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."

The boss of Jaguar has hit out at the response to the brand's controversial re-launch, accusing some critics of 'vile hatred and intolerance'. Rawdon

Jaguar's boss called out critics of its latest video ad, saying their reaction was "vile hatred" and intolerance. The brand needs to stand out, he said.

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.