Tens of thousands of people on social media are criticizing luxury automaker Jaguar’s new controversial rebranding , calling it confusing and out of touch with today’s consumers. The new ad campaign leaves out the main attraction, its new electric cars, and also ditches its iconic big cat logo. Copy nothing.
#Jaguar pic.twitter.com/BfVhc3l09B Some critics are also calling the company’s new creative philosophy too “woke.
” Jaguar defended the new advertising campaign, telling Fast Company : “Our brand relaunch . . .
is a bold and imaginative reinvention, and as expected, it has attracted attention.” Jaguar says it wanted to spark online debate to get people talking, and is encouraged by the huge interest and emotion the brand is evoking, all before it even shows its product. | It has certainly sparked debate, but unfortunately, much of it has been negative.
One user on X wrote that “the damage this Jaguar marketing did to a once iconic brand should be studied . . .
making an absolute mess of all the reputation capital #Jaguar built over decades.” On Bluesky, another joked that the Mad Men advertising agency “Sterling-Cooper-Draper-Pryce would never do Jaguar like this.” On Instagram, most of the comments responding to a post from Jaguar’s account are critical (“fire your whole marketing team for this”) while the top comment, “killed a British icon,” was liked more than 13,000 times, according to Forbes .
This is the biggest change in Jaguar’s h.