Jaguar Faces Backlash Over New Rebranding

Jaguar's recent rebranding effort, which includes a new logo and an advertisement focused on diversity without showcasing any cars, has sparked widespread confusion and backlash online. Critics, including Elon Musk and branding experts, have lambasted the campaign as lacking authenticity and coherence, with some suggesting it resembles a marketing push for a non-automotive brand. The advertisement features colorful imagery and slogans like 'live vivid' but has drawn ire for sidelining the company's automotive heritage. Branding professionals have called the rebrand 'disastrous' and 'one of the most destructive marketing moves' in recent memory, while some long-time customers threaten to boycott the brand. Jaguar has defended its approach as a 'reimagined brand' aimed at attracting a younger audience, set to unveil more details on December 2 at Miami Art Week. The company's shift comes amidst dwindling sales, with fewer than 67,000 cars sold last year, prompting a reevaluation of its marketing strategy.