In an era where most Americans are rejecting the woke culture with the election of Donald Trump, the luxury car brands, Jaguar known for its distinct position—synonymous with elegance, power, timeless appeal, its association with James Bond movies and its image as "a man's car," with a loyal following over decades has released an advertisement that has left many scratching their heads and asking, What is Jaguar thinking?

Jaguar’s new ad campaign seems to focus on everything but the car itself. In what many are criticizing as a “woke” attempt at rebranding, the ad features models in brightly colored clothes and doesn't feature any cars — notable, the critics said, for a car brand. 

In an interview with the Financial Times, Jaguar's managing director Rawdon Glover said the campaign's intended message was lost "in a blaze of intolerance" and that the controversial promotional video was not meant to be a "woke" statement, as some critics have argued.

It seems that the brand is actively seeking to “access a different, younger audience,” knowing that the average Jaguar driver is elderly. While it’s understandable for a legacy brand to want to evolve with the times, the execution of this strategy has raised eyebrows. By seemingly alienating its core audience—many of whom have invested in the brand's image of tradition and prestige—Jaguar risks losing its identity.

Moreover, the decision to phase out the iconic Jaguar emblem from its logo has sparked controversy. For decades, the leaping Jaguar symbol has been a hallmark of the brand, representing agility and power. Dropping such a recognizable feature in favor of a more minimalist design further signals a break with the past, leaving longtime enthusiasts feeling disconnected.

The backlash from Jaguar’s core audience has been swift and fierce. Many see the ad as an abandonment of the brand’s heritage and a move toward pandering to a demographic that may not even prioritize luxury vehicles. Online forums, comment sections, and social media platforms are brimming with criticism, with some calling the campaign “tone-deaf” and others questioning whether Jaguar even knows its own audience anymore.

The timing of this rebranding effort also feels precarious. In a cultural moment where many brands are navigating the delicate balance of appealing to new markets without alienating their loyal base, Jaguar’s approach seems heavy-handed. Unlike brands that seamlessly integrate modern values into their messaging, Jaguar’s campaign feels forced and disconnected from the product it’s meant to promote.

Despite the backlash, it’s worth considering whether Jaguar’s gamble might pay off in the long run. The ad has generated significant buzz—amassing over 150 million views in just five days. Even negative publicity can draw attention to the brand, and Jaguar may be banking on this visibility to reignite interest in its upcoming models.

However, the question remains: will this attention translate into sales? Or will Jaguar find itself alienating loyal customers without successfully capturing a new audience?

Brands like Volvo have taken a different approach, leaning into their strengths while subtly modernizing their image. Volvo’s family-oriented campaigns, for example, highlight their vehicles’ safety and reliability while resonating emotionally with audiences. Jaguar’s ad, on the other hand, feels like an attempt to fix something that wasn’t broken.

Jaguar’s latest ad marks a pivotal moment in the brand’s history. While the desire to stay relevant in an evolving market is understandable, the execution of this strategy leaves much to be desired. For now, Jaguar remains a brand in flux—caught between its storied past and an uncertain future.

As the public waits to see how this new direction impacts the launch of their next car model, one thing is certain: Jaguar’s bold ad may have captured attention, but whether it will capture hearts (and wallets) remains to be seen.