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Jaguar's rebrand receives backlash as exec promises team not 'sniffing the white stuff'

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sparksAI summary
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  • Jaguar's new brand campaign receives backlash online
  • The ad features ethnically diverse and largely gender-fluid models
  • Jaguar Land Rover’s chief creative officer denies drug use in creating the ad
  • The ad has been widely ridiculed online, with critics deriding the message of diversity, equity, and inclusion
  • Tesla CEO Elon Musk mockingly asks, 'Do you sell cars?'
360 summary
  • Jaguar has defended its new brand campaign, which has been criticized for its message of diversity, equity, and inclusion.
  • The company has responded to critical comments on social media, clarifying its intentions and urging people to wait for further updates.
  • Jaguar's rebranding comes ahead of its planned move to only sell electric vehicles, with the revealing of its Design Vision Concept on December 2 during Miami Art Week.
FortuneFortune
ForbesForbes
  • Several companies have reversed their diversity, equity, and inclusion policies, while others continue to prioritize them.
  • Jaguar's new brand campaign has faced criticism for its unclear target audience, with some suggesting it may not appeal to its traditional male demographic.
  • Jaguar Land Rover's response to the backlash has been cryptic, promising that "all will be revealed."
ALJAZEERAALJAZEERA
  • The ad's message of diversity, equity, and inclusion has received backlash online, with critics deriding the campaign's approach to these issues.
  • The ad has been widely ridiculed online, with some users comparing it to a corporate diversity training session.
  • The negative reception has left executives wondering whether the campaign will ultimately help or hurt Jaguar's brand reset.
FortuneFortune
  • Jaguar's Reimagine plan was unveiled in February 2021, which aimed to move the brand to an EV-only lineup in four years.
  • EVs are important for CO2 regulatory compliance, which is necessary for JLR to continue selling heavy, yet profitable, Land Rover SUVs across Europe.
  • Next year, new fleet emission targets for carmakers in the European Union will require an even larger proportion of EVs in a manufacturer's sales mix.
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