Jaguar Land Rover managing director defends British luxury cars car company After a recent rebrand prompted a backlash on social media.
Jaguar debuted its new logo and slogan “Copy Nothing'' in a promotional video last week.
advertisement Featuring androgynous models in brightly colored, flashy outfits, including a man in a dress, it features themes such as “Create Vibration,'' “Live Vividly,'' “Remove the Ordinary,'' and “Break the Mold.'' '' and other slogans. Notably, the ad did not feature any cars during its 30-second run.
The video exploded on social media, garnering over 163 million views and over 100,000 comments.
Critics accused Jaguar of abandoning its heritage as a high-performance sports car maker with the marketing campaign, claiming the brand had “woke”.
In a recent interview, financial times, Jaguar Land Rover managing director Rawdon Glover defended the brand's relaunch and denied the ad was intended to send a “wake up” message.
Glover praised the “very positive” attention the campaign received, but criticized the “despicable level of hatred and intolerance” social media commentators showed towards the models in the video. said he was disappointed.
He claimed the ad's message was lost “in the flames of intolerance”.
“If you play like everyone else, you'll just get buried. So you shouldn't come out like a car brand,” Glover told the FT.
“We need to reestablish our brand, and we need to act differently, at a completely different price point. We wanted to break away from traditional automotive stereotypes.”
Jaguar's rebranding is part of the company's efforts. attract more affluent customers We are transitioning to an all-electric vehicle lineup.
“This is not a depiction of how we think of our future customers,” Glover told the FT. “We don't necessarily want to leave all our customers behind. But we need to attract a new customer base.”
Jaguar previously defended its rebranding in a statement to Fox News Digital.
“The relaunch of the Jaguar brand is a bold and imaginative reinvention that has predictably attracted attention and discussion. As proud custodians of such a remarkable period in Jaguar's history, we We've taken a dramatic leap forward while preserving an iconic symbol. The brand's announcement is just the first step in this exciting new era, and we look forward to sharing more about Jaguar's transformation in the coming days and weeks. We look forward to it,” the statement said.
