JaGUar? Luxury automaker defends controversial rebrand amid pivot to EVs

CNBC ^ | November 22, 2024 | By Jenni Reid

[Oldeconomybuyer]

KEY POINTS

* A rebrand unveiled by classic British car brand Jaguar drew the ire of many on social media this week, as the company prepares to relaunch in 2026 with only electric models.

* Jaguar, part of Tata Motors subsidiary Jaguar Land Rover, said the redesigns “preserved iconic symbols while taking a dramatic leap forward.”

* Gary Jenkins, managing director of content agency No Brainer, said that if the automaker’s intention was to garner as much attention as possible, “they’ve certainly succeeded.”

[central_va]

I just ordered a Mary K pink Jag EV. It comes with a tampon dispenser!!!

[mware]

For the love of God, they didn’t even show us what the car looked like....and the bald black guy with the bulging eyes frightened me in a demonic way.

[one guy in new jersey]

People who look as if they are about to jump off a bridge also “garner attention” to themselves.

[allendale]

Britain is rotting.

[piytar]

I just ordered a Mary K pink Jag EV. It comes with a tampon dispenser!!!

Now that's just hilarious! central_va shoots and SCORES!!!

[central_va]

The Jag EV has a special feature and makes a lovely groaning sound when you plug in the charger.

[drwoof]

The whole thing was demonic— Good Lord. Jaguar is finished. This kind of ‘edgy’ advertising is so 2020, and the product is a lousy one which, as you noted, isn’t even pictured. Just a bunch of weirdos and bright colors; kinda like the Teletubbies grew up or something...

[piytar]

Sad thing is back in the early 2000s I owned a REAL Jaguar XKR convertible. Was an amazing vehicle. These EV things? Not so much. They’ve ruined the brand IMHO.

[HYPOCRACY]

It drew very little ‘ire’. Mostly people are bemused. Jaguar has been garbage since the graveyard of car companies, Tata bought them. Rebranding to trannies will just bring more attention to what overpriced crap Jaguars are.

[al_c]

That ad. What the ...

[bk1000]

I don’t care how they spin it. It is gay. It was always going to be gay. Look at the poof who came up with it. Gay gay gay. Enough with the gay. It destroys everything. There are very good reasons it has received the ire it has forever. It is an abomination.

[DoodleBob]

“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 managing director Rawdon Glover told the Financial Times in an interview published Friday. Glover also condemned “the level of vile hatred and intolerance” expressed by some people commenting on the marketing video and denied it was “woke.”

Lemme see…where have I heard this before….

oh yea!...listen to Ms Heinerscheid's own words focused on Bud Light's "more resonant and meaningful" Super Bowl commercial

25:11..."Yeah! I....I think number one...you know...I'm a businesswoman...I had a really clear job to do, when I took over Bud Light. And....it was...this brand is in decline, it's been in decline for a really long time. And if we do not attract...young drinkers, to come and drink this brand, there will be no future for Bud Light. So I had this super clear mandate. Like, we need to evolve and elevate, this incredibly iconic brand. And...my...what I brought to that, was a belief in...ok, what does "evolve and elevate" mean? It's means INCLUSIVTY. It means shifting the tone. It means having a campaign that's truly inclusive and feels lighter and brighter and different and appeals to women and to men. And representation is at sort of at the heart of evolution. You've got see people who reflect you, in the work. We had this hangover...I mean...Bud Light had been...kind of a brand of...fratty...kind of out of touch humor...and, it was REALLY important that we had, another approach.

[USS Alaska]

If they only plan on EVs as their product line, it doesn't make any difference what kind of woke ads they run between now and then.

They entire world is giving the middle finger to EVs and these fools are going to abandon their history of making expensive cars that are unreliable {but the rich people don't care about that, they have their chauffeur driving their Benz behind them to pick them up when the Jag quits}.

Of all of the old line status cars, the Jag is the least reliable ever made followed closely by the Beemer.

The Benz was once the best, but I think that the Lexus has surpassed them in terms of reliability.

[Who is John Galt?]

"...a dramatic leap forward..."

Goodbye...

[1Old Pro]

Land Rover seems gay as well. And Bentleys are a dime a dozen, in Palm Beach.

[mware]

What a classy elegant car they put out back in the day. A guy in the town next to us was selling his old Jag, looked just like the one Inspector Morse had on his show. Like you said they do have their drawbacks, especially with oil and fuel lines.

[newfreep]

Jaguar managing director Rawdon Glover told the Financial Times in an interview published Friday...

...“the level of vile hatred and intolerance” expressed by some people commenting on the marketing video and denied it was “woke.”

[KevinB]

Jaguar, part of Tata Motors...

Seems appropriate.

[Worldtraveler once upon a time]

Be the first on your block to buy the now-gay amd very-electrick JaguaTATA. It will be personally delivered by a Dylan Mulvaney look-alike, and loaded with required diversity features and mandatory pronoun controls. Reading the EULA should be entertaining also.