Jaguar’s managing director, Rawdon Glover, has defended the luxury carmaker’s unconventional new ad campaign and rebranding effort following criticism and what he described as “vile hatred” on social media. The campaign moves away from traditional automotive marketing by featuring vibrant visuals and models dressed in colorful clothing, without showcasing a single car or Jaguar’s iconic cat logo.
The 30-second clip, part of the brand’s “copy nothing” campaign, sparked mixed reactions online. Elon Musk, the CEO of X (formerly Twitter), weighed in with the sarcastic comment, “Do you sell cars?” Glover responded, inviting Musk to witness Jaguar’s upcoming public installation during Miami Art Week.
While the video amassed over 160 million views, Glover expressed disappointment at the negative comments directed at those featured in the ad. “This campaign is a reimagining of Jaguar, aiming to capture its timeless values while making it relevant for today’s audience,” said Gerry McGovern, Jaguar’s chief creative officer.
The rebranding effort aligns with Jaguar Land Rover’s (JLR) broader push toward electrification. Though lagging behind competitors in adopting electric vehicles, JLR has begun investing in hybrid and electric models. The company plans to deliver its first fully electric Range Rover, produced at its Solihull factory in the UK, by the end of next year.
James Ramsden, executive creative director at design agency Coley Porter Bell, described the rebrand as a “radical reinvention” but questioned the departure from Jaguar’s cherished legacy. “If you’re going to break the mould, you need groundbreaking cars and a buyer experience to match. Time will tell if Jaguar delivers,” he said.
The campaign reflects Jaguar’s attempt to modernize its image and appeal to a younger, global audience, but its success remains to be seen amid mixed reactions.