British luxury carmaker Jaguar is under fire for a promotional video tied to its upcoming rebrand, set to launch on Dec. 2 during Miami Art Week.
The video, which showcases models in brightly colored, futuristic outfits walking in an alien-like landscape, has been criticized for failing to include any cars. The rebrand introduces a new logo and the tagline “Copy Nothing,” as Jaguar transitions to an all-electric lineup.
Social media reactions were swift, with users calling the ad confusing and disconnected from the brand’s identity. Even X owner Elon Musk weighed in, asking, “Do you sell cars?” Complaints also targeted Jaguar’s redesigned “leaper” logo, which has been reimagined as part of the rebrand.
Rebranding efforts, while risky, are often used to signal major shifts or revitalize a brand’s image. Companies like Airbnb, Instagram, and BMW have updated their logos to stay relevant in evolving markets. The bold Jaguar rebrand and logo change aligns with its transition to electric vehicles but highlights the challenges of connecting with its audience during such transformations.
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