2/ Jaguar CEO Adrian Mardell is "retiring" just months after launching a rebrand that looked like it came straight from Dylan Mulvaney’s PR team. The ad campaign? No cars. No heritage. Just androgynous models, bright colors, and slogans like: “DELETE ORDINARY.”

3/ The slogan was “Copy Nothing.” The 30-second spot featured: 👗 A man in a dress 🌈 Loud gender-bending fashion 🚫 ZERO actual vehicles It wasn’t a car commercial. It was a political statement. Jaguar owners were not amused.

4/ Conservatives on X torched it: “This just made me want to sell my Jaguar and I don’t even own a Jaguar.” — @robbystarbuck “Bud Light 2.0. They completely misread the moment.” — @exjon And with 47 million views in 24 hours, the backlash went global.

@robbystarbuck @exjon 5/ Then came Jaguar’s next PR nightmare: A brand-new EV design that critics nicknamed… 💅 “The Pink Batmobile.” They called it “exuberant.” The internet called it embarrassing. Because it was embarrassing.

@robbystarbuck @exjon 6/ Jaguar defended it all: “This is a bold and imaginative reinvention.” But car buyers don’t want gender theory. They want performance, beauty, and taste. They won't get it. Jaguar now makes ONLY the F-Pace crossover. NO sedans. NO sports cars. NO convertibles!

@robbystarbuck @exjon 7/ If I wanted a stupid crossover, I could get it from literally any other company on Earth. What is this trash they're serving up now??? I'm a longtime Jag owner. And I can tell you, I buy Jaguar for its classic style, its gasoline-powered roar, and its unique history.

@robbystarbuck @exjon 8/ Let’s be clear: Jaguar was abandoned by its own customer base. High-end car buyers don’t want rainbow Marxism on wheels. This is the same mistake Bud Light made. Same Woke playbook. Same humiliating crash.

@robbystarbuck @exjon 9/ Jaguar went woke, and as a result it went broke. Let this be a lesson: 🔥 The vibe shift is real 🔥 Brand loyalty has limits 🔥 "Get woke, go broke" isn’t a meme. It’s a market law. Jaguar needs to bring back the CARS we've always loved.

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@RodDMartin @grok give me some suggestions on how this brand value can be revived

@MyPic_UrComment @RodDMartin To revive Jaguar's brand after the backlash: 1. Issue a public apology from new leadership, admitting the ad missed the mark on core values. 2. Launch campaigns showcasing cars, performance, and heritage—feature diverse drivers in aspirational settings, not abstract ideology.

@RodDMartin Hey @Jaguar, throw me a small salary, some TATA MOTORS stonks & I'll save your company, with 4 new vehicles on two platforms. Guaranteed to save your brand from certain disaster. No advertising campaign, no pandering to anyone. The vehicles will sell themselves. Hit me up if

@RodDMartin I didn’t see any ideology in the commercial. Looked like a teaser trailer with bright colors.

@RodDMartin Any publicity is good publicity -Howard Stern. at least people are talking about Jaguar. They were going broke anyway. and govt talking points raises your chance for a bailout.

@RodDMartin Not fan of the woke ads, but the company seems performing well FS2024

@RodDMartin This was possibly the most genius and under rated move ever. They got to wipe the slate clean In a memorable way - nuked their own brand for free PR Failure enabled a wholesale evisceration of old management and massive write offs - recap The return of the iconic brand’s

@RodDMartin Irony is they copied everything - but so late in the game just as everyone was realizing the jig was up - jaguar jumped with both feet into the deep end of woke ideology and fully alienated virtually everyone. They’ve destroyed so much value as others have as well. Copy cats.

@RodDMartin Jaguar completely overhauled its product line and branding. Bud Light made a commercial for a different demographic and conservatives lost their minds. Not even close to the same thing.

@RodDMartin He didn't reposition a brand, he ripped out its soul and endeared it to no one, not one cohort. He made the cardinal error of creating a credibility gap through a brand claim that had no tangible proof points. He, the board and the CMO fucked up, royally.

@RodDMartin What do you mean, no men? There is at least one (or more) there On a TV commercial people can’t see your pronouns, they just see you how they see you But I agree, this ad campaign was a joke

@RodDMartin The CEO completed his mission to destroy an iconic vehicle company and he may consider it a win. Now fewer people with ICE cars, more pressure for 15 minute cities, destroyed capitalist shareholder value... In other words, the globalist's socialist agenda.

@RodDMartin Building a brand requires years, and ruining it only a few weeks! Jaguar learned this the hard way!

@RodDMartin This era of history will need serious studying in the future

@RodDMartin Maybe they should just hire the same Marketing Company, which designed the American Eagle Jeans ad. Their stock price went up by 20+ percent and Jaguars went down by 90 percent in Q1. Just saying. Play stupid games, win stupid prizes. And for the rest of “You” out there: Woke is

@RodDMartin Jaguar did not even know their own customer base. Buyers were mainly middle aged to elderly males who grew up seeing every villan in British shows own a Jag, Arhur 'bloody' Daly ring a bell? They probably needed to broaden their appeal but this was totally insane. Outside of a

@RodDMartin A pair of blue jeans wants a conversation with you. American Eagle. Jaguar car. Road. Sydney Sweeney. Jason Statham. Problem solved. House in the country. 2 Dogs.

@RodDMartin Many of us predicted this event when the re-branding was introduced. The people who were behind this simply tuned out the lesson Bud Light taught us. Be woke; be broke.

@RodDMartin My wife, a non-political person, sold her Jag because she didn’t want to be associated with the brand any longer. It was not the specific ideology, it was ideology in general over the historic power of the brand.

@RodDMartin Nothing cringier than a jaguar ad

@RodDMartin Freak show! 🤮

@RodDMartin Boy do they need a Sydney Sweeney ad. Like Land Rovers, Syndey nothing sports a rack like a Land Rover 🤓

@RodDMartin True 😶

@RodDMartin My first car was a Jaguar. I bought it in high school. I worked six nights a week for three years to buy it. The last car I bought was also a Jaguar convertible. It was one of five Jaguars I've owned in my lifetime. I sold my original E-Type at a Sotheby's auction almost two

@RodDMartin Jaquar went soulless and anti human.