JAGUAR BOSS BACKS RE-BRAND; SAYS WE'RE "VILE, INTOLERANT HATERS" | AUTO EXPERT JOHN CADOGAN

EV Channels Review

John Cadogan delivers a scathing critique of Jaguar's recent rebranding and advertising campaign. He argues that the brand has abandoned its heritage of 'grace, space, and pace' in favor of a confusing and alienating 'woke' identity, exemplified by a recent advertisement featuring ambiguous characters and a lack of actual product. Cadogan highlights the overwhelmingly negative public reaction, contrasting it with Jaguar's CEO's dismissive comments labeling critics as 'vile, intolerant haters.' The reviewer contends that this rebranding is a self-destructive move that alienates loyal customers without attracting new ones, questioning the strategic direction and the leadership's disconnect from the brand's core values and target audience. He suggests that Jaguar's focus on DEI initiatives and abstract messaging has overshadowed its automotive identity, potentially leading to the brand's demise.