Jaguar has always carried an air of sophistication and luxury, and its name is synonymous with sleek design, power, and British craftsmanship. But the company’s recent rebranding campaign has left many scratching their heads, wondering how the iconic automaker veered so far off course. The announcement of its shift to a fully electric future and a dramatically different brand identity has ignited heated debates online and drawn sharp criticism from fans and industry insiders alike.
At the heart of the backlash is Jaguar’s complete departure from the traits that once made it a revered name in the automotive world. Instead of celebrating its storied legacy, Jaguar has chosen to overhaul its branding, from visual elements to target audience and even its overall ethos. While bold reinvention can sometimes pay off, many feel this campaign has taken things too far, too fast, leaving behind not only the brand’s loyal customer base but also its own heritage.
A Confusing Vision
The new Jaguar wants to embody adjectives like “exuberant,” “modernist,” and “fearlessly creative.” To reflect this, the company has introduced a revamped visual identity: new logos, a fresh colour palette of red, blue, and yellow, and a quirky campaign featuring avant-garde models in surreal settings. This attempt to stand out has certainly drawn attention, but not in the way Jaguar might have hoped.
Social media erupted with derision when Jaguar released its latest advertisement, which felt disconnected from its core product—cars. With no vehicles currently available and a lineup of luxury EVs promised for 2026, the campaign instead features high-concept imagery that some critics have described as pretentious and bewildering. Elon Musk summed up the sentiment with a curt, “Do you sell cars?”
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Marques Brownlee, a famous tech influencer and YouTuber also gave his take on the fiasco saying, “This is horrible – It’s also the most anybody has talked about Jaguar in 50 years”.
This is horrible
It’s also the most anybody has talked about Jaguar in 50 years https://t.co/Pmk3IOKlbv — Marques Brownlee (@MKBHD) November 20, 2024
The core problem lies in how the campaign appears to prioritise abstract notions of creativity over the practicality and emotional connection that car buyers seek. While Jaguar touts a future of high-priced EVs aimed at “design-minded” individuals, the lack of tangible products to back up this vision makes the rebranding effort feel like empty posturing.
Forgetting What Made Jaguar Great
Jaguar’s new direction is a stark contrast to its rich history. The brand’s legendary slogan “Grace, Space, Pace” encapsulated the refined elegance and driving pleasure its cars once symbolised. From the E-Type, hailed as one of the most beautiful cars ever made, to luxurious saloons, Jaguar’s heritage is steeped in a sense of timeless British allure.
Yet the current campaign seems to dismiss these roots entirely. By aiming for an ultra-modern image, Jaguar risks alienating its existing customers—many of whom have long associated the brand with classic luxury and performance. Industry experts and fans alike have criticised the company for failing to build on its heritage, instead choosing to start over with a blank slate.
Mark my words, Jaguar will go bust. pic.twitter.com/DP5zUL0Y7B
— Nigel Farage MP (@Nigel_Farage) November 20, 2024
One sore spot is the absence of any emphasis on Jaguar’s British identity, which has historically been a selling point in international markets. There’s a unique charm and appeal in owning a luxury British vehicle, something even competitors like Rolls-Royce and Aston Martin continue to capitalise on. Jaguar’s decision to sideline this aspect feels like a missed opportunity to connect with audiences who admire its origins.
The Fallout on Social Media
The public reaction to Jaguar’s campaign has been overwhelmingly negative, with critics mocking its abstract tone and lack of focus on actual cars. One viral comment featured an image of a classic green E-Type, captioned, “What you once were.” Auto enthusiasts have expressed frustration over what they see as a betrayal of the brand’s legacy.
As a Jaguar owner I’m not sure if I want to be associated with your brand anymore. https://t.co/w7YvxRPwcO
— D5RSS 🇬🇧 (@d5_rss) November 19, 2024
Adding to the fiasco, Jaguar’s social media team has attempted to engage with critics in a manner some have found cringeworthy, further fueling the backlash. Responses meant to come across as witty have instead been interpreted as tone-deaf, amplifying the perception that the brand has lost touch with its core audience.
Are you guys the car company or something else?
— Danny Able (@DK_Able) November 19, 2024
Even auto journalists, who are often more measured in their critiques, have been scathing in their reviews. The launch event for the rebranding was described by one reporter as resembling “a drunken dream,” while others compared it to being trapped in a bizarre cult-like experience. Not just that, other brands have also jumped on the bandwagon and used the Jaguar’s faux pas to their advantage.
New logo just dropped https://t.co/hKLXzcbFcc pic.twitter.com/0AsjsnhagR
— Specsavers (@Specsavers) November 20, 2024
Missteps in Targeting
Another contentious aspect of Jaguar’s rebranding is its decision to focus on a highly specific and narrow audience: young, affluent, urbanites with a penchant for cutting-edge design. While this group may seem aspirational, critics have pointed out that it represents a very small slice of the luxury car market.
By preparing for around 85% of its current customer base to turn their backs on the brand, Jaguar appears to be betting everything on attracting a demographic that may or may not materialise as buyers. Meanwhile, the company risks alienating loyal customers who are the most likely to embrace its electric future. Existing Jaguar owners, while perhaps less glamorous than the imagined hip young creatives in the campaign, are still vital to the brand’s survival and growth.
The Case for Evolution, Not Revolution
Every brand needs to evolve to stay relevant, especially in an industry undergoing seismic changes like the transition to electric vehicles. However, successful reinvention often comes from building on what already works rather than discarding it altogether. Jaguar’s decision to abandon its established identity and start anew feels less like evolution and more like self-sabotage.
Brands like Porsche offer a masterclass in how to handle change. When Porsche introduced its first electric car, the Taycan, it leaned heavily on its sports car legacy, ensuring the new model felt like a natural extension of its lineup. Jaguar could have adopted a similar approach, creating EVs that honour the spirit of its classic models while embracing modern technology.
The Road Ahead
Despite the current backlash, Jaguar’s future isn’t necessarily doomed. The success of its rebranding will ultimately depend on the quality of the cars it delivers in 2026. If the new models can capture the same allure as an E-Type or an XJ, Jaguar may yet silence its critics.
However, the automaker must learn from the early missteps of this campaign. A strong brand identity isn’t built on abstract concepts or hollow reinvention—it’s grounded in authenticity, respect for heritage, and a clear understanding of what customers value. Jaguar’s ambition to be “a copy of nothing” is admirable, but as it reinvents itself for the EV era, it would do well to remember the adage: “If it ain’t broke, don’t fix it.”
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