Jaguar faces backlash over rebranding that prioritizes diversity over cars

Jaguar's recent rebranding effort has sparked confusion and criticism after the company released a promotional video that focuses solely on diversity, without showcasing any cars. The ad features diverse models but has drawn backlash, including a comment from Tesla CEO Elon Musk questioning if Jaguar sells cars. The rebrand aims to address declining sales, with fewer than 67,000 cars sold last year, down from previous years. Jaguar is shifting its focus from a traditionally male audience to a broader demographic, targeting "design-minded" consumers, but has not clarified who this new audience will be. Critics have compared Jaguar's approach to controversial rebrands by other companies, like Bud Light, which faced backlash for its diversity-focused marketing. Some commentators argue that Jaguar's shift may alienate its existing customer base without clearly defining a new target audience.