Jaguar’s ‘Woke’ Rebrand Sparks Backlash and Boycott Threats
Jaguar, the legendary British car brand synonymous with luxury and speed, has ignited a firestorm of controversy following its most dramatic rebrand in decades. The new campaign, launched under the slogan “Copy Nothing,” has left fans divided, with critics labeling it “woke” and “unhinged” for its avant-garde ad featuring models but no actual cars.
Rawdon Glover, Jaguar’s managing director, defended the changes and condemned the “vile hatred and intolerance” directed at the models who appeared in the November 18 ad. But the backlash raises questions about whether the rebrand, aimed at appealing to a younger, more diverse audience, risks alienating the brand’s loyal customers.
Ditching Decades of Tradition
The rebrand strips away many of Jaguar’s most iconic elements, including its classic “growler” logo of a roaring cat and its imposing, all-caps typeface. In their place is a softer, minimalist design featuring lowercase letters and a quirky capitalized “G.”
The beloved “leaper” cat, once a proud fixture on Jaguar bonnets, has been relegated to a hidden camera port on concept vehicles. The changes are part of Jaguar’s pivot to an all-electric future, with its first new electric model—a four-door Grand Tourer—set to debut in 2026.
“We wanted to move away from traditional automotive stereotypes,” Glover explained. “If we play the same way everyone else does, we’ll just get drowned out.”
The ‘Woke’ Ad That Started It All
Jaguar’s rebrand campaign launched with an ad showcasing models in vivid technicolor outfits walking through an alien landscape. Slogans like “Break Moulds” and “Create Exuberant” flashed across the screen, while no cars made an appearance.
Critics immediately pounced, accusing Jaguar of abandoning its heritage in favor of chasing trends. Some longtime fans were outraged, threatening to terminate their leases or boycott the brand entirely.
“People say there’s no such thing as bad publicity, but this will be a test of that,” said PR expert Mayah Riaz.
Mixed Reactions and Online Fury
Social media platforms exploded with reactions. Elon Musk, owner of X (formerly Twitter), mocked the ad, asking, “Does Jaguar even sell cars anymore?” Jaguar’s replies to online criticism—some dismissive, others cheekily inviting detractors to view their new concept car at Miami Art Week—only fueled the debate.
Gerry McGovern, Jaguar’s chief creative officer, welcomed the uproar, saying, “It will make you feel uncomfortable. That’s fine. The world is not standing still.”
A Calculated Gamble?
The rebrand is part of Jaguar’s effort to reinvent itself at a higher price point, targeting younger, first-time buyers who might otherwise gravitate toward Tesla or other electric rivals.
But Jaguar’s recent sales figures tell a cautionary tale. Global sales have plummeted from 180,198 cars in 2018/19 to just 66,866 in 2023/24. The rebrand, three years in the making and reportedly involving 800 people, is a bold gamble to reverse this trend.
“It’s cultural vandalism,” one design expert said, criticizing the abandonment of Jaguar’s storied visual identity. Yet others argue the attention generated—161 million views of the ad on X alone—could ultimately work in the company’s favor.
What’s Next for Jaguar?
Jaguar plans to unveil its new “design vision concept” on December 2 at Miami Art Week. Teaser images hint at a vehicle with no rear window—replacing it with a camera system—and bold, futuristic styling.
The car may never hit the production line, but it serves as a preview of the brand’s electric future. With Jaguar taking a one-year hiatus from car production, its future success hinges on whether this polarizing rebrand can translate into renewed consumer interest.
For now, the question remains: Will Jaguar’s daring pivot secure its place in a crowded EV market, or will it alienate loyal fans and fade into irrelevance? Only time will tell.