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Jaguar brand

BBC

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How Jaguar lost its way long before that controversial advert

Summary

Nutrition label

72% Informative

A 30-second teaser ad released by Jaguar Land Rover sparked outrage on social media.

It showed models in bizarre and brightly coloured outfits but did not feature a single car.

The New York Post described it as "the latest example of idiotic and woke corporate virtue signalling" But some insiders argue that Jaguar 's problems run deeper than a five-minute frenzy.

It is being re-launched as an all-electric brand as part of a major restructuring.

Tata bought the brand from Ford in 2008 , following nearly two decades under American ownership.

It failed to make the business profitable and, at the height of the global financial crisis, put Jaguar up for sale.

But while JLR has performed relatively well over the past decade , despite the downturn caused by the Covid pandemic, it has been driving recent growth.

This week 's relaunch seems designed to get the brand out of a comfortable rut.

Branding experts have mixed views about the campaign.

The teaser ad that went viral generated more than three million views on YouTube .

VR Score

Informative language

Neutral language

Article tone

semi-formal

Language

English

Language complexity

Offensive language