Jaguar Launches New Electric Car
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Jaguar has officially launched its new electric vehicle, two years after a controversial rebrand caused widespread criticism.
The British car brand is owned by JLR, which also owns Land Rover. In 2023, JLR relaunched Jaguar with a new image and logo.
The rebrand received strong backlash online. Many people criticised the new look, calling it 'woke', a term often used to describe excessive focus on social issues.
The company faced ridicule on social media, with some mocking the new designs and messaging used to promote the brand.
Despite the criticism, JLR continued with its plans. The company is now moving Jaguar towards becoming a fully electric car brand.
This new electric model is an important step in that transition. It represents Jaguar's first major car release since the rebrand began.
The launch comes at a time when many traditional car makers are shifting towards electric vehicles to meet environmental goals and compete with newer electric brands.
It remains to be seen how customers and critics will respond to the new car, especially given the strong reactions to the earlier rebrand.
The success or failure of this vehicle could shape the future direction of the Jaguar brand under JLR's ownership.
Vocabulary10 words
- electric vehicle
- a car powered by electricity instead of petrol
- JLR
- the company that owns both Jaguar and Land Rover
- logo
- a small picture or symbol that represents a company
- backlash
- a strong negative reaction from many people
- ridicule
- unkind laughter or mockery aimed at someone
- electric
- powered by electricity
- transition
- a change from one state to another
- launch
- the public release of a new product
- traditional
- existing for a long time; established
- brand
- a company's name, image, and identity
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Quiz
Answer key
1. Some people thought it was too focused on social issues 2. Jaguar and Land Rover 3. True
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Fill-in-the-blank listening
Play the audio again and fill in the missing words as you listen.
Jaguar has officially launched its new _____ vehicle.
The British car brand is owned by _____.
In 2023, JLR relaunched Jaguar with a new _____ and logo.
The rebrand received strong _____ online.
Many people criticised the new look, calling it _____.
The company faced _____ on social media.
JLR is moving Jaguar towards becoming a fully _____ car brand.
This new electric model is an important step in that _____.
The _____ comes at a time when many car makers are shifting to electric vehicles.
The success of this vehicle could shape the future of the Jaguar _____.
Discussion questions
- Why do you think companies sometimes face criticism when they rebrand?
- Do you think the term 'woke' is used fairly in discussions about branding? Why or why not?
- How important do you think public reaction is to a company's success?
- Would controversy around a rebrand affect your decision to buy a product from that company?
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