Latest news with #NickEde
The Sun
a day ago
- Entertainment
- The Sun
How Sydney Sweeney's sexy new single life will ‘DOUBLE her £40m fortune' with her raciest ever stunts
AS an actress, she's got Hollywood at her feet - with bigwig directors lining up to work with her, and a slew of movies in the pipeline. But Sydney Sweeney isn't just resting on her laurels on set. 15 15 Instead, the very savvy star is cashing in on the side with enough money-making brand deals to fund a small nation, and she's leaving no doubt as to what those deals all hinge upon: her irresistible sex appeal. After all, while Hollywood is built on beauty, there are few stars who can fully embody that bombshell energy of yesteryear - in the guise of Marilyn Monroe and Sophia Loren - and become a brand unto themselves in the process. Yet Sydney manages to toe that line - and it's no coincidence that she's fully embraced her sexiest, and most marketable, self yet in the wake of her relationship ending earlier this year. According to brand and culture expert Nick Ede, the 27-year-old knows what her selling power is. And with her single status now confirmed to the world, she's leaning into that bachelorette image. Hollywood bombshell 'She's a modern-day sex symbol - and it feels like brands are really buying into her,' Nick tells us. 'They want to be associated with her, and they love the fact that she's single because it means she's potentially obtainable to guys. "Meanwhile, women feel like she's more relatable because of the likely heartbreak she's had, so they want to support her too. 'There's lots of opportunities in this from a branding point of view - and with 25m Instagram followers, she's got a lot of influence!' Last week, the Euphoria star confirmed reports that had been circulating since February, that, after seven years, she'd broken up with fiancé Jonathan Davino. Speaking to The Sunday Times Style magazine, she said she was now single, adding, 'I'm learning a lot about myself, spending more time with my friends. And I'm loving it.' Sydney Sweeney looks incredible as she makes FOUR outfit changes in one day to promote new movie Echo Valley 15 15 And one thing she's seemingly learnt about herself is that she's a highly valuable commodity, who can command big figures from companies begging her to promote them. Indeed, over the past few months - and coinciding with her break-up - Sydney has aligned herself with more brands than ever, fronting their ad campaigns and posting branded content to her social media. Big brand deals Some of her recent brand partnerships include the likes of MiuMiu, HEYDUDE shoes, Armani makeup, Samsung, Laneige, Kérastase, Ford and Dickies. Meanwhile, her recent - very tongue in cheek - campaign for Dr Squatch, which saw her release a range of soap made out of her own bathwater, proves the fact that she knows her sexy image sells. Joking that the idea was born from 'dirty little boys' who 'wouldn't stop asking' for her used bathwater, Sydney cheekily posed for the men's soap company in a bathtub. Would she have done so willingly if she were still engaged? Possibly. But she couldn't fully represent that attainable fantasy to her mostly male market with a ring on her finger. 'When she was still in her relationship, it didn't really feel like she was being so overtly sexual with her social posts, and she wasn't doing as many brand collaborations,' says Nick. 'But now that she's single again, and she's not getting married, it feels like she's come out of that spell. Now, she's out there, and she's owning it. 'I think that's what's great about her - she owns herself and she owns the way she looks. 'She's a bit like Sabrina Carpenter - they both own their sexuality and it's up to them what they push and what they don't push.' Of course, this isn't the first time that Sydney has leaned into her desirability to earn the big bucks. In 2023, she starred in the romcom Anyone But You - but it was the press tour to promote the movie that had fans running to the cinemas, as they couldn't get enough of Sydney's 'are they - aren't they' chemistry with co-star Glen Powell. The pair have both been open about how they harnessed the rumours surrounding their relationship to feed fans' frenzy, and ultimately guarantee box office success. To that end, they happily flirted for the cameras and cosied up together on red carpets - despite the fact that Sydney was still coupled up with Jonathan at the time. Clearly, the actress isn't afraid to ham it up for the cameras - and also blur the lines between film and reality. As Nick tells us, she's 'not pretentious nor prissy' when it comes to press and publicity, and she enthusiastically embraces her image as a pin-up. 15 15 15 She even fashioned a T-shirt last year that read: 'Sorry for having great t**s and correct opinions' across her chest - in response to some complaints about her sexualised image. What's important to note is that - while bombshells of the past like Marilyn Monroe were beholden to others, including film studios