Jaguar, the iconic British car brand, is facing fierce criticism after launching a new brand image. A commercial focusing on “diversity” and a new logo has provoked strong reactions, not least from conservative voices and figures such as Elon Musk.
Jaguar posted the new commercial on its social media on Tuesday, and the clip features androgynous and overseas models in colorful clothing with messages such as “live vivid” and “delete ordinary”, Forbes reports.
The trailer also reveals a new logo with a minimalist font and a reworked version of the car brand’s iconic logo. The caption of the post reads “Copy nothing”.
The ad, however, has faced widespread criticism. One of the top comments on Instagram, with over 13,000 likes, claims Jaguar has “killed a British icon”.
In a press release, Jaguar defends the commercial, describing it as “…reveal of a completely re-imagined brand focused on artistic expression”.
The company also announced that the next step in the transformation of Jaguar will be presented on December 2 during Miami Art Week.
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“Do you sell cars?”
Tesla founder and X-owner Elon Musk has criticized the ad in a high-profile post asking: “Do you sell cars?” The post has been viewed millions of times and garnered huge amounts of likes – far exceeding the 9,000 Jaguar’s original post has received so far.
Do you sell cars?
— Elon Musk (@elonmusk) November 19, 2024
British television personality Bev Turner, of Conservative GB News, has also commented on the PR campaign. She describes it as “… the wokest, most pretentious, gender-ambiguous piece of self-satisfied A-level art”.
Despite harsh reactions, Jaguar seems to be standing firm on its new direction. In response to a comment accusing the company of “tarnishing” the iconic brand, Jaguar replied: “Quite the opposite. This is a renaissance“.
Jaguar is in a period of transition, with the aim of soon manufacturing and selling only electric cars. According to Adrian Mardell, CEO of JLR (the holding company that owns Jaguar), the company has ended production of all current models except the F-Pace.
The goal, according to the company’s vision, is for Jaguar to be a fully electric company by next year.
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