**Jaguar Faces Backlash Over New Rebranding Campaign**

British luxury car manufacturer Jaguar is under fire for its recent rebranding efforts, which include a new logo and a colorful advertisement focusing on diversity. The campaign has sparked mixed reactions, with some fans and anti-"woke" critics expressing their displeasure online.

Elon Musk, CEO of Tesla and X, added fuel to the fire by questioning Jaguar's approach. He posted on X, highlighting the absence of vehicles in Jaguar's ad and asking, "Do you sell cars?" His post quickly gained traction, receiving over 164,000 likes and nearly 3 million views, outshining the 9,000 likes that the Jaguar ad received.

Andrew Tate, a controversial online personality who has openly described himself as a misogynist, also weighed in, branding the ad as "gay bullsh*t" and declaring his refusal to purchase Jaguars. The advertisement garnered 62,000 replies on X, many of which were critical. Among the top responses, one user suggested the ad must be "surely a joke," while another called for a boycott of the company.

Bev Turner, a television host on the conservative GB News channel, criticized the ad's appearance, stating that it seemed as though Jaguar had tasked artificial intelligence with creating the "wokest, most pretentious, gender-ambiguous piece of self-satisfied A-level art." Some anti-"woke" social media users circulated a month-old video of a Jaguar brand director discussing the company's dedication to "fostering a diverse, inclusive and unifying culture," attacking the focus on diversity as "woke."

Jaguar has consistently defended its advertisement on its X account, responding directly to critical comments. Responding to Musk's query, Jaguar stated, "Yes. We'd love to show you. Join us for a cuppa in Miami on 2nd December?" To another user who echoed the phrase "Go woke, go broke," the company replied with, "Go hard." When questioned about the absence of cars in the ad, Jaguar said, "Pulling up. The story's still unfolding - stay tuned." Despite the backlash, Jaguar remains committed to its new direction, responding to a user who believed the rebrand would "tarnish" the company with, "Quite the opposite. This is a renaissance."

This rebranding effort comes as Jaguar aims to transition to an all-electric vehicle lineup. Earlier this year, JLR CEO Adrian Mardell announced that production of all current Jaguar models, except the F-Pace, would stop as part of a plan to make the company electric-only by 2025. Mardell noted that the discontinued models had generated "close to zero profitability."

The controversy surrounding Jaguar is reminiscent of similar incidents last year, where brands like Bud Light faced boycotts and criticism for adopting inclusive marketing campaigns.