and directors - Sydney is fully in control of her image. On camera, she hasn't shied away from her sexy looks in the past - especially with envelope pushing roles in Euphoria and the erotic thriller The Voyeurs. But, given that - up until recently - she was engaged in real life, it was confined to make believe. Now, her sexy image seems more real than ever, and brands are clearly buying into the narrative… which is, ultimately, Sydney's bottom line. Money minded As the actress herself has explained, she's driven to make a lot of money, which comes from her parents' financial struggles during childhood. When she was 16, her parents, Lisa and Steven, had to sell their home in Washington, forcing the family (she has one younger brother, Trent) to live in one bedroom together in a Holiday Inn hotel for eight and a half months. Three years later, her parents filed for bankruptcy. Since then, she's been determined to make a better life - both for herself and her parents - and has grafted hard to up her earning potential. 15 15 Clearly, her efforts have paid off. While Sydney earned $2m to star in Anyone But You, she's since upped her film fee to around $7.5m - earning her a reported net worth today of approximately $40m. And she spends it well, admitting she's 'obsessed with Zillow' (America's version of Rightmove), and has invested in a highly lucrative property portfolio that includes homes in Bel Air, Los Angeles, Florida Keys, and several more properties in the Pacific Northwest. She also has a vintage car collection - which she last added to with a $68,500 Fiat Jolly. Meanwhile, the savvy star has also cemented herself behind the camera in Hollywood, producing Anyone But You and her recent film Immaculate. She's also producing her two upcoming movies - The Housemaid, and an untitled biopic about the boxer Christy Martin. However, as she herself has previously said, the acting and producing gigs only go so far - especially in today's economy. 'They don't pay actors like they used to,' she said in 2022. 'And with streamers, you no longer get residuals'. On brand That's where the brand deals come in. According to Nick, Sydney's massive following - which eclipses most actresses working today - guarantees her a sizeable income from sponsored content. That means that, the way things are going, she could easily double her fortune in no time. 'She could absolutely double it - I think she could be making hundreds of thousands per post,' he explains. 'She's wearing clothes from the likes of Miu Miu and jewellery from De Beers - ultra fabulous stuff. 'And she recently did a deal with Samsung Galaxy - deals like that can bring in six figures, definitely. 'With 25m followers, she's up there with the Kardashians. Sydney's really captured the zeitgeist.' As for where she goes from here, the sky's the limit for the star - who's somehow achieved the impossible: straddling the worlds of old Hollywood and new-age social media. Some stars in the past have tried and failed to be both commercial and respected in acting circles, but Sydney's somehow struck that balance. According to Nick, her brand comes down to some excellent strategising and talent management. 'If she were a mediocre actress, she couldn't have done this,' he says. 'Look at Megan Fox, who kind of ruined her career because her sexuality came before her acting. 'Sydney's different - she's got really great range, and also has that respect of Hollywood, which allows her to do these brand deals. 'She's very clever - and the team behind her must be really clever as well. Everyone understands what she's doing. 'She's peppering the deals with movies and she's not over-saturating in either arena - that means we'll keep buying into her.' As for where she goes from here, it seems the sky's the limit for Hollywood's ultimate It Girl. She'll soon be starring as boxer Christy - in a film that's already being pegged for Oscar success. Meanwhile, in the meantime, she's proving she's got enough self-awareness - and cheekiness - to cash in on her sex appeal. It seems that, as long as people are happy to buy soap made of her bathwater, she'll continue to sell it. And - in the process - Sydney's cleaning up very nicely indeed. 15
The Sun
6 days ago
- Business
- The Sun
Meghan Markle couldn't get Beyonce so settled for her mum… but even a global star couldn't save As Ever, expert slams
