The managing director of Jaguar has hit out at what he called “vile hatred and intolerance” after the auto company launched a contemporary advert.

A 30-2d clip posted on the posh automobile stamp’s X epic on Tuesday triggered online backlash after it featured a diverse community of fashions posing in incandescent dresses but no vehicles or the enduring leaping huge cat.

The advert used to be viewed 160 million conditions and won over 120,000 comments, including from X proprietor Elon Musk who mentioned: “Manufacture you sell vehicles?”

Other’s claimed the stamp used to be “going woke” and “reinventing to be on pattern”, an obvious reference to those within the video and just among the advert’s taglines, such as “reproduction nothing” and “ruin moulds”.

Also on Tuesday, Jaguar unveiled a contemporary stamp as part of its rebranding and mentioned this could furthermore honest originate three contemporary electric vehicles in 2026.

Defending the advert, Rawdon Glover, Jaguar managing director, told the Financial Times that it used to be no longer intended to be a “woke” assertion and that the intended message had been misplaced in “a blaze of intolerance”.

“We want to re-attach our stamp and at an awfully diverse stamp point so we now savor got to act differently. We desired to pass a long way off from worn automobile stereotypes,” he mentioned.

“If we play within the the same formulation that all and sundry else does we are going to perfect to find drowned out.”

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Mr Glover mentioned the stamp desired to “appeal to a contemporary buyer inappropriate” without leaving all of its diverse potentialities wearisome.

In step with Mr Musk’s touch upon X, Jaguar mentioned: “Sure. We would favor to picture you. Be a part of us for a cuppa in Miami on 2 December?”

Replying to 1 more user who wondered where the vehicles had been, the corporate mentioned: “The epic is unfolding. Address tuned.”