Jaguar used to be the sleek luxury car brand people talked about when they meant style, speed, and prestige. Now it looks like they’ve decided being loud about diversity and fashion statements is their new horsepower. In late 2024, Jaguar launched a rebrand campaign featuring androgynous models, colorful visuals, slogans like “live vivid,” “delete ordinary,” and “break moulds,” with no cars in sight. Many longtime customers responded with confusion and backlash, asking more “Do you sell cars?” than “Where’s my Jaguar?”
Jaguar has also leaned heavily into DEI programs and sponsorships tied to LGBTQ+ culture. At the Attitude Awards in London, company leadership boasted about establishing over 15 internal DEI groups (like Pride, Women in Engineering, Neurodiversity Matters) and rolling out workplace policies that support gender transitioning among employees. Critics say this shift feels more like marketing alignment than a response to customer values.
