Aston Martin are going to make planes. Jag might make an air-conditioner

Aston Martin and Jaguar are the titans of the British sports-car industry – well Jag is owned by an Indian firm, and Aston by the Canadian Lawrence Stroll, father of mediocre F1 driver, Lance. I’ve talked before of how Jaguar has recently decided to forget all of its history and pedigree in favour of a controversial rebrand, so its interesting to see what rebrand Aston have done to reflect their competitor’s.

Well, the answer is – nothing.

Both manufacturers own racing teams at the highest levels of motorsport – Aston Martin’s F1, and Jaguar I believe have a Formula E team, much to the delight of the four people who watch it. Aston integrate their team heavily into their marketing, with their recent ad showing their Vantage, GT3 Vantage and their F1 car racing around together, whereas Jaguar seem to have forgotten they have one recently, despite the driver winning the championship driving one.

Jaguar has neglected their involvement with racing, but Aston have embraced it – making for a better brand image overall. That’s not just me saying this though – if you look in the comments on Aston’s adverts you’ll see people claiming it’s “one of the best ads [they’ve] seen”, and that Aston is “finally getting the glow up it needs”. I don’t think I can quote the comments on Jag’s videos…

Its not only their marketing that’s different too – Jaguar’s new concept car was revealed recently and its mortifying to look at. It looks a bit like an air conditioning unit from the front, and like a poorly traced Rolls Royce from the side (“copy nothing” my arse). Aston Martin’s concept cars however are possibly the most stunning things I’ve ever laid my eyes on, I mean one of them flies for some reason. Literally.

Aston martin have always made beautiful cars – the DBS SL gets me quite tingly even thinking about it. The funny thing is, Jaguar have too. Where Jaguar went wrong, though, was trying change. Where Aston went right, however, was by not changing at all.