The Jaguar Land Rover managing director is defending the British luxurious automotive firm after its current rebranding spurred backlash on social media.
Jaguar debuted its new brand and slogan, “Copy Nothing,” in a promotional video final week.
The advert featured androgynous fashions in brightly coloured, over-the-top outfits, together with one man sporting a costume, together with different slogans resembling “create exuberant,” “live vivid,” “delete ordinary” and “break moulds.” Notably, the advert didn’t characteristic any vehicles in its 30-second run.
The video blew up on social media, attracting over 163 million views and over 100,000 feedback.
Critics accused Jaguar of abandoning its legacy as a high-performance sports activities automotive producer with the advertising marketing campaign and claimed the model had gone “woke.”
In a current interview with the Monetary Occasions, Jaguar Land Rover managing director Rawdon Glover defended the model relaunch and denied the advert was meant to ship a “woke” message.
Whereas Glover praised the eye across the marketing campaign as “very positive,” he mentioned he was upset by the “level of vile hatred and intolerance” proven by social media commentators in direction of the fashions within the video.
He claimed the advert’s message had been misplaced “in a blaze of intolerance.”
“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand,” Glover instructed the FT.
“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.”
The Jaguar rebrand is a part of the corporate’s efforts to entice wealthier prospects in its transition to an all-electric automobile lineup.
“This is not a depiction of how we think our future customers are,” Glover instructed the FT. “We don’t want to necessarily leave all of our customers behind. But we do need to attract a new customer base.”
Jaguar beforehand defended the corporate’s model relaunch in a press release to Fox Information Digital.
“Our brand relaunch for Jaguar is a bold and imaginative reinvention and as expected it has attracted attention and debate. As proud custodians at such a remarkable point in Jaguar’s history we have preserved iconic symbols while taking a dramatic leap forward. The brand reveal is only the first step in this exciting new era and we look forward to sharing more on Jaguar’s transformation in the coming days and weeks,” the assertion mentioned.
