Jaguar's Controversial Rebrand Sparks Debate Over New Direction
TL;DR
Jaguar's recent rebranding campaign, featuring a new ad with androgynous models and slogans like "Copy Nothing," has sparked backlash from longtime customers and commentators, including Elon Musk. Critics argue the ad, which doesn't feature cars, leans into "woke" themes and strays from Jaguar's traditional image. The brand's shift towards an all-electric lineup by 2025 is also seen as troubling by some loyalists, who feel disconnected from the new direction. Jaguar defends the rebrand as a bold reinvention, promising more updates soon.
- Lifelong Jaguar customer troubled by 'baffling' 'woke' rebrand: 'Going in a very sad direction' Fox Business
- Radical Jaguar rebrand and new logo sparks ire online Yahoo Finance
- British carmaker Jaguar reveals glossy rebrand that features no cars, confuses the internet NBC News
- Jaguar Logo Changes Are First Step in the Luxury Brand's Rebirth Car and Driver
- Luxury car brand Jaguar unveiled a rebrand with a focus on 'being unique and original' Detroit Free Press
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