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Jaguar unveils $130,000 electric car after rebrand backlash
Original: Jaguar reveals $130K electric vehicle two years after failed ‘woke’ rebrand video
Jaguar has revealed a new electric vehicle priced at around $130,000, roughly two years after its much-criticized rebranding campaign that dropped its traditional branding in favor of an abstract, brightly colored relaunch. The rebrand drew widespread mockery and was labeled 'woke' by critics, with questions over whether it damaged the brand. The new car is being watched closely as a test of whether Jaguar can revive its fortunes.
Why now: The new EV launch revives debate over Jaguar's controversial 2024 rebrand and its struggle to reestablish the brand.
Evidence
- Jaguar reveals $130K electric vehicle two years after failed ‘woke’ rebrand video · New York Post
- Jaguar reveals $130K electric vehicle two years after failed ‘woke’ rebrand video · New York Post
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