Helena Christensen and Devon Windsor offer a touch of glamour to Jaguar’s ‘woke’ rebrand as their much-criticised new car is finally unveiled at Miami Art Week after facing huge backlash
As a seasoned car enthusiast with a soft spot for British icons, I must confess that the new Jaguar rebrand left me quite baffled. Having grown up admiring the sleek elegance and timeless charm of these automobiles, the radical shift towards a technicolor extravaganza feels like a jolt from the past to the future without any semblance of the classic spirit that made Jaguar stand out.
Critics have been quick to voice their opinions about Jaguar’s latest rebrand, labeling one of their vehicles as “cringeworthy” on social media.
But it was full steam ahead for its official launch despite the recent backlash, with several stars in attendance for an event to unveil its much-maligned new vehicle at Miami Art Week on Tuesday.
As a lifestyle expert, I’d rephrase that as follows: “I, myself, had the pleasure of witnessing Helena Christensen and Devon Windsor take center stage. Their natural elegance was on full display as they gracefully posed for photographs, showcasing their effortless style.
Instead of choosing it, Helena selected a sleek, black midi dress featuring delicate lace details, complementing her look with a softly-hued Chanel purse.
The Danish model finished her look with a statement red lip as she arrived for the event.
In a sleek, body-hugging black maxi dress featuring a high neckline and long sleeves, accentuated by a narrow belt that emphasized her slender waist, Devon confidently displayed her athletic figure.
In addition to a rebranding effort that has faced significant backlash, images of Jaguar’s advanced Grand Tourer vehicle, known as the ‘Design Vision Concept’, have been harshly ridiculed on social media platforms.
The Barbie pink, futuristic, design appeared to be trying to catch the attention of Gen Z.
However, young individuals have expressed disdain towards Jaguar’s complete rebranding as an electric vehicle company, finding its new image aesthetically unappealing and inexpensive.
The £100,000 car features an enormous bonnet, expansive front grille and no rear window.
Originally, Rawdon Glover from TopMob stated that this move represents a full reboot for Jaguar. The goal is to restore the brand’s essence and spark inspiration in a new wave of enthusiasts.
It’s believed that the brand has undergone a complete makeover with the intention of appealing to Generation Z, yet the revamped appearance of Jaguar has received intense criticism from many in this demographic.
A century-old automobile company recently revealed a daring rebranding effort last month, a project spearheaded by marketing expert Santino Pietrosanti and his team of about 800 people.
His most well-known action involved getting rid of traditional symbols, such as the emblem known as the ‘growler’, which depicted a fierce roaring big cat.
In an ad devoid of cars, accompanied by a techno beat, the company promised to foster excitement, enliven life, eliminate the routine, and shatter conventions. However, instead of living up to these promises, it seems to have only sparked anger among its long-standing customer base.
At the Attitude Awards a month ago, Pietrosanti pledged that the rebrand would return Jaguar to something truly extraordinary.
He was enthusiastic as he explained, “It’s not only about fresh models of cars; we’re discussing innovative methods of thought, tapping into the broad range of human capabilities and ingenuity.
As a lifestyle enthusiast, I’ve always admired Jaguar’s unwavering commitment to bold originality, refusing to mimic anyone else. This philosophy resonates deeply with me because I firmly believe that each one of us is uniquely capable of creating our own path, of being truly original. It’s this individuality that gives us strength and makes us stand out in the crowd.
As a die-hard supporter, I’m thrilled to be part of Jaguar, a brand that unapologetically stands alongside the LGBTQ+ community. We recognize that authenticity and innovative ideas bloom where individuals can express their true selves.
As a devoted advocate, I am deeply invested in our team members and strive tirelessly to cultivate an environment that embraces diversity, inclusivity, and unity. This culture reflects not just the users of our products, but also the diverse society we are part of.
A workplace that encourages employees to be true to themselves fosters an atmosphere of growth and development. We’re embarking on a dynamic transformation, motivated by faith in the power of diversity, acceptance, innovation, strategic planning, and above all, implementation.
We’ve set up more than fifteen diverse groups including those focused on pride, women in engineering, and the importance of neurodiversity.
We’ve introduced significant changes to our policies, including fostering an inclusive work environment that encourages personal expression and equality, with the belief that each employee’s unique qualities are a source of strength for our community.
Just two weeks past, we convened our second global yearly Diversity, Equity, and Inclusion (DEI) summit, welcoming over 10,000 employees from various regions. This voyage persists for us at Jaguar, as we strive to establish a leading example within our industry.
Pietrosanti, who has his Facebook profile displaying images of him and his spouse along with Lego cowboys under a Black Lives Matter flag, is thought to be the individual responsible for the new branding reveal that emphasizes diversity over automobiles.
However, the modifications he made have received severe criticism, with figures like Elon Musk and The Spectator expressing their disapproval. The Spectator even went as far as stating that Jaguar has “chosen to damage their well-earned reputation in such an unexpected and unnecessary way.
Car enthusiasts expressed strong disapproval towards the recent rebrand, which they argue is devoid of traditional characteristics and labeled it as “progressive” and “unconventional.
‘Congratulations,’ weighed in one commenter on Jaguar’s Instagram. ‘You’ve killed a British icon.’
The company has reciprocated similarly, offering responses that ranged from mysterious to overly sweet, implying a lack of concern, as their head acknowledged to This Money; they anticipate just 15% of the buyers will be repeat clients.
Given that the announcement on X, previously known as Twitter, garnered a staggering 20 million views, it’s likely that Jaguar’s PR team might think that all publicity is good publicity.
Greetings! Appreciate your feedback! Rest assured, we will share it with our team. Wishing you all the best! (The firm said this to several critics on social media)
‘Go woke, go broke,’ wrote several people in tweets to the firm. ‘Go hard,’ Jaguar fired back.
In a casual, clear response to a questioning tweet that seemed slightly critical, the company’s social media team replied: “Indeed, we manufacture cars. More details to come!
In response to a query from Elon Musk, CEO of Tesla, about potential vehicle sales, Jaguar extended a welcoming invitation to Musk for their new concept car’s unveiling during Miami Art Week.
It said: ‘Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December?’
Even some of Pietrosanti’s professional peers joined the chorus of criticism.
As a seasoned lifestyle connoisseur based in sunny California, I must express my candid opinion on this recent rebranding attempt. To put it bluntly, this is a textbook example of what NOT to do when revamping a brand’s identity.
A different designer stated: ‘The Jaguar brand overhaul will be remembered as one of the most damaging marketing endeavors ever attempted.’ (or) ‘A fellow designer expressed that the Jaguar rebranding campaign would be seen as one of the most destructive marketing initiatives ever undertaken.’
As a devoted follower, I embrace the edgy aesthetic that Jaguar has adopted as they charge forward, aiming to surpass the 2030 cutoff in the UK for automakers to cease selling gasoline and diesel vehicles.
Recently, a four-door saloon with apparently revolutionary design has been undergoing tests in the UK. This vehicle is concealed by camouflage paint reminiscent of zebra stripes, hiding its intricate contours and distinct features, from the window shapes to the headlights.
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2024-12-03 18:04