Critics accused Jaguar of abandoning its legacy as a high-performance sports car manufacturer with the marketing campaign and claimed the brand had gone “woke.”

"We wanted to move away from traditional automotive stereotypes," Rawdon Glover, Jaguar's managing director, said in response to accusations of "going woke."

Jaguar holds a reputation for targeting male car drivers — and ones with plenty of money. For instance, the company's "Good to be Bad" campaign in 2014 featured British male actors such as Tom Hiddleston and Ben Kingsley portraying suave villains, reinforcing a masculine brand image.