Even those who have never considered purchasing a Jaguar are confused by the brand’s latest relaunch, which has been getting attention for all the wrong reasons. Viewers are saying the luxury car brand has gone woke and in doing so, has destroyed more than 100 years of legacy.
Some thought the colorfully bizarre, car-free car commercial and the introduction of the “Pink batmobile” electric concept car this month came out of nowhere. However, the descent into madness at Jaguar has been going on for decades, even if most people weren’t paying attention.
There may be no exact date to point to in terms of steering this British brand in a new direction. But it may have started around 2002 when brand reps conducted a survey and determined that they should be marketing to gay and lesbian car buyers who at the time commanded $450 million of purchasing power in the United States, as The…
