The managing director of Jaguar has hit out at what he called “vile hatred and intolerance” after the car company released a new advert.
A 30-second clip posted on the luxury car brand’s X account on Tuesday prompted online backlash after it featured a diverse group of models posing in bright clothes but no vehicles or the iconic leaping big cat.
The advert was viewed 160 million times and gained over 120,000 comments, including from X owner Elon Musk who said: “Do you sell cars?”
Other’s claimed the brand was “going woke” and “reinventing to be on trend”, an apparent reference to those in the video and some of the advert’s taglines, such as “copy nothing” and “break moulds”.
Also on Tuesday, Jaguar unveiled a new logo as part of its rebranding and said it will launch three new electric cars in 2026.
Defending the advert, Rawdon Glover, Jaguar managing director, told the Financial Times that it was not meant to be a “woke” statement and that the intended message had been lost in “a blaze of…
