Jaguar new logo
Courtesy: Jaguar
Luxury carmaker Jaguar has defended a rebranding that drew widespread criticism on social media this week.
the company, part Tata Motors-Jaguar Land Rover unit has unveiled a new logo, ditching its iconic “Jumper” big cat branding, and released a promotional video featuring brightly dressed models but no cars.
Jaguar said in a press release that the press showcased its “dramatic new creative concept” branded with “exuberant modernism” that will “inspire the cars of the future.”
The designs generated tens of thousands of responses on social platforms such as Facebook, Instagram, X and LinkedIn, but most were negative.
Some criticized the cancellation Big cat imagery – which has appeared on cars since the 1950s – font choice, and Jaguar’s current design style According to the company, JaGUar is committed to “visual harmony.”
Others took aim at the fact that the content didn’t feature any vehicles or machinery, saying its aesthetic was out of touch with reality given the somewhat macho nature of the classic British brand’s previous campaigns.
The company said in response to a request for comment: “Our relaunch of the brand for Jaguar is a bold and imaginative reinvention that, as expected, has generated attention and debate.”
Reaction to Jaguar’s new logo
Source: Jaguar & X
“As proud guardians of such a remarkable moment in Jaguar’s history, we have taken a giant leap forward while retaining an iconic symbol,” the company said.
“The brand reveal is just the first step in this exciting new era, and we look forward to sharing more about Jaguar’s transformation in the coming days and weeks.”
Gary Jenkins, managing director of content agency No Brainer, said that if the carmaker’s aim was to attract as much attention as possible, “they have certainly succeeded”.
“Everyone has their own take on this rebrand, whether it’s the ‘wokeness’, not being able to find any cars in the new rebrand video, the bold, iconic logo change, the loss of brand heritage, and Excitement and intrigue.
Jaguar unveils new logo
Courtesy: Jaguar
Success “lies in sales”
Earlier this month, Jaguar halted all new car sales as it prepares to relaunch fully electric vehicles in 2026 – part of a wider industry shift numerous challenges For car manufacturers.
The company expects to launch three new electric models in the next few years, including a four-door GT car Prices are expected to start in the six figures. The company will showcase new electric car design concepts at next month’s Miami Art Week, targeting a new ultra-affluent market.
Jaguar managing director Rawdon Glover told the Financial Times: “We need to re-establish our brand at a completely different price point, so we need to do something different. We want to move away from Traditional car stereotypes. Interview published on Friday.
Glover also condemned the “evil level of hatred and intolerance” expressed by some in comments about the marketing video, denying it was “woke”.
A parked car with an existing Jaguar badge, photographed on Monday, January 25, 202.
Noor Photos | Noor Photos | Getty Images
No Brainer’s Gary Jenkins points out that Jaguar is already grappling with long-term sales declines and electric vehicle market Competition is fierce.
Although Jaguar reported annual growth of 39% Sales volume 13,528 units As of April 2024, this number is down from 81,570 ten years ago.
Jenkins said Jaguar’s backlash to the rebrand seemed to be expected and that the impact of the campaign would take some time to play out.
“Just looking at the reaction on social media, it’s clear that Jaguar’s marketing team is ready for this… You can see that the team is ready to respond and prepared for the backlash, to the curious, Excited and angry followers responded.
“Critics are going to make some loud noises in the coming days and weeks, but the proof of whether this is successful will be in the sales.”
Jaguar Land Rover Posts eighth consecutive quarter of profit This month, despite first-half revenue being flat on the year.
