Netizens unhappy as automaker Jaguar rebrands itself with new logo

Ahead of its relaunch as an electric-only brand, luxury carmaker Jaguar announced its ‘new era’ by unveiling its new logo and branding. The British automaker owned by Tata Motors on Tuesday released a new special logo, which reads Jaguar, along with a new leaping “Leaper” cat design and slogans like ‘Delete Ordinary’, ‘Live Vivid’ and ‘Copy Nothing. ‘ also include marketing slogans like. ,

The new logo emphasized the brand’s posh English pronunciation of “Jag-u-r” instead of the American “Jag-wahr”. The company said the new branding “seamlessly blends upper and lower case characters in visual harmony.”

The 102-year-old luxury automaker announced a shift to electric vehicles in 2021. The brand is reportedly set to launch three new electric cars by 2026, after it stopped selling new cars a year ago to focus on reinventing itself.

Gerry McGovern, chief creative officer of Jaguar Land Rover, said in a press release, “This is a reimagining that recaptures the essence of Jaguar, returning it to the values ​​that once made it so loved, but reimagining it for a contemporary audience. Made relevant for.”

According to a report in Car and Driver, the logo of a pouncing cat called ‘The Leaper’ that has adorned Jaguar cars for decades is being removed in favor of the badge.

Jaguar managing director Rawdon Glover described the rebranding as “the biggest change” in the company’s history.

“A new era is beginning for Jaguar. This is an incredibly exciting time for the entire team. Re-imagining such a globally renowned brand is truly a once-in-a-lifetime opportunity. Today, Jaguar has revealed its new brand identity, which is being reimagined. Its ethos of “don’t copy anything” can be traced back to the words of our founder, Sir William Lyons, he posted on LinkedIn. .

What the new branding will look like on the cars will be unveiled at a Miami Art Week event on December 2.

“Look for the global unveiling of the first physical expression of our brand reinvention on December 2 in Miami, where Jaguar will champion true originality as a creator and proponent of artistic expression,” Mr. Glover said.

However, social media reactions to the rebranding have not been very reassuring. Responding to the relaunch video posted by Jaguar on X, an internet user wrote: “Umm, where are the cars in this ad? Is it for fashion?” To this the brand responded, “Think of it as a declaration of intent.”

Another user wrote, “Jaguar took a year off for this? This is how companies fail.” Responding to this, the brand said, “This is not the end. This is a new beginning.”

Tesla chief Elon Musk also joined the noise to express his confusion over the rebranding, writing: “Do you sell cars?” To this, Jaguar’s official