Jaguar Land Rover is an iconic car company that saw what happened to Bud Light after they slapped Dylan Mulvaney on a can and decided it’d be a good idea if they did something similar.
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Your guess is as good as mine as to why.
The car company released an ad featuring the tagline “Copy Nothing” that featured a lot of colorful transgender people posing, sitting on a big pink rock, and looking deadpan into the camera, but what it didn’t feature was any of Jaguar’s cars. A bold strategy, Cotton, but as you can see, it didn’t pay off for them.
And I mean that quite literally.
After the ad aired, Jaguar’s daily UK car sales fell by nine percent, according to Marketcheck, which tracks UK automotive sales data:
In the seven days following the brand redesign launched on the 19/11/2024, 133 used Jaguars were sold on average each day. This is in comparison to 146 sold on average between 1/10/2024 – 17/11/2024 – equalling a 8.9% fall.
The once vaunted car company has since become a laughingstock, with many accusing it of being another DEI-infected company.
Jaguar initially stood by the ad, and actually lashed out at the public through Managing Director Rawdon Glover, over what he called the “Vile hatred and intolerance” aimed at the actors in the commercial. However, with sales now declining, it would appear Jaguar is folding, and is looking to distance itself from the ad company that created it.
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As reported by the Daily Mail, the ad company, Accenture Song, is looking like it will lose its contract with Jaguar in mid-2026 as the car company looks at other options. However, Jaguar insists that this isn’t because of the ad:
A spokesperson for Jaguar Land Rover added: ‘As a matter of policy JLR does not comment on any supplier arrangements.
They continued: ‘The reinvention of the Jaguar brand was planned to attract significant global attention and comment; we wanted to spark online debate and get people talking about us.
‘The scale of the reaction has been unprecedented; this shows just how much of an emotional attachment Jaguar has with so many people.
To be sure, in the ad industry, companies flit between ad agencies all the time, and it’s not uncommon for a corporation to shop around every handful of years in order to keep things fresh. However, it’s hard to dismiss the timing of this decision not to renew their contract with Accenture Song, especially after an ad campaign this disastrous.
Jaguar is flaunting their engagement, but as sales show, not all engagement is good engagement, and not every conversation is helpful to the brand’s future. With DEI and wokeness on the societal chopping block, Jaguar’s attempt at a woke rebrand wasn’t just ill-timed, it was completely tone-deaf. Whoever Jaguar was trying to attract to their brand isn’t the type who buys their cars.
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Jaguar’s customer base has typically consisted of affluent, middle-aged buyers, normally consisting of men who are either retirees with disposable income or executives and entrepreneurs. Jaguar also had a growing following in Asia and the Middle East. With the new EV craze, it seems Jaguar was fine pushing their normal customers away in order to embrace a new kind, and apparently, Jaguar is fine with that, as the idea is that the new buyers will be even wealthier.
It’s a gamble, but one that doesn’t seem to be paying off yet, and moreover, its rebrand isn’t working enough to the point where they want to take their advertising elsewhere.
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