Radical Jaguar rebrand and new logo sparks ire online

Published On Nov 20, 2024, 12:44 PM

Jaguar Land Rover is facing backlash over a radical rebranding that includes a new logo and a promotional video, which many critics found bizarre and disconnected from the brand's heritage. The rebrand is set to launch alongside a new electric GT model on December 2 during Miami Art Week. The promotional materials emphasize a departure from traditional luxury car marketing, featuring futuristic models instead of showcasing vehicles, prompting concerns from experts about its effectiveness in appealing to existing Jaguar customers. The decision to reinvent the brand amid a transition to all-electric vehicles raises questions about the future direction of the Jaguar brand.