Jaguar Faces Backlash Over Radical Rebrand and Marketing Missteps

The iconic British automaker's rebranding effort, including a controversial ad and name redesign, has drawn widespread criticism ahead of its Miami unveiling.

Jaguar's rebrand, featuring a new 'jaGUar' name design and marketing campaign, has been criticized for lacking clarity and alienating its traditional audience.
A promotional video released by Jaguar has sparked confusion for focusing on diversity and abstract imagery without showcasing any vehicles, drawing negative comparisons to past controversial rebranding efforts like Bud Light's campaign.
Industry experts and online commentators, including Tesla CEO Elon Musk, have questioned the automaker's strategy, with some labeling the rebrand as 'disastrous.'
Jaguar's leadership defends the rebrand as a 'complete reset' aimed at embracing modern values and appealing to a 'design-minded' audience, though it acknowledges losing most of its current customer base.
The rebrand will culminate in the unveiling of Jaguar's new Design Vision Concept at Miami Art Week on December 2, a high-stakes event seen as critical to reversing negative perceptions.