Luxury automaker defends controversial rebrand amid pivot to EVs.

• The upcoming relaunch of the classic British car brand Jaguar in 2026 with only electric models sparked outrage on social media.
• Jaguar Land Rover, a subsidiary of Tata Motors, stated that the redesigns maintained iconic symbols while making a significant advancement.
• Gary Jenkins, managing director of content agency No Brainer, stated that if the automaker aimed to attract maximum attention, "they've certainly achieved that."

This week, Jaguar faced criticism on social media regarding a rebrand, which the company has since defended.

Jaguar Land Rover, a subsidiary of the owned group, unveiled a new logo that replaced its distinctive "leaper" big cat branding and featured promotional videos with brightly-dressed models, but no cars.

Jaguar announced its "Exuberant Modernism" brand philosophy, which will inspire future vehicles, through a media showcase of its "dramatic new creative philosophy."

The majority of responses on social platforms including Facebook, Instagram, X, and LinkedIn were negative in response to the designs generated.

The removal of the big cat imagery, font choice, and the new styling of Jaguar as JaGUar for "visual harmony" were criticized by some.

The criticism of the campaign was centered on the absence of vehicles or machinery and the perceived disconnect with the brand's macho image, despite being a classic British brand.

The company responded to a request for comment by stating that the brand relaunch for Jaguar is a daring and innovative revamp, which has garnered attention and discussion.

We, as proud custodians, have preserved iconic symbols while taking a dramatic leap forward in Jaguar's history.

"We eagerly anticipate disclosing more about Jaguar's transformation in the near future, marking the beginning of an exhilarating new chapter."

Gary Jenkins, managing director of content agency No Brainer, stated that if the automaker aimed to attract maximum attention, "they've certainly achieved that."

The rebrand of Jaguar has sparked various opinions among people, ranging from "wokeness" to the absence of cars in the video, bold logo changes, loss of brand traditions, and excitement. People are discussing Jaguar, even those outside its typical customer base.

The success 'will be in the sales'

Jaguar earlier this month halted all new car sales as it prepares to relaunch as an electric-only company in 2026, which is part of a wider industry shift that is presenting numerous challenges for automakers.

The company plans to release three new electric models in the near future, including a four-door GT car with a six-figure starting price. They will unveil a new electric vehicle design concept at Miami Art Week in the upcoming month as they aim to target a new ultra-luxurious market.

To re-establish our brand at a new price point, we must act differently and move away from traditional automotive stereotypes, as stated by Jaguar managing director Rawdon Glover in an interview with the Financial Times on Friday.

Glover rejected the notion that the video was "woke" and criticized the "vile hatred and intolerance" expressed by some commentators.

Selling to a new audience beyond its current customer base could be a risk for Jaguar, but it could also provide higher profit margins, according to automotive industry commentator Mark Smyth, who spoke to CNBC.

Gary Jenkins of No Brainer pointed out that Jaguar is facing declining sales in the long run and the electric vehicle industry is highly competitive.

Although Jaguar experienced a 39% increase in annual sales to 13,528 units in the year to April 2024, this is a significant decrease from the 81,570 units sold a decade ago.

The backlash to the rebrand was anticipated by Jaguar, and the full impact of the campaign will become apparent over time.

The marketing team of Jaguar was well-prepared for the backlash, as evidenced by their prompt and effective responses to intrigued, excited, and enraged followers across channels.

"Critics will make some loud noises in the coming days and weeks, but the sales will ultimately determine the success of this endeavor."

Despite a flat annual revenue in the first half of the year, Jaguar Land Rover reported its eighth consecutive profitable quarter this month.