’They’ve gone WOKE!’ Jaguar lambasted for ‘ditching their heritage’ with modern rebrand
British car manufacturer Jaguar has been accused of “ditching their heritage” after rebranding their logo and releasing a modern new television advert.
The luxury vehicle company, founded in 1922, has swapped their iconic jaguar logo for a simple J monogram, removing any depiction of the animal the brand is based on.
In their new television campaign, bright and bold colours are paired with several models wearing couture garments, with the tagline ‘copy nothing’.
However, Britons have told GB News that the campaign resembles the colourful adverts released by tech moguls Apple, and that the rebrand is more suited to a “fashion brand” than an upmarket car company.
Speaking to GB News, former cars salesman and broadcaster Danny Kelly slammed the switch up in branding, claiming Jaguar has “gone woke”.
Delivering his verdict on the new ad, Kelly fumed: “When I watched it this morning, I thought I was watching a reboot of the Boots Christmas television advert.
“Men in dresses, an overrepresentation of people of colour – I didn’t know what the hell was going on.”
Revealing how the changes have already affected the factories which make the cars, Kelly told host Martin Daubney that the factory in Coventry has “already ditched the leaping jaguar” from the building, replacing it with their new logo.
Kelly said: “I live half an hour away from the old Browns Lane factory in Coventry, where they used to build the Jaguar XJ. It’s the heritage of Jaguar, with the leaping jaguar, and they’ve ditched it all.”
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Expressing his disappointment with the rebrand, Kelly accused the manufacturer of “going woke” in order to appeal to a new market.
Kelly told GB News: “They’ve gone woke – middle-aged white guys like us, they’re not after our money any more, just like the BBC. They’re not after our viewership because they know we’re going to continue to pay the licence fee.
“They’re after a younger market. I can’t believe that the halcyon days of the Fulham Road, with Arthur Daley and his pal Terry McCann knocking six bells out of people driving around town in a Jaguar are no more.”
In agreement with Kelly, Martin then added: “Now it seems that they’re after cash from the United Nations, or maybe a vegan festival.”
Hitting out at Jaguar, Kelly concluded: “I think you’ve got more chance of joining the queue for one of these new cars if you walk in as a man with a dress on, and maybe an afro or something – they’ll probably put you straight to the front of the queue.”
In defence of their rebrand, Jaguar said in a statement that the vision for their new image is built around “Exuberant Modernism”.
JLR’s chief creative officer Gerry McGovern said: “Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘a Jaguar should be a copy of nothing’.
“Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”