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, this is a necessary bet to attract attention in a saturated market. “We had to break the rules to stand out through all the noise,” he told the BBC. Jaguar chief executive Rawdon Glover also spoke out, denouncing “vile hatred” sparked by the campaign. He clarified that the objective of the brand is not political but…Read more on Autoplus
