THIS CAR POD! with Doug DeMuro & Friends!

Episode: I Drove Chinese Cars in America! Making Sense of the Jaguar Rebrand! Miura Fire?

Release Date: November 22, 2024

Jaguar Rebranding and Marketing Strategy

The episode kicks off with a deep dive into Jaguar's recent rebranding efforts. Doug, Ken, and Filipo discuss the controversial marketing campaign Jaguar launched, which involved deleting all previous social media posts to unveil a new brand image overnight.

Doug criticizes the approach, stating, “This is the worst of the worst car company. Like, being totally honest. They could leave tomorrow and no one would notice” (02:27). Filipo echoes his frustration with the brand's inconsistent messaging, noting, “Jaguar revealed this yesterday. They also deleted all of their previous social media posts and posted this” (02:02).

Ken adds that Jaguar's move to create inflammatory content was a deliberate strategy to regain attention, comparing it to Tesla's Cybertruck launch: “The Cybertruck was kind of that way. It worked. And we talked about that for nine months” (04:38). Despite the backlash, Doug acknowledges that the campaign succeeded in making Jaguar a topic of conversation, something the brand hadn’t achieved in years.

TWR Tribute to the XJS

Transitioning from Jaguar's woes, the hosts highlight a tribute project by Tom Walkinshaw Racing (TWR). Ken introduces the "Super Cat," a homage to the classic XJS model, boasting a supercharged 5.6-liter V12 engine producing 660 horsepower and a six-speed manual transmission.

Doug praises the project, saying, “It's cool as hell. But of all the resto mods and almost all of them have been like yawners like Singer. This is cool” (12:35). The team discusses the car's modifications, including a full carbon body and significant weight reduction, enhancing both performance and aesthetics. They anticipate its debut at upcoming car shows, predicting strong interest from enthusiasts.

Chinese Cars: MG Cyberster & Xiaomi SU7

A significant portion of the episode is dedicated to Chinese automobiles entering the American market. Doug shares his experience driving the MG Cyberster and Xiaomi SU7, emphasizing their impressive build quality and performance.

Filipo challenges the prevailing negative perception of Chinese cars, stating, “There's this perception among American consumers that Chinese cars are kind of or the Chinese goods are kind of crappy” (19:58). However, his experience contradicts this belief as he praises the vehicles’ design and functionality. Doug adds, “They drove great. They existed great. They have some great quirks and features” (19:00), highlighting how these cars rival more established brands in terms of quality and innovation.

Car Events and Personal Stories

The hosts reminisce about their experiences at various car events, particularly focusing on Amelia Island. Doug recounts an amusing incident where a Miura coupe caught fire on stage during an award presentation, drawing parallels to Valentino Balboni’s experience in 1967: “It catches on fire as Miura's do. Well, Balboni is there” (34:46).

Ken expresses his enthusiasm for attending these events, mentioning plans to visit Scottsdale and Goodwood Festival of Speed next year. The camaraderie and shared passion for cars are evident as they discuss the excitement of meeting fellow enthusiasts and showcasing unique vehicles.

Market Report: SC430 and Autozam AZ1

In the market report segment, Doug and Filipo discuss recent high-value sales, including a pre-facelift Lexus SC430 sold for $48,000 with low mileage. Doug remarks, “All the enthusiasts who lined up around the original Lexus SC being like it's a driftmobile... the market loves this car” (39:03).

They also highlight the sale of an Autozam AZ1 for a record-breaking $2,500, surpassing previous records. Filipo notes, “These are desirable. Like just legit. Well presented, nicely modified” (43:03). The discussion underscores the continued demand for classic and well-maintained vehicles, despite general market trends.

Listener Questions and Discussions

The episode concludes with a Q&A segment where listeners submit their questions. Highlights include:

• Daily Driving a Million-Dollar Car: When asked about driving a car worth over a million dollars daily, Ken humorously suggests the Bentley, stating, “It's a Bentley that happens to be able to do 260 miles an hour” (56:04). The trio debates the practicality and image of such high-end vehicles for everyday use.

• Best Example of a Car Not Sold in America: Filipo advocates for the Nissan Terra, lamenting its absence in the U.S. market. “Nissan continued to make the Xterra in other markets called simply the Terra... They could have sold this in the US and done well” (58:22). Doug concurs, reflecting on missed opportunities by automakers to capitalize on emerging trends.

• Fake Air Intake or Blinker Signal: A humorous discussion ensues about a listener’s query on whether a specific car feature is a fake air intake or a blinker, highlighting the trio’s lighthearted banter and attention to automotive details.

Throughout the Q&A, the hosts maintain their signature blend of insightful commentary and relatable anecdotes, engaging listeners with both technical analysis and personal stories.

Notable Quotes

• Doug on Jaguar's Branding Failure: “This is the worst of the worst car company. Like, being totally honest. They could leave tomorrow and no one would notice” (02:27).

• Ken on Inflammatory Marketing: “The only way to get people to talk about it is to be negative. The Cybertruck was kind of that way. It worked” (04:38).

• Filipo on Chinese Cars’ Quality: “There's this perception among American consumers that Chinese cars are kind of or the Chinese goods are kind of crappy” (19:58).

• Doug on the Autozam AZ1 Sale: “These are desirable. Like just legit. Well presented, nicely modified” (43:03).

• Ken on Million-Dollar Daily Drivers: “It's a Bentley that happens to be able to do 260 miles an hour” (56:04).

Conclusion

In this episode of THIS CAR POD!, Doug, Ken, and Filipo navigate through a spectrum of automotive topics, from Jaguar's faltering rebrand to the surprising quality of Chinese cars entering the U.S. market. Their candid discussions, marked by humor and expertise, provide listeners with a comprehensive overview of current automotive trends, market insights, and engaging personal anecdotes. Whether dissecting high-profile brand moves or exploring niche car modifications, the trio ensures a rich and informative listening experience for car enthusiasts and casual fans alike.