Business
Jaguar
boss defends new ‘woke’ rebrand after ad airs featuring man in a dress,
androgynous models
By Kristine Parks , Fox Business
Published Nov. 26, 2024, 12:12 p.m. ET
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The Jaguar Land Rover managing director is defending the
British luxury car company after its recent rebranding spurred backlash on
social media.
Jaguar debuted its new logo and slogan, “Copy Nothing,” in a
promotional video last week.
The ad featured androgynous models in brightly colored,
over-the-top outfits, including one man wearing a dress, along with other
slogans such as “create exuberant,” “live vivid,” “delete ordinary” and “break
moulds.” Notably, the ad did not feature any cars in its 30-second run.
The video blew up on social media, attracting over 163
million views and over 100,000 comments.
Critics accused Jaguar of abandoning its legacy as a
high-performance sports car manufacturer with the marketing campaign and
claimed the brand had gone “woke.”
In a recent interview with the Financial Times, Jaguar Land
Rover managing director Rawdon Glover defended the brand relaunch and denied
the ad was meant to send a “woke” message.
The ad
featured androgynous models in brightly colored, over-the-top outfits,
including one man wearing a dress, along with other slogans such as “create
exuberant,” “live vivid,” “delete ordinary” and “break moulds.
While Glover praised the attention around the campaign as
“very positive,” he said he was disappointed by the “level of vile hatred and
intolerance” shown by social media commentators towards the models in the
video.
He claimed the ad’s message had been lost “in a blaze of
intolerance.”
“If we play in the same way that everybody else does, we’ll
just get drowned out. So we shouldn’t turn up like an auto brand,” Glover told
the FT.
“We need to re-establish our brand and at a completely
different price point so we need to act differently. We wanted to move away
from traditional automotive stereotypes.”
Jaguar Land Rover managing director Rawdon Glover defended
the brand relaunch and denied the ad was meant to send a “woke” message.
The Jaguar rebrand is part of the company’s efforts to
attract wealthier customers in its transition to an all-electric vehicle
lineup.
“This is not a depiction of how we think our future
customers are,” Glover told the FT. “We don’t want to necessarily leave all of
our customers behind. But we do need to attract a new customer base.”
The Jaguar Land Rover managing director is defending the
British luxury car company
He claimed the ad’s message had been lost “in a blaze of
intolerance.”
Jaguar
Jaguar previously defended the company’s brand relaunch in a
statement to Fox News Digital.
“Our brand relaunch for Jaguar is a bold and imaginative
reinvention and as expected it has attracted attention and debate. As proud
custodians at such a remarkable point in Jaguar’s history we have preserved
iconic symbols while taking a dramatic leap forward. The brand reveal is only
the first step in this exciting new era and we look forward to sharing more on
Jaguar’s transformation in the coming days and weeks,” the statement said.
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