Luxury automaker Jaguar has launched a provocative rebranding campaign that’s turning heads and raising eyebrows across social media.
The company’s latest marketing push eschews traditional automotive advertising, instead focusing on abstract, futuristic aesthetics that have left many scratching their heads.
The new campaign features eye-catching visuals and unconventional taglines like “live vivid,” “delete ordinary,” and “break moulds,” accompanied by models dressed in techno-inspired outfits.
Watch Jaguar’s full advertisement:
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Notably absent from the advertisement are Jaguar’s signature vehicles, a choice that has drawn widespread confusion and criticism.
Elon Musk added fuel to the fire with a pointed tweet asking simply, “Do you sell cars?” Jaguar responded with wit, inviting the Tesla CEO to an event in Miami on December 2nd, quipping, “Yes. We’d love to show you. Join us for a cuppa.”
The rebranding is more than just a marketing experiment. It signals Jaguar’s ambitious transformation into a fully electric vehicle manufacturer by 2025.
The company has also unveiled a minimalist new logo – stylized as “JaGUar”, which blends uppercase and lowercase letters in a geometric design meant to symbolize “modernism and simplicity.”
Social media reactions have been mixed, with many users expressing bewilderment. “Umm where are the cars in this ad? Is this for fashion?” one commenter wrote. Another lamented, “To think, you were once the pinnacle of British motor engineering.”
Despite the controversy, Jaguar remains committed to its electric future. The December 2nd event in Miami is expected to provide more details about the brand’s upcoming electric vehicle lineup, potentially offering clarity to those confused by the current campaign.
