Jaguar’s landfill PR greenwashes luxury car maker

Jaguar has dropped a steaming sustainability communications commitment about saving the world from plastic. One F-Pace at a time…

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Jaguar now. Grace, space, pace, and an interior lovingly hand-crafted from landfill and ocean waste.

Park your posterior on premium pollution in your next Jaguar. You know you want to.

Jaguar has made a firm, bullshit commitment to (quote) Destination Zero. (That’s real marketing right there, when you think about it.) Buy a Jaguar, we’ll take you to Destination Zero. Like, have you ever wondered what’s at the end of the highway to hell?

Season ticket on a one-way ride. Hey Satan, payin’ my dues. Hey mama - look at me - on my way to the promised land. The Jaguar ‘Destination Zero’ anthem.

Floor mats and trims will be made of recycled industrial plastic, fabric offcuts and fishing nets. I certainly hope there’s a discount for that.

I call bullshit on this. Emphatically.

Being a carmaker is one of the least sustainable undertakings on earth. Face facts, dudes. No matter how many clothing offcuts you paste into some rich wanker’s new F-Pace, you cannot tell me the business model is environmentally sustainable, mainly because I paid attention at university.

The car industry - and in particular the luxury car industry - is about selling people shit they don’t actually need, with an incredible carbon footprint bound up in the construction of every unit. I’m not saying don’t make luxury cars. I’m saying: The greenwashing is intelligence-insulting.

This kind of tokenistic virtue signalling bullshit is disgraceful and indefensible, and Jaguar Land Rover should be ashamed of itself for even attempting it.

Instead, try making Land Rovers which aren’t unreliable shitboxes with short life expectancies.

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