Jaguar’s new look is electrifying the internet.
Jaguar, the iconic British automaker, recently unveiled a daring rebranding campaign dubbed “Copy Nothing”, alongside its all-electric concept car, the “Type 00”.This move comes as the carmaker is gearing up for a full switch to electric vehicles by 2025. Yet, instead of applause, this ambitiously electric move has drawn criticism for straying off course and losing the brand’s core identity. Online, critics—including Tesla’s Elon Musk, not surprisingly—have not held back, taking jabs at Jaguar’s vibrant new branding. So, what exactly went wrong, and what can other brands learn from this challenging rebrand? Let’s dive in and find out.
Jaguar’s 2024 rebrand: New visual identity and direction
On November 18, Jaguar announced a significant rebranding that pivots the company towards “Exuberant Modernism”, aiming to attract a younger, more affluent audience as it transitions to an all-electric lineup.
Jaguar’s old (left) and new (right) logo
Images from 1000logos.net
This rebrand encompasses a complete overhaul of Jaguar’s visual identity. Central to this new aesthetic is a new logo in a rounder, more modernized typeface with a blend of upper and lower case letters for visual harmony. Notable, the iconic big cat ensemble no longer accompanied the company name. Next, the new “Device Mark” features the company logo, geometric shapes and symmetry to further embody modernism.
Jaguar’s new device mark
Image from Jaguar
Jaguar has also introduced a striking new linear graphic, the “Strikethrough”, which will become a staple across its branding to reinforce a strong and recognizable visual identity. Another fresh element is the “Artist’s Mark”, a circular badge that replaces the traditional “Growler” grille badge. This new badge features a stylized “J” and “r”, set against a backdrop that highlights geometric shapes and symmetry, marking a modern twist on the brand’s visual presentation.
The “Makers Marks” also received an update. It now features a more angular, dynamic version of the Jaguar “leaper”, symbolizing forward momentum and excellence. This emblem serves as a key representation of the brand’s evolving ethos.
The use of colors marks another significant shift in Jaguar’s identity. The brand says it’s adopting a striking palette of primary colors—yellow, red and blue—enhanced with textures or movements to increase visual impact and appeal to its target audience.
Jaguar’s new maker’s mark, “leaper” and artist’s mark
Images from Jaguar
Why Jaguar’s promo ad left viewers confused
Gerry McGovern, Jaguar Land Rover’s Chief Creative Officer, describes the rebranding in Jaguar’s press release as a “reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience”.
Sounds promising, right? Well, not everyone is sold.
Jaguar’s rebranding strategy is certainly bold, but it’s also controversial, drawing criticism for several reasons. The 30-second promotional ad released before the reveal of the Type 00 concept car has been especially divisive. Ironically, the ad omits a critical element traditionally associated with Jaguar: the car itself. Instead, it bombards viewers with phrases like “create exuberant”, “live vivid” and “delete ordinary”. These attempts at innovation come off as vague and disconnected from what Jaguar actually sells—sleek, powerful luxury cars.
The lack of clear car imagery has left the audience more puzzled than inspired. Moreover, the ad’s use of androgynous models and its overall aesthetic has led some critics on social media to claim that Jaguar is abandoning its traditional image for a “woke” marketing strategy.
Image from Jaguar
Critics take aim at Jaguar’s “Copy Nothing” campaign
The Tesla CEO, Elon Musk, didn’t hesitate to share his thoughts, posting a succinct four-word roast on X: “Do you sell cars?” Musk’s criticism went viral, amplifying the conversation around Jaguar’s missteps.
Screenshot of Elon Musk’s reply to Jaguar on X
Nothing, a consumer electronic manufacturer from London, took a clever jibe at Jaguar’s “Copy Nothing” post from Jaguar’s X handle. Seeing the opportunity, the brand updated its bio with “Copy Jaguar”. The campaign also caught the eye of Mad Over Marketing (M.O.M), a LinkedIn page with more than 790,000 followers. It put Nothing’s and Jaguar’s bios next to each other and praised Nothing’s bio update as a “super clever” step with playful banter in their post, “It’s just a bio, who cares what you write there.”
Image from Marketing Over Mad LinkedIn Post
While Musk’s remark might have been made in jest, and Nothing’s retort seen as witty, both underscore a significant misstep in Jaguar’s marketing strategy: the failure to center its messaging on its core product—cars.
