British luxury carmaker Jaguar is facing criticism over a new advertising campaign that lacks any mention of cars. The campaign, which promotes inclusivity, features a diverse group of models with phrases like “live vivid” and “delete ordinary.” Despite the campaign’s aim to rebrand towards electric vehicles, it has been met with confusion and ridicule online, with some calling it embarrassing.
Social media users, including tech billionaire Elon Musk, have questioned if Jaguar actually sells cars. The advertisement, which has generated a significant amount of attention, has left many wondering if it is a marketing success or a brand suicide. Some experts believe the tone of the campaign feels out of touch with the current political and cultural landscape.
In recent years, many companies have distanced themselves from progressive causes following backlash from advertising campaigns with socially progressive themes. This shift is reflected in the corporate world, with some companies reversing their diversity, equity, and inclusion policies.
Jaguar’s advertisement seems to have missed the mark, with critics questioning who the target audience is. The brand’s transition to electric vehicles in 2026 has led them to stop selling new models in the UK, as they invest in their manufacturing plants. While Jaguar has not responded to the criticism, they have hinted that more information will be revealed in the future.
Overall, the advertisement has sparked a conversation around Jaguar’s image and future direction, with many questioning the effectiveness of their rebranding efforts in the face of changing consumer attitudes and the competitive luxury car market.
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