Emily Jane Davies Summer Raemason Published: Invalid Date, MEGHAN Markle couldn't bag Beyonce for her podcast so she settled for her mum instead, an expert claimed. The Duchess of Sussex, 43, sat down with Tina Knowles for the latest episode of Confessions of a Female Founder this week. 6 6 6 But marketing expert Nick Ede told The Sun how chats with famous celebs won't be enough to save her brand. This comes as the Duchess decided to"just pause" restocking As Ever - after previously selling out in under an hour. Meg said she wants to wait until it is "completely stable and we have everything we need" as to not annoy customers. Mr Ede said: "Meghan obviously is trying really hard to establish herself in a big way, and associating herself with other female founders, was kind of a good idea, because it went well with the As Ever brand, and how that was developing. "But the issue is that actually the As Ever brand hasn't really gone particularly far, so she can't really say that she's a particularly great female founder. "And so when she's been interviewing some of these brilliant people like Sarah Blakely, for instance, who who came up with Spanx and was one of the first youngest billionaires in the world, that's somebody who's actually aspirational, somebody who's worked really hard and created a product which is sold around the world and recognized around the world. "And unfortunately, as ever isn't." Mr Ede dubbed it more of a "PR spin" than a proper brand. He also compared it to Tina Knowles ' success as a bestselling author in America and a popular fashion designer. "Meghan is great at piggybacking off other people's success," the expert added. But, despite chatting to popular celebs on the podcast, Mr Ede didn't think it would be of much benefit. "I think one of the biggest problems with this is that unfortunately, Meghan hasn't had the people who are going to get the bums on seats who are going to get the listeners who are going to get the downloaders," he said. "And also the conversations aren't particularly interesting. "They're only interesting to people who want to be female founders, and if they're not, then it doesn't really give them much to talk about." Mr Ede also highlighted how the Duchess "isn't particularly relatable". He said there's a "massive disconnect" as "really she's not a female founder". The expert suggested the mum-of-two's best bet would be venturing into the fashion world. "I don't think she'll do another podcast. I just don't think it's working," he continued. "I would really sit back and go, 'how front facing do I need to be? Do I actually need to be right at the forefront of it? Or can I just use my name to influence and drive sales, make money and feel much more protected?' "I think that would be the best strategy for her in the long run." Meghan has previously told of the difficulties of building her firm and "how many tears" she has shed behind the scenes. She chatted about As Ever on a bonus episode of her podcast featuring Beyoncé's mother Tina Knowles. The Duchess has suffered a myriad of problems with the business, from branding rows to claims she is "out of touch" with reality with her pricey jams. The 43-year-old has previously admitted As Ever "overwhelms" her and she stays up stressing about it until 3am. On the podcast, she also expressed her dream of launching a future business with daughter Princess Lilibet, after talking to Tina about the Cecred haircare line she started with Beyoncé. "I wonder if one day I'll be in business with Lily and we'll be building something," the Duchess said, with Tina adding: "That's the best." Meghan spoke about the April launch of her As Ever products including jam and herbal tea. She said that the "scarcity mentality at the beginning might be a hook for people", comparing it to "a sneaker drop". But she feared it might be "annoying" for customers, adding: "I don't want you to eat that jam once every six months. I want that to be on your shelf all the time." Meghan said: "So for me at the moment, with As Ever, it was great. We planned for a year we get and then everything sells out in 45 minutes. "Yes, amazing, great news. Then what do you do? And then you say 'Ok, we planned as best as we could. Are we going to replenish and sell out again in an hour? Or is that annoying as a customer? "I'm looking at it saying 'Just pause. That happened. Let's wait until we are completely stable and we have everything we need'." She added how people "see all the flashy stuff and they see the product. But that end game... those behind the scenes moments, how many tears I've shed". But experts claimed she used a sneaky "ploy" to make sure her pricey food brand sold out in minutes. When Meghan, 43, finally launched her highly anticipated As Ever items, from £11 jars of jam to £22 limited edition honey, it was swiftly out of stock. But a source said: "This is simply a marketing ploy. "You make a relatively small amount available so it all gets bought and then you can say it's so popular it sold out." Meg's chat with Tina comes she shared snaps with Prince Harry as the couple enjoyed watching a Beyonce concert last month. The pair were seen dancing in a luxury suite worth thousands of dollars at the singer's Cowboy Carter tour in LA. Harry, 40, was standing and bopping his head awkwardly while the Duchess repeatedly threw her hands in the air as Beyonce belted out Texas Hold'Em. A separate official photo posted onto Beyonce's official tour website showed the couple smiling with their arms around each other. 6 6 6
Scottish Sun
23-05-2025
- Automotive
- Scottish Sun
Jaguar gave into woke brigade with ‘rebrand' & it's hurt them big time – they've alienated loyal clients, expert says
Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) JAGUAR giving into the woke bridge with its controversial pink "rebrand" has hurt the company big time, a brand and culture expert has claimed. The iconic British car manufacturer sparked outrage in November when it launched a glossy ad campaign with bright colours and catwalk models. Sign up for Scottish Sun newsletter Sign up 5 Jaguar Land Rover's controversial rebrand, featuring bright colours, catwalk models, and a pink concept car, sparked a fierce backlash Credit: Jaguar 5 The Type 00, a striking, pink grand tourer, left the motoring world divided Credit: PA 5 Jaguar's revamped logo and badge courted criticism and ignited strong reactions from fans and critics alike Soon after, it unveiled the bizarre Type 00 concept car - a large, pink grand tourer - as well as a much-maligned new logo and badge. Now, months later, the company has seemingly turned its back on the agency that put it all together. According to The Telegraph, the brand has launched a review of its advertising account - which is held by Accenture Song and its in-house agency Spark44 until mid-2026. And Nick Ede, a brand and culture expert, has said the progressive ad campaign just didn't "feel right" with Jaguar. He told The Sun: "We're talking about a car that costs over a £100,000 and it felt more like it was an advert for an ice cream or pop stars. "That kind of car is all about bragging rights. It's about going 'I've got this amazing piece of machinery'. "This brand has got a really great heritage for providing and producing fantastic pieces of engineering. "Then this juxtaposition with this very kind of gregarious and very out there piece of advertising just didn't work. "For Jaguar it didn't feel like it was the right thing to do." Nick also described how the rebrand alienated both loyal clients and potential new EV customers. Jaguar boss doubles down & DEFENDS new 'woke Tesla' pink EV in controversial rebrand He said: "Jaguar is a heritage brand. You know you we've got heritage brands in the UK. "Whether it's Rolls Royce, or whether it's something like a fashion brand like John Smedley, or whether it's Hackett, whether it's Fortman & Mason. "All those brands we still recognise, even if they have little iterations where they change themselves to modernise - to change the logo a little bit or a different colour. "But with this whole brand shift we didn't recognise anything about it. END OF THE ROAD By Ellie Doughty THE firm is gearing up to go fully electric by axing all new car production - with company boss Rawdon Glover defending the move. Managing director of Jaguar, Glover hit back at critics telling press it was a "strategic decision" and insisting it was "not a mistake". He described the pivot as a "fire break", with no new Jags in UK dealerships from the end of November - for the first time since 1935. Jaguar has been making its own internal combustion cars since then but has committed to going all-electric by 2025. That's well ahead of the deadline for the 2030 ban on new petrol and diesel cars. While many rivals have been producing a mix of EVs, hybrids and traditional cars, Jaguar is taking a more all-out approach. The company recently stopped selling new cars and began only fulfilling orders that had already been taken. Meaning customers now won't be able to order a new Jag until 2026 - when they will all be EVs. Speaking to journalists Glover said: "It is a firebreak that will give customers and dealers the chance to reset as we move towards this new era for the brand." Meanwhile a spokesperson for the luxury brand told Car Dealer: "Sales of current Jaguars in the UK have come to an end as we prepare to relaunch the Jaguar brand from December 2024." Only the F-Pace model will see its run carried over into 2025, but will be discontinued at the end of the year. The firm had already discontinued the XE, XF and F-Type models. UK production of the E-Pace and I-Pace has also ceased, with global production shutting down by the end of the year. A statement from the company read: "From November 2024, new Jaguar sales will come to an end ahead of our new brand reveal later this year and product launch in 2026. "While we have now ceased allocation of our current generation of Jaguar vehicles, we do have a selection of models available to acquire on an Approved Pre-Owned basis through our UK retail network." Glover previously told Autocar: "I think our products, and perhaps the next generation of the products, will make a big difference to how the whole sector is perceived. "The rational barriers to EV ownership at the moment still remain range anxiety and infrastructure, and the need to be charging publicly. "If we take each of those in turn, all our vehicles will have significant leverage." The company is set to tease its future EV line - unveiling a future series in December set to go on sale in 2026. Its headliner is a £100,000 GT model, which is promised to boast over 500 horsepower and