It’s undoubtedly striking: A group of multiracial, gender-bending models enter an austere, prismatic setting after emerging from an elevator wearing state-of-the-art makeup and vibrant apparel to a techno-industrial beat.
However, the renowned British automaker Jaguar’s new rebranding lacks one essential component: automobiles.
Online comments on the advertisement have ranged from perplexed to appalled, with some equating the possible backlash to Bud Light’s employment of a trans influencer in deviating far from its target audience.
The advertising was deemed “disastrous” by a communications specialist on X because it placed too much emphasis on branding rather than the actual goods.
“Something along the lines of ‘our cars are engineered to the gills and go very very fast,’ is what Jaguar should be saying,” wrote Lulu Cheng Meservey, co-founder of Rostra PR group. “Art school grads simply aren t associated with elite engineering ability, I m sorry.”
Sir Gerry McGovern, Jaguar’s chief creative officer, provided an explanation of the reasoning behind the launch in a news release that accompanied the company’s makeover.
“New Jaguar is a brand built around exuberant modernism,” he stated. Every touchpoint exhibits creativity, audacity, and artistic expression. It is distinct and unafraid.
Last year, Jaguar sold less than 67,000 vehicles worldwide, which is almost half as many as it sold during the fiscal year that included the start of the Covid-19 outbreak. According to Car & Driver magazine, there are currently only 122 Jaguar dealerships in the United States, down from a peak of almost 200.
By presenting new insignia that will be used on upcoming Jaguar vehicles, the redesign aims to improve the situation.
As Jaguar created three new ultra-luxury electric vehicles, one of which will be presented at Miami’s Art Basel event next month, the company informed investors this year that it was abandoning five models with nearly zero profitability in the run-up to the campaign’s launch.
When other X users questioned why there were no automobiles in the advertisement, Jaguar’s X account replied, “The story is unfolding.” Keep an eye out and consider this a statement of purpose.
A request for comment from Jaguar Land Rover, a division of Tata Motors, based in India, was not answered.
In the statement, Jaguar’s managing director Rawdon Glober stated, “We had to be fearless to bring back such a globally renowned brand.” “When Jaguar defied tradition, it was at its finest. Our new brand identity today reflects that philosophy, which will be further unveiled in the upcoming months. This is a total restart. In order to inspire a new generation and recover its uniqueness, Jaguar undergoes a transformation. I can’t wait for Jaguar to be seen by everyone.
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