Thu Nov 21 05:07:31 UTC 2024: ## Jaguar’s New Brand Identity Sparks Online Backlash

**London, UK** – Jaguar’s bold new rebranding campaign has ignited a firestorm of online debate. The luxury car manufacturer unveiled a revamped logo and a vibrant, diversity-focused advertisement, but the move has been met with a wave of criticism from both fans and those opposed to what they perceive as “woke” marketing.

The new advertisement, featuring a diverse cast of models and slogans like “live vivid” and “delete ordinary,” conspicuously omits any Jaguar vehicles. This omission, along with the overall aesthetic, prompted immediate backlash on social media. Top comments on Jaguar’s Instagram post expressed dismay, with one garnering over 13,000 likes claiming the company “killed a British icon.” Even Tesla and X CEO Elon Musk weighed in, questioning on X whether Jaguar still sells cars. His post garnered millions of views and significantly more engagement than the original Jaguar advertisement.

Criticism extended beyond the lack of cars. Controversial online influencer Andrew Tate called the ad “gay bullsh*t,” while a British television host described it as “the wokest, most pretentious…piece of self-satisfied A-level art.” Some critics circulated an older video of a Jaguar brand director emphasizing the company’s commitment to diversity and inclusion, framing this as evidence of “woke” corporate messaging.

Despite the overwhelmingly negative online response, Jaguar has defended its rebrand. The company stated the advertisement marks the beginning of a “completely reimagined brand” focused on artistic expression, and clarified that the new direction will be fully unveiled at Miami Art Week on December 2nd. Jaguar has directly addressed criticism on X, reiterating its commitment to its new direction, and teasing further details to come. The company’s insistence on its new path follows its previously announced transition to an all-electric vehicle lineup by 2025.

The controversy mirrors similar online backlashes against other brands that have embraced inclusive marketing campaigns, most notably Bud Light’s partnership with transgender influencer Dylan Mulvaney, which led to a significant drop in sales. Whether Jaguar’s rebrand will ultimately succeed or suffer a similar fate remains to be seen.

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