Jaguar’s Woke Pivot Backfires – Is This the End Of The Brand?

Jaguar, which was already struggling to sell cars, has veered off into the weirdest direction we’ve ever seen from an automaker. The closest thing we can use to describe it is those bizarre fashion shows where people wear garbage cans, kiddie pools and pink flamingoes in an effort to convince others they’re fashion forward.

How exactly Jaguar expects this rebranding to translate into vehicle sales is an absolute mystery. Instead, the company is getting mocked mercilessly online. We wouldn’t be surprised if some people who own Jaguars are wondering if they should sell their car before its value plummets.

For starters, Jaguar redid its logo with a curvier, softer font. A lot of automakers are doing similar things, like GM going with lower case letters, so even though we’re not fans that’s not a huge deal. Although one does have to ask why the “G” in the logo is upper case, yet the same size as the lower case letters?

It’s the rest of the new marketing that’s just so off-putting to virtually everyone. First off, the new tagline for the brand is “Fearless. Exuberant. Compelling. This is Jaguar, reimagined.” It’s just so on-the-nose and unintentionally ironic, like someone bragging about how humble they are, you can’t help but laugh.

As you can already see, the cringe ramps up when it comes to the aesthetics. Instead of centering the market for a car company on the actual automobiles, Jaguar has decided to showcase a group of diverse models who look like the cast of some bizarre science fiction stage play from 1982.

Plus, these people are wearing clothes that look like a toddler at too many Starburst, then vomited them all over. To this, Jaguar says to “delete ordinary” and “copy nothing” as well as “create exuberant” and “live vivid.” We’ll give the company and whatever ad agency was hired to churn this campaign out credit for going in a completely different direction versus other automakers.

Just, we don’t think it’s a good direction. Like at all.

Why should anyone buy a Jaguar? What’s so compelling about the vehicles? Are you required to wear sci-fi clothing and shave your head, plus cake on bizarre makeup just to own one?

Considering Jaguar lately has been struggling to sell cars, this move could prove to be the final death rattle of the historic brand. The automotive market is more competitive than ever, so automakers really can’t afford to engage in silly nonsense marketing campaigns like this, especially when their brand has already been severely weakened.

This article originally appeared on The Auto Wire. The opinions expressed in this article are those of the author and do not necessarily reflect the positions of American Liberty News. It is republished with permission.

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