I Loved Jaguar. Now I Hope It Fails
Is Jaguar another case of “go woke, go broke”? In this video, I examine Jaguar’s woke rebrand, the “Copy Nothing” advert and the Jaguar Type 00 concept car—and why I see them as a rejection of British heritage, identity and pride. For me, Jaguar’s transformation reflects a much bigger identity crisis across Britain and Europe.
I loved Jaguar. Growing up with my granddad’s British racing green Jaguar XJ Sovereign, it represented beauty, achievement and something I aspired to own. I look back at that personal connection, Jaguar’s history under Ford and Tata Motors, and the impact of…
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