South Africa, May 13 -- Critics

In November 2024, JLR launched a bold rebranding initiative aimed at repositioning Jaguar as an all-electric luxury brand by 2026. The campaign introduced a minimalist 'J' logo, replacing the iconic 'growler,' and featured advertisements devoid of vehicles, focusing instead on vibrant visuals and diverse models with slogans like 'Live Vivid' and 'Delete Ordinary.' This approach was intended to appeal to a younger, global audience and distinguish Jaguar in the evolving automotive market.

However, the campaign faced significant backlash. Critics labeled it as 'woke' and disconnected from Jaguar's heritage. Notably, Tesla CEO Elon Musk questioned the campaign's direction, asking, 'Do you sell cars?' on socia...