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The boss of Jaguar has defended the legendary British car marque's dramatic rebrand this week after critics called a new advert 'woke' and pointed out that it doesn't feature any cars.

Rawdon Glover, managing director of the Indian-owned firm, also hit out at the 'vile hatred and intolerance' directed at the eccentric-looking models who appeared in the video released on November 18.

In a new interview, he denied the rebrand exercise - which has ditched the iconic 'growler' logo of a big cat and replaced the imposing, all-caps typeface with one that appears to read 'JaGuar' - was meant to be a 'woke' statement.

The rebrand also demotes the 'leaper' cat logo that once decorated the bonnets of all new Jags to a 'maker's mark' - teased as a pop-out port for a reversing camera or parking sensor on a new model to be shown off next week.

Mr Glover denied that the firm was throwing away its near-100-year heritage with its most dramatic rebrand in decades - instead claiming the car maker needed to step away from 'traditional automotive stereotypes' to find its place in the market.

Jag's big rebrand had been in development for three years as the company prepares to become an all-electric car manufacturer ahead of the UK's 2030 target to stop selling new purely fossil fuel-powered cars.

Launched on Tuesday under the slogan 'copy nothing' - an adage from company founder Sir William Lyons - the ad features diverse models in technicolour outfits walking through an alien landscape.

Around 800 people are reported to have worked on the rebrand, which will peak with the unveiling of a 'design vision concept' at Miami Art Week on December 2.

Mark wrote:This year's Bud Light is Jaguar. How can the people that run these companies be this stupid?

The boss of Jaguar has defended the legendary British car marque's dramatic rebrand this week after critics called a new advert 'woke' and pointed out that it doesn't feature any cars.

Rawdon Glover, managing director of the Indian-owned firm, also hit out at the 'vile hatred and intolerance' directed at the eccentric-looking models who appeared in the video released on November 18.

In a new interview, he denied the rebrand exercise - which has ditched the iconic 'growler' logo of a big cat and replaced the imposing, all-caps typeface with one that appears to read 'JaGuar' - was meant to be a 'woke' statement.

The rebrand also demotes the 'leaper' cat logo that once decorated the bonnets of all new Jags to a 'maker's mark' - teased as a pop-out port for a reversing camera or parking sensor on a new model to be shown off next week.

Mr Glover denied that the firm was throwing away its near-100-year heritage with its most dramatic rebrand in decades - instead claiming the car maker needed to step away from 'traditional automotive stereotypes' to find its place in the market.

Jag's big rebrand had been in development for three years as the company prepares to become an all-electric car manufacturer ahead of the UK's 2030 target to stop selling new purely fossil fuel-powered cars.

Launched on Tuesday under the slogan 'copy nothing' - an adage from company founder Sir William Lyons - the ad features diverse models in technicolour outfits walking through an alien landscape.

Around 800 people are reported to have worked on the rebrand, which will peak with the unveiling of a 'design vision concept' at Miami Art Week on December 2.

https://www.dailymail.co.uk/news/articl ... 0&ito=1490

Jaguar’s vehicle sales in Europe plummeted 97.5 percent in April 2025 compared to the same month last year, marking a severe downturn for the British car manufacturer following its controversial rebranding strategy. According to new data from the European Automobile Manufacturers’ Association (AECA), Jaguar registered only 49 new vehicles in Europe in April 2025, a steep decline from the 1,961 units sold in April 2024. The drop comes after the automaker introduced a new brand direction that has received widespread criticism from both consumers and industry analysts.

Jaguar’s rebranding efforts began with the November 2024 unveiling of its new concept vehicle, the Type 00 — pronounced “zero zero.” The launch was accompanied by an ad campaign that featured no vehicles but instead focused on artistic imagery, fashion-centric visuals, and androgynous models. The decision to avoid showcasing actual cars in the campaign drew heavy backlash.

Sales data show the impact has extended beyond a single month. Jaguar’s year-to-date sales in Europe from January through April 2025 fell 75.1 percent, with only 2,665 vehicles sold compared to significantly higher figures from the same period in 2024. Global sales for the 2024/25 financial year also reflected the downturn. Jaguar reported just 26,862 vehicles sold worldwide, representing an 85 percent drop compared to 2018.

rusty wrote:Maybe Jaguar’s market doesn’t include any of us here.

Comparing Jaguar to Bud Light is kind of like comparing prime rib to McNuggets