Jaguar’s managing director has strongly responded to what he described as “vile hatred and intolerance” following backlash to the luxury car brand’s new advertisement. The 30-second promotional clip, posted on Jaguar’s X account (formerly Twitter), received widespread criticism after it featured a diverse group of models in bright clothes, but notably lacked any visible vehicles or the iconic leaping jaguar logo.
Ad Sparks Online Backlash and Criticism of ‘Woke’ Messaging
The ad, which garnered 160 million views and over 120,000 comments, provoked strong reactions online. Notably, X owner Elon Musk joined the conversation, asking, “Do you sell cars?” Many others criticized the brand for being “woke” and “reinventing to be on trend,” referencing the diversity of the models and some of the tagline messages, such as “copy nothing” and “break moulds.” The absence of cars in a car brand’s ad raised further questions about its direction.
Jaguar Unveils New Logo and Electric Car Plans
On the same day, Jaguar also unveiled a new logo as part of its rebranding strategy and announced plans to launch three new electric cars in 2026. While the company faced criticism for its unconventional approach, Rawdon Glover, Jaguar’s managing director, defended the advert in an interview with the Financial Times, stating that it was not intended to be a “woke” statement. He argued that the intended message had been lost amid the backlash and emphasized that the brand’s goal was to move away from traditional automotive stereotypes.
Glover Responds to Criticism: ‘We Need to Act Differently’
Glover explained that Jaguar aimed to re-establish its brand at a new price point and attract a broader, more diverse customer base. “If we play in the same way that everybody else does, we’ll just get drowned out,” he said, acknowledging the need to appeal to a new audience while still catering to its existing customers.
Jaguar’s Playful Response to Musk and Critics
In response to Musk’s comment, Jaguar replied with a playful invitation, saying, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2 December?” When another user questioned where the cars were in the ad, Jaguar responded with, “The story is unfolding. Stay tuned,” suggesting that more was to come from the brand’s new direction.
Jaguar’s bold rebranding and controversial advert have sparked a wider conversation about the balance between tradition and innovation in the modern advertising landscape, and the role of luxury brands in appealing to evolving consumer expectations.
