Jaguar's advertisement looks more like a casting call for a gender-ambiguous fashion show than a campaign to sell cars. They've ditched the iconic leaping cat for a virtue signaling rebrand. Where are the cars? Where's the roar of an engine or the sleek lines of a legendary model? Instead, we get a parade of colorful outfits and slogans like "live vivid" and "delete ordinary" as if that has anything to do with what makes a good car.
It's more than just a misguided marketing strategy, it's an insult to the brand's heritage and its loyal customer base, many of whom value a vehicle for its performance and beauty, not its political statement. Jaguar seems to forget its audience isn't looking for a lecture on inclusivity when shopping for a luxury car; they want quality, tradition, and a ride that speaks to the road, not the runway.
The backlash is palpable, with many fans feeling Jaguar has betrayed its legacy for the fleeting approval of chronically online social media virtue-signalers. If Jaguar thinks this is the future, they might find themselves driving down a road to obscurity, leaving behind those who truly understand what Jaguar has always stood for: elegance, performance, and a touch of rebellion, not this garish, in-your-face pandering to the woke crowd.
