Jaguar’s recent rebranding has ignited significant controversy, with critics accusing the luxury carmaker of abandoning its traditional identity. The rebrand features a new logo, the slogan “Copy Nothing,” and an advertisement showcasing androgynous models in vibrant attire, notably including a man in a dress. This ad, which notably did not feature any of Jaguar’s cars, has amassed over 163 million views and 100,000 comments online.
Among the critics is Nigel Farage, a prominent British politician, who expressed his disapproval on social media, predicting that Jaguar would “go bust” due to the rebranding.
In response, Jaguar’s managing director, Rawdon Glover, defended the rebrand, stating that individuals like Farage are not part of Jaguar’s core customer base. He emphasized the need to attract a younger, more diverse audience, noting that the average age of Jaguar’s clientele is increasing.
Glover further explained that the rebranding aligns with Jaguar’s strategy to transition into an all-electric brand by 2026. He stated, “We need to make sure that Jaguar is relevant, is desirable, is future-proof for the next 90 years of its history.”
Despite the backlash, Glover remains resolute, viewing the criticism as a sign that Jaguar is successfully sparking conversation and challenging traditional automotive stereotypes. He expressed disappointment at the intolerant reactions on social media and stressed that the campaign is aimed at reinventing Jaguar while moving away from traditional automotive stereotypes.
The rebranding is part of Jaguar’s broader strategy to revitalize the brand and appeal to a new generation of consumers. The company plans to unveil a new electric vehicle concept at Miami Art Week, signaling its commitment to innovation and sustainability.
While the rebranding has faced criticism, it has also garnered support from those who view it as a bold move towards modernity and inclusivity. The success of this strategy will ultimately depend on Jaguar’s ability to balance its heritage with the evolving preferences of the automotive market.
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Jaguar’s CEO, Rawdon Glover, has responded firmly to criticism from Nigel Farage regarding the luxury carmaker’s recent rebranding. The rebrand, which features a new logo, the slogan “Copy Nothing,” and a bold advertisement with androgynous models
