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The Guardian - UK
The Guardian - UK
Business
Geneva Abdul

Jaguar boss defends new ad and rebrand amid ‘vile hatred’ online

Jaguar Rawdon Glover Elon Musk
A diverse group of eight models – four sitting, four standing – wearing modern clothes in yellow, pink, red and orange looking at camera with the caption 'copy nothing'
A still from a clip of Jaguar’s new ad. Photograph: Jaguar

The boss of Jaguar has defended the company’s move away from “traditional automotive stereotypes” after a clip of its new advert was met with a barrage of “vile hatred and intolerance” online.

This week, Jaguar Land Rover, the luxury UK carmaker owned by India’s Tata Motors, posted a 30-second clip on X featuring models in brightly coloured clothing set against equally vibrant backdrops, without a car or the company’s traditional cat logo.

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