Jaguar Faces Backlash Over Bold Rebrand and Ad Campaign

The luxury carmaker defends its creative direction after criticism of its ad featuring androgynous models and no vehicles.

Jaguar's recent rebrand, including a 30-second ad featuring androgynous models and no cars, has drawn significant criticism online.
Managing Director Rawdon Glover defended the campaign, emphasizing the need to differentiate Jaguar from traditional automotive stereotypes.
The ad, which promotes Jaguar's new slogan 'Copy Nothing,' has been accused by some of being 'woke' and abandoning the brand's heritage.
Glover expressed disappointment at the 'vile hatred and intolerance' directed at individuals in the ad, including homophobic comments on social media.
The rebrand is part of Jaguar's strategy to transition to an all-electric vehicle lineup and target a wealthier customer base, with new models expected in 2026.