Not The Cat's Pajamas

What Did Jaguar Just Do? And Why?

TODAY'S RAMBLINGS

2 Minute Read

Trucks Friday and cars today, but there’s a reason. A rainy weekend (Atmospheric River - isn’t that a great name for a band?) gave me time to ponder what the automaker Jaguar is doing.

They are destroying one of the most storied and treasured brands in the automotive industry. Maybe any industry. Because the Jaguar brand used to mean something, in terms of its totems, logo, and products.

Indeed, the two Jags above made my recent list of the world’s most beautiful cars.

Now? A Psycho Woke marketing department decided that all had to go. In its place, we get no cars at all. Instead, there’s a Bogus new logo and something that looks like a ventilation duct.

But at least there is an androgynous person wielding a sledgehammer.

Who comes up with this nonsense?

Look, I understand I’m old. I also get that I’m white and that I’m a man and that I’m cisgendered. But I can’t be alone in thinking not every brand must now represent some kind of diverse and asexual utopia.

Because building Jaguar’s brand took decades. It implied class and tradition and I reject that those are offensive terms. I especially reject them as being obsolete.

Meanwhile, the new branding implies a bad Star Trek episode.

And we are talking about advertisements for cars, FFS.

10 Seconds of Seriousness: I think people - even proud progressives like me - are sick of endlessly trying to right past wrongs in stupid ways.

Like in car commercials.

FROM THE UNWASHED MASSES

Thanks to those of you who commented or otherwise responded to How Big is Big Enough. But my favorite was from the Chicagoland golf hustler Steven Simon.

It’s not only cars!

Thank you for reading this newsletter.  

KLUF

How about “Fast Car” by Tracy Chapman? How about fucking not?