Jaguar boss blasts ‘vile hatred and intolerance’ after backlash to supposedly ‘woke’ rebrand 

The boss of Jaguar has slammed people who spouted “vile hatred and intolerance” in a backlash to the luxury-car-maker’s supposedly woke rebrand. 

Released on social media on 19 November, Jaguar’s 30-second ad featured models of different ages, races and genders, along with phrases such as “live vivid”, “delete ordinary” and “copy nothing”, over a techno soundtrack… but no cars.

The advert prompted a backlash, with the “anti-woke” brigade mocking the clip, and Elon Musk, the chief executive of electric car company Tesla, responding by asking Jaguar Land Rover: “Do you sell cars?”

Rebrand aims to ‘attract new customer base’

Now, the company’s managing director, Rawdon Glover, has pointed out that rather than being a “woke” statement, the ad was part of Jaguar’s desire “to move away from traditional automotive

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