Jaguar Managing Director Rawdon Glover is on damage control to end the week, appearing in an interview with the Financial Times after the iconic British sports car manufacturer decided to nuke its 90-year legacy with a cringe-worthy 30-second ad published on X.

Glover said the ad’s “intended message” had been lost in “a blaze of intolerance” on social media platforms and rejected the notion that the video was a “woke” statement.

“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand,” Glover said.

He continued, “We need to re-establish our brand and at a completely different price point so we need to act differently. We wanted to move away from traditional automotive stereotypes.”

Glover railed against some social media users, saying he was disappointed by “the level of vile hatred and intolerance” in the comments that appeared on the video.

Apparently, Glover didn’t get the memo from US Rep. Alexandria Ocasio-Cortez about deleting pronouns off social media pages as the toxic wokeism tide goes out.