The boss of Jaguar has defended the carmaker’s catastrophic woke rebrand and said criticism of its marketing campaign was “vile hatred and intolerance”. The Telegraph has more.
Rawdon Glover, the Managing Director of Jaguar, said the campaign message had been lost in “a blaze of intolerance”, adding that the carmaker must move away from “traditional automotive stereotypes”.
It comes after Jaguar ditched its historic “growler” cat logo and released an advert featuring models with asymmetrical haircuts and dressed in brightly-coloured clothing. It also includes the phrases “break moulds” and “create exuberant”.
Mr. Glover told the Financial Times: “We need to re-establish our brand and at a completely different price point so we need to act differently.
“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand.”
He said he had been disappointed by the “level of vile hatred and intolerance” aimed at those who featured in its advert.
The campaign, intended to promote Jaguar’s new electric vehicle, was met with widespread ridicule earlier this week after it published a 30-second video that did not feature a car.
Worth reading in full.
Discussion
Comments
This week across the site:
To join in with the discussion please make a donation to the Daily Sceptic.
Profanity and abuse will be removed and may lead to a permanent ban.
https://www.telegraph.co.uk/business/2024/11/24/people-like-farage-are-not-our-core-customer-says-jaguar/
Keep digging!
I haven’t seen any “vile hatred and intolerance” being aimed at those who featured in the advert. Most of the vitriol I’ve detected is aimed squarely at those who commissioned this poorly judged bit of wokery. Glover is simply trying to justify his position by casting a vile slur on anyone speaking out against what he’s done.
You know all those macho men who own a jag? Does anyone believe they will ever buy another one🤣🤣🤣🤣
Got news for him, not aimed at the “models” just the idiots who “designed the ad” and as I understand cost a lot already in the drop in shares.
I guess this idiot doesn’t understand that there simply aren’t enough sufficiently wealthy young “woke” nutters and trannies to buy his cars and keep the company in business?
The Growler Bites Back – briliant retort found on Twitter:
https://x.com/i/status/1860390110837035459
Is this the new Bud Light scandal? Hope the Jag gets emasculated commercially. Shareholders revolt. Fast.
The criticism isn’t vile. Vile is an easy word to throw at people who don’t understand what they are doing with a famous old brand, and its cars (which it currently doesn’t make.) They are marketers and they should be gearing all of their efforts into themes that people love and find agreeable. Preaching at the customer seldom works. Calling them too stupid to ‘get’ the concept, is pretty suicidal too. Maybe they have just succumed to a groupthink that this would be okay for everyone who likes and would buy Jaguar cars.?
Had a Ford Cougar 2.5V6 lovely beast. Dennis Hopper Cougar advert from the late 90s.
https://www.youtube.com/watch?v=ie2oRTkE6rI
All characters in the ‘advert’ are androgynous, intentionally so. The chap down below that has horns and red skin would approve of this ‘advert’. Essentially, it’s anti-human imo
This is so stupid. The best thing he could’ve done is kept his mouth shut, taken down the advertisment, waited a short while and then resumed advertising business. This comment about the price point is somehwat problematic. So people with less money tend to like this sort of thing? Do you mean younger people? There is nothing to like. Even if you did like the aesthetics you still wouldn’t buy a car on the basis of this nonsense. It is beyond feminisation it is more like infantilization with a gun to the head.
So this guy says “carmaker must move away from “traditional automotive stereotypes”.
In other words: to hell with our traditional customers.
To which said customers may well answer: to hell with the the former carmaker called Jaguar.
[My emphasis] Interesting. Are their electric cars going to be inexpensive or stratospheric? I doubt they’ll go low as China has got that segment sewn up.
I’ve got two young relatives who work for JLR in the West Midlands. I worry for their employment prospects.
Passive aggressive self victimisation is definitely a novel approach to selling a product.
https://x.com/thenorfolklion/status/1860333895343902794?s=48
This is brilliant and NOT OFF-T.
Rawdon Glover by name, Raw Dong Lover by nature
Give me Arthur Daley and his Daimler any day.
So it’s our fault that Glover’s rebrand is sh*te?
Fabulous piece in The Times today by Giles Coren
Bye bye JaGUarse
He’s meant to be selling CARS !!!! Wot a Twot
So do I take it that whatever it is that Mr Glover is bringing to the market, its not an automotive product. I wonder then what it could be, based on the Ad are they launching a new clothing brand, perhaps to compete with Zara, or at the top end McQueen?, is it perhaps a new washing powder line to maintain the vibrancy and colour of the clothes of the various progressive types featured in the Ad. Perhaps he is launching a school for the non majority society special types featured.
Or perhaps he has just disappeared up his own no doubt beautifully creative backside and forgotten the company he is paid to run and make profitable, makes cars (or did), which are used to convey the vast majority of probably in his eyes boring, conventional people who need efficient transport, ideally which looks nice to and from work, the big shop and ferrying the kids to school. They are the purchasers of CARS, the progressives featured no doubt live in cities, use the tube, or little electric cars to go to the expensive single estate coffee provider down the road.
Maybe he’s been watching the classic series Space Patrol.
The new Jag is a galasphere?? Or are you thinking of Martian sausages?|
I expect Mr Glover would shocked if he were reported as an NCHI for his opinions about people viewing the advert.
“The boss of Jaguar has defended the carmaker’s catastrophic woke rebrand and said criticism of its marketing campaign was “vile hatred and intolerance”.
To borrow a phrase: Well he would say that wouldn’t he.
Given that BEVs are on their way out, it seems an odd time to relaunch a car brand on an all-electric basis.
On the other hand, it would be a good way to isolate the establish brand of ICE cars from the domed-to-fail new one.
If Jaguar believe they have the right to force woke shyte on the public the public have the right to call them out on their woke shyte. Or, to be blunt – Rawdon Glover, eh, STFU.
1921, Blackpool
My grandfather washed cars at Brown and Maelileu’s garage with two ex army mates.
Frank had borrowed £500 off his parents and was building a house on Central Drive. Bill had recently completed an engineering apprenticeship and was going to build sidecars. He invited grandad to join him, but he refused as, having served in the Royal Signals, wanted to get into radio.
Frank was Frank Taylor which became Taylor Woodrow. Bill became Sir William Lyons, who had founded Swallow Sidecars on Cocker St, later becoming SS Jaguar.
Grandad invented the world’s first radio valve tester, wind-up torch and also got American candy floss machines working when nobody else knew how. He founded Blackpool’s first chain of TV rental shops.
I try to picture the 3 watching this appalling advert, but can’t.
Wow. What a story. Thanks 👍
But what does the car look like…
Cars? Cars? They’re not interested in cars. Which is why they don’t care about the people who buy cars – also known as customers.
Something like this
Now – remind me again. Is advertising intended to attract the public to a product, or to condemn potential buyers as bigots?
I’m sure Jaguar is going to sell many units to androgenous Teletubbies in designer inflatables, so why should they worry about disapproval by people one might actually know in real life?
Some might say that there is no such thing as a bad press, for some organisations. After all, free advertising might be good business!
Bud Lite had a lot of publicity ….. 🙂
So did Disney. Share price plummeted, ceo was sacked, former ceo brought back to sort out the mess.
Rawdon??? WFT!
Central figure in Thackery’s “Vanity Fair”
Raw Dong Lover to you, sonny Jim.🤭🤤