Jaguar Rebrand Mistakenly Tries Reanimate the Corpse of Woke

November 22, 2024
Corporations Culture

Jaguar Rebrand Mistakenly Tries Reanimate the Corpse of Woke image

Key Takeaways

  • Americans are reacting overwhelmingly negatively to Jaguar’s rebrand and woke ad campaign.
  • People point out “the death of woke,” has placed a chilling effect on corporate initiatives to implement DEI or other progressive ideologies into their brands.
  • Jaguar’s roll-out post on X received a devastating ratio and almost exclusively mockery and criticism in response to its campaign.

Our Methodology

Demographics

All Voters

Sample Size

2,000

Geographical Breakdown

National

Time Period

1 Day

MIG Reports leverages EyesOver technology, employing Advanced AI for precise analysis. This ensures unparalleled precision, setting a new standard. Find out more about the unique data pull for this article. 

Jaguar unveiled its astonishing rebranding campaign, attempting to align with progressive ideology to sell cars. However, the flop of a bizarre DEI ad, paired with an underwhelming revised logo backfired spectacularly. Within a day, the once-iconic luxury car brand became a case study in the post-election rejection of "woke."

Consumer reactions turn sharply away from DEI (Diversity, Equity, and Inclusion) messaging, criticizing what has now become “tone deaf” and “cringe.” Overwhelmingly negative reactions demonstrate fatigue with corporate virtue signaling, as Jaguar’s roll-out post was decisively ratioed.

The Fall of Corporate DEI

From Aspirational to Alienating

  • DEI initiatives initially gained traction with grievance politics, claiming to address concerns about representation and equity for “marginalized communities.”
  • The corporate embrace of DEI post-2016 accelerated during cultural upheaval and resistance to Trump’s influence.
  • However, in the last several years, Americans have become increasingly disillusioned with aggressive DEI initiatives which demonize traditional views.
  • With Trump’s reelection in 2024, many view the decisive victory as a full repudiation of woke ideology which they say has gone too far.

The Tipping Point

  • The slogan “woke is dead,” widely circulated in conservative discourse, reflects an ideological pushback against "woke scolds” and elitist cultural coercion.
  • Public sentiment shows waning patience for corporate interventions in social issues from as tangential to their product or mission.

Voter Reactions to Jaguar

Backlash

  • 67% of conservatives express disdain for Jaguar’s campaign, branding it “woke nonsense.”
  • Common critiques include the perception of virtue signaling, tarnishing of brand identity, and a lack of focus on product quality.
  • Commentary is riddled with criticisms and words like “pandering,” “inauthenticity,” “cringey,” and “dated.”
  • The brand campaign also generates significant mockery as people online make fun of the misguided and dramatically miscalculated rebrand.

Many people are discussing the shellacking Jaguar is taking on X, highlighting comments roasting the failed attempt to garner woke brownie points. People also point out Jaguar’s history of luxurious and aspirational marketing, lamenting this disastrous divergence.

Some are referencing a speech from earlier this year by Jaguar’s Head of Brand Strategy, Santino Pietrosanti, touting the car company’s DEI initiatives. They say the horrendous ad campaign is a guaranteed result of hiring activists like Pietrosanti. Many also speculate that Tata Motors, Jaguar’s parent company, will lose significant stock value as a result.

Disillusionment

  • Moderates are divided, with 45% empathizing with progressive branding efforts but 30% sharing anti-woke concerns about alienation and misalignment.
  • The sentiment that Jaguar has “lost its core identity” resonates strongly.

Progressive Support

  • 62% of progressives applaud Jaguar’s inclusivity message, viewing it as a necessary reflection of evolving social values.
  • However, even some progressive voices criticize the execution, labeling it as “inauthentic” or “poorly planned.”

American Culture Re-Centering

  • Americans increasingly view DEI and woke ideology as undermining meritocracy and traditional values.
  • People say they have been pushed over the edge by trans ideology, racial politics, and hypocrisy by progressives.
  • Many are also just exhausted with polarized cultural fights, hoping to avoid extreme messaging that diverges from American norms.
  • Economic instability also increases demands for practicality over ideology in corporate behavior, with criticism toward companies that lean on cultural shaming when many cannot afford to pay their bills.

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