The boss of Jaguar has fired back at critics, including Nigel Farage, after the brand’s controversial new rebrand and released a teaser image of a new concept vehicle being exhibited next week.
Last week, the British brand unveiled its new “Copy Nothing” rebrand, complete with bold colours, avant-garde costumes and hairstyles, as well as new slogans.
However, the new design choice was met with criticism from several prominent voices, including Tesla founder Elon Musk and Reform UK leader Nigel Farage, both of whom questioned the strategy not to show a car in the advert.
Posting on social media, Farage said: “I predict Jaguar will now go bust. And you know what? They deserve to.”
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Jaguar has fired back at Farage’s comments on the new marketing campaign
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Rawdon Glover, managing director of Jaguar, has hit back at the politician, saying that people love the brand irrespective of its advertising and marketing strategies.
He added: “The average age of the Jaguar client is quite old and getting older. We’ve got to access a completely different audience.
“That audience isn’t centred around people of the demographic of Mr Farage,” Glover told The Times.
The brand has been more active in responding to criticism on social media than ever before, with Jaguar telling motorists to “stay tuned” and that “the story is unfolding”.
The teaser image for the Design Vision Concept which will be unveiled at Miami Art Week on December 2
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Jaguar said the new redesign of the brand was made to share the “Copy Nothing” ethos of Sir William Lyons, who founded the company in 1922.
So far this year, Bentley has sold 740 vehicles, according to data from the Society of Motor Manufacturers and Traders (SMMT). This is a significant drop of 36.6 per cent compared to the same time last year.
Speaking before the now-controversial rebrand, Glover spoke to Car Dealer Magazine to confirm that the manufacturer would cut its network of dealerships to around 20.
At present, Jaguar has approximately 80 dealerships around the UK, but new plans could mean the brand targets a more specific type of customer.
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Some social media commenters accused Jaguar of going ‘woke’
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Glover added that the brand would have a “significantly reduced footprint” in the UK with a number of dealerships seemingly being removed from plans.
He added: “We have chosen to have these points on the basis of geographically, those were the most – if we looked at the customer base that we were going after – where the most wealth was.
“If you look at that from a demographic point of view, it takes you to a fairly logical sort of map in terms of the number of locations that you need.”
The brand has released a small teaser for what the future could look like with a futuristic-looking car ahead of its debut at Miami Art Week on Monday, December 2.
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Social media commenters accused Jaguar of going ‘woke’
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The image shows a portion of a blue vehicle with a prominent grill and large wheel arch in front of a pink background, similar to the one seen in the controversial advert.
The Design Vision Concept will be shown at Miami Art Week at the start of December with many now wondering what to expect from the brand following the surprise rebrand.