What happens when a deeply established brand goes rogue? Jaguar is about to find out.
In a bold rebranding effort, featuring a futuristic logo and promotional video without showcasing any cars, online criticism was fierce. The campaign, part of the brand’s transition to an all-electric lineup, debuts on December 2 at Miami Art Week alongside Jaguar’s new electric GT model.
The promotional video, shared on X and Instagram, shows models in brightly colored, futuristic attire walking through an alien-like setting. The tagline, “Copy Nothing,” aims to emphasize innovation but has drawn ire, including a sharp comment from Elon Musk: “Do you sell cars?” Many criticized the campaign for neglecting Jaguar’s heritage as an elegant British sports car brand.
Marketing experts warn that abandoning brand legacy could alienate buyers. Villanova marketing professor Charles Taylor suggests Jaguar should focus on blending its heritage with innovation to resonate with loyal customers and attract new ones.
More here.
