Jaguar replaces lithe and powerful with bright and trite

Hey, all re-brands are controversial, especially when venerable, trusted companies attempt it. British car manufacturer Jaguar (now owned by India's Tata Motors) has managed to hit the headlines with a new ad campaign and updated logo. Gone is the leaping wild cat Jaguar figure, and as for the ad.... well, reactions are broad-ranging in every sense. Reform Party leader Nigel Farage has predicted the company will go bust as a result, PR commentators moot a master-stroke as the campaign racks up views and sparks conversations, the general public - judging by YouTube comments - is mocking, with talk like: 'fire the marketing department', 'I'd be ashamed to own a Jag', 'The only thing brave about this ad is to leave the comments section on.....' and 'imagine selling to a minority of a population and still targeting the wrong people'. A lot of the derision comes from those who perceive the ad as pushing the 'woke' agenda. Hm, plenty of food for thought there. Jaguar Land Rover announced after-tax profit of £1.4 billion for the first quarter of this year. The radical re-brand launches ahead of Jaguar's all-electric (EV) by 2026 manifesto and models. It remains to be seen how the electric vehicle market develops, with European manufacturers cutting back at home and shifting supply facilities to China in a bid to ride the powerful waves of competition from the EV-leading Asian nation. Alongside this 'Copy Nothing' ad showing no actual car, one of Jaguar's upcoming EV trio was unveiled as a concept vehicle with no rear window at all, just a rear-facing camera connecting to an internal mirror. Anyway, the only meaning to anything is the meaning we attach to it, so we've popped this campain into our Amusing rather than Controversial category for the moment, and it's over to you for the final word.

Keywords: Jaguar rebrand, Jaguar all-electric, electric vehicles 2024, DEI, controversial ads, Accenture Interactive