Jaguar defended the new advertising campaign, telling Fast Company: "Our brand relaunch . . . is a bold and imaginative reinvention, and as expected, it has attracted attention."
One user on X wrote that "the damage this Jaguar marketing did to a once iconic brand should be studied . . . making an absolute mess of all the reputation capital #Jaguar built over decades."
On Instagram, most of the comments responding to a post from Jaguar's account are critical ("fire your whole marketing team for this") while the top comment, "killed a British icon," was liked more than 13,000 times.
This is the biggest change in Jaguar's history, a complete reinvention for the British classic car company, which is part of Tata Motors subsidiary Jaguar Land Rover.
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