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How Jaguar Lost Its Roar – Long Before That Woke Ad Blew Up.
Credit: Yau Ming Low, Shutterstock.
Is that a bird you see? Is it an airplane? Nope. It’s just a jaguar flapping its wings, confused.
Jaguar has recently launched a new campaign featuring electric vehicles in pastel tones for those who missed the original ad. Without a doubt, Showing Any Vehicles. The advertisement was supposed to launch the brand’s “all-electric” luxury future. It triggered a backlash so intense it Could’ve powered a whole EV line. Nigel Farage called it “woke nonsense”. For once, the crowd did not scream.
Silent Swerve
The main problem wasn’t pastel colors. Or the child-like slogan “copy everything.” Or even the absence any actual car from a Ads for cars. It was the brand’s calculated sidestep away from everything that made Jaguar… Jaguar. No speed. No speed. No British grit. There’s only soft jazz, models with gender-ambiguous clothing, and enough pastel pink to make Barbie sob.
The agency responsible for the advertisement. Uncommon Creative Studio, like a handbag designer in a mud pool. Jaguar is back on the hunt for a new team to fix the brand’s image – and fast.
The Numbers Don’t Lie… Yet
This is the twist: Jaguar Land Rover, now rebranded “JLR,” just as KFC has distanced itself from “fried”, posted its highest profits in more than a decade. What gives?
Most of this windfall comes from the Range Rover Defender lines – vehicles that remain unapologetically rugged, yet sleek, and very much in demand. Jaguar, on the other hand, is now the underperforming brother, desperately trying reinvent itself, while its elder brother rakes it in selling boxy, luxury tanks to oligarchs and influencers.
Crisis of Confidence
This isn’t a simple marketing mistake. This is a case study You can also find out more about the following: Corporate identity crisis Jaguar’s move is part of a larger trend we’ve observed Play out In all industries, brands are modernising by losing their heritage rather than updating it. Somewhere along the line, ‘modern’ came to mean the same as ‘bland’, and ‘inclusive’ became a license to strip out every ounce of personality and punch.
Irony! True luxury does not whisper in pastel. It roars on velvet. It seduces. It intimidates. And it commands attention. Jaguar knew this. Jaguar built icons because it knew this. It’s not just a generic SUV or sedan. It is worth mentioning that not a ‘political people pleaser.’ What? Next?
Final Thoughts: The Spine of Luxury
If JLR hopes to survive in this electric age, they must remember that identity is not a liability. It’s leverage.
Let the Defenders defend. Let the Rovers wander. Jaguar can be the thing that purrs and tears through cities like a wild cat.
Everyone does not want to make a statement with their car.. They Want to drive a Jag.
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