Ferrari would not allow customers to buy their cars unless they pass a "social status" background check.
This "requirement" imposed by the Italian luxury sports car manufacturer was met with raised eyebrows as it recently claimed to be committed to promoting diversity, equity and inclusion (DEI).
In a recent post on X, formerly Twitter, Ferrari endorsed the new Diversity and Inclusion Charter alongside Formula 1 and the Federation Internationale de l'Automobile (FiA).
"Through encouraging education, breaking biases, and ensuring transparency, we're creating a more inclusive industry," the handle @Ferrari tweeted.
We proudly reaffirm our commitment to equality, equity, and inclusion by endorsing the new Diversity and Inclusion Charter alongside @F1 and the @fia.
Through encouraging education, breaking biases, and ensuring transparency, we're creating a more inclusive industry. #Ferrari
— Ferrari (@Ferrari) November 26, 2024
Meanwhile, podcaster and journalist Nick Sortor said that Ferrari has now succumbed to the left cult and gone completely woke, preaching inclusivity but contradicting itself for imposing background checks on social status before allowing customers to purchase their "posh" cars.
In a post on his own X account, he said: "Nothing says 'inclusivity' like requiring background checks and 'social status checks' for entire families before they're allowed to purchase your cars. Spare us from your hypocrisy and virtue signaling, @Ferrari."
According to a screenshot Sortor attached to his tweet, potential Ferrari owners must first undergo background checks "to ensure they fit the mold of the brand and its desired image."
The attachment titled "How to pass a background check" continued: "Other factors might include family background, social status, and additional affiliations. The company's selection criteria may change depending on the make and model you are interested in. In some cases, you may get put on a waitlist, so be patient and do your research."
Ferrari has now gone woke, and is preaching "inclusivity."
And nothing says "inclusivity" like requiring background checks and "social status checks" for ENTIRE FAMILIES before they're allowed to purchase your cars.
Spare us from your hypocrisy and virtue signaling, @Ferrari. pic.twitter.com/zgYHyPz5LU
— Nick Sortor (@nicksortor) November 27, 2024
Jaguar ad faces backlash for featuring androgynous models while Volvo's pro-family commercial gets approval
Ferrari's DEI promotion came after Jaguar's debacle, where it launched a new advertisement featuring gender-neutral models in brightly colored over-the-top outfits. It included one man wearing a dress, along with other slogans such as "create exuberant," "live vivid," "delete ordinary" and "break moulds."
The ad did not feature a car throughout its entire 30-second run.
The ad campaign now faces backlash, with people even calling the British multinational car maker “Bud Light 2.0.” (Related: Jaguar's parent company experiences stock price drop following WOKE rebranding.)
"This just made me want to sell my Jaguar and I don't even own a Jaguar," conservative corporate activist Robby Starbuck joked.
PR firm CEO Craig Lucie added, "I see #jaguar is trending. This is why the right marketing and content team is important. You sell cars. Nothing in this ad tells a potential buyer about the story behind your product.
The company repeatedly responded to criticisms, arguing that "the story's still unfolding" for the rebranding and how the ad is "setting the stage" for the future.
"This dramatic, unmistakable and unexpected expression of what it means to Copy Nothing will be a preview of the fearless approach to come from Jaguar," the company's press release read.
"Jaguar's presence in Miami will establish its advocacy for artistic expression, in all its forms. Through a series of meticulously curated gallery spaces over two locations, Jaguar will share its platform with new and ground?breaking emerging artists who share its ethos of Copy Nothing."
Meanwhile, Swedish company vehicle maker Volvo is getting massive thumbs-ups for its family-oriented advertisement.
McDonald's Senior Marketing Director Guillaume Huin shared the commercial on X. The ad highlights the safety features of the new Volvo EX90 in the three-minute, 46-second video, which was shot by Oscar-winning cinematographer Hoyte Van Hoytema, who is known for his work on Christopher Nolan movies like Oppenheimer and Interstellar.
Volvo posted a 3 min and 46 second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer of Interstellar and Oppenheimer.
It goes against every single rule you can think about as a social lead. Length. Format. Over-produced.
Every comment under the ad said it… pic.twitter.com/wkmghuP4ye
— Guillaume Huin (@HuinGuillaume) November 21, 2024
"Volvo posted a 3 min and 46-second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer of Interstellar and Oppenheimer. It goes against every single rule you can think about as a social lead. Length. Format. Over-produced. Every comment under the ad said it immediately put (the brand) in their consideration set. It's f**king fantastic," wrote Huin.
The ad was all about Volvo's commitment to safety, reliability and the development of family-friendly vehicles.
"I just willingly sat through a nearly four-minute commercial and felt perfectly fine with it. Somebody deserves a promotion," said one user, while another added: "Jaguar brand designers punching the air right now."
A third commented: "I hope Jaguar take notes...For real though, this is excellent."
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