Jaguar boss says criticism of rebrand is ‘nasty hate and bigotry’

The Jaguar boss has defended the carmaker’s controversial rebrand and described criticism of its marketing campaign as “vile hatred and intolerance“.

Jaguar chief executive Rawdon Glover said the campaign’s message had been lost in a “fire of intolerance”, adding that the carmaker needed to move away from “traditional car stereotypes”.

It comes after Jaguar dropped out the historic “growler” cat logo. and released an ad featuring models with asymmetrical haircuts and dressed in brightly colored clothes. It also includes the phrases “break the mold” and “create exuberantly.”

Mr Glover told the Financial Times: “We have to re-establish our brand and at a completely different price point, so we have to act differently.

“If we play like everyone else, we will drown. So it shouldn’t appear as an automobile brand.”

The campaign, aimed at promoting Jaguar’s new electric vehicle, was met with widespread ridicule earlier this week after it released a 30-second video that did not feature a car.