In a recent social media post, comedian and Fox News host Jimmy Failla critiqued Jaguar’s latest advertisement, stating, “This is the new Jaguar ad campaign. Hate to break it to em but nobody wants a car with tranny issues.” His comment appears to be a play on words, referencing both automotive transmission problems and the brand’s inclusive marketing approach.
Jaguar’s new campaign has faced criticism for its focus on inclusivity and diversity, featuring models in vibrant attire without showcasing any vehicles. The ad includes slogans like “create exuberant” and “live vivid,” aiming to redefine the brand’s image. However, the absence of cars in the advertisement has left many viewers puzzled, with some labeling the approach as “woke” and “outdated.”
Prominent figures, including Tesla CEO Elon Musk, have also questioned the effectiveness of the new advertising approach. Musk responded to the campaign by asking, “Do you sell cars?” highlighting the lack of vehicle imagery in the ad.
Jaguar’s rebranding efforts, which include plans to launch three new electric vehicles in 2026, aim to position the company at the forefront of the electric vehicle market. However, the recent advertisement has sparked a mix of intrigue and skepticism among the public, with some applauding the brand’s innovation and others feeling it strays too far from its roots.
The backlash highlights the challenges brands face when attempting to modernize their image while maintaining their core identity. As Jaguar navigates this transition, it remains to be seen how the company will balance its commitment to inclusivity with the expectations of its traditional customer base.
