British car manufacturer Jaguar is rolling out a rebrand complete with a new logo. The new look and the colorful promotional video that came with it have many online criticizing the move.
The rebrand comes as Jaguar sales have declined in the U.S. and the brand pivots to ultra-luxury electric vehicles.
Jaguar’s 30-second promotional video, rolled out on Tuesday, Nov. 19, features the tagline “copy nothing” and has no cars included.
It led to criticism from Jaguar enthusiasts and from Tesla CEO Elon Musk, who responded to the ad post by asking, “Do you sell cars?”
Do you sell cars?
— Elon Musk (@elonmusk) November 19, 2024
In addition to changing the Jaguar wordmark, the nearly century-old brand is changing the “leaper” version of its logo, which resembles the hood ornament of a Jaguar featured on many of the manufacturer’s classic models.
The British car brand is in the middle of a transitional period, as it has halted production on all of its non-electric car models. Jaguar has temporarily stopped selling its cars entirely in many European countries, including in its home market of the United Kingdom.
Some limited sales are continuing in the United States, where the brand sold 8,284 cars in 2023, a nearly 80% decline from its sales in 2017. Rivals like Mercedes-Benz and BMW each sold over 350,000 cars last year.
Car & Driver reports that Jaguar hopes the first vehicle in its new lineup will enter production by the end of 2026. The company plans to target a different audience with its cars, which will cost roughly twice as much as its current models.
