- Before Jaguar unveiled its EV coupe concept in Miami this week, marking the rebirth of the Jaguar brand for the all-electric era, launched a video campaign beforehand – which, notably, did not feature any vehicles, and led to a storm of attention – both positive and negative – across social networks and in the media.
- From Jaguar becoming the most read article on BBC News, to increased interest in the brand on marketplace sites such as Auto Trader UK, the campaign has significantly put the brand in the public eye.
- If Jaguar’s aim was to create high awareness of the brand to the public then it’s certainly achieved that. Without the advertising campaign, would the mainstream audience have been this invested in Jaguar’s concept launch earlier this week?
The initial results of Jaguar’s advertising push
Jaguar’s initial ‘Copy Nothing’ advertisement has, at the time of writing, reached over 2.9 million views on YouTube. In comparison, the last video uploaded before this on Jaguar’s channel, over a year ago, received just 22,000 views in comparison. The same advertisement published to X, formerly Twitter, has received an even more significant 169.4 million impressions so far – and even got a reply from Tesla CEO Elon Musk.
It’s a similar story on Google Trends if we look at search volumes. With the popularity score of the ‘Jaguar’ search term rising rapidly after the brand’s initial advertisement on November 19th. That search popularity is showing little sign of slowing down, yet.
This, combined with the subsequent reveal of the Type 00 concept, has also led Jaguar to become front page news, both digitally and in print. Not only is it being talked about more than any other car brand right now, but it’s also more popular than world affairs – with the BBC News article on the Jaguar concept being its most read article across the site, earlier this week. Other businesses in the automotive space have also seen increased engagement on the back of the press, with UK automotive marketplace Auto Trader registering a 10% uptick in searches for used Jaguars on its site – with actual advert views rising 5%, including on its previous EV, the I-PACE – which will come as welcome news to used EV dealers.
That initial advertising campaign has now translated into our first view of Jaguar’s future, after the concept was unveiled at the Miami Art Week, and the reception of its design has been relatively more positive. Jaguar will now become one of the first legacy manufacturers to commit to a fully electric future, and is looking to target a wealthier market with these new models – set to begin at around £100,000. Its previous electric car, the I-PACE, started at £69,995. If Jaguar’s aim was simply to create viral attention of the brand’s new position, then it’s certainly succeeded. However, it remains to be seen whether this will translate to sales once the first of these new EVs arrives in 2026.
