On Nov. 21, Jaguar, the iconic British luxury car brand, launched a new ad campaign introducing a redesigned logo alongside the tagline, "Copy Nothing" on its official social media accounts. The 30-second ad featured androgynous models dressed in vibrant, avant-garde outfits, including a man in a dress accompanied by slogans like "Create Exuberant," "Live Vivid," "Delete Ordinary" and "Break Moulds." Ironically, the ad contained no video footage or images of a car.
Many longtime Jaguar fans expressed dismay at the company's deviation from its traditional luxury-focused branding.
"I was baffled. I mean, I think the entire brand is iconic, and I don't think a rebrand is warranted," said Nic Carter, a Miami-based general partner at Castle Island Ventures and lifelong Jaguar customer. "The ad had nothing to do with cars. I mean, it seemed like a rehash of 'woke' themes that have dominated the discourse for the last decade, which are increasingly out of fashion."
"So it just seemed very dated, honestly," Carter continued. "It felt like an ad we might have seen in 2015 for a makeup company or something. It doesn't at all convey the themes that have anything to do with high-performance sports cars, in my opinion."
Other car enthusiasts and popular commentators, including Tesla CEO Elon Musk, echoed similar statements. Some even mocked the company for not featuring any cars in the ad, while others accused it of going in a new direction, particularly the way of "Bud Light." (Related: Bud Light's parent company loses $390M after Dylan Mulvaney ad controversy.)
The fallout has had tangible consequences as Tata Motors saw a dip in its stock price on both the Bombay Stock Exchange and the National Stock Exchange of India within 24 hours of the backlash. Analysts are closely monitoring the situation and suggested the controversy could have lasting repercussions on the brand's market performance.
Mastermind behind the rebranding of Jaguar is an LGBTQ activist and BLM supporter
According to Modernity, the mastermind behind the rebranding of Jaguar is a Black Lives Matter-supporting LGBTQ activist and a self-proclaimed advocate for diversity, equity and inclusion (DEI) named Santino Pietrosanti.
During the 2024 Virgin Atlantic Attitude Awards in October, an event celebrating LGBTQ+ icons, Pietrosanti proudly announced that Jaguar had gone "woke."
"At Jaguar we proudly stand with the LGBTQ+ community because we know that originality and creativity thrives in spaces where people are free to be themselves," Pietrosanti said during his speech at the event. "We're passionate about our people and we're committed to fostering a diverse inclusive and unified culture that is representative of not only the people who use our products but in a society in which we all live. A culture where our employees can bring their authentic selves to work. And we are on a transformative journey of our own, driven by a belief in diversity, inclusion, creativity, policy and most importantly action."
Moreover, Pietrosanti bragged that Jaguar had created 15 DEI groups, including, "Pride, women in engineering and neuro-diversity matters."
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