Woke and Broke: While Companies Walk Back DEI, Jaguar Doubles Down
At a time when major companies such as Tractor Supply, John Deere, Harley-Davidson, Brown-Foreman Corp., Ford, and Molson Coors are scaling back diversity, equity, and inclusion (DEI) initiatives in response to public or internal backlash, Jaguar has launched a woke advertising campaign that is threatening to damage the brand’s image.
The campaign features androgynous models walking through a surreal, pink-hued rocky landscape, dressed in bold, brightly colored, abstract outfits in shades of red, pink, and yellow. The tagline, “create exuberant,” is displayed, yet there is no image of a car, nor does the advert feature the classic “growler” logo with the iconic jaguar.
Curt Hopkins, CEO of MCQ Markets, a fintech firm specializing in fractional ownership of exotic automobiles, has a deep understanding of luxury car brands and their target markets. He believes Jaguar made a poor business decision by launching a “woke” marketing campaign in a misguided attempt to revive their struggling business. Hopkins remarked, “Traditionally, Jaguar was a really old-fashioned brand, to be honest. And the guys that drive it even today are, [according to a] very senior person in the automotive manufacturing industry here in the UK… ‘all white, male, pale, and stale.’”
Jaguar’s traditional brand image has long been tied to elegance, power, and British automotive heritage. For decades, its advertising highlighted sleek, luxurious vehicles crafted to appeal to affluent, status-conscious buyers. The brand was synonymous with sophistication, masculinity, and timeless appeal, often emphasizing high performance and rich heritage. However, advertising experts and commentators warn that the new campaign risks alienating Jaguar’s traditional customer base.
The company’s managing director, Rawdon Glover, defended the carmaker’s controversial new marketing campaign, describing opposition to the ad as “vile hatred and intolerance.” The unusual nature of the advert, which fails to feature the product, prompted Tesla CEO Elon Musk to sarcastically ask, “Do you sell cars?” Despite the backlash, Jaguar insists its new branding represents a “fearless approach” to modernizing its image and positioning itself in the premium electric vehicle market.
As DEI programs and “woke” marketing campaigns are being scaled back across industries, it is surprising that Jaguar, a historically masculine brand, is attempting to keep these initiatives alive despite their widely observed failures. Companies like Bud Light, Nike, and Ben & Jerry’s faced significant backlash, boycotts, and financial losses after controversial campaigns alienated their core customer bases. For example, Bud Light experienced a 26% drop in sales in 2022, and Nike’s partnership with Colin Kaepernick led to boycotts and a temporary 3% dip in stock value. In response to consumer pressure, companies like Walmart, Ford, and Starbucks have reduced DEI efforts, such as racial equity training and supplier diversity requirements.
The Society for Human Resource Management (SHRM) even removed “equity” from its acronym, while Microsoft laid off two DEI directors. Higher education institutions are following suit, disbanding DEI centers and reallocating staff. Job postings for DEI roles have also declined, signaling a broader retreat from these initiatives. These examples highlight how DEI and woke marketing often fail to strengthen businesses and, instead, harm their financial performance, further illustrating the risks of blending corporate activism with commerce.
Ben & Jerry’s faced public criticism after halting sales in Israeli-occupied territories, a decision that drew accusations of political bias, while Victoria’s Secret struggled with its rebrand aimed at inclusivity, which alienated long-time customers. Coca-Cola also faced backlash over employee training programs perceived as divisive, and Gillette’s “The Best Men Can Be” campaign, addressing toxic masculinity, led to a reported $8 billion write-down. Even Disney, after incorporating political themes in its films and taking a stance against Florida legislation, faced boycotts from conservative audiences.
Adding to the controversy, Jaguar’s head of brand strategy, Santino Pietrosanti, recently spoke at an LGBTQ awards show, where he proudly highlighted the company’s commitment to a “radical woke agenda” in the workplace. He pointed to the creation of over 15 DEI groups, including Pride, Women in Engineering, Neurodiversity Matters, and Transitioning at Work. Pietrosanti defended the campaign, claiming it celebrates diversity and originality while promoting inclusivity within the company. Critics, however, contend that the campaign is poorly executed, lacks creativity, and risks further tarnishing Jaguar’s reputation. Despite the backlash, Pietrosanti insisted this rebrand is “only the start,” as Jaguar prepares to debut its new electric concept car at Miami Art Week.
Curt Hopkins has called this approach disastrous from a business, marketing, and automotive perspective. He argues that by prioritizing divisive and unrelated messaging over their core product—cars—Jaguar risks alienating its target audience and undermining its efforts to revive the brand. Instead of developing an innovative strategy to address their challenges, Jaguar may have only deepened its struggles.
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