- Jaguar has dismissed “vile hatred” in the wake of their controversial rebrand.
- The company said they had to do something different to get noticed and are asking fans to reserve judgment until a concept is unveiled on December 2.
- Jaguar as we know it is dead as they’re being reborn as an ultra-luxury brand.
Jaguar has managed to do something they haven’t done in years: get people to notice them. However, last week’s rebrand has gone over like a lead balloon in some circles.
As part of their Copy Nothing campaign, Jaguar introduced a new brand identity, visual language, and signature. The company also decided to embrace exuberant colors, which were prominently featured in an odd promotional video that was more art/fashion show than car commercial.
More: Jaguar Design Boss Denies “Sniffing The White Stuff” During Rebrand
Needless to say, everyone’s been talking about it and that’s exactly what Jaguar wanted. However, there’s also been tons of hate and claims the automaker has gone “woke.”
Jaguar is now trying to put out those fires as BBC News is reporting the company is asking fans to trust them and “reserve judgment” until their plan is fully presented. A spokesperson went on to tell the publication, “We had to break rules and do something that would get us [to] cut thru” the noise.
Those sentiments were echoed by Jaguar Managing Director Rawdon Glover, who told the Financial Times that they’ve seen “vile hatred” in response to the campaign. He added the company isn’t trying to be political and their message was lost in a “blaze of intolerance.”
Glover went on to say, “We need to reestablish our brand and at a completely different price point, so we need to act differently.” The campaign was part of this and they purposely wanted to “move away from traditional automotive stereotypes.”
Regardless of what you think about the campaign, it’s gotten people talking. In less than a week, the video has been viewed nearly 2.1 million times on YouTube and 163.7 million times on X, which was aided by Elon Musk tweeting about it.
That is undoubtedly a win for the automaker and they’re hoping the attention stays on them until December 2 when they unveil their highly anticipated Design Vision concept. It previews their new era as an electric ultra-luxury brand, which will reportedly begin in earnest in 2026.
