Jaguar Disappoints Car Fans After Paris Fashion Week Stunt
In November 2024, Jaguar’s rebranding initiative ignited a firestorm across social media. The brand’s transformation into an electric vehicle (EV) manufacturer, coupled with a high-fashion aesthetic, has left a segment of its traditional fanbase feeling alienated.
Jaguar’s recent campaign involved the unveiling of its Type 00 concept car, painted in a striking “French Ultramarine” shade. The car made a surprise appearance at Paris Fashion Week, ferrying actors Barry Keoghan and Jamie Dornan to exclusive events. The strategy, however, has been met with resistance from many car enthusiasts. Criticism has centered on the brand’s perceived shift away from its core identity.
The rebrand, which included a new set of logos and the slogan “delete ordinary,” was designed to appeal to a modern, affluent audience. Jaguar’s managing director, Rawdon Glover, acknowledged that the move to high-end EVs with over-six-figure pricing could drive away a significant portion of its existing customer base, potentially up to 85%.
The creative concepts and the individuals were chosen because they were very modern, striking, and bold. And we presented a car that was very exuberant, bold and modern,” Rawdon said.
Social media comments reflect the division. Many users expressed disappointment, criticizing the brand for prioritizing celebrity endorsements over what they perceive as essential market research. Some users are further deriding Jaguar’s rebrand for being “woke.” Glover, however, defends the strategy, stating that the target audience is not the group voicing discontent online.
Despite the criticism, Jaguar remains committed to its vision. Glover maintains that the company is not catering to those who reject the new direction. He further clarified that the brand itself aims to be modern with its messaging, while JLR, the parent company, fully supports diversity and inclusion.
