British luxury automaker Jaguar recently unveiled a bold rebranding campaign, introducing its futuristic new logo and vision for the electric vehicle (EV) future. However, the launch video sparked a wave of online ridicule for omitting the brand’s iconic luxury vehicles, leaving many—including billionaire Elon Musk—questioning its focus.
The campaign aimed to showcase Jaguar’s modernized aesthetic through bold, techno-inspired visuals and abstract taglines like “Live Vivid,” “Delete Ordinary,” and “Break Moulds.” While this artistic approach aimed to highlight the brand’s transformation, it missed the mark with many viewers, who felt the absence of cars in the ad undermined the essence of an automaker.
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Elon Musk’s Jab at Jaguar’s Campaign
Among the critics was Elon Musk, CEO of Tesla and X (formerly Twitter), who humorously asked, “Do you sell cars?” in response to the ad. Musk’s tweet quickly went viral, amplifying the growing skepticism about Jaguar’s strategy.
Jaguar, however, responded with a playful and composed reply, stating,
“Yes. We’d love to show you. Join us for a cuppa on 2nd December. Warmest regards, Jaguar.”
This subtle hint at a potential car showcase in Miami sought to calm the backlash and maintain public interest in the brand’s vision.
The New Jaguar Logo and Its EV Future
Jaguar’s new logo, stylized as “JaGUar”, features a blend of upper and lowercase characters, aiming to reflect “modernism, symmetry, and simplicity.” The automaker described it as a “celebration of geometric form” that embodies its shift toward innovation and electric mobility.
By 2025, Jaguar plans to offer a fully electrified lineup, phasing out internal combustion engines as part of its strategy to align with sustainable practices. The rebranding is intended to signal this transformative era for the brand.
Social Media Backlash: Where Are the Cars?
Despite Jaguar’s ambitious goals, the rebranding campaign faced significant backlash. Many viewers criticized the ad for focusing on abstract concepts rather than showcasing the company’s vehicles.
Viewer Reactions
- “Where are the cars in this ad? Is this for fashion?” wrote one user, echoing the sentiments of confused audiences.
- Another commented, “This will cause me to not go forward with y’all when it’s time to trade mine in. What a joke you’ve become.”
- A third added, “To think you were once the pinnacle of British motor engineering. Bye Jaguar, it was nice knowing you.”
Is Jaguar’s Rebranding Strategy Misguided?
Jaguar’s decision to emphasize style over substance in its campaign has left many questioning the effectiveness of its rebranding efforts. Critics argue that while the focus on electric mobility is commendable, the campaign failed to convey its relevance to Jaguar’s legacy of luxury cars.
Conclusion: A Bold Move Amid Criticism
Jaguar’s rebranding campaign and its move toward an electrified future represent a significant shift for the brand. However, the omission of cars in its ad has raised questions about its strategy to connect with loyal customers while attracting a new audience.
As Jaguar gears up for its December 2nd showcase in Miami, it remains to be seen whether the brand can successfully bridge the gap between its storied legacy and its ambitions for the EV era. One thing is clear: Jaguar has the world’s attention—for better or worse.