Jaguar, the renowned British luxury car brand now Indian-owned, recently sparked a social media uproar on X with the release of its latest “Copy Nothing” commercial.
Numerous commentators, including billionaire Elon Musk, quickly ridiculed the ad for its peculiar and seemingly disjointed nature. Musk, for instance, sarcastically questioned whether the company even sells cars.
The advertisement’s use of vibrant colors, flamboyant costumes, and gender-nonconforming individuals has led some to interpret it as part of the ‘culture war.’ Critics have invoked the “go woke, go broke” mantra, vowing to boycott the brand.
The idea that Jaguar’s new direction could spell trouble appeared to be reinforced as its parent company, Tata Motors (NSE: TATAMOTORS), saw its stock price decline on the 24-hour charts of the Indian National Stock Exchange and the BSE.
Is Jaguar’s new ad responsible for Tata’s stock drop?
On closer examination, it’s unlikely the flamboyant commercial is connected to the stock market decline. Firstly, Jaguar is just one of many subsidiaries under Tata Motors, so its performance alone does not dictate overall share movements. Secondly, the downward trend began back in August.
Since August, Tata’s stock has dropped by 30%, far overshadowing the modest 1% dip in the past 24 hours. Moreover, Jaguar’s latest commercial premiered on November 19—a day that, notably, saw one of the few recent market rallies.
The recent decline in Tata’s shares is more likely tied to broader factors than Jaguar’s new ad. These include a significant sales drop in August, a UBS forecast downgrade on September 11, and warnings of weaker future performance, particularly in the luxury division, which includes Jaguar.
Other Tata subsidiaries have also played a role in the downturn. For instance, the Indian Supreme Court upheld the state’s right to impose additional taxes on mineral extraction retroactively to April 1, 2005—a ruling that could heavily impact Tata Steel.
Additionally, the Indian stock market began sliding in September, driven by concerns over an economic slowdown, heightened geopolitical tensions, regulatory changes, weak corporate earnings, and analyst downgrades.
The NIFTY 50 index, for example, has dropped 5.78% over the past 30 days.
Is JaGUar Stock Safe After the Rebrand?
While Jaguar’s latest marketing efforts may not have directly influenced Tata stock’s recent performance, they could still pose risks in the long run.
The most immediate threat is the potential for a social media backlash or boycott campaign, as some critics have suggested.
A larger concern, however, is whether Jaguar’s overall rebranding strategy will resonate. The company is undergoing a major shift toward electric vehicles (EVs), with three models slated for release by 2026. It has also revamped its iconic logo, now stylized as JaGUar, a change already drawing online ridicule.
Jaguar’s future hinges on how well its rebrand is received by the public and whether the company accurately understands its customer base. While the “go woke, go broke” slogan is often invoked, clear examples of its validity remain rare—Bud Light being a notable exception due to its specific customer demographics.
Interestingly, the backlash against Jaguar’s ad was less about cultural controversies and more about its apparent disconnect from showcasing cars. Despite joining the online mockery, Elon Musk expressed interest in seeing Jaguar’s new vehicle lineup, signaling that the brand’s products might still hold consumer intrigue.
The optimistic outlook is further supported by May 2024 reports revealing that, despite pausing for the rebrand, Jaguar Land Rover’s profits soared to their highest levels since 2025.
