Jaguar was once synonymous with sophistication and timeless luxury. However, its latest 30-second teaser veers into strange, rainbow-colored territory with its latest rebranding effort.
Do you sell cars?
— Elon Musk (@elonmusk) November 19, 2024
The company’s new marketing strategy has earned it the nickname “Dragguar” on social media. Many critics accuse the carmaker of ditching its elegance for a misguided attempt to court the WOKE crowd. Elon Musk summed up the collective confusion: “Do you sell cars?” Let’s talk!
Jaguar – Elegance Deleted, Woke Inserted
Jaguar’s rebranding aims to delete the “ordinary” and “copy nothing.” At least that is the description of its new 30-second teaser video. However, the new logo and the teaser have no mention of the Jaguar animal or car! Instead of showcasing the sleek lines of a new car or the powerful purr of an engine, the teaser features a chaotic blend of bright colors, androgynous models, and a bizarre focus on WOKE identity politics.
The actual star of the show – a Jaguar car – was conspicuously absent.
I fixed it. #JaguarCar #jaguar #jaguarrebrand pic.twitter.com/KO2TH2mF3Q
— Marcus Byrne (@Marcus_Byrne) November 22, 2024
Social media users weren’t kind. Critics slammed the brand for abandoning its roots in favor of chasing fleeting trends. Many wonder if Jaguar which was a name related to class and refinement became a caricature of itself. Was it really necessary to pander to a WOKE audience while focussing on LGBTQIA+, inclusivity, and diversity worth the instant backlash for Jaguar?
🔴🔵Jaguar’s suicidal DEI marketing strategy
Jaguar, the renowned British automaker, has sparked controversy with its “Copy Nothing” ad, which features models but no cars. Critics have called it “pretentious” and likened it to “a fashion show that forgets its product.” pic.twitter.com/y79btDXe5M
— LN24 International (@ln24_intl) November 25, 2024
Jaguar, in its 102-year history, has been a symbol of class. From the 1960s E-Type, which Enzo Ferrari once called “the most beautiful car ever made,” to the revolutionary XJ all-electric-engine, the brand defined aspirational luxury. Now? Its new JaGUar logo, plastered across the teaser, feels more suited to a fashion brand than a carmaker.
Social Media Backlash: “Go Woke, Go Broke”
Never seen a company destroy their reputation as effectively as @Jaguar did in one advert. 😂 pic.twitter.com/R4hxnm7lnL
— Hazel Appleyard (@HazelAppleyard_) November 22, 2024
The internet wasted no time tearing this advertisement/teaser apart. Many pointed out that the teaser failed to show a single car. Netizens stated that it felt like a movie trailer without the movie! No Big cats, no big cars, and no car lovers! Jaguar’s core audience – the mature, affluent buyers who value tradition felt disconnected from the new “pink” version!
Looks like someone wasn't consulted about the rebrand… 😅 #BehindTheScenes #jaguar #ad #production #rebrand #branding #UnexpectedMoments pic.twitter.com/JJTrNdnPd7
— Sumeet Kundhiya (@kundhiya) November 25, 2024
The teaser seemed like a giant dive into “identity crisis marketing.”
No, @Jaguar, this isn’t about intolerance.
Have you considered that when people are shopping for a car, they’re typically focused on affordability, practicality, and safety—not diversity, equity, or inclusion?
Return to reality. pic.twitter.com/1fmnus5XJm
— Riley Gaines (@Riley_Gaines_) November 24, 2024
Critics predicted this pivot would alienate loyal customers, jeopardizing Jaguar’s ability to compete in a market already dominated by brands like Tesla or Volvo. Even their own admission that it “expected and wanted” the backlash hasn’t stemmed the outrage. The creative director speaks about being inclusive and removed from hate politics! He called all criticism of the insane teaser a “blaze of intoerlance” and “vile”! However, the netizens and consumers seem disenchanted by the ‘color bomb’ in the name of a car! The teaser has fueled fears that the company is willing to gamble its legacy on a marketing stunt.
