed a divide in public opinion, with Jaguar's managing director, Rawdon Glover, addressing accusations that the ad was 'woke.' Following the renewed attention generated by the campaign, excitement surrounding the upcoming car reveal continues to build as the car is set to be unveiled during Miami Art Week.