Jaguar's managing director is defending the British luxury-car maker's rebranding campaign — calling out some of its online critics and characterizing their reaction as "vile hatred" and "intolerance."
In an interview with the Financial Times , Rawdon Glover said the campaign's intended message was lost "in a blaze of intolerance" and that the controversial promotional video was not meant to be a "woke" statement, as some critics have argued.
The video, which features models in brightly colored clothes, didn't feature any cars — notable, the critics said, for a car brand.
The backlash began earlier this week after Jaguar unveiled a brand strategy ahead of its all-electric launch , which is expected sometime in 2026.
As part of the rebrand, the iconic 90-year-old company — a favorite of British royalty and prime ministers — debuted a modernized typeface for its logo, a new leaping-jaguar mark, and a video ad that showed models doing things like painting a wall, holding a sledgehammer, and gathering in a pink desert without any cars in sight.
Glover told the FT he was disappointed by "the level of vile hatred and intolerance" that the video garnered online, particularly against the models it featured, adding that the campaign had received overall "positive" buzz.
"We need to reestablish our brand and at a completely different price point, so we need to act differently," he said. "We wanted to move away from traditional automotive stereotypes."
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