Jaguar boss defends controversial rebrand amid social media backlash
- Jaguar's recent advertisement, showcased in a promotional video, stirred up significant controversy on social media.
- The managing director, Rawdon Glover, defended the rebranding, stating it aims to attract wealthier customers while transitioning to electric vehicles.
- Many critics argue that the campaign undermines Jaguar's legacy and adheres to a 'woke' agenda, showcasing the polarization of views in modern marketing.
In the United Kingdom, Jaguar Land Rover's managing director Rawdon Glover addressed concerns regarding the company's recent rebranding, which included a provocative advertisement featuring androgynous models, including a man in a dress. The 30-second promotional video, which did not showcase any cars, debuted last week and has since gathered significant attention, amassing over 163 million views and over 100,000 comments on social media. Critics labeled the campaign as 'woke,' claiming it deviated from Jaguar's heritage as a high-performance sports car manufacturer. Glover emphasized that the objective of the relaunch was not to abandon traditional customers but to draw in a wealthier clientele as the brand transitions to an all-electric vehicle lineup. He expressed disappointment over the backlash, highlighting the level of hatred directed towards the models featured in the ad and clarified that the intended message of the campaign was lost in the controversy. Glover asserted that Jaguar is looking to redefine its market presence in a way that diverges from typical automotive marketing, reaffirming that the future image of the brand should not solely resonate with its existing customer base. Glover's comments were made during an interview with the Financial Times, promoting the view that the brand is making bold moves to stay relevant in a competitive luxury market, which is increasingly focused on electric vehicles.