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Jaguar managing director defends company after rebrand sparks confusion: 'Living vividly'

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The managing director of Jaguar is defending the luxury car company after it drew criticism online for a controversial rebrand decision.

FILE - In this file photo dated Sunday, Sept. 6, 2020, the Jaguar car company logo shines off the deck of an I-Pace electric vehicle at a Jaguar dealership, in Littleton, USA.

A new Jaguar advertisement featured bright colors and figures dressed in strange outfits and did not include any cars. The clip drewon Saturday the move is part of a new strategy to compete with German car brands like BMW and Mercedes-Benz, which have long seen consistent sales of millions of vehicles per year.

Glover also noted the brand’s new approach “is not about diversity and inclusivity.” He argued it instead represents “breaking moulds, living vividly, and creating objects of desire that are distinctive and different.”

 

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