Jaguar blasted for ‘doubling down’ on ‘woke’ rebrand: ‘People have had enough!’

On November 23, 2024By Littum

British carmaker Jaguar has been slammed for “doubling down” on its controversial rebrand as commentator Ellie Wheatley claimed people have “had enough of waking up”.

The company, founded in 1922, sparked major backlash after releasing a bold new ad that didn’t feature a single car.

Despite the criticism, Jaguar chief executive Rawdon Glover stood firm on the company’s new direction, claiming the intended message had been lost in a “mellow of intolerance” on social media.

He added: “We have to re-establish our brand and at a completely different price point, so we have to act differently. We wanted to move away from traditional car stereotypes.”

Ellie Wheatley said people are ‘sick of woke nonsense’

Jaguar / GB News

Journalist Ellie Wheatley, discussing the rebranding on GB News, said that Jaguar “doesn’t appeal to their audience” with the rebranding, and hit out at Glover’s defense of the move.

Wheatley said: “There is such a thing as bad publicity, we saw it with Bud Light where they lost almost $1.8 billion in sales after they advertised with a transgender influencer.

“But as Elon Musk said, are you selling cars? This ad has nothing to do with cars. And actually, people are tired of this woke nonsense and it just doesn’t appeal to their audience.”

Disagreeing with Glover’s remarks, Wheatley admitted she was “in disbelief” that he has doubled down on his defense of the campaign.

The British brand launched the new ad with bright and bold colors paired with several models wearing couture clothing

Jaguar

Wheatley told GB News: “I can’t believe he’s been doubled down, I think they fear upsetting someone on the left by doing this.”

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Commentator Will Kingston agreed with Wheatley, questioning why companies like Jaguar “cling on” to “woke” campaigns when they “know they don’t work”.

Kingston explained: “There’s a bigger question here, and I think it’s a bigger question for the left more broadly. And that is, we know now that these woke campaigns don’t work.

“We’ve seen the Bud Light experience, and yet they continue to cling to them. And the question has to be why? And I think it’s because this identity politics virus is so ingrained in the modern left and the modern left. is the institutions, it is the companies, it is politics, it is the media.

“And as a result, despite having to go back to actually engaging with people, they can’t let it go.”

Ellie Wheatley told GB News she is ‘in disbelief’ that Jaguar has doubled down on their campaign

GB News

Defending Jaguar’s rebrand, JLR creative chief Gerry McGovern said: “Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘a Jaguar should be a copy of nothing'”.

“Our vision for Jaguar today is based on this philosophy. New Jaguar is a brand built around exuberant modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.

“We are creating Jaguar for the future and restoring its status as a brand that enriches the lives of our customers and the Jaguar community.”