a 435-mile range. This will be followed up with a new SUV and a Bentley-rivalling limousine from 2028. "So it felt like we were being introduced to a brand new brand, and for people who don't know anything about cars or first time car buyers. "It just felt like everybody was alienated by this campaign." The likes of Nigel Farage and even Elon Musk led the critics, with Farage describing it as "woke" and warned the automaker risked "going bust" due to its new design choice. Musk turned the knife on X, simply asking Jaguar "Do you sell cars?" Writing for The Sun last year, Julia Hartley-Brewer held up the move as another example of "a bid to shove 'progressive' and 'woke' ideology down our throats". She said the ad itself looked like a "miserable box of Quality Street who've accidentally wandered on to the set of the Hunger Games". When the 30-second ad was first unveiled, flashing up a number of slogans, including "live vivid", "delete ordinary" and "copy nothing", fans on social media weren't much kinder. One Facebook user commented: "If I wasn't sure before, now I'm convinced Jaguar have completely lost the plot. "This woke nonsense won't gain anything." Another wrote: "Please tell me this is fake. Jaguar really has hit the self destruct button." A spokesperson for Jaguar Land Rover said: "As a matter of policy JLR does not comment on any supplier arrangements." They continued: "The reinvention of the Jaguar brand was planned to attract significant global attention and comment; we wanted to spark online debate and get people talking about us. "The scale of the reaction has been unprecedented; this shows just how much of an emotional attachment Jaguar has with so many people. "Accenture Song is our incumbent agency; contracted into 2026; They have been working with JLR and our House of Brands for over 4 years now and this has been a successful partnership." Sun Motors has contacted Accenture Song for a comment. 5 As Jaguar prepares for an all-electric future, its creative partnership with Accenture Song faces scrutiny amidst the fallout from the rebrand Credit: Jaguar
The Irish Sun
23-05-2025
- Automotive
- The Irish Sun
Jaguar gave into woke brigade with ‘rebrand' & it's hurt them big time – they've alienated loyal clients, expert says
JAGUAR giving into the woke bridge with its controversial pink "rebrand " has hurt the company big time, a brand and culture expert has claimed. The iconic British car manufacturer sparked outrage in November when it launched a . Advertisement 5 Jaguar Land Rover's controversial rebrand, featuring bright colours, catwalk models, and a pink concept car, sparked a fierce backlash Credit: Jaguar 5 The Type 00, a striking, pink grand tourer, left the motoring world divided Credit: PA 5 Jaguar's revamped logo and badge courted criticism and ignited strong reactions from fans and critics alike Soon after, it unveiled the - a large, pink grand tourer - as well as a much-maligned . Now, months later, the company has seemingly According to , the brand has launched a review of its advertising account - which is held by Accenture Song and its in-house agency Spark44 until mid-2026. And Nick Ede, a brand and culture expert, has said the progressive ad campaign just didn't "feel right" with Jaguar. Advertisement Read more Motor News He told The Sun: "We're talking about a car that costs over a £100,000 and it felt more like it was an advert for an ice cream or pop stars. "That kind of car is all about bragging rights. It's about going 'I've got this amazing piece of machinery'. "This brand has got a really great heritage for providing and producing fantastic pieces of engineering. "Then this juxtaposition with this very kind of gregarious and very out there piece of advertising just didn't work. Advertisement Most read in Motors Exclusive "For Jaguar it didn't feel like it was the right thing to do." Nick also described how the rebrand alienated both loyal clients and potential new EV customers. Jaguar boss doubles down & DEFENDS new 'woke Tesla' pink EV in controversial rebrand He said: "Jaguar is a heritage brand. You know you we've got heritage brands in the UK. "Whether it's Rolls Royce, or whether it's something like a fashion brand like John Smedley, or whether it's Hackett, whether it's Fortman & Mason. Advertisement "All those brands we still recognise, even if they have little iterations where they change themselves to modernise - to change the logo a little bit or a different colour. "But with this whole brand shift we didn't recognise anything about it. END OF THE ROAD By Ellie Doughty THE firm is gearing up to go fully electric by axing all new car production - with company boss Rawdon Glover defending the move. Managing director of Jaguar, Glover hit back at critics telling press it was a "strategic decision" and insisting it was "not a mistake". He described the pivot as a "fire break", with no new Jags in UK dealerships from the end of November - for the first time since 1935. Jaguar has been making its own internal