Jaguar CEO Rawdon Glover called social media users’ reaction to the automaker’s rebrand “a blaze of intolerance.” This was stated by the senior manager in an interview with the Financial Times. The company unveiled the new logo in a video that showed models in colorful outfits but no cars.
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According to Glover, the goal of the video was to “move away from traditional car stereotypes.” “We need to reestablish our brand at a completely different price point, so we have to do things differently,” he explained.
However, the idea behind the video was lost due to user anger, the senior manager said, adding that he was disappointed by the “vile hatred and intolerance” of some commentators towards the models in the video.
Overall, reaction to Jaguar’s rebranding has been “very positive,” according to Glover.
Jaguar unveiled the new logo on November 18. Its distinctive feature is the absence of the brand’s corporate symbol: the jaguar. The automaker’s new emblem depicts the first and last letters of the automaker’s name inscribed in a circle.
The company explained the rebranding by saying that Jaguar “begins its rebirth, introducing a new identity that emphasizes its unique character.” In 2025, the automaker plans to become a luxury brand that will sell only electric vehicles.
Author:
Bogdan Muzychenko
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