The brilliant parody of Jaguar’s disastrous ad campaign 😂
When you have creativity, you don’t even need money 💫pic.twitter.com/JP0Gq5T6Ey
— Mambo Italiano (@mamboitaliano__) November 24, 2024
Jaguar – A Legacy on the Line
I got the receipts on Jaguar.
The past is not something you trample upon like a fine family heirloom rug in the mansion that you have been temporarily given keys to for your weekend Airbnb freak out.
Honor your heritage and honor who got you the unkept mansion. pic.twitter.com/kY5QYlBamN
— Brian Roemmele (@BrianRoemmele) November 24, 2024
In the 1960s, Jaguar didn’t need flashy gimmicks or identity politics. Its cars spoke for themselves, embodying luxury and innovation. But with its transition to an electric-only brand, Jaguar seems to have lost its compass. The teaser might generate buzz with the WOKE, but it also risks erasing what made Jaguar iconic in the first place. Elon Musk’s jab, “Do you sell cars?” isn’t just a clever retort! It’s a pointed critique of a company forgetting its purpose.
Jaguar’s flirtation with the WOKE crowd may have caught the internet’s attention, but as the saying goes: “Go woke, go broke.”
If Jaguar doesn’t course-correct soon, it might find itself remembered less for its revolutionary cars and more for its ill-fated attempt to go bold by copying everything wrong with modern marketing. The LGBTQ and the WOKE may support the teaser but not the product! Hence, Jaguar’s advertising team and their concepts should stick to the non-WOKE side of mental health to achieve company goals and targets!
Bharat Beware: The Corporate WOKE Takeover
To create a workplace that truly embraces diversity, it is essential to encourage a culture where every employee feels valued. This belief guides our approach to LGBTQ+ inclusion—and our commitment was recently honoured with a fifth consecutive Gold Employer award in the India… pic.twitter.com/nN73A3jxR6
— Novartis India (@NovartisIndia) November 25, 2024
As WOKE culture seeps into big firms and corporate boardrooms, Bharat must beware of this crazy trend. The corportae Bhart must tread carefully to avoid the WOKE pitfalls that are becoming all too evident in the West. Companies that prioritize performative activism over their core mission often lose sight of their customers and alienate their loyal base. The result? Eroding trust, declining revenues, and a diluted brand identity.
The LaLiT Suri Hospitality Group is proud to be recognized as a TOP 10 Employer in the India Workplace Equality Index 2024 by Pride Circle.
This recognition highlights our unwavering commitment to fostering LGBT+ inclusion and creating a diverse, equitable, and welcoming… pic.twitter.com/hV2Yc2TjCR
— The LaLiT Hotels, Palaces & Resorts (@TheLalitGroup) November 23, 2024
The West’s experiment with WOKE madness shows how identity politics can hijack even the most iconic brands. From Gillette’s infamous “toxic masculinity” campaign to Bud Light’s marketing fiasco with a LGBTQIA+ influencer, its one train wreck after another!
Happy Pride Month! In our strive to be the most inclusive & caring company in the world, we challenge ourselves to increase awareness of the experiences of the LGBT+ community, & actively challenge our #SEGreatPeople to be more open, to listen, learn, and act as allies #Pride2023 pic.twitter.com/R2cBl0ji4E
— SchneiderElectric IN (@SchneiderIndia) June 3, 2023
And Jaguar’s new “Dragguar” moment is just the latest example of how this approach backfires.
Bharat thrives on a deep-rooted cultural ethos. Any attempt to impose corporate WOKE ideals, which often mock or trivialize tradition. Thus, Bharat’s industries should focus on preserving their authenticity while embracing modernity responsibly. Campaigns should resonate with the audience’s values, aspirations, and cultural pride.
Let Jaguar’s WOKE stumble serve as a warning. Bharat’s corporate needs to stay true to the cultural ethos and essence of the nation. In a country as culturally rich and economically dynamic as India, brands that honor these principles will thrive.
So while world laughs at the erasure of the Jaguar Brand, Bharat needs to keep its guards up against the tyranny of WOKEness!