Jaguar, the renowned British luxury carmaker, has unveiled a redesigned logo as part of its pivot toward an all-electric future. Accompanied by a 30-second advertisement with the tagline “Copy Nothing,” the rebranding effort was met with widespread criticism on social media and from industry professionals.
The advertisement took an unconventional approach, featuring models in vibrant, eccentric outfits rather than showcasing Jaguar’s vehicles. Phrases like “create exuberant,” “live vivid,” “delete ordinary,” and “break moulds” flashed across the screen, emphasizing individuality and breaking norms. However, this abstract messaging failed to resonate with viewers.
this will be taught in schools as how NOT to do a rebrand https://t.co/cgfDdhuOlr
— Joseph Alessio (@alessio_joseph) November 19, 2024
Even Tesla CEO Elon Musk joined the conversation, sarcastically asking, “Do you sell cars?” Jaguar responded with an invitation to meet at an event in Miami, but the lack of a sharp or impactful comeback disappointed users, leading to further backlash.
Social media was quick to lampoon the campaign. Art director Joseph Alessio shared the video, labeling it an example of “how NOT to do a rebrand.” Media company Morning Brew highlighted the shift from Jaguar’s iconic “growler” logo to a minimalist monogram, which many felt diminished the brand’s prestige.
One user commented, “Driving a Jaguar is now no more prestigious than owning a Hyundai or Kia. You’ve destroyed a once-great brand.” Others urged Jaguar to fire its marketing team, calling the rebranding “brand suicide.”
Jaguar explained that the logo had been “reimagined” as part of its transition toward electric vehicles. While the company emphasized its focus on innovation, it acknowledged that the changes might alienate traditional customers.
The ad campaign, intended to signify bold new beginnings, instead sparked a debate on balancing innovation with brand identity. For now, Jaguar’s attempt to redefine itself leaves both its fans and critics questioning the direction of the iconic automaker.
