Jaguar’s managing director, Rawdon Glover, has defended the luxury carmaker’s striking new ad campaign and rebranding strategy, which has drawn both praise and criticism online. The campaign, which deliberately avoids showcasing cars or Jaguar’s iconic cat logo, features vibrant visuals of models in colorful clothing set against bold backdrops.
The 30-second clip, part of Jaguar’s “copy nothing” campaign, represents a departure from traditional automotive marketing. Glover explained the approach, saying, “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.”
The ad received over 160 million views on social media, sparking a wave of reactions. Elon Musk, CEO of X (formerly Twitter), posted a sarcastic comment: “Do you sell cars?” Glover replied by inviting Musk to Miami Art Week, where Jaguar will host a public installation to showcase the brand’s reimagined identity.
Glover expressed disappointment at the “vile hatred and intolerance” seen in some comments directed at individuals featured in the ad. He described the campaign as an effort to modernize Jaguar while staying true to its core values. “This is about recapturing the essence of Jaguar and making it relevant for today’s audience,” added Gerry McGovern, Jaguar’s chief creative officer.
The rebrand coincides with Jaguar Land Rover’s (JLR) transition toward electrification. Though slow to adopt electric vehicles compared to competitors, JLR is ramping up production, with its first all-electric Range Rover scheduled for delivery next year from its Solihull factory in the UK.
Critics have been divided over the campaign. James Ramsden, executive creative director at the design agency Coley Porter Bell, called it a “radical reinvention” but lamented the departure from Jaguar’s iconic heritage. “Breaking the mould is bold, but the success of this rebrand will depend on delivering innovative cars and a fresh buying experience,” he said.
Jaguar’s attempt to stand out in a crowded market reflects its strategy to appeal to younger audiences, but whether the gamble pays off remains uncertain.