Jaguar has unveiled a new logo and branding as part of its shift to fully electric cars, but social media reactions have been largely negative. Elon Musk even questioned the move.
Jaguar Unveils New Logo and Branding, Faces Backlash Online
Jaguar, the iconic British luxury car brand, has revealed a major rebranding effort, including a new logo, as it shifts focus towards becoming a fully electric car maker. The move is part of the company’s ambitious plan to launch three new electric vehicles by 2026. While Jaguar hopes this will rejuvenate the brand’s image, the reception on social media has been far from favorable.
Jaguar’s Plan for a New Era
The company’s shift to electric vehicles (EVs) has been in the works for some time. Jaguar aims to move entirely to electric cars, and the launch of three new models in 2026 marks the first big step toward that future. As part of this transition, Jaguar has introduced a bold new logo designed to represent the brand’s new direction and vision for a sustainable, electric future.
Jaguar’s new logo features a stylized “JaGUar” that blends upper and lower case letters in a harmonious design. The prancing “leaper” cat—Jaguar’s signature symbol—also gets a refresh, now embossed in brass for a more modern, sleek look. Along with the logo, Jaguar has rolled out new marketing slogans like “Delete ordinary”, “Live vivid”, and “Copy nothing”, aiming to signal the company’s transformation.
Social Media Backlash
While the new logo and branding were meant to create a fresh identity, the reaction from netizens has been mostly negative. Many users have expressed disappointment, with some saying they prefer the old logo and the company’s traditional aesthetic. The most common comment has been, “Go back,” referring to the desire to see Jaguar stick to its classic brand image.
Elon Musk, the CEO of Tesla and a major figure in the electric vehicle market, also chimed in with a tweet asking, “Do you sell cars?” suggesting that Jaguar’s rebranding might not be enough to change the perception of the company in a crowded EV market.
Jaguar’s Vision for the Future
Jaguar Managing Director, Rawdon Glover, defended the new direction, explaining that taking old cars off the market was intentional. He stated that the company needed a “fire break” between the old models and the new, more modern electric vehicles. He further added that Jaguar needed to change public perception, especially as it tries to appeal to a new generation of luxury car buyers who prioritize sustainability and innovation.
In a statement, Glover said, “There are lots of people out there who know what Jaguar stands for, but it doesn’t stand for them anymore. We’ve seen that in terms of how they’ve responded to the offering that’s been in the market for the last 10 or 20 years. We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do.”
The Future of Jaguar: All-Electric Cars
Jaguar’s new branding strategy comes at a pivotal moment as the company looks to compete in the growing electric vehicle market. The new logo and concept cars will be showcased at Miami Art Week on December 3, 2024. The company hopes this event will help shift public perception of Jaguar as it moves forward with its electric vehicle lineup.
Jaguar’s plans also include the launch of luxury electric cars that blend performance with sustainability. The brand’s focus is now on creating a new identity that appeals to a younger, eco-conscious demographic while maintaining the luxury and performance reputation Jaguar is known for.
