Badvert of the Month: Jaguar

Too many adverts fuel high-carbon lifestyles

New Jaguar model set to boost CO2 emissions beyond ‘normal’.

Date/Company: June 2020, Jaguar

The problem is… the truly extraordinary thing about this Jaguar advert is that they are still promoting a gas guzzler whose carbon emissions are way above what is now considered ‘normal’.

At a time when local councils are desperately trying to reduce air pollution and CO2 emissions - and when civil society, businesses and governments are discussing the need to ‘Build Back Better’ and establish a greener and fairer ‘normal’ - here comes Jaguar with a bullish throwback to the old world. This highly polluting car (215g of CO2 per km) far overshoots the fuel efficiency of an average petrol car in the UK (138g CO2/km). Retailing at £53,000, this luxury purchase puts two fingers up to the climate and everyone trying to cut emissions.

Key facts: 

• Jaguar’s new F-Type sports car emits between 215-253g Co2/km, more than twice the 2020 EU CO2 emissions target for vehicles (set at 95gCO2/km).

• The group is in talks with the British Government to secure a £1bn loan under the “Birch Project Plan” to support British companies through the coronavirus crisis.