If you believe the old marketing adage that the only thing worse than being talked about is not being talked about, Rawdon Glover should be the happiest man in business. More than 100 million keyboard warriors have posted, read, liked or shared social media messages about the brand he runs, Jaguar cars. They include Elon Musk, America’s most powerful motormouth, and Reform UK MP Nigel Farage.
The snag is, most of the comments lack the grace of the great Jaguar sports cars and saloons of the past. “I predict Jaguar will now go bust. And you know what? They deserve to,” said Farage.
Critics’ tyres are smoking at Jaguar’s radical rebrand, unveiled on Tuesday. Out goes the aggressive leaping cat on the bonnet of its