Jaguar has been met with mixed reviews of its new brand after unveiling a new, colourful design in a complete step change to its historic identity.
The British brand launched the new “fearless, exuberant and compelling” to pay homage to its founder Sir William Lyons, with an ethos of “Copy Nothing”.
The style of “Exuberant Modernism” aims to position Jaguar as being unique and original, with the new reimagined brand identity dividing opinions.
Jaguar said it would “champion originality”, pairing the change with its colourful new campaign to set itself apart from a more muted design style in previous years.
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The new Jaguar ‘copy nothing’ campaign has been met with mixed reviews
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Despite the glossy new campaign, the manufacturer has been met with backlash, as some question whether the brand was still focused on new vehicles, including Tesla founder and CEO Elon Musk.
Posting on his own social media site X, formerly known as Twitter, the billionaire asked: “Do you sell cars?”
This was in response to the Copy Nothing video, which shows models in bright and bold clothing walking through unique landscapes, although it does not include any vehicles.
In response, the official Jaguar account said: “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”
Jaguar is set to unveil its new concept design in December
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The brand also responded to other questions, stating that “the story is unfolding” and called on people asking to see a new vehicle to “stay tuned”.
The next stage in the “transformation” of Jaguar is set to take place at Miami Art Week on December 2, including the debut of the Design Vision Concept.
Professor Gerry McGovern OBE, Chief Creative Officer of Jaguar, said: “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
Tesla CEO Elon Musk responded to the new brand identity, asking whether Jaguar sells cars
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Despite this, many were critical of the Copy Nothing advert and Jaguar’s new strategy. One person said: “This is awful.
“It doesn’t ‘speak’ to anyone. It’s lost the purpose of the brand. Listen to what people are telling you and go back to the drawing board.”
Another added: “Car manufacturer Jaguar has ditched its iconic cat logo for this modern BS filled with woke nonsense to ‘launch’ it. Do they even know their own customer? This ain’t it.”
A third commenter joked: “What you wanted was a cool car. What you got was a 21st century Addams Family.”
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The new Jaguar maker’s mark
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Posting on X, another claimed: “As a Jaguar owner I’m not sure if I want to be associated with your brand anymore.”
Other car enthusiasts have claimed that Jaguar has “killed the brand” after moving away from key design features that have become synonymous with the manufacturer.