Why Jaguar rebranding ad campaign criticised by many, including Elon Musk

Jaguar announced its 'new era', introducing an all-new logo and branding as the iconic British luxury carmaker shifts its focus towards an all-electric vehicle line-up. On Tuesday, November 19, the brand unveiled its new logo through an unconventional ad, shared with the 'Copy Nothing' tagline. Rather than cars, the 30-second video features different models wearing vibrant outfits, and marketing slogans such as 'create exuberant,' 'live vivid,' and 'delete ordinary'.

The new bespoke logo is written as JaGUar and emphasises its English pronunciation “Jag-you-are" rather than American “Jag-wahr," reports said. Owned by Tata Motors , the British car maker revealed its new logo alongside a new prancing ‘leaper’ cat design. It has "seamlessly blended upper and lower case characters in visual harmony," the company said in a statement.



Copy nothing. #Jaguar pic.twitter.

com/BfVhc3l09B — Jaguar (@Jaguar) November 19, 2024 Jaguar is set to launch three new electric cars in 2026 after taking new cars off sale over a year ago to focus on reinventing itself in the market, BBC reported. Gerry McGovern, Jaguar Land Rover's chief creative officer, said this was 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”. However, Jaguar 's ad film didn't go down well with many, including Tesla CEO Elon Musk, who asked in the comments section, "Do you sell cars?" In reply to Musk's sarcastic comment, the brand simply said, "Yes.

We'd love to show you. Join us for a cuppa in Miami on 2nd December. Warmest regards, Jaguar" Taking a jibe at the post, art director Joseph Alessio said, "This will be taught in schools as how NOT to do a rebrand".

Meanwhile, there were also multiple negative comments from social media users. One person wrote, “Umm where are the cars in this ad? Is this for fashion?” To this, Jaguar replied, “Think of this as a declaration of intent.” Another person added, "Jaguar took a year off for this? This is how companies fail.

" Replying to the user, the brand wrote, "This is not the end. This is the new beginning." Calling it an "awful, awful ad," one person asked whether it is supposed to rescue the ‘tarnished brand’.

However, Jaguar said it is quite the opposite, adding that this is a "renaissance.".