Jaguar boss slams 'vile hatred and intolerance' after backlash to new advert

Rawdon Glover, the managing director of Jaguar, has expressed his dismay over the "vile hatred and intolerance" spurred by a recent advert from the luxury car manufacturer. The brand was met with a barrage of online vitriol after unveiling a 30-second teaser on X (formally known as Twitter), which displayed models in bold outfits but no vehicles.

The video, prompting approximately 120,000 comments, even drew a remark from X's CEO Elon Musk who jestingly questioned: "Do you sell cars? " In conversation with the Financial Times, Glover highlighted Jaguar's necessity to be distinctive: "If we play in the same way that everybody else does we'll just get drowned out."

He underscored the imperative for Jaguar to set itself apart: "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."

Maintaining a balance, Glover pointed out the importance of not disregarding current patrons whilst endeavouring to reach new ones: "We don't want to necessarily leave all of our customers behind. But we do need to attract a new customer base."

He disputed any implications that the advert was promoting "wokeness" and reiterated his shock at the antagonistic reactions to the people shown in the advertisement. Responding wittily to Musk's quip on X, Jaguar extended an invite for tea in Miami on 2nd December, saying: "Yes. We'd love to show you.", reports MyLondon.

Addressing another user's query concerning the lack of visible cars, Jaguar intriguingly hinted: "The story is unfolding. Stay tuned."