Jaguar boss disappointed by vile hatred and intolerance over new advert [Video]

The managing director of Jaguar has said he was disappointed by the “vile hatred and intolerance” in responses to a clip of the car company’s new advert.

The luxury car brand posted a 30-second video on X, formerly Twitter, on Tuesday which featured models posing in bright clothes but no vehicles.

The clip prompted a backlash online among some 120,000 comments, with the social media site’s chief executive Elon Musk responding: “Do you sell cars?”

Rawdon Glover, Jaguar managing director, told the Financial Times: “If we play in the same way that everybody else does we’ll just get drowned out.

“So we shouldn’t turn up like an auto brand. We need to re-establish our brand and at a completely different price point so we need to act differently.”

Mr Glover added: “We don’t want to necessarily leave all of our customers behind. But we do need to attract a new customer base.”

He denied that the video …