Mr Farage said in a separate post: “I predict Jaguar will now go bust. And you know what? They deserve to.”
But Mr Glover said that the rebrand is reaching a new audience beyond Jaguar’s traditional buyers, with 90pc of those who have come across the carmaker online being “new to our brand”.
According to polling, 38pc of consumers think the Jaguar rebrand is “weird”, while 34pc think it is “confusing”. A further 17pc said it is “irrelevant”.
James Kanagasooriam, chief research officer at Focaldata, which compiled the poll, wrote on X: “When we asked the UK public what they thought the @jaguar advert was about – the most common inference was that it was a tv spot for a fashion brand or a paint advert.”
More than four fifths said that they preferred an old Jaguar advert from a decade ago. Among those aged over 45 – people who are far more likely to be drivers – the share was around 90pc.
Mr Kanagasooriam warned that Jaguar’s bid to appeal to a younger audience may not work in the US, where the proportion of 18 to 29-year-olds who voted Republican increased significantly in the 2024 election compared to 2020.
Mr Kanagasooriam said: “The UK’s millennial cohort is left wing in ways that other international cohorts are not. If millennial Brits [are] doing your branding – maybe check yourself and their work.”
Focaldata’s analysis was based on a survey with 921 responses.