Jaguar revealed its new brand identity as an all-electric vehicle manufacturer which involves a whole new marketing strategy which has caught the attention of millions worldwide. These include some very prominent figures in the global media. The reactions have mixed with the general consensus among the public being confusion seeing the brand’s new ad film.
The latest brand campaign has seemingly nothing to do with cars or automobiles nor does it promote electric vehicles or sustainability in any significant manner. The 30-second ad with the tagline “Copy Nothing” hasn’t resonated with people. This has led to a certain section of netizens questioning the marketing strategy of Jaguar in an attempt to revamp its image as a dedicated EV brand.
The most notable figure to react to this new social campaign is Elon Musk who posted on his personal X (formerly Twitter) saying, “Do you sell cars?”. Musk’s tweet was met with an equally witty response from Jaguar saying, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.” The reaction from Musk gains more prominence given the fact he himself is the Founder and CEO of Tesla, the largest EV manufacturing brand in India.
Popular YouTube vlogger Andrew Tate, known for his unpopular conservative opinions, said ““This is gay bulls**t. I have 76 cars, I do not own a Jag – and now I never will.” Similarly, Art director Joseph Alessio shared the video with a caption that poked fun at the situation, “This will be taught in schools as how NOT to do a rebrand.” Media company Morning Brew, through its X handle showed how Jaguar has decided to go from their iconic “growler” logo to a monogram.
As mentioned earlier, Jaguar has completely revamped its brand strategy with a new brand logo along with new lettering finished in golden colour. This comes just a few days before the company’s new EV is scheduled to make its global debut in the Design Vision Concept at Miami Art Week on 2 December 2024. The new corporate identity is Jaguar’s first step in transitioning to a battery-powered brand adopting sustainable practices.
Set to be built on Jaguar’s dedicated electric architecture called JEA, at the Solihull plant in the UK, the unnamed Jaguar 4-door GT will mark a new era for the iconic British brand. Details about this vehicle are still under wraps. The model to be displayed at the upcoming Miami Art Week is most likely to be a pre-production concept prototype. The final vehicle is expected to make its debut sometime in 2026.
