The rebranding and introduction of Jaguar's new EV has sparked considerable online debate, challenging the brand’s heritage and provoking strong reactions about its modern direction.
Managing Director Rawdon Glover emphasizes that the new electric models are aimed at a younger, affluent demographic who are creative and want to 'carve their own path' in life.
Chief Creative Officer Gerry McGovern insists that the new Type 00 is designed to be unlike any previous Jaguar or any other vehicle on the road, focusing on radical innovation.
The backlash against Jaguar’s rebranding campaign has overshadowed the product reveal, with detractors focusing more on the ad’s perceived 'wokeness' than the car itself.
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