Who owns Volvo? Commercial shot by Oppenheimer cinematographer earns mass praise amid Jaguar controversy

Earlier this year, automobile brand Volvo shared a new commercial highlighting the safety features of their recent offering, the EX90. The advertisement went viral on Thursday, November 21, 2024, after McDonald's Senior Marketing Director Guillaume Huin shared it on X, praising it for breaking the mold of a traditional commercial. He wrote:

"Volvo posted a 3 min and 46 second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer of Interstellar and Oppenheimer. It goes against every single rule you can think about as a social lead. Length. Format. Over-produced. Every comment under the ad said it immediately put (the brand) in their consideration set. It's f**king fantastic."

A comment reacting to the news (Image via X/ @HuinGuillaume)

The post boasts over nine million views and over 81,000 likes. The ad featured a man learning he was going to be a father and imagining the future. It proceeds to show the car's (EX90) safety features that protected his partner from a possible accident that could have killed the mother and the child. The advertisement earned the brand much praise for its storytelling.

According to the company's website, Volvo is owned by Zhejiang Geely Holding Group, a Chinese multinational that owns 15 other vehicle manufacturers. Geely Holding bought the Swedish automaker from the Ford Motor Company in 2010, saving it from a tough financial situation.

Amid the development, several internet users commented on the contrast between advertisements for the EX90 and Jaguar's rebranding earlier this week. The British company faced backlash for launching a new minimal logo through a vivid advertisement featuring racially diverse models in androgynous clothing. Many claimed the brand was going "woke."

---

Volvo commercial goes viral just days after Jaguar launches new branding and logo

Volvo's nearly four-minute-long viral advertisement for its fully electric SUV, EX90, came out in September 2024. However, it gained traction this week after rival luxury auto manufacturer Jaguar announced it was rebranding.

On Tuesday, the British company dropped a commercial titled "Copy Nothing." The 30-second ad featured models dressed in brightly colored attire and backgrounds as slogans like "break moulds (sic)," "live vivid," and "delete ordinary" flashed in between.

The commercial did not feature any cars, leading some to question what they were trying to sell. Moreover, it launched the company's new logo (or device mark), a minimal sabs-serif font reading "Jaguar." The muted text starkly contrasts its iconic teeth-baring jaguar, a.k.a. the "growler."

According to a November 2024 report by Business Matters, the luxury carmaker is shifting focus toward an all-electric lineup to target a younger and more diverse audience. Jaguar chief creative officer, Gerry McGovern, told the publication:

"This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."

Per Business Matters, the British company will keep its emblem (featured on the car hood)—a jaguar in mid-flight, a.k.a. the "leaper." However, it would be updated to include a more angular design. Additionally, the brand has introduced a new Jaguar Artist Mark (‘j’ and ‘r’ letters inside a circle), the Jaguar Makers Mark, which will feature a strikethrough with a leaping cat.

---

Netizens praise Volvo, slam Jaguar for going "woke"

In light of the development, internet users celebrated Volvo for its "pro-life" and "pro-family" themed commercials. Here are some comments seen on X:

"While Jaguar is going woke Volvo is celebrating life. I’d much rather own a Volvo than a Jaguar." one user wrote.

"While Jaguar is pushing debauchery, Volvo just put out the most moving, pro-family, pro-life car ad of all time. This is the way," another added.

"Way better than that woke garbage from Jaguar," a person commented.

As Jaguar faced backlash, the British company, in a statement to Fox News Digital, explained that the relaunch was "a bold and imaginative reinvention" and hence has garnered "attention and debate." The statement added that the brand preserved its "iconic symbols" while "taking a dramatic leap forward."

Jaguar is set to launch a new car at the Miami Art Week on December 2.