Tale of Two Carmakers: Jaguar's 'Woke' Rebranding vs. Volvo's Family Focus

By Free Republic | Created at 2024-11-23 15:54:09 | Updated at 2024-11-23 18:59:59 3 hours ago

Tale of Two Carmakers: Jaguar's 'Woke' Rebranding vs. Volvo's Family Focus
Newsweek ^ | November 22, 2024 | Jesus Mesa

Posted on 11/23/2024 7:49:55 AM PST by DoodleBob

The culture wars have spilled over from the political arena into the automotive industry, as two legacy carmakers recently released ads that garnered attention on social media—one generating widespread praise, the other sparking controversy.

Earlier this week, Jaguar Land Rover launched a new marketing campaign for the rebranding of Jaguar, the 100-year-old British luxury carmaker once known for making some of the most beautiful sports cars in the world.

A 30-second video posted to social media showcased a diverse group of (human) models in colorful outfits, revealed a new sans-serif logo—dropping the iconic big cat emblem—and, notably, did not feature any hint of a car.

The Jaguar campaign garnered over 160 million views on social media, largely thanks to a fierce backlash from car enthusiasts, activists and influencers. Critics accused the heritage brand of "going woke," likening its rebranding to Target's controversial LGBTQ+ campaign, which also faced strong criticism.

After the campaign, with its "Copy Nothing" tagline, immediately went viral, McDonald's marketing director Guillaume Huin surfaced an ad originally posted on Volvo's Instagram page…. The ad emphasizes Volvo's commitment to safety by imagining the future of an unborn child and highlighting how its latest SUV, dubbed the EX90, comes with advanced safety features like collision avoidance that might one day save the child's life. It was widely praised as "based" or "pro-family," with users applauding its focus on "safety, family, and connection," as one commenter put it.

…

The touching ad… has resurfaced in the wake of Jaguar's marketing campaign and a larger cultural realignment underway in the U.S. following Donald Trump's victory. Even Elon Musk, Tesla CEO and Trump surrogate, weighed in on his X account, laughing at a comment suggesting that, while the Volvo commercial was a success, Jaguar executives must be "punching the air right now."

(Excerpt) Read more at newsweek.com ...

TOPICS: Culture/Society; News/Current Events
KEYWORDS: jaguar; volvo

Click here: to donate by Credit Card

Or here: to donate by PayPal

Or by mail to: Free Republic, LLC - PO Box 9771 - Fresno, CA 93794

Thank you very much and God bless you.

And so much for “copy nothing.”

Is this nonsense on the way out?

larger cultural realignment underway in the U.S. following Donald Trump's victory.

1 posted on 11/23/2024 7:49:55 AM PST by DoodleBob

To: DoodleBob

2 posted on 11/23/2024 7:53:35 AM PST by Carry_Okie (The tree of liberty needs a rope.)

To: DoodleBob

"...showcased a diverse group of (human) models in colorful outfits, revealed a new sans-serif logo—dropping the iconic big cat emblem"

And not a hint of why this "diverse group of models" might rile people up. Nope. Just an innocent "group of models in colorful outfits." Who could possibly be upset by that?

3 posted on 11/23/2024 7:54:02 AM PST by ProtectOurFreedom (Republicans are the party that says ‘Government doesn’t work.’ Then they get elected and prove it.)

Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.

Read Entire Article