Jaguar’s top boss, Rawdon Glover, has spoken out against the “vile hatred and intolerance” of the online backlash to their latest promo. Leaves were ruffled when the car giant dropped a 30-second sneak peek on X flaunting models donned in funky gear with not a motor in sight.
The clip, which snagged roughly 120,000 comments, even piqued the intrigue of Elon Musk who cheekily tweeted: “Do you sell cars?”
Speaking with the Financial Times, Glover said that it’s vital for Jaguar to shake things up: “If we play in the same way that everybody else does we’ll just get drowned out.”
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He insisted that going against the grain is key: “So we shouldn’t turn up like an auto brand. We need to re-establish our brand and at a completely different price point so we need to act differently.”
(Image: Jaguar)
Glover highlighted the balancing act between wooing new fans and not ghosting their loyal base: “We don’t want to necessarily leave all of our customers behind. But we do need to attract a new customer base.”
Brushing off any hints that the advert was aiming to be “woke”, he underlined his shock at the vitriolic replies to those showcased in the teaser. In a quirky come-back to Musk’s dig on X, Jaguar extended an invite to him for a brew in Miami on 2nd December, tweeting: “Yes. We’d love to show you.”
And for a tweeter itching to know why there were zero cars, Jaguar ribbed: “The story is unfolding. Stay tuned.”
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