British luxury automaker Jaguar unveiled its new logo on Tuesday through a vibrant branding film. The rebranding features a diverse cast of models dressed in bold, techno-inspired outfits, highlighting the brand’s modern aesthetic. The advertisement emphasizes futuristic visuals, abstract concepts, and striking taglines like “Live Vivid,” “Delete Ordinary,” and “Break Moulds.” However, the launch notably did not showcase any of Jaguar’s iconic luxury vehicles, leaving many internet users puzzled. Among those commenting on social media, billionaire Elon Musk ridiculed the ad for its lack of cars, tweeting, “Do you sell cars?
“Jaguar responded with a witty invitation to a Miami event, hinting at a potential upcoming reveal. “Yes. We’d love to show you. Join us for a cuppa on 2nd December. Warmest regards, Jaguar,” the carmaker replied.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
This ad and rebranding are part of Jaguar’s transition toward an electric vehicle (EV) future. By 2025, the company aims to offer an entirely electrified model range and plans to phase out internal combustion engines. The new logo, stylized as “JaGUar,” features a seamless blend of upper and lowercase characters.
Jaguar described the logo as “a powerful celebration of modernism—geometric form, symmetry, and simplicity—demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony.”
However, many internet users criticized the ad for lacking substance and being overly focused on style. Viewers were left confused, questioning whether Jaguar was promoting luxury vehicles or auditioning for a fashion show. One user remarked, “Umm, where are the cars in this ad? Is this for fashion?” Another commented, “Hello, I am currently a Jaguar owner, and this is beyond ridiculous. Where are the cars? Isn’t that what you do? This will make me reconsider when it’s time to trade mine in. What a joke you’ve become.”
Overall, while the rebranding aims to position Jaguar for a new era, the execution has left potential customers questioning the brand’s focus.