Originally Posted by Sinister_Crayon
Thing is that even as a tech AND car geek I can say that the marketing for the I-Pace hasn't been stellar. I know about it because it happens to tick all the boxes in my own personal "interest" checklist... but I do find that generally the I-Pace isn't all that well known unless you happen to be like me.
I am not an I-Pace owner, but I am known as one of the big car-guys in my professional and personal circles. That means that most of my colleagues and friends know that my lease is almost up on my ATS-V and as usual with these things many of them are curious what I'm going to drive next... because I tend to go with somewhat off-the-wall and unusual vehicles... high performance more often than not... and this time is unlikely to be any different. But when I mention the I-Pace as a contender for my next car the response is almost always "What is that?". Of course, I then happily pull up pictures of the car on my cellphone, but the normal run-of-the-mill person on the street has no clue what it is. Now, professionally I'm in the tech field (and I'm surrounded by salespeople, so they're also decently affluent) so you'd think that their interests would also intersect with this car; namely tech, roominess and so on. But no... none of them have ever heard of it either. They all know the F-Pace... and the XJ, XF and XE... but the I-Pace just isn't a thing to them.
I think the marketing HAS been pretty decent in the sense that they have made sure that people for whom very specific interest sets intersect they get relatively bombarded with information. Heck, I had to turn YouTube notifications about I-Pace off because I was getting sick of my phone telling me about a new post. But the thing is that the normal person-on-the-street doesn't seem to have enough intersection in interest to be properly marketed to.
I'll grant you it's not helped by Jag's image as a car for boomers and retirees. I'm solidly Gen-X (though my wife often refers to me as the world's oldest Millenial because I am more of a digital native than many people 10 years younger than me) and other than the F-Type most of my peers have zero interest in Jaguar as a whole. Even the XE is barely a blip on their radar.
Rambling a bit here... but while I think the adveritising has been good, its hasn't been phenomenal. In fact I'd say that there are a lot of markets they are failing to target properly.
As the ATS-V dies after about 150,000 units, it will largely go unmourned since very few people knew Cadillac made a small BMW/MB Killer or that the ATS existed. It's a great track car. The CTS-V can't outrun it on a tight course. The ATS-V makes the time in the corners, the CTS-V makes it down the straights, and the CTS is not a crap chassis. It's better than most of what comes out Germany costing 50% more $, it's just that the ATS chassis is even better.
Now... Why didn't Cadillac market the ATS more? Surely they could have spent $5-$10 million more to gain public awareness. Because no matter what Cadillac did for marketing, or how much better an ATS is, nobody buys an ATS for Fashion. People will buy a freakin' FWD Mercedes EconoBox (CLA?) just so the neighbors know. A German taxicab. Status! I've made my way to the top of the livery stable. I can start a discount car rental company in France!
In California, the fully loaded I-Pace is less money than the ATS-V after incentives, yet the I-Pace has some technologies they don't put in Cadillac V cars, like ACC, steering assist, AWD, air suspension, full winter and off-road systems.
And nobody except gearheads will know what either one is.