It’s certainly eye-catching. A group of multiracial, gender-neutral models, wearing cutting-edge make-up and brightly colored clothing, emerge from an elevator to techno-industrial beats and emerge into a solemn, prismatic landscape. will appear.
But what’s missing from the new rebrand of the storied British automaker Jaguar is a car.
The spot drew reactions ranging from bewilderment to dismay online, with some commentators comparing the potential impact to Bud Light’s use of transgender influencers far from its core demographic. There is.
A communications expert at Company X said the ad was “disastrous” because it focused too much on branding rather than the product itself.
“Jaguar should say…a version of ‘our cars are designed from the inside out and go really fast,'” said Lulu Chen Meservey, co-founder of Rostra PR Group. I’m writing. “Sorry, but art school graduates are not associated with elite engineering ability.”
On Friday, the Jaguars responded with a series of responses.
“Jaguar’s rebranding is a bold and imaginative reinvention that has predictably attracted attention and discussion,” the company said in response to a request for comment from CNBC.
“As proud custodians of such a remarkable point in Jaguar’s history, we have taken dramatic leaps forward while preserving an iconic symbol,” the company said.
“This brand announcement is just the first step in this exciting new era, and we look forward to sharing more about Jaguar’s transformation in the coming days and weeks.”
In an earlier press release accompanying the rebranding, Jaguar’s chief creative officer Sir Gerry McGovern explained the thinking behind the rollout.
“New Jaguar is a brand built around exuberant modernism,” he said. “Imaginative, bold and artistic at every touchpoint. Unique and fearless.”
Jaguar sold fewer than 67,000 cars worldwide last year, about half of its sales in the year the coronavirus pandemic began. According to Car and Driver magazine, there are currently only 122 Jaguar dealerships in the United States, down from about 200 at its peak.
The improvements aim to turn things around, including the introduction of a new emblem that will be featured on future Jaguar cars.
Ahead of the campaign’s debut, Jaguar told investors it was developing three new ultra-luxury electric cars this year and was discontinuing five models with “almost zero profitability”, CEO Adrian said. Mardell said. It will be unveiled at the Art Basel event in Miami next month.
When asked by another X user why the car wasn’t featured in the ad, Jaguar’s X account replied: Please look forward to it.”, “Consider this a statement of intent.”
A spokesperson for Jaguar Land Rover, which is owned by India-based Tata Motors, did not respond to a request for comment.
“We had to be fearless to bring back such a world-famous brand,” Jaguar managing director Rawdon Glover said in a release. “Jaguar has always been at its best when it challenged conventional wisdom. That ethos can be seen in our new brand identity today and will become even more apparent in the coming months. This is a complete reset. Jaguar It will be transformed to restore its originality and inspire new generations.”We are thrilled that the world can finally see the Jaguar. ”
