Jaguar boss defends rebranding after criticism of promotional video

Jaguar's managing director, Rawdon Glover, defended the company's recent rebranding after criticism of a promotional video that did not feature cars. He stated that the intended message was lost amid negative online reactions, which he described as intolerant. The promotional campaign, which included a new logo and a focus on a younger audience, has sparked debate among car enthusiasts. Glover emphasized the need for Jaguar to differentiate itself and move away from traditional automotive stereotypes as it prepares to launch new electric models. Jaguar's rebranding aims to position the company as a luxury brand targeting wealthier customers, with plans to sell electric vehicles priced above £100,000. The company has ceased selling new petrol cars in Britain as part of this shift.