The boss of Jaguar has defended the carmaker’s controversial rebrand and said criticism of its marketing campaign had featured “vile hatred and intolerance”.
Rawdon Glover, the managing director of Jaguar, said the campaign message had been lost in “a blaze of intolerance”, adding that the carmaker must move away from “traditional automotive stereotypes”.
It comes after Jaguar ditched its historic “growler” cat logo and released an advert featuring models with asymmetrical haircuts and dressed in brightly-coloured clothing. It also includes the phrases “break moulds” and “create exuberant”.
Mr Glover told the Financial Times: “We need to re-establish our brand and at a completely different price point so we need to act differently.
“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand.”
He said he had been disappointed by the “level of vile hatred and intolerance” aimed at those who featured in its advert.
The campaign, intended to promote Jaguar’s new electric vehicle, was met with widespread ridicule earlier this week after it published a 30-second video that did not feature a car.
The Telegraph
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The campaign, intended to promote Jaguar’s new electric vehicle, was met with widespread ridicule earlier this week after it published a 30-second video that did not feature a car.
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