JAGUAR raised eyebrows with their new promotional video and images amid a major re-brand.
The luxury car manufacturer unveiled their re-invented logos and a teaser of their latest model due to be showcased in December.
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The colourful advert features a range of models in bold outfits with captions reading “create exuberant”, “live vivid”, “delete ordinary”, “break moulds” and “copy nothing”.
However, it doesn’t actually show any car which sparked a heated debate among Jaguar lovers.
A photo showing just a small part of what appears to be a new motor fuelled even more curiosity.
“Intrigued”, said one person.
Someone else asked: “Where are the cars in this ad? Is this for fashion?”
To which Jaguar replied: “Think of this as a declaration of intent”.
The company wrote: “The story is unfolding. Stay tuned”, and “Consider this the first brushstroke” in other responses.
Tesla owner Elon Musk jumped on the bandwagon and penned: “Do you sell cars?”
Jaguar said: “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”
But it appears not everyone was a fan of the new advert.
“This is literally the worst rebranding in history,” said one.
“Never seen such a disaster,” agreed a second.
The rebrand is expected to launch on December 2 during Miami Art Week, when the company will unveil a new electric GT model.
This comes after Jaguar unveiled a new logo as part of their re-branding to electric only models.
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The luxury car manufacturer sparked a heated debate, with some claiming it looks like “it was designed by kids”, while others “love it”.
It comes ahead of the company’s relaunch as an electric-only brand, with three new EVs to be rolled out in 2026.
The British manufacturer already removed several new motors to concentrate on moving away from petrol and diesel cars.
Jaguar revealed a brand new logo today as part of their re-invention.
It features the word Jaguar, with each golden letter in lower case – apart from G and U.
A spokesperson said the new logo, written as JaGUar, has “seamlessly blended upper and lower case characters in visual harmony”.
There is also a “leaper” cat set on the backdrop of 16 lines.
Jaguar announced its transition to electric vehicles in 2021.
Managing director Rawdon Glover said: “We need to change people’s perceptions of what Jaguar stands for.
“And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
Jaguar Land Rover (JLR) chief creative officer Gerry McGovern added the re-branding was “imaginative, bold and artistic” and “unique and fearless”.
JLR previously said the first car rolled out in the re-brand would be a four-door GT built in Solihull, West Midlands.
However the new logo has raised some eyebrows and garnered mixed opinions.
“The brand won’t last past 2030. The logo looks like it was designed by kids,” penned one user who wasn’t a fan.
Another added: “I’m, indifferent to re-branding. It’s Ok but fairly dull, and the Capital G is crass, but the rest is easy enough to ignore.”
Someone else said it looked more suited to a “high-end clothing or furnishings brand”.
“I shared it with my brother and he replied ‘What the actual f***’, honestly, what a disaster,” agreed a fourth.
One doubter who was “mortally offended” said it was “really weird”, while another dubbed it “horrific”.
“Did the work experience kid make this? It’s horrific. Please tear it up and start again,” they said.
But, on a more optimistic note, one fan argued: “We tend to recoil at any rebranding when it occurs because we’re familiar with the existing one, but only time will tell really.”
“Personally I love it. I think it harks back to the old art deco era. Let’s see what the cars that get this branding will look like,” added someone else.
Another penned: “I am a Jaguar fan. I own three. I don’t mind the rebranding.”
“Looks totally fine,” agreed someone else.
It comes after the firm announced it will end 89 years of tradition as it turns its back on petrol power in a rush to meet its self-imposed green targets.
Jaguar has been making its own internal combustion cars since 1935 but had committed to going all-electric by 2025.
That’s well ahead of the deadline for the 2030 ban on new petrol and diesel cars.
But while many rivals have tried to ease the transition by offering a mix of EVs, hybrids and traditional cars, the beloved British brand preferred to make a clean break.
From the end of this month, there will be no new Jags in UK dealerships for the first time since 1935.
The firm had already discontinued the XE, XF and F-Type models.
UK production of the E-Pace and I-Pace has also ceased, with global production shutting down by the end of the year.
Only the F-Pace will see its run carried over into 2025, but will be discontinued at the end of the year.
And even the 2025 version isn’t set to hit the showrooms for at least 12 months.
A statement from the company read: “From November 2024, new Jaguar sales will come to an end ahead of our new brand reveal later this year and product launch in 2026.
“While we have now ceased allocation of our current generation of Jaguar vehicles, we do have a selection of models available to acquire on an Approved Pre-Owned basis through our UK retail network.”
Jag will then unveil a re-imagined EV lineup this December, to go on sale in 2026.
The headliner is a £100,000 GT model, which is promised to boast over 500 horsepower and a 435-mile range.
This will be followed up with a new SUV and a Bentley-rivalling limousine from 2028.
Bosses are aiming to cement Jag’s place in the luxury electric car segment early on.
Managing Director Rawdon Glover told Autocar: “I think our products, and perhaps the next generation of the products, will make a big difference to how the whole sector is perceived.
“The rational barriers to EV ownership at the moment still remain range anxiety and infrastructure, and the need to be charging publicly.
“If we take each of those in turn, all our vehicles will have significant leverage.”
Fans will be relieved to hear, though, that Mr Glover shot down rumours that Jaguar’s iconic leaping cat logo would be scrapped, adding: “For brands that want to operate in the luxury space, their provenance, history and iconography are really important.
“So we have reimagined the leaper for the new brand and for the vehicle.
“It will live on, but in a slightly developed format.”
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