Rory Sutherland

I mean, I was talking to Rick Rubin, who was in Hawaii, and he'd heard about the Jaguar ad.

It wasn't an ad, by the way.

You know that, don't you?

It never ran as an advertisement.

It was a brand film they showed at the launch of the car.

And then I had a right-wing podcast in the UK going, you know, it utters the most outrageous anti-conservative sentiment, which is copy nothing.

Copy nothing was the exhortation of Sir William Lyons, who founded Jaguar.

I think he said it in 1932.

He was the original founder of the car company.

You've also got to understand their position.

What are they trying to do?

So I'm just explaining this just in wider context, which is...

They fundamentally made a mistake.

I can't blame them for doing it because we all do this.

We all benchmark against our most obvious competitor.

Don't benchmark against your most obvious competitor.

All you'll do is make yourself a copy of them.

And Jaguar was always trying to compete head-to-head with BMW, Mercedes, and Audi.

And bluntly put, because of the scale of those entities, it was always going to lose.

Because if you're the kind of person who's happy to buy a BMW, an Audi, or a Mercedes, and you're also happy to buy a Jaguar, you'll probably end up buying an Audi, a Mercedes, or a BMW.