Jaguar boss says criticism of new advert is ‘vile hatred and intolerance’

Carmaker’s chief says company must move away from ‘traditional automotive stereotypes’ to succeed

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The boss of Jaguar has defended the carmaker’s controversial rebrand and said criticism of its marketing campaign had featured “vile hatred and intolerance”.
Rawdon Glover, the managing director of Jaguar, said the campaign message had been lost in “a blaze of intolerance”, adding that the carmaker must move away from “traditional automotive stereotypes”.
It comes after Jaguar ditched its historic “growler” cat logo and released an advert featuring models with asymmetrical haircuts and dressed in brightly-coloured clothing. It also includes the phrases “break moulds” and “create exuberant”.
Mr Glover told the Financial Times: “We need to re-establish our brand and at a completely different price point so we need to act differently.
“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.”
He said he had been disappointed by the “level of vile hatred and intolerance” aimed at those who featured in its advert.
The campaign, intended to promote Jaguar’s new electric vehicle, was met with widespread ridicule earlier this week after it published a 30-second video that did not feature a car.
Elon Musk, the Tesla boss, responded on X to the advert, asking: “Do you sell cars?”
The carmaker has chosen to stop selling its current petrol line-up, which includes the F-Pace, and instead swap out the models for a fully electric product selection, although these vehicles will not be on sale until 2026.
The company is expected to unveil its new electric GT at Miami Art Week next month.
A new teaser image of its vehicle, published on Friday, reveals what appears to be a turquoise door and rectangular gold door handle, featuring a new logo.
Sales of Jaguar cars, which are part of Indian conglomerate Tata, have been in freefall in recent years as it struggles to compete with new electric rivals and alternative premium marques.
Yet its new advertising drive has prompted claims it is neglecting its traditional customer base. Mr Glover said: “We don’t want to necessarily leave all of our customers behind. But we do need to attract a new customer base.”
Advertising experts have warned the campaign risks damaging Jaguar’s brand with potential buyers.
A page on Jaguar’s website describes a new logo for the brand as a “powerful celebration of modernism” and its new look as a “preview of the fearless approach to come from Jaguar”.
Paul Burke, an advertising copywriter, told The Telegraph this week: “As a piece of creative work it’s rubbish. It’s really cheaply done and there’s no idea in it. It will do enormous damage to a great brand.”
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