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The British luxury car manufacturer Jaguar has recently defended itself against online criticism after its rebranding, which includes a new logo and a new campaign. However, the ad has been condemned by car enthusiasts.
On Tuesday, November 19, Jaguar shared a new ad on Instagram with a caption that read:
“Copy nothing.”
However, as per the Financial Times' November 22 report, the ad infuriated some individuals who felt that the 90-year-old company was going "woke." Moreover, they also criticized the new logo and advertisement.
In the midst of all of this criticism, Rawdon Glover, the managing director of Jaguar, supported the company's new makeover. In an interview with the Financial Times on the same day, he denied that the promotional video was meant to be a "woke" statement and said that the original message had been lost in "a blaze of intolerance" on social media.
Rawdon Glover further stated that the campaign was a departure from "traditional automotive stereotypes," and was meant to draw in younger, affluent clients as Jaguar makes the switch to all-electric cars. He described the rebranding as the "biggest step change" in Jaguar's history and said:
“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand. We need to re-establish our brand and at a completely different price point so we need to act differently. We wanted to move away from traditional automotive stereotypes..”
Glover also expressed his disappointment with "the level of vile hatred and intolerance" in the comments about the people in the video. He then acknowledged that in spite of all these, the new campaign's buzz had been "very positive" overall.
Rawdon Glover has been Jaguar's managing director since 2023
According to Rawdon Glover's LinkedIn profile, he completed his BA Honors from De Montfort University in Leicester, England, specializing in business management, marketing, and related support services. He also did a diploma in marketing from The Chartered Institute of Marketing (CIM).
In 1990, he joined The Walt Disney Company as a Product Manager (Disney Classics) and worked there for almost four years. He then started working for Camelot Group PLC (1994-99) and later took up the role as the Head of Marketing at Audi UK (1999-2002).
He assumed the position of the Head of Operations at both, SEAT UK (2002-03) and Volkswagen UK (2003-07). He then became Board Director at Volkswagen Group Services UK (2007-11).
From March 2011 to June 2013, he held the title of Executive Vice President (Group-After Sales and Services) at Volkswagen Group of America. In July 2013, he joined Jaguar Land Rover (JLR) as Director of the global customer service department.
As stated on the company's official website, Glover was appointed as the UK Managing Director in February 2023 as part of a significant restructuring of JLR's global marketing, and sales departments.
As per his LinkedIn profile, Rawdon Glover is:
“Senior Executive Director, with an outstanding track record of enhancing global brands’ revenues and capabilities at JLR, Volkswagen, Audi & Camelot Group PLC; shaping and executing commercially focused, cohesive transformations to sales, customer service, IT....”
His LinkedIn profile further describes that he has:
“Demonstrable success in launching lucrative new business channels, championing centralisation, the rollout of best practice operating models across international territories, cultural changes and complete reorganizations to achieve world-class operations...”
He has also mentioned his abilities, which include strategy and transformation program development and execution, as well as having a strong multi-million P&L accountability.
The portfolio states that he is an expert in diversification, brand development, product launch, and innovation. Along with managing retail networks and seeing new business avenues, he also possesses outstanding leadership and team-building skills.
According to the company's official website, Rawdon Glover expressed his happiness about his new role and said:
“I am delighted to be taking the role of Managing Director for Jaguar Land Rover UK at such an exciting time for the industry. There is so much opportunity to take advantage of with the advent of our electric revolution alongside the introduction of exciting new vehicles and continued development of our retailer network....”
Following the backlash, other Jaguar employees did not comment.
