Jaguar’s Rebrand Called ‘Disastrous’ as Focus on Diversity Comes Under Fire [Video]

Luxury British car manufacturer Jaguar’s rebrand has been met with confusion and criticism online after the company posted a promotional video focusing on diversity and not showing any cars.

The new ad, posted by the brand on X, formerly Twitter, on Tuesday, features models of all ages and races stepping out of an elevator adorned in avant-garde makeup and clothes, with various marketing slogans such as “live vivid” and “delete ordinary” peppered throughout the 30-second commercial.

Despite what you may expect from one of the world’s most storied vehicle brands, there is a distinct lack of any cars, which has prompted backlash online, including from Tesla CEO Elon Musk. Responding to the post, Musk wrote: “Do you sell cars?”

Newsweek has contacted Jaguar for comment via email outside of regular working hours.

Lulu Cheng Meservey, co-founder of Rostra PR group, called the rebrand “disastrous,” saying any ad from the company should …