Jaguar Defends Rebranding Amid Backlash Accusing ‘Woke’ Agenda

British luxury vehicle manufacturer Jaguar is embroiled in controversy following the release of a new advertisement campaign as part of its rebranding effort. The advert has been met with mixed reactions, some labeling it a «woke» marketing strategy due to its emphasis on diversity.

The contentious advertisement, released across Jaguar’s social media platforms, features a diverse cast of models wearing vibrant clothing while slogans like «live vivid» and «delete ordinary» flash across the screen. Jaguar described this move as a «completely reimagined brand» highlighted by a new logo and a revamped «leaper» image, marking a fresh chapter for the company.

Many critics, however, voiced their discontent online, calling the advertisement a betrayal of Jaguar’s heritage. A top comment on Instagram claimed the company «killed a British icon,» garnering over 13,000 likes. Prominent voices such as Tesla and X CEO Elon Musk joined the chorus of criticism, questioning the conspicuous absence of vehicles in the advertisement.

Jaguar Land Rover spokesman Joseph Stauble responded to the backlash in a statement to Forbes, defending the rebrand as a «bold and imaginative reinvention» and emphasizing the retention of iconic symbols while pushing innovative boundaries. Stauble assured that more updates about Jaguar’s transformation will be forthcoming.

Elon Musk’s query, «Do you sell cars?» posted on X, received widespread attention, eclipsing Jaguar’s ad in terms of online engagement. Meanwhile, Nigel Farage, a British Member of Parliament and leader of the Reform UK party, criticized the advert, comparing it to past marketing controversies, notably those involving the American beer brand Bud Light.

Jaguar has persevered in its stance despite the uproar, engaging directly with critics on social media. Addressing concerns over the advertisement’s lack of focus on cars, Jaguar hinted at upcoming product reveals, including an electric vehicle model expected to debut during Miami Art Week in December.

The rebranding initiative signals Jaguar’s strategic shift towards electrification, slated to culminate by 2025 when the company plans to transition to an all-electric line-up. This decision stems from JLR CEO Adrian Mardell‘s acknowledgment of low profitability from existing models, aligning Jaguar’s future closer to premium, upmarket offerings, as reported by Car and Driver.

As part of its repositioning, Jaguar aims to differentiate from traditional automotive archetypes, seeking a significant shift in its brand identity and product pricing, with comparisons drawn to high-end models from its corporate cousin, Range Rover.

The debate over Jaguar’s new branding strategy highlights broader tensions within the industry as businesses navigate the complexities of modern marketing and evolving consumer expectations. The outcome of this rebranding effort remains to be fully realized as further details are anticipated in the coming weeks.