“Do you sell cars?” is the question Elon Musk asks in X. Tesla boss reacts to Jaguar’s latest advertising scandal. Rawdon Glover, Jaguar’s CEO, wanted to move away from “traditional automotive stereotypes.”
He achieved his goal with “copy nothing,” a 30-second clip animated by models ultra colorful with an electro loop in the background and in which no car is seen. On the other hand, this message triggered not only protests, but a torrent of hate and the creation of the hashtag #BoycottJaguar.
The clip surpassed 160 million views and generated more than 120,000 comments. These dissatisfied people criticize the automobile brand for having fallen into the “woke” culture and having erased what they consider their main vocation: to produce dream cars.
Rawdon Glover is not impressed by Elon Musk. To his provocation, the Jaguar boss responds with “so British” humor.
In fact, it is in Florida where Jaguar will present a public installation at Miami Art Week.
“Vile hatred and intolerance”
The manager goes further in his explanations in the Financial Times. Explain the message you wanted to convey.
“If we play like everyone else, we’ll just suffocate. So we shouldn’t present ourselves as a car brand,” said Rawdon Glover, who said he was “disappointed” by the “vile hatred and bigotry” in the comments toward her. the people who appear in the video.
The revolution is underway at the iconic British manufacturer. Now belonging to the Indian Tata Motors, JLR (Jaguar Land Rover) wants to become a reference in hybrids and electric cars from 2025. Another challenge, these vehicles will not be produced in Asia, but in its main factory in Solihull, in the West Midlands. .
Source: BFM TV
