Jaguar unveils new brand strategy focused on diversity and youth appeal

Jaguar has launched a new rebranding effort led by Santino Pietrosanti, who emphasizes diversity and inclusion. The company has created over 15 diversity groups and aims to attract a younger audience with a focus on creativity rather than traditional car marketing. The rebrand features a new logo and a bold advertisement that does not showcase any cars. This shift has drawn significant criticism from car enthusiasts and industry figures, who argue it undermines Jaguar's heritage and identity. Despite the backlash, Jaguar's management states that they are targeting a new market, expecting only 15% of buyers to be existing customers. The company plans to unveil a new concept car soon, which may further provoke reactions.