Tata Motors destroys Jaguar's brand with absurd display of wokism

Wokeism, a leftist movement that emerged in the United States, continues its process of destroying identities in the West.

Did the PSOE plagiarize the logo of a conservative party for its new foundation?
The errors of the new logo of the Senate of Spain from the perspective of a designer

We have seen that movement destroying a very famous brand, Disney, turning it into a name associated with rubbish as loaded with ideology as it is doomed to failure. The cartoon company's wokeism destroyed the Star Wars saga and has turned Marvel, previously a generator of box office hits, into a factory of fiascos. That trend also led Amazon to destroy Tolkien's work with its peculiar "diverse" reinterpretation of Middle Earth.

In this maelstrom to bring big business to its knees before the dogmas of the postmodern left, not even the Olympic Games were spared, turning its Paris edition into a grotesque spectacle. Surely in India, the owners of Tata Motors, current owner of Jaguar Cars, have thought that in the West what is most popular is the grotesque spectacle seen in the French capital last summer, and have decided to kill the brand of the famous British luxury car company.

On its website and social media channels, Jaguar has announced a "new era", stating: "Jaguar collaborates with a group of original creators from all fields of the arts. Opening new perspectives. Challenging boundaries." And the result is this video announcing its new brand image, published yesterday on Twitter:

Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

— Jaguar (@Jaguar) November 19, 2024

The video is receiving an avalanche of criticism and humorous comments. It currently has 55,000 replies and just 8,000 likes. Among the responses, Elon Musk, owner of Tesla and Twitter, has asked: "Do you sell cars?" Significantly, Musk's response has 146,000 likes, 18 times more than the video of Jaguar unveiling its new image.

The old Jaguar Cars logo is the one you see above these lines, with its classic image of the feline that had been associated with its brand image for many years. And the new logo is this one:

A logo without the slightest grace, with a bland typography, which does away with the image of the jaguar, which will only be used as an ornament. "We need to change people's perceptions of what Jaguar stands for", has pointed out the general director of that brand, Rawdon Glover, to the BBC. Well, they have succeeded. The Jaguar brand had a reputation for many years manufacturing luxury cars, generally for a clientele with conservative ideas and mostly made up of white and heterosexual men, that is, the devil in the eyes of wokism. Now Jaguar seems like a brand focused on people who look like aliens and fans of the extravagant fashion of the "new wave" of the 80s.

With this renewal, Jaguar joins the ever-growing club of bland brand images, in a trend that began by promoting minimalism in logo design and finally made brands lose all their personality. A great paradox for those who claim to promote "diversity", but a very coherent result for those who are actually promoting a kind of single thought based on absolute vulgarity.