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Well-known car brand Jaguar is undergoing a rebranding that has faced heavy criticism on different platforms. The company, originally founded by William Lyons and William Walmsley, is currently owned by Tata Motors.
The latest controversy arose from a video shared by Jaguar on X on November 19, 2024. The video was accompanied by the caption:
"Copy nothing."
Netizens expressed their frustration with the company for not revealing any new models. Additionally, people were confused about the message they were trying to send through the caption.
The video included several models wearing bright outfits and showcasing unique hairstyles while engaging in different activities, including painting over the screen. The following words were displayed with the new logo appearing at the end:
"Create exuberant. Live vivid. Delete ordinary. Break moulds. Copy nothing."
While the advertisement drew criticism from the public, Tesla CEO Elon Musk also responded in the post's comments section, writing:
"Do you sell cars?"
Furthermore, a social media user warned the company to change its "communication strategy," saying that it could lead to their downfall. Some users stated that they would discontinue purchasing any car from the company, while others compared the situation to a similar controversy involving beer company Bud Light last year.
One individual questioned the absence of a new car in the video, and Jaguar replied:
"The story is unfolding. Stay tuned."
Jaguar plans to bring some changes to the company with its latest rebranding
Although the brand's latest advertisement regarding the rebranding has faced significant criticism on social media, they have been actively responding to almost every comment on their latest post. However, an official statement addressing the issues raised by the advertisement has yet to be released.
As reported by the Associated Press on November 20, the new logo will be officially launched at the Miami Art Week next month. Apart from launching the logo, the company will reveal a new electric GT model, which is being promoted through online platforms.
The new strategy aims to change Jaguar's current image, and they will be launching electric cars from 2026, as per BBC. A spokesperson for the company stated that they are trying to create a workplace where employees would feel "welcome, safe and valued." He even described the rebranding as a "bold and imaginative reinvention" and continued:
"As proud custodians at such a remarkable point in Jaguar's history we have preserved iconic symbols while taking a dramatic leap forward."
The rebranding and new commercial are reportedly part of the company's plans to incorporate a progressive agenda into their workplace. According to The New York Post, the plan was revealed by Santino Pietrosanti, Jaguar's head of brand, when he appeared at the Virgin Atlantic Attitude Awards last month. He stated:
"We've launched major policy revisions such as 'transitioning at work' to drive equity and support for our communities embracing individuality as our superpower."
Other plans include the existence of only 20 showrooms across the UK, with the remaining ones being shut down. On the other hand, Pietrosanti said in a LinkedIn post on November 19 that the company will be entering a "new space" with the latest plans where everything would be unique.
