Transcription
Jaguar did a totally logical thing for 15 to 20 years, which is to try and compete with Audi, BMW, or Mercedes. Here's the problem.
If you're the kind of person who could [snorts] happily buy an Audi, a BMW, or a Mercedes, you're going to buy an Audi, a BMW, or Mercedes, because Jaguar is the weird outlier in that.
What you got to go for if you're Jaguar, given that they don't need to sell that many cars, is you got to go for people like me. Objectively, I really like BMWs. I can't buy a BMW. And the reason is because of my weird personality. It kind of says, "Ooh, you probably work in financial services." Apologies to all the people in financial services watching this, by the way.
It's a bit like Bang and Olufsen, right? They sell to the people who can't buy a Samsung. They know that a Samsung's a really good TV. It's great value for money, but they kind of go, "I'm worth $17 million. What's the point of this if I end up with the same telly as everybody else?"
Everybody else. Yeah.