Jaguar’s chief executive, Rawdon Glover, has defended the company’s
controversial new advertisement and rebranding campaign, which has sparked backlash on social media. The campaign, launched as part of Jaguar’s move to reposition itself as a modern luxury brand, features a short clip with models dressed in vibrant, colourful clothing, but notably, no cars. The ad has been criticized by many who argue that it deviates too far from the traditional focus on Jaguar’s automotive heritage.
The video, which was part of a broader rebranding effort, has faced a wave of criticism, with some describing it as confusing and lacking in substance. Critics argue that the absence of a car in the advertisement undermines the brand’s identity, which has long been associated with performance and craftsmanship. The ad’s artistic direction, which features the models in a highly stylized, almost surreal setting, has left many questioning the direction of the brand under its new leadership.
However, Rawdon Glover has come out in defense of the ad, calling it a “reimagining” of the Jaguar brand. Speaking in an interview, Glover emphasized that the ad was part of a larger strategy to transform Jaguar’s image and attract a younger, more diverse audience. “We’re reimagining Jaguar not just as a car manufacturer, but as a luxury lifestyle brand. The models, the bold colours, the striking visuals — they’re all meant to evoke the values of modern luxury: exclusivity, creativity, and personal expression,” Glover explained.
The backlash, Glover noted, was not entirely unexpected. He acknowledged that change, especially one as significant as Jaguar’s shift towards a more aspirational and lifestyle-focused brand, would not be universally embraced. “We are aware that some people may find it challenging, and I understand the reaction. But this is about the future, and sometimes, innovation requires taking bold steps,” Glover stated.
While some have called the ad “vile” and accused Jaguar of losing its way, Glover stressed the importance of evolving with the times. “We can’t keep doing the same thing and expect to resonate with a new generation,” he said, adding that Jaguar’s future lies in blending heritage with innovation.
Despite the controversy, Glover remains optimistic about the brand’s future, maintaining that the rebranding is a necessary evolution as Jaguar seeks to redefine itself in a rapidly changing automotive landscape. The company’s future focus on electric vehicles and sustainable luxury is a key part of its strategy, signaling Jaguar’s intention to lead in both innovation and style.
