In November 2024, our social media feeds were inundated with young, multicultural models in wacky outfits, strutting silently yet confidently through a high-contrast background that wouldn’t look out of place in a Wes Anderson film. Jaguar had killed off most of its lineup weeks prior and was teasing a bold fresh start.

Unfortunately for Jaguar, the backlash got ugly fast. Funny memes and pointed (but on-topic) criticism of the overhauled logo and lack of an actual car quickly gave way to a culture war. The bizarre ad was no longer just cringe; to some commentators, it was proof that another storied brand had gone “woke.”

Critics latched onto the presence of models who read as queer or gender non-conforming. Onlookers compared the relaunch to the Bud Light and Dylan Mulvaney controversy. Some claiming to be longtime Jaguar fans vowed to never support the brand again. President Trump even chimed in, bashing the ad campaign as “stupid” and “woke.” The frenzy got so out of hand that critics began piling onto a Jaguar executive associated with the effort.

When Jaguar revealed a pink concept car a couple of weeks later, some applauded the edgy design—but the hate didn’t exactly disappear.

Nearly two years later, looking at the production Type 01 at Jaguar’s office in Gaydon, England, I wanted to know: Did any of it really matter? Not really, Rawdon Glover, Jaguar’s managing director, told me in an interview. Jaguar doesn’t seem particularly concerned with winning over its many haters. They clearly aren’t this car’s target audience, Glover said.

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