Furthermore, Bev Turner, a British host on GB News, criticized the ad campaign, likening it to what one might expect if an AI were tasked to create the “wokest, most pretentious, gender-ambiguous piece of self-satisfied A-level art”. In response to the criticism, Jaguar’s X account has been actively engaging with users, promising upcoming updates.
For instance, in response to Musk’s pointed question, Jaguar replied, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December. Warmest regards, Jaguar”—an attempt to keep the tone friendly despite the backlash. To another user’s query, “Where’s the car?”, Jaguar hinted at more to come: “The story is unfolding. Stay tuned.” Despite these efforts to engage, the backlash continues unabated.
Mixed reaction to the Type 00
Image from Jaguar
Jaguar unveiled the Type 00 on December 2 at Miami Art Week, but just like its rebranding campaign, it hasn’t been warmly received. Just before its reveal, Jaguar released a teaser showcasing the Type 00 in two vibrant colors, Miami Pink and London Blue. The car features a long hood, a low roof and a fastback rear profile that notably lacks a rear window.
Public opinion was divided over the debut of the Type 00, with some mocking its design while others commending its boldness. Critics have likened its design to the Tesla Cybertruck, describing the Type 00’s look as “brutalist styling” that more closely resembles a “cuboid” than a sleek, streamlined vehicle.
Beyond the confusing rebranding attempt and bold design of the Type 00, Jaguar’s steep EV pricing isn’t helping either.
The brand’s renaissance is marked by the launch of three new electric cars, one of which is a four-door GT. which was recently spotted last week on British roads. This model is reported to sell at over £100,000 (US$130,000), a price point that’s steep even for a luxury brand. In contrast, Tesla’s top EV, the Model S AWD, starts at under US$76,630—a significant difference that positions Tesla as a formidable competitor in the luxury EV market.
Leaked image of Jaguar’s new ultra-luxury EV lineup
Image from Electrek
Lessons from Jaguar’s 2024 rebranding
Rebranding is not always successful. It is no small task, particularly for companies with rich histories and strong consumer connections. The backlash Jaguar met during its recent rebrand—similar to the uproar when Elon Musk rebranded Twitter to X in late 2023—offer critical lessons for legacy brands considering significant transformations. Here are three takeaways:
Respect the brand’s legacy
Jaguar, as one of the oldest automakers in the world, has a deep emotional bond with consumers. Its shift from traditional elegance to modern innovation was dramatic and, for some loyal customers, jarring. Brands must carefully balance modern trends with respect for their heritage to avoid alienating their base and becoming targets for criticism.
Build a narrative around the brand’s products
Effective marketing campaigns should always spotlight the product. Creativity is valuable, but it shouldn’t detract from what’s being sold. Jaguar’s recent ads, which leaned more towards artistic expression than highlighting its cars, left many consumers confused about the actual offerings. This underscores the need to maintain a product-focused narrative to ensure creative elements enhance rather than overshadow the main message.
Don’t take customers for granted
Legacy brands must not assume longstanding loyalty will automatically extend into support for new initiatives. Jaguar seemed to rely too heavily on its established reputation in its new campaign, without adequately justifying the rebranding in a competitive market. Brands need to evolve by reinforcing their foundational strengths and clearly communicating the advantages of any new changes to ensure customer buy-in.
Can Jaguar recover from its rebranding backlash?
Despite facing significant backlash, Jaguar’s promotional ad still managed to attract over three million views on YouTube, sparking widespread discussion and, admittedly, quite a bit of mockery online. The carmaker insists that this level of attention was exactly their goal as they aimed to boost sluggish sales.
“The eyes of the world are upon us at this point in time, which is exactly what we wanted,” said Jaguar’s Managing Director, Rawdon Glover. “So in that sense, we have everybody’s attention. And I think for me, it’s fantastic—that we can now actually talk about the vehicle.” After all, as the saying goes, no publicity is bad publicity.
While the pivot to luxury electric car markets is a strategic move to stay relevant, the execution has clearly fallen short of expectations. The question remains—will Jaguar roar back, or will it become just another player in the EV race? Only time will tell.
Also read:
- How Brands Can Avoid Cancel Culture Chaos
- These 4 Iconic Brands Redesigned Their Logos: Key Takeaways for Startups
- Top 4 Recent Misleading Advertising Scandals from India
- Why Is Rebranding Not Always Successful?
- Tips to Build a Successful Rebranding Strategy
Header Image by Jaguar
