On November 19, British luxury automaker Jaguar made a move that ignited a social media firestorm that became almost impossible to extinguish and even garnered attention from netizens and figures who have virtually no interest in cars.
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Before it trended on social media, the brand was known for a long list of legendary classic models, including the XJ sedans, the XK-E or E-Type sports car, and even one of the fastest cars in the world: the limited-production XJ220.
Given its rich history, it would be reasonable to think that all the attention to Jaguar online was because it introduced a radical new car, but this was far from the case.
Jaguar's not-so-subtle soft launch
In an attempt to position itself as a more upmarket luxury EV brand, Jaguar unveiled a refreshed branding identity, complete with a brand new set of logos and marks to differentiate itself from its past.
Most notably, this rebrand was communicated to the masses through a viral video on social media.
The video itself could pass for a fragrance advertisement that many people skip before a YouTube video: complete with bright colors and haute couture-esqe clothes worn by a diverse cast of multiracial models to drive home the point that this "new" Jaguar will "copy nothing" in its pursuit to a new generation of Jaguar-branded EVs.
However, this supposed Jaguar commercial did not feature a single car.
In a statement, Jag's Chief Creative Officer, Professor Gerry McGovern OBE, defended the rebrand and the "copy nothing" ad is inspired by the words of Jaguar's founder, Sir William Lyons, who noted that "A Jaguar should be a copy of nothing."
"New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless," McGovern said.
"This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."
This just made me want to sell my Jaguar and I don’t even own a Jaguar. 😂😂😂
— Robby Starbuck (@robbystarbuck) November 19, 2024
Backlash
The video, which has been seen by millions on social media platforms including X (formerly known as Twitter) and YouTube, has drawn rampant and exuberant criticism from car enthusiasts, conservative activists, and other influencers who denounced Jaguar for "throwing away heritage" in the pursuit of "going woke," a la Bud Light.
In a reply to the original video, X owner and Tesla CEO Elon Musk asked, "Do you sell cars?" while notorious DEI corporate raider Robby Starbuck said that the video "made me want to sell my Jaguar, and I don’t even own a Jaguar."
In an interview with the Financial Times, Jag's managing director Rawdon Glover denied any sentiment that the brand was "turning woke," noting that the intended message it tried to convey was lost in “a blaze of intolerance."
“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand,” Glover told FT.
“We need to re-establish our brand and at a completely different price point so we need to act differently. We wanted to move away from traditional automotive stereotypes.”
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A silver lining appears for Jaguar
Jaguar is going through a very tumultuous "growing up" period.
According to Autoblog, Jaguar had begun to phase out its lineup, leaving out the F-Pace SUV as its lone offering in the United States, citing a lack of profitability.
To make matters worse, in the United Kingdom, the automaker's home market, it will stop selling new cars until its new EVs roll out in 2026.
However, Jaguar's pause and amplified curiosity has created positive attention for the brand.
According to Auto Trader (no relation to Autotrader.com), views for used Jags in its domestic market are up 5%, and searches for used Jags have been up 10% since the avant-garde "perfume ad" dropped on social media.
The used car listing site noted that curious car buyers have searched for used Jaguar models up to 29 million times, and listings for late-model Jaguars have generated more than 1.3 million views since the announcement. It noted that searches peaked on November 23.
"A spike in consumer interest on Auto Trader shows drivers are keen to see what they can still get their hands on from the Jaguar they have always known." Auto Trader Editorial Director Erin Baker said.
"I don't think anyone has a reliable view on how this will go once the first [new] car is available to buy, but it’s a fantastically bold and creative reimagining of one of the UK's most legendary marques."
Jaguar
Jaguar [finally] reveals its 'new car'
Though images of the car had leaked prior to its reveal at Art Week in Miami on December 2, Jaguar unveiled the Type 00 (zero zero) concept car to put a face to the otherwise radical campaign.
The sleek, new concept vehicle is a departure from Jaguar's storied design but does feature some elements reminiscent of past Jaguars, such as the long hood and its "shooting brake" shape from the 60's E-Type.
Although the vehicle itself will not be made, Jaguar execs note that the concept represents a new era of the brand's vehicle design.
“Type 00 is a pure expression of Jaguar brand’s new creative philosophy. It has an unmistakable presence. This is a result of brave, unconstrained creative thinking, and unwavering determination,” Jaguar chief creative officer Gerry McGovern said in a statement.
“It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen, a vision which strives for the highest level of artistic endeavor.”
Jaguar's next production car is slated to be called the GT. It is expected to be shown in late 2025 and go on sale in about 18 months. The price tag is expected to exceed $130,000.
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