Jaguar Rebranding Sparks Controversy, Electric GT Unveiling

Jaguar's recent rebranding campaign has sparked significant controversy over its avant-garde approach, featuring a fashion-centric video lacking any actual cars, leading to widespread ridicule online. The ad, which presents models in futuristic, colorful outfits and slogans like 'Create Exuberant' and 'Break Moulds,' aims to convey Jaguar's new philosophy of 'Exuberant Modernism' as it transitions to an all-electric lineup by 2026. Criticism from figures like Elon Musk and others suggests the campaign alienates traditional customers and appears disconnected from Jaguar's historic brand image. Despite the backlash, Jaguar defends its strategy as necessary to reposition itself within the competitive electric vehicle market, though some industry experts warn of the risks involved in such a drastic shift. The rebranding is part of a broader effort to attract a younger and more diverse audience as Jaguar prepares to unveil a new electric GT model at the upcoming Miami Art Week.