Iconic British car brand Jaguar is facing intense mockery over its new rebrand.
The company’s promotional video, posted on X and Instagram, shows models dressed in futuristic brightly colored outfits walking in an alien-like landscape. Phrases including “Break Moulds,” “Create exuberant,” and “Copy nothing” appear on-screen as the figures pose next to pink rocks.
Jaguar’s recent rebrand, which aimed to modernize the iconic British carmaker’s image, has sparked a wave of anger and mockery online. The rebrand, unveiled this week, is centered around a sleek, minimalist new logo and a refreshed brand identity that some critics have slammed for abandoning the company’s rich heritage. The updated visual identity is part of Jaguar’s broader strategy to transition to an all-electric lineup by 2025, signaling a major shift in both its design and engineering philosophy.
The new logo features a streamlined, almost abstract depiction of the famous leaping jaguar, simplifying the original emblem into a more modern, corporate-looking design. Alongside the logo overhaul, Jaguar also introduced a new tagline: “Reimagine,” signaling a bold step into the future. The rebrand comes at a time when the company is under pressure to adapt to the rapidly changing automotive market, where electric vehicles (EVs) are becoming the dominant force.
However, many enthusiasts and critics of the brand have reacted negatively to the changes. Some have described the new logo and brand aesthetic as “soulless” and an attempt to sever ties with Jaguar’s storied past. The jaguar itself, once synonymous with British luxury, craftsmanship, and speed, now seems to many like a faceless, generic symbol. Enthusiasts have taken to social media to express their dismay, with some declaring that the rebrand marks the “death” of the iconic British brand. One critic even tweeted, “Killed a British icon.”
The backlash has gained further traction after the release of a tongue-in-cheek comment from Tesla founder Elon Musk, who responded to the new ad campaign by asking, “Do you sell cars?” Musk, known for his blunt and often provocative online presence, has a history of poking fun at traditional automakers while promoting Tesla’s own innovative approach. Musk’s quip was seen as an additional jab at Jaguar’s attempt to reimagine itself in the face of intense competition in the EV market.
Despite the online backlash, Jaguar’s leadership maintains that the rebrand is necessary for the company’s future. Andrea Madell, Jaguar Land Rover’s CEO, emphasized that the shift to electric vehicles is a critical move to future-proof the brand. He also pointed to the rebrand as a way to attract a new generation of customers who value sustainability and cutting-edge technology. The success of Jaguar’s strategy will depend on whether it can balance its legacy with the demands of a rapidly evolving market.
