What's happened
Jaguar's recent shift to an all-electric lineup and a controversial rebranding campaign has drawn criticism from right-wing commentators. The company's efforts to attract younger consumers may alienate its traditional customer base, raising questions about its future viability.
Why it matters
What the papers say
According to Adam Gabbatt in The Guardian, Jaguar's rebranding has been met with significant criticism from right-wing commentators, who argue that the company is prioritizing 'woke' values over its traditional luxury image. Gutfeld's remarks highlight a broader concern about the brand's direction. Conversely, marketing expert Roger Martin suggests that the rebranding is a necessary response to declining sales and an aging customer base. Meanwhile, David E. Sanger from the New York Times emphasizes the geopolitical implications of the recent upheaval in Syria, which, while not directly related to Jaguar, reflects the broader context of instability that can affect global markets. This juxtaposition illustrates the varying perspectives on how brands like Jaguar must adapt to changing consumer expectations and market realities.
How we got here
Jaguar announced its transition to an all-electric lineup by 2026, coinciding with a rebranding campaign aimed at appealing to younger audiences. This shift follows a significant decline in sales, prompting the need for a strategic overhaul.
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Jaguar is the luxury vehicle brand of Jaguar Land Rover, a British multinational car manufacturer with its headquarters in Whitley, Coventry, England.