It seems that trying to Bud Light their brand was just the beginning of Jaguar’s brand suicide. For a couple of weeks, images have been floating around online showing some hideous pink monstrosity that was dismissed as merely concept art. Alas, it seems to be all too real.
It like a giant pink dildo had sex with the Batmobile from Batman: The Animated Series. It’s so gay that Elton John would tell them to tone it down. There’s no rear window or side mirrors (which will likely make the car illegal in most states).
Feedback is not enthusiastic.
This vehicular Pink Panther is falling flat on its face.
Jaguar’s alleged attempts to woo Generation Z with a Barbie-pink electric vehicle backfired spectacularly after Zoomers dubbed the luxury UK automaker’s creation “cheap” and compared it to a “pink Batmobile.”
Pictures of new Jaguar Type 00 concept, dubbed the Design Vision Concept, had leaked online ahead of its official release at Miami Art Week this week, the Telegraph reported.
Per the photos, the $126,519.50 vehicle featured a giant bonnet, slatted rectangular grills and no rear window while the leaping Jaguar logo has vanished from both ends, taking a back seat to a divisive, new round logo, the Daily Mail reported.
Jaguar had a great logo, and now they’re throwing it away in this idiotic woke rebrand.
However, the hot-omobile’s most noticeable feature was its “Miami pink” exterior, which evoked a boxier version of the Corvette from the “Barbie” movie. It also comes in metallic blue.
Gerry McGovern, the chief creative officer of Jaguar Land Rover, deemed the flamboyant concept car a “taste of things to come” at the Miami convention.
And that taste seems to be “coal covered in pink aluminum foil.”
Jaguar Managing Director Rawdon Glover notably dubbed the company’s new direction a “complete reset” meant to “inspire a new generation.”
Ironically, many of their so-called intended younger customers were quick to put the Type 00 model in the rhetorical car compactor.
“If you thought the Jaguar rebrand was peak cringe, you gotta look at their new car,” scoffed one detractor on X.
Snip.
“What on Earth is Jaguar thinking?” exclaimed gearhead Luke Malpas in one TikTok clip. “They’ve gone from being a staple of British engineering, creating some of the best cars we’ve seen on the road, to this”
“Go woke, you know the rest,” wrote podcaster Jay Anderson on X, while journalist Jordan Schachtel wrote, “Go DEI go absolutely broke. This is a mockery of the Jaguar brand.”
Some critics found the “Copy Nothing” slogan ironic, given that the new EV vehicle seemed to rip off many storied vehicle brands.
“Copy nothing except Rolls Royce, Bentley, and then put a Studabaker radiator on the back of the car,” snarked Canopy Capital Group CEO Eric Golden on X.
“Copy nothing? It’s a pink Batmobile,” scoffed another naysayer while decrying the vehicle’s departure from the brand’s iconic macho mobiles of old.
Some accused Jaguar of risking alienating their consumer base by attempting to appeal to people who will never buy their product.
“Someone on the Jaguar marketing team has greatly overestimated the size of the ‘vegan barista who wants to roll up to the drum circle in a luxury sports car’ market, I fear,” mused Lulu Cheng Meservey, a board member at tech company Shopify, on X.
“I have a feeling @Jaguar may be about to find out that there are fewer well-off, non-binary, woke lesbians of color than their echo chamber assured them there were,” sniped right-wing British Reclaim Party founder and “political correctness” foe Laurence Fox.
This is simply the latest evidence that Jaguar is doubling down on wokeness. “Santino Pietrosanti, UK Brand Director at Jaguar Land Rover, teased the upcoming rebrand for the company as part of its own ‘transformative journey.’ ‘We’re on a transformative journey of our own. Driven by a belief in diversity, inclusion, creativity, policy and, most importantly, action. We’ve established over 15 DEI groups such as Pride, which are here tonight, and Women in Engineering and Neurodiversity Matters,’ Pietrosanti said.” Absent from that rebrand checklist is respect for its existing (overwhelmingly male) customer base, who I seriously doubt are inclined to plop down six figure sums for ugly pink electric cars. And there aren’t enough wealthy Mary Kay saleswomen in the world to make up that deficit.
I’d previously said that Rawdon Glover needs to be fired to save the brand, but that clearly isn’t sufficient. Not only does Pietrosanti need to go, but everyone in the executive suite, everyone in branding and everyone in marketing who refused to push back against this insane, brand-destroying path.
And, of course, the entire DEI department. But that goes without saying for every company…
Tags: cars, DEI, electric cars, gay, Jaguar, Rawdon Glover, Santino Pietrosanti, Social Justice Warriors
For those who might just read Lawrence and not click through; let me just say the side profile is its best angle. It only gets worse looking at the other edges.
If the Ambiguously Gay Duo had an ambiguously gay supercar, this would be it. Quick Lance! To the aidsmobile!
Electric vehicle buyers in Asia really like these trashy cutting edge designs. EV models will more conventional styling usually fail in the Chinese market, which is the largest and most important for EVs.
Don’t forget HR on your little list, who hired all of those idiots while simultaneously getting rid of the normal humans who used to work there. Overrunning HR is the root cause of much DEI-ness in the corporate world. It takes a strong C-suite to try and reign them in, but some companies are now trying to do just that.
And that’s no sports car.
I pity the remaining (what, three?) engineering guys still buried deep within the company who, in between self-denouncement and struggle sessions, have to try and build enough enthusiasm every day to come in to work and build this.
As someone who drives (and loves) a one-owner, 2005 Jaguar S-Type (IMO, the last Jaguar model that looks like what you expect a Jag to be) that still runs great, Jaguar’s ongoing suicide is especially painful to watch, because it is just plain STUPID.
Who buys Jags? Overwhelmingly, middle aged men with lots of disposible income who like a sleek, classically-stylish sportscar (and have a place to garage it). Jaguar’s recent rebranding and marketing push not only ignores this market, it goes out of its way to insult it.
The market Jaguar is instead courting are urban wokesters. The vast majority of this market cannot and never will be able to afford to buy a Jag (especially as they are now looking to sell >$100,000 EV’s), and isn’t into cars that much in the first place (indeed, many of them don’t drive and consider private automobles somewhat evil).
So this effort will win the geniuses behind it a lot of applause from their fellow wokesters . . . but won’t sell many cars.
Jaguar is heading for the ash heap of British motorcar makers (e.g., Triumph) who similarly would not face reality.