The 2024 elections seem to be, at least for now, proof that Americans have rejected woke liberal messaging. Evidently, our brothers and sisters across the pond missed that memo as they/them try to import those ideas with their … luxury cars?
Jaguar, the luxury car brand of Jaguar Land Rover, has committed to a bizarre rebrand designed to appeal to the weirdest, terminally online, queer, nonbinary, antiracist, unemployed liberal arts major who everyone hopes not to know in life. The company’s latest ad features people in bizarre makeup and clothes that make them look like aliens on a pink version of Mars, urging people to “copy nothing” and to “delete ordinary.” One clip from the ad features what looks like a man in a dress wielding a sledgehammer, with the on-screen texting saying, “break moulds.”
Not featured in this commercial from a luxury car company: a car.
The ad campaign comes as Jaguar is launching a rebranding, jettisoning the cool jaguar logo that has become synonymous with the company and instead going with boring generic text script. The company is using this opportunity to debut a new electric GT model during Miami Art Week as it tries to convert to 100% electric vehicles.
Nothing says luxury sports cars quite like nonbinary fashion show aliens at something called “Miami Art Week.”
Jaguar has been struggling in recent years in both the U.S. market and around the world. The company’s American sales peaked in 2018, and worldwide sales have halved since the pandemic. The company intends to shift entirely to EVs in 2025, which is awkward timing as U.S. car manufacturers worry they will lose their investment in EV production if President-Elect Donald Trump doesn’t force their manufacturing and bribe consumers with subsidies to buy them. The pace of purchases for EVs is slowing in the United States, just as Jaguar embraces them in an effort to revive its sales in the world’s biggest “car guy” market.
(Then again, maybe not so awkward timing on the all-EV shift after Chinese lenders gave the company a bailout loan of $705 million in June. Who knows?)
Then again, “car guys” aren’t exactly the target market for Jaguar anymore. Managing Director Rawdon Glover said in July that the company anticipated only 10%-15% of current customers “will follow us” through the rebranding effort. Santino Pietrosanti, head of brand strategy, boasted that the company is “on a transformative journey of our own, driven by a belief in diversity, inclusion, creativity, policy and most importantly, action.” Big selling point? “We’ve established over 15 DEI groups.”
Glover has made it clear that the new target audience is the very woke scolds who have fallen out of fashion in the U.S. He decried the “vile hatred and intolerance” in the backlash to the bizarre ad campaign and rationalized, “If we play in the same way that everybody else does we’ll just get drowned out.”
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Instead, he said, “We shouldn’t turn up like an auto brand. We need to reestablish our brand, and at a completely different price point, so we need to act differently.”
So, Jaguar seems to have figured out its new identity. No one wants to buy a car from an auto brand. They want to buy a car from a nonbinary DEI alien brand. Or something like that. Surely, you can count on the brilliant minds at Jaguar, who have overseen years of declining sales, to turn their fortunes around for the better, right?