The unveiling of Jaguar's first electric concept car in Miami has sparked controversy. While not the car itself, the backlash has been shocking, mirroring a similar situation Mini faced years ago when it was taken over by BMW and received negative reactions. Jaguar's new approach, encapsulated in the tagline 'Copy nothing', signals a break from the past, much like Mini's journey through controversy to success.
, some people were outraged. Drivers with previous models even slapped on bumper stickers reading “this is a real Mini”. The BBC reported that executives insisted the car “is not a small BMW”.
The backlash has been shocking. Tesla boss Elon Musk responded to the video on his social network, X, asking, “do you sell cars?” . Thedrew attention to unrelated remarks about diversity by a mid-level marketing executive who it wrongly said had “masterminded” the rebrand, which it labelled “woke”. That unleashed a rush of culture warriors and the online far right – plus a torrent of homophobia and transphobia in the advert’s wake.
“It has been in decline,” said Bailey. “It hasn’t been able to compete against the likes of BMW, Mercedes-Benz and Audi in the premium market.”
Jaguar Electric Car Concept Car Miami Controversy Copy Nothing Jaguar Founder Electric Concept Car Unveiling
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