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JAGUAR X ATTITUDE

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OUR DRIVE TOWARDS EQUALITY

Since 2016, Jaguar has been a proud partner to the world’s biggest LGBTQ+ media brand, Attitude Magazine. Today, our partnership continues to be anchored by a range of immersive activations, all focused around our ‘Powered by’ sponsorship of the Annual Attitude Awards – the largest event of its kind anywhere in the world.

The Attitude Awards 2020 will feature 14 presenters, 14 winners, and five live music performances including The Vamps and Paloma Faith performing live tracks from their new albums for the first time. You can watch the spectacular, two-hour show hosted by comedian Tom Allen that reveals the winners of the 2020 Attitude Awards, on Tuesday 1st December, at 9pm on the Attitude Magazine YouTube channel.

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OUR SHARED VALUES

Equality is at the forefront of the decisions Jaguar makes everyday, and we are proud to stand alongside Attitude Magazine in changing beliefs and behaviours for the better.

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    IN THE BACK SEAT

    We have worked with Attitude for three years on a series of unique video interviews with influencers, models and stylists – all filmed from inside our range of Jaguar vehicles. Interviewees include Laverne Cox, Nick Grimshaw, Courtney Act and Andy Cohen.

  • STONEWALL PARTNERSHIP

    Jaguar Land Rover is currently the only automotive brand to be a Stonewall Diversity Champion Member. This is the leading employers' programme for ensuring all LGBT staff are accepted without exception in the workplace.

  • SUPPORTING PRIDE

    A special edition Jaguar I-PACE joined the fun at Birmingham Pride in May 2019. The car was adorned with a unique rainbow marque, rainbow stripes, and the message ‘Jag You Are’ emblazoned on the bonnet.

THE JAG RACE

In celebration of the 2019 Attitude Awards, we created ‘The Jag Race’ – a three-part online series following four Drag Queens as they compete in the first ever Attitude Jag Race.
Each competitor represented a charitable organisation, with the winner receiving a donation from The Attitude Foundation on behalf of Jaguar.

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    HEAT 1

    Two drag queen heroes, Courtney Act and The Vivienne get behind the wheel of Jaguar I-PACE – our all-electric performance SUV – to dual it out for a place in the Jag Race Final.

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    HEAT 2

    The second heat of The Jag Race sees Peppermint and Miss Tess Tickle go head-to-head in their own quarter-mile I-PACE drag race. A place in the final awaits.

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    THE FINAL

    The winners of our heats meet in the Jag Race final for the chance to take home £20,000 for their chosen charity.

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