combustion cars since then but has committed to going all-electric by 2025. That's well ahead of the deadline for the While many rivals have been producing a mix of The company recently stopped selling new cars and began only fulfilling orders that had already been taken. Meaning customers now won't be able to order a new Jag until 2026 - when they will all be EVs. Speaking to journalists Glover said: "It is a firebreak that will give customers and dealers the chance to reset as we move towards this new era for the brand." Meanwhile a spokesperson for the luxury brand told Only the The firm had already discontinued the XE, XF and F-Type models. UK production of the E-Pace and I-Pace has also ceased, with global production shutting down by the end of the year. A statement from the company read: "From November 2024, new Jaguar sales will come to an end ahead of our new brand reveal later this year and product launch in 2026. "While we have now ceased allocation of our current generation of Jaguar vehicles, we do have a selection of models available to acquire on an Approved Pre-Owned basis through our UK retail network." Glover previously told "The rational "If we take each of those in turn, all our vehicles will have significant leverage." The company is set to tease its future EV line - unveiling a future series in December set to go on sale in 2026. Its headliner is a £100,000 GT model, which is promised to boast over 500 horsepower and a 435-mile range. This will be followed up with a new SUV and a Bentley-rivalling limousine from 2028. "So it felt like we were being introduced to a brand new brand, and for people who don't know anything about cars or first time car buyers. "It just felt like everybody was alienated by this campaign." Advertisement The likes of Nigel Farage and even Elon Musk led the critics, with Farage describing it as "woke" and Musk turned the knife on X, simply asking Jaguar "Do you sell cars?" Writing for The Sun last year, Julia Hartley-Brewer held up the move as another example of "a bid to shove 'progressive' and 'woke' ideology down our throats". She said the ad itself looked like a "miserable box of Quality Street who've accidentally wandered on to the set of the Hunger Games". Advertisement When the 30-second ad was first unveiled, flashing up a number of slogans, including "live vivid", "delete ordinary" and "copy nothing", fans on social media weren't much kinder. One "This Another wrote: "Please tell me this is fake. Jaguar really has hit the self destruct button." Advertisement A spokesperson for Jaguar Land Rover said: "As a matter of policy JLR does not comment on any supplier arrangements." They continued: "The reinvention of the Jaguar brand was planned to attract significant global attention and comment; we wanted to spark online debate and get people talking about us. "The scale of the reaction has been unprecedented; this shows just how much of an emotional attachment Jaguar has with so many people. "Accenture Song is our incumbent agency; contracted into 2026; They have been working with JLR and our House of Brands for over 4 years now and this has been a successful partnership." Advertisement Sun Motors has contacted Accenture Song for a comment. 5 As Jaguar prepares for an all-electric future, its creative partnership with Accenture Song faces scrutiny amidst the fallout from the rebrand Credit: Jaguar 5 Jaguar's journey to reinvention continues to spark online debate and controversy Credit: Getty
The Sun
23-05-2025
- Automotive
- The Sun
Jaguar gave into woke brigade with ‘rebrand' & it's hurt them big time – they've alienated loyal clients, expert says
JAGUAR giving into the woke bridge with its controversial pink "rebrand" has hurt the company big time, a brand and culture expert has claimed. The iconic British car manufacturer sparked outrage in November when it launched a glossy ad campaign with bright colours and catwalk models. 5 5 5 Soon after, it unveiled the bizarre Type 00 concept car - a large, pink grand tourer - as well as a much-maligned new logo and badge. Now, months later, the company has seemingly turned its back on the agency that put it all together. According to The Telegraph, the brand has launched a review of its advertising account - which is held by Accenture Song and its in-house agency Spark44 until mid-2026. And Nick Ede, a brand and culture expert, has said the progressive ad campaign just didn't "feel right" with Jaguar. He told The Sun: "We're talking about a car that costs over a £100,000 and it felt more like it was an advert for an ice cream or pop stars. "That kind of car is all about bragging rights. It's about going 'I've got this amazing piece of machinery'. "This brand has got a really great heritage for providing and producing fantastic pieces of engineering. "Then this juxtaposition with this very kind of gregarious and very out there piece of advertising just didn't work. "For Jaguar it didn't feel like it was the right thing to do." Nick also described how the rebrand