Jaguar Faces Backlash Over Controversial Rebranding and Ad Campaign

Jaguar, the British luxury car brand, has sparked significant controversy with its latest rebranding effort and accompanying ad campaign. The new ad, released on Tuesday, has drawn widespread criticism for its unconventional approach, which does not feature any cars and instead focuses on abstract visuals, androgynous models, and social commentary.

The ad, part of Jaguar’s “Copy Nothing” campaign, includes a montage of dancers, children drawing, and spoken word poetry, all set against a high-contrast color palette. The campaign also introduces a new, more playful logo and typeface, which has been described as “childish” and “cartoonish” by long-time fans. The absence of cars in the ad has been particularly contentious, with Tesla CEO Elon Musk sarcastically asking on social media, “Do they still sell cars?”

The backlash has been intense, with many fans and critics expressing disappointment and confusion over the brand’s new direction. Long-time Jaguar customers have voiced concerns that the brand is moving away from its traditional values of class, elegance, and performance. One lifelong Jaguar customer described the new direction as “troubling” and “sad,” particularly criticizing the shift away from internal combustion engines and towards an all-electric lineup by 2025.

Despite the criticism, Jaguar has defended the campaign as a “bold and imaginative reinvention” aimed at appealing to a younger, more socially conscious demographic. The company argues that this new direction is necessary to revamp its image and attract new customers, especially given the brand’s recent sales struggles. Jaguar sold only 8,438 cars in 2023, significantly fewer than other luxury brands.

The controversy extends beyond the ad itself, with Jaguar’s commitment to an all-electric future and the redesign of its iconic logos also under scrutiny. The traditional “growler” logo, which featured the face of a snarling jaguar, has been replaced with a more conventional script badge and an angular “leaper” logo. The brand plans to unveil its new lineup of electric vehicles in early December, which will include models priced at least twice as much as current Jaguar cars.