…And what brands can learn from it.
Credit: Google.
Have you ever seen a car ad with no car? Well, whoever was cooking up this idea at the Jaguar HQ certainly thought it was a new and effective campaign. New? Sure. Effective? That’s a different story.
Right after the ad exploded in popularity, most of the reactions were negative.
Here’s what the stats say:
- Over 4.4 million views and 40k+ comments within 24 hours, but the response was overwhelmingly negative
- Tesla’s Elon Musk mocked it on X: “Do you sell cars?”
- Nigel Farage likened it to a “Bud Light moment,” warning the brand could “go bust”
- Most dramatically, European sales crashed by 97.5% in April 2025. Jaguar sold just 49 cars, down from 1,961 the year before
Ouch. That’s seriously going to leave a dent. But it leaves us with an important question. How come Jaguar, one of the premier luxury car brands, manages to anger even its most die-hard fans? And most importantly, what can brands learn so that they avoid such mistakes?
What went wrong?
Tone deaf branding.
Let us set your scene. You’re watching an ad for instant noodles. You’re probably expecting the noodles to look good, easy to make, etc. Right? Nope. Instead of delicious noodles, an individual will show up wearing a dubious outfit, lecturing you on why being unique isn’t a sin.
Not only will it leave a bad taste in your mouth, but you’d probably wash your face before throwing away any leftover packets. Unfortunately, people can’t do that for a luxury car, but that’s what they must have dreamed of.
Jaguar’s “Copy Nothing” campaign featured abstract slogans (“live vivid”, “delete ordinary”) and androgynous models—but no cars, which many felt was a major misstep. Managing Director Rawdon Glover defended the unconventional approach:
“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.”
– Credit: Business Insider.
Ignoring Brand Heritage
Jaguar has a nearly 90‑year history of elegance, performance, and British motoring prestige. But the rebrand dropped iconic elements—including longtime badges like the leaping cat—trading them for minimalist logos and flashy visuals.
Performative & Out‑of‑Touch
Many saw the advert as performative activism rather than authentic evolution toward EVs. On Reddit, those commenting noted that while the ad might resonate with a younger, more liberal crowd, it didn’t appeal to the actual buyers, typically over 50.
Why the backlash?
At the core of the backlash was a feeling of virtue signalling: the idea that a company is promoting social values more to look good than to act with substance. When brands appear to chase trends rather than embody them, audiences push back. Jaguar’s ad, which included abstract slogans and diverse casting but not a single car, felt more like a social experiment than a product promotion.
The lesson? Audiences can embrace progress, but they demand it be genuine, grounded in product quality, and aligned with brand heritage.
What Makes a Brand Truly Inclusive?
Truly inclusive brands don’t just say the right things—they live them. Take Patagonia, whose activism around climate change feels authentic because it’s woven into their supply chain, hiring, and leadership practices. Or Ben & Jerry’s, known for supporting racial justice and LGBTQ+ rights while still maintaining their quirky brand voice and loyal customer base.
What unites these examples? A clear alignment between values, audience, and brand voice. These brands didn’t just jump on a trend—they picked causes that resonated with their mission and customers. In contrast to Jaguar’s “Copy Nothing,” which felt disconnected from its luxury heritage, successful brands evolve without abandoning their core identity.
Conclusion: How to Do It Right
If brands want to evolve without backlash, here’s how they can try it:
- Know your audience. Progressive doesn’t mean ignoring your current customers.
- Be authentic. Consumers can spot opportunism. Tie messages to your product and purpose.
- Choose the right causes. Align your brand with issues that reflect your history, like Patagonia with the environment.
- Tell stories, not sermons. Avoid finger-pointing. Use narrative to inspire, not lecture.
Modern consumers support brands that stand for something real, not just something fashionable. Jaguar’s mistake wasn’t going progressive; it was doing so without grounding it in product, history, or buyer psychology. Inclusivity must feel like evolution, not rebranding.