alienated both loyal clients and potential new EV customers. He said: "Jaguar is a heritage brand. You know you we've got heritage brands in the UK. "Whether it's Rolls Royce, or whether it's something like a fashion brand like John Smedley, or whether it's Hackett, whether it's Fortman & Mason. "All those brands we still recognise, even if they have little iterations where they change themselves to modernise - to change the logo a little bit or a different colour. "But with this whole brand shift we didn't recognise anything about it. END OF THE ROAD By Ellie Doughty THE firm is gearing up to go fully electric by axing all new car production - with company boss Rawdon Glover defending the move. Managing director of Jaguar, Glover hit back at critics telling press it was a "strategic decision" and insisting it was "not a mistake". He described the pivot as a "fire break", with no new Jags in UK dealerships from the end of November - for the first time since 1935. Jaguar has been making its own internal combustion cars since then but has committed to going all-electric by 2025. That's well ahead of the deadline for the 2030 ban on new petrol and diesel cars. While many rivals have been producing a mix of EVs, hybrids and traditional cars, Jaguar is taking a more all-out approach. The company recently stopped selling new cars and began only fulfilling orders that had already been taken. Meaning customers now won't be able to order a new Jag until 2026 - when they will all be EVs. Speaking to journalists Glover said: "It is a firebreak that will give customers and dealers the chance to reset as we move towards this new era for the brand." Meanwhile a spokesperson for the luxury brand told Car Dealer: "Sales of current Jaguars in the UK have come to an end as we prepare to relaunch the Jaguar brand from December 2024." Only the F-Pace model will see its run carried over into 2025, but will be discontinued at the end of the year. The firm had already discontinued the XE, XF and F-Type models. UK production of the E-Pace and I-Pace has also ceased, with global production shutting down by the end of the year. A statement from the company read: "From November 2024, new Jaguar sales will come to an end ahead of our new brand reveal later this year and product launch in 2026. "While we have now ceased allocation of our current generation of Jaguar vehicles, we do have a selection of models available to acquire on an Approved Pre-Owned basis through our UK retail network." Glover previously told Autocar: "I think our products, and perhaps the next generation of the products, will make a big difference to how the whole sector is perceived. "The rational barriers to EV ownership at the moment still remain range anxiety and infrastructure, and the need to be charging publicly. "If we take each of those in turn, all our vehicles will have significant leverage." The company is set to tease its future EV line - unveiling a future series in December set to go on sale in 2026. Its headliner is a £100,000 GT model, which is promised to boast over 500 horsepower and a 435-mile range. This will be followed up with a new SUV and a Bentley-rivalling limousine from 2028. "So it felt like we were being introduced to a brand new brand, and for people who don't know anything about cars or first time car buyers. "It just felt like everybody was alienated by this campaign." The likes of Nigel Farage and even Elon Musk led the critics, with Farage describing it as "woke" and warned the automaker risked "going bust" due to its new design choice. Musk turned the knife on X, simply asking Jaguar "Do you sell cars?" Writing for The Sun last year, Julia Hartley-Brewer held up the move as another example of "a bid to shove 'progressive' and 'woke' ideology down our throats". She said the ad itself looked like a "miserable box of Quality Street who've accidentally wandered on to the set of the Hunger Games". When the 30-second ad was first unveiled, flashing up a number of slogans, including "live vivid", "delete ordinary" and "copy nothing", fans on social media weren't much kinder. One Facebook user commented: "If I wasn't sure before, now I'm convinced Jaguar have completely lost the plot. "This woke nonsense won't gain anything." Another wrote: "Please tell me this is fake. Jaguar really has hit the self destruct button." A spokesperson for Jaguar Land Rover said: "As a matter of policy JLR does not comment on any supplier arrangements." They continued: "The reinvention of the Jaguar brand was planned to attract significant global attention and comment; we wanted to spark online debate and get people talking about us. "The scale of the reaction has been unprecedented; this shows just how much of an emotional attachment Jaguar has with so many people. "Accenture Song is our incumbent agency; contracted into 2026; They have been working with JLR and our House of Brands for over 4 years now and this has been a successful partnership." Sun Motors has contacted Accenture Song for a comment. 5 5
