NEW YORK (AP) — The British luxury car brand Jaguar is facing backlash online over a promotional video for its upcoming rebrand, which features models in vibrant, futuristic outfits but showcases no cars at all.
Set to launch on December 2 during Miami Art Week, the rebrand introduces a new logo alongside the unveiling of Jaguar’s first electric GT model. However, Jaguar Land Rover, a subsidiary of Tata Motors Ltd. in India, has been actively promoting the rebrand online, stirring mixed reactions.
The promotional materials boldly proclaim, “Copy Nothing,” emphasizing a desire to “delete the ordinary” and promote a fearless, avant-garde identity. The video, shared on platforms like X and Instagram, depicts models walking through a surreal landscape as the slogan “Break Moulds” appears on screen.
Despite these ambitious messages, many viewers have expressed disappointment. Critics have pointed out the absence of any vehicles in the ad, questioning its effectiveness. High-profile comments include one from X owner Elon Musk, who inquired, “Do you sell cars?” Observers have also voiced their dissatisfaction with the newly styled logo and the redesign of the iconic “leaper” jaguar image.
Charles Taylor, a marketing professor at Villanova School of Business in Pennsylvania, believes the company’s approach may alienate potential buyers. He argues that Jaguar should leverage its heritage as a prestigious British sports car brand rather than distancing itself from it: “If they came back with a really good electric vehicle, they could build on their prior image… It’s hard to see how the market of people that would like that approach is large enough for them to thrive.”
Rebranding has become a prevalent strategy for businesses aiming to rejuvenate sales. For instance, Campbell Soup Co. recently announced a name change to Campbell’s Co., while popular companies such as Airbnb and Instagram periodically update their branding to stay relevant.
Nevertheless, missteps in rebranding can lead to significant consequences. Past failures include Tropicana’s 2009 logo revamp, which dropped its signature orange and forced the company to revert to its original design. Similarly, Radio Shack’s 2008 rebranding to “The Shack” failed to resonate with its core customers, contributing to its eventual bankruptcy in 2015.
As of now, Jaguar Land Rover, headquartered in Coventry, UK, has not responded to requests for comments regarding the backlash.
