Jaguar blasted for 'doubling down' on 'woke' rebrand: 'People have had enough!'

Despite the criticism, Jaguar's managing director Rawdon Glover stood firm on the company's new direction, claiming the intended message had been lost in a "blaze of intolerance" on social media.

He added: "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."

Discussing the rebrand on GB News, journalist Ellie Wheatley said Jaguar is "not appealing to their audience" with the rebrand, hitting out at Glover's defence of the move.

Wheatley said: "There is such thing as bad publicity, we saw it with Bud Light, where they lost nearly $1.8billion in sales after they advertised with a transgender influencer.

"But as Elon Musk said, do you sell cars? This advert has nothing to do with cars. And actually, people are fed up with this woke nonsense, and they are just not appealing to their audience."

In disagreement with Glover's remarks, Wheatley admitted she was in "disbelief" that he has doubled down in his defence of the campaign.

Wheatley told GB News: "I can't believe he's doubled down, I think they're fearing upsetting anyone on the left by doing this."

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Agreeing with Wheatley, commentator Will Kingston questioned why companies such as Jaguar are "clinging on" to "woke" campaigns when they "know they don't work".

Kingston explained: "There's a bigger question here, and I think it's a bigger question for the left more broadly. And that is, we know now that these woke campaigns don't work.

"We've seen the Bud Light experience, and yet they continue to cling on to them. And the question has to be why? And I think it is because this identity politics virus is so ingrained in the modern left, and the modern left is the institutions, it's the corporates, it's politics, it's the media.

"And as a result, despite the fact that they need to get back to actually engaging with people, they can't let it go."

Defending Jaguar's rebrand, JLR's chief creative officer Gerry McGovern said: "Jaguar has its roots in originality. Sir William Lyons, our founder, believed that 'a Jaguar should be a copy of nothing'.

"Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.

"We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."