LONDON, England – British luxury carmaker Jaguar faces backlash over a bold and unconventional advertising campaign that showcases inclusivity but surprisingly omits any mention of cars.
The 30-second clip, now circulating on various social media platforms, features a diverse array of models of different ages, genders, and races. As a sleek minimal techno soundtrack plays in the background, phrases like “live vivid”, “delete ordinary”, and “copy nothing” flash across the screen.
In a strategic move towards rebranding and focusing on electric vehicles, Jaguar’s new advertisement has sparked confusion and ridicule online. Critics have expressed disappointment in the campaign, highlighting the absence of the traditional elements that have long defined the luxury car brand.
The controversial ad drew attention from prominent figures, including tech mogul Elon Musk, who couldn’t resist taking a jab at the carmaker on his platform. Social media users also joined in, poking fun at the ad and questioning Jaguar’s decision to stray from its iconic image associated with 1960s glamour and James Bond.
Amidst the political and cultural landscape characterized by shifts towards conservatism, the timing of the advertisement has raised eyebrows. Some marketing experts have criticized the ad’s tone, noting that it may not resonate well with the current societal climate.
As debates on diversity, equity, and inclusion (DEI) continue to evolve in corporate settings, many companies are reassessing their branding strategies. While some have distanced themselves from progressive movements, others have reaffirmed their commitment to DEI efforts.
Jaguar, known for its appeal to wealthy older men, faces a challenge in clearly defining its target audience with this unconventional ad. The lack of clarity on who the ad is meant for has led to questions about the brand’s strategic direction and potential customer base.
Despite the criticism and confusion surrounding the advertisement, Jaguar remains tight-lipped about its intentions, stating that “All will be revealed” in due time. The company’s decision to halt the sale of new Jaguar models in the UK as it transitions to electric-only vehicles signals a significant shift in its future plans.
With hundreds of millions of pounds invested in its UK manufacturing plants, Jaguar Land Rover, owned by India’s Tata Motors, is gearing up for a major relaunch in 2026. The move to go electric underscores the company’s commitment to sustainability and innovation in the rapidly evolving automotive industry.
