How Jaguar lost its way - long before that polarising advert

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"Jaguar has no desire to be loved by everybody," said Gerry McGovern as he strode across the stage on a slightly chilly evening in Miami last week. It was a bold statement from Jaguar Land Rover's creative director, but it summed up the aura around the relaunch of one of the UK's most famous brands.

On 18 November, a short teaser ad was released that ignited social media. Lasting just 30 seconds, it showed models in bizarre and brightly coloured outfits but did not feature a single car.

The New York Post described it as "the latest example of idiotic and woke corporate virtue signalling". Elon Musk took a dig on X, asking Jaguar's official : "Do you sell cars":[]}