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.
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