“Jaguar has no desire to be loved by everybody,” stated Gerry McGovern last week in Miami, speaking from a stage on a somewhat cool evening. This bold declaration from Jaguar Land Rover’s creative director encapsulated the atmosphere surrounding the reintroduction of one of the UK’s most renowned brands. A brief, 30-second teaser advertisement, launched on 18 November, sparked widespread discussion on social media. It depicted models in unusual, brightly colored attire but notably omitted any vehicles. The New York Post characterized it as “the latest example of idiotic and woke corporate virtue signalling.” Elon Musk commented on X, querying Jaguar’s official account: “Do you sell cars?” The official launch subsequently took place at an art fair in Miami. Mr. McGovern presented two cars on stage, showcasing them in vibrant “Miami Pink” and “London Blue” hues. These vehicles represented Jaguar’s new Type 00, a concept car not intended for retail sale but designed to illustrate the brand’s future direction. Its angular, aggressive form, featuring a prominent bonnet and a distinct resemblance to the Batmobile, also generated divided opinions. “Even Gen Z hate the new ‘woke’ Jaguar!” proclaimed the Daily Mail. “Mark my words, Jaguar will go bust,” predicted Reform Party leader Nigel Farage on X. Conversely, former Top Gear presenter James May suggested to the BBC that the extensive discussion surrounding Post navigation Vintage Car from Peking to Paris Rally Fetches £17,400 Lorry Collides with House in Sproughton Village