Jaguar bosses have broken their silence on the growing backlash against the company’s push for diversity and inclusion initiatives, which some have criticized as “woke.” The comments come on the heels of the unveiling of Jaguar’s new electric concept car, the Type 00, which signifies the brand’s bold step into the future of sustainable luxury and performance.
Jaguar’s Managing Director, Rawdon Glover, addressed the controversy in a recent interview, asserting that the company remains committed to its vision of being “bold and disruptive” in the automotive industry. While some enthusiasts and industry figures have questioned Jaguar’s direction, especially following the shift towards electric vehicles and increasing emphasis on social and environmental responsibility, Glover emphasized that the company’s core values still align with creating high-performance, luxury cars that push the boundaries of technology.
The backlash, often framed as a reaction against what some perceive as a “woke” corporate agenda, has been particularly noticeable since Jaguar made moves to diversify its leadership and prioritize sustainability. Critics argue that these actions have led to a departure from the brand’s traditional focus on engineering and craftsmanship in favor of social causes. However, Glover rebuffed these claims, stating that Jaguar’s long-standing commitment to innovation in design and technology is undiminished. He added that being “bold” and “disruptive” means evolving with the times, especially as the automotive industry faces increasing pressure to reduce emissions and embrace electrification.
The unveiling of the Jaguar Type 00 electric concept car represents the latest chapter in this transformation. The vehicle, which promises groundbreaking performance and sustainability, was designed to not only appeal to eco-conscious consumers but also to redefine Jaguar’s place in the competitive luxury car market. The Type 00 is expected to incorporate cutting-edge electric drivetrains, advanced autonomous driving features, and a futuristic design language, all while maintaining the brand’s legacy of high-end performance.
While the car industry as a whole has seen a shift toward electrification and more inclusive practices, Jaguar’s decision to prioritize these values has made it a target for some traditionalists. Despite the backlash, Glover remains optimistic, noting that the company’s long-term success will rely on staying true to its innovative spirit while embracing the future of mobility.
Jaguar’s strategy, as articulated by Glover, highlights the company’s determination to balance performance with progressive values, positioning it as a key player in the new era of electric, sustainable luxury automobiles.
Jaguar bosses break silence on woke backlash as new Type 00 electric concept car is unveiled
Jaguar MD Rawdon Glover said the car maker plans to be ‘bold and disruptive
