Jaguar canceled communication efforts following criticism of its “woker” advertising.

Image: JLR

Jaguar has dropped a number of planned communication initiatives as part of its relaunch as a luxury electric vehicle brand. This move came after negative reactions to the “Copy Nothing” campaign in 2024, according to Automotive News, as reported by Gerry McGovern, former Chief Creative Officer of JLR (Jaguar Land Rover).

A key point of criticism was a video released ahead of the unveiling of the electric concept car Type 00 in Miami. It featured a diverse cast of androgynous models wearing colorful, uniquely shaped clothing. Commentators criticized the ad as “woke,” including U.S. President Donald Trump and Tesla CEO Elon Musk.

McGovern explained in an Autocar podcast that the company had to make adjustments because the communication was misinterpreted from a PR perspective. The choice of models was intended to emphasize that the newly positioned brand was a “copy of nothing.” The visual design of the people was supposed to reflect this aspect. Further communication efforts based on this concept were not ultimately released.

The decision to paint the concept car Type 00 in pink was also seen by critics as a sign of a “woke” orientation. According to McGovern, the color was merely meant to evoke Miami, flamingos, and Art Deco.

The brand’s relaunch comes after facing difficulties in the premium segment against competitors such as BMW and Mercedes-Benz. According to McGovern, Jaguar was not financially successful and suffered losses for years. A reorientation was therefore necessary. The previous lineup of internal combustion engines, plug-in hybrids, and the first all-electric vehicle was discontinued. The brand will now position itself as a provider of fewer luxury electric cars.

Jaguar is currently in the final phase of launching the Type 01 sedan as the first model under this new strategy. After previously showing concealed prototypes and recently revealing details about the interior, a final unveiling is scheduled for October.

Also interesting

About the author

Thomas Langenbucher is an expert in electromobility with professional experience in the automotive industry and finance sector. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions for ecomento.de. Learn more.

Reader interactions