Will Woke Jaguar, Crash? By Paul Walker
The cars were, and still are as sleek as their name sake. But someone decided that a change in focus was needed, following in the steps of Bud Light beer, so an advertisement was promoted with cross dressers, and no cars. There was immediate condemnation, that following the line of Bud Light would be a disaster. Yet, reading the replies from Jaguar, it was water off a jaguar's back. The managing director of jaguar came out swinging in defence of the advertisement: "We wanted to move away from traditional automotive stereotypes," he said. Well, they sure did that.
But forgetting that they are selling cars is not a great start; even Bud Light still had a beer in its advertisement, its product in focus. It seems Jaguar is committing economic suicide; how many cross dressers buy such luxury cars? Shame.
"Jaguar's managing director responded to the backlash the company received over its new advertisement featuring androgynous models but not a single car, saying the ad was "bold" and never intended to be "woke," adding that the company's message was lost "in a blaze of intolerance" by critics on social media.
"If we play in the same way that everybody else does, we'll just get drowned out. So we shouldn't turn up like an auto brand," Jaguar managing director Rawdon Glover told Financial Times.
"We need to re-establish our brand and at a completely different price point so we need to act differently. We wanted to move away from traditional automotive stereotypes," Glover added.
The Jaguar executive went on to defend the promotional video as "bold," adding that the backlash the company received online was a result of "a blaze of intolerance."
Glover also claimed that the Jaguar advertisement was never intended to be a "woke" statement, adding that he was disappointed by "the level of vile hatred and intolerance" in the comments section of the ad.
"This is not a depiction of how we think our future customers are," Glover said. "We don't want to necessarily leave all of our customers behind. But we do need to attract a new customer base."
As Breitbart News reported, last week, Jaguar was slammed and dubbed "Bud Light 2.0" on social media after the company released a new promotional video featuring only androgynous individuals clad in bizarre attire that would hardly fit in at a fashion show.
The advertisement also failed to showcase even one single vehicle from the luxury car company."
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