Under fire from strong criticism after its new advertising campaign, Jaguar is now trying to put out the fire.
After years of relative discretion, Jaguar is back in the spotlight. And this while the British firm has stopped the sale of its new cars, while it is in the middle of a transition period for become 100% electric over the next few years. And now the English manufacturer made a lot of noise last week by unveiling a radical rebranding campaign called Copy Nothing. The latter aims to announce its new identity.
Jaguar wants to change everything
Far from traditional automotive clichés, this campaign deliberately opted for a disruptive approach intended to make an impression. But we can't really say that it was unanimous among Internet users. However, it is true that if the objective was to generate discussions, it was largely achieved. The video has racked up nearly 2.1 million views on YouTube and 163.7 million views on X (formerly Twitter), propelled by comments including those from billionaire Elon Musk. However, this visibility was accompanied by a wave of virulent criticism, with some accusing Jaguar of giving in to a “woke” fashion.
Faced with these criticisms, Jaguar is trying to refocus the debate and now wants to calm the situation. According to a spokesperson for the brand, it's a necessary gamble to attract attention in a saturated market. “We had to break the rules to stand out through all the noise,” he said. entrusted to the BBC, Jaguar's managing director, Rawdon Glover, also spoke, denouncing a “vile hatred” aroused by the campaign. He clarified that the objective of the brand is not political but commercial.
A concept car to come
He emphasizes that “we need to reposition Jaguar at a completely different price point. To do this, we had to break the traditional stereotypes of the sector.” Despite the controversies, Jaguar is asking skeptics to “reserve judgment” until its vision is fully presented. This reveal, scheduled for December 2, will introduce le concept Design Visionwhich announces the entry of the luxury British manufacturer into the era of luxury electric vehicles, with a first range expected in 2026. This repositioning marks a crucial step for the firm, which seeks to establish itself as a resolutely high-end brand high-end and futuristic.
If some denounce a shift that is too sudden, others welcome a bold and necessary risk-taking for a company of this type in search of renewal. Regardless, the attention generated by Copy Nothing confirms that Jaguar has succeeded in its challenge: relaunching the debate around its future. Even if it initially resulted in a real bad buzz. It remains to be seen what the manufacturer is preparing for the future.
Let us now hope that this strategy will bear fruit at a time when the automobile market is changing and is also going through a major crisis.
