The managing director of Jaguar has defended its “bold” rebrand after a major online backlash towards the carmaker.
Rawdon Glover said the company’s message had been lost in “a blaze of intolerance” on the internet after it debuted a promotional video that did not feature a single car.
The company announced on Tuesday that it was ditching its “growler” motif and unveiled a new logo, branding and colour scheme as it prepared to reimagine itself as an electric car manufacturer in 2026.
The broadcaster Andrew Neil says the marketing campaign has “the smell of disaster”
It also released a video that featured models with asymmetrical haircuts and brightly coloured, haute couture clothing walking around a Martian landscape bathed in bright pink.
Critics accused the 90-year-old brand of “going woke” and “throwing away heritage”. Elon Musk, the billionaire