Jaguar Unveils Controversial Rebrand Campaign

Jaguar's recent rebranding effort has sparked significant backlash online, with critics labeling the campaign as excessively 'woke' and disconnected from the brand's luxury heritage. The company's new identity, which includes a campaign video featuring no cars and a focus on diverse, brightly dressed individuals, has been met with ridicule for its lack of clarity and substance. Despite the criticism, Jaguar aims to pivot towards a fully electric lineup by 2025, emphasizing a cultural transformation to improve quality and customer engagement. General Manager Rawdon Glover defended the strategy, stating that the heightened attention, even negative, is a step towards revitalization. The upcoming concept vehicle, set to be revealed at Miami Art Week, is seen as crucial to demonstrating Jaguar's commitment to quality and innovation. Enthusiasts and critics alike are left awaiting a tangible product to justify the bold marketing claims.