‘Biggest downgrade in history’: Jaguar’s ad revealing rebranded logo sparks backlash, Elon Musk asks, ‘Do you sell cars?’

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Jaguar, the iconic British luxury carmaker, unveiled its redesigned logo with an unconventional video advertisement, perchance aimed astatine stressing its displacement towards an all-electric future. However, the advertisement has faced wide criticism, with some societal media users and manufacture professionals questioning its execution.

The 30-second ad, shared with the tagline “Copy Nothing,” took an abstract approach, but fell level according to societal media users. Instead of cars, the advertisement focused connected models wearing vibrant, quirky outfits with phrases similar “create exuberant,” “live vivid,” “delete ordinary,” and “break moulds” appeared connected the screen.

Watch the video:

Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

— Jaguar (@Jaguar) November 19, 2024

The video didn’t look to beryllium good with the online community, including Tesla CEO Elon Musk. He responded to the X station saying, “Do you merchantability cars?” While Musk’s remark was sarcastic, alternatively of coming up with a crisp oregon witty comeback, Jaguar responded sasying, “Yes. We’d emotion to amusement you. Join america for a cuppa successful Miami connected 2nd December? Warmest regards, Jaguar.” This effect underwhelmed a batch of X users who asked the marque to occurrence its selling team.

Art manager Joseph Alessio shared the video with a caption that poked amusive astatine the situation, “This volition beryllium taught successful schools arsenic however NOT to bash a rebrand.”

this volition beryllium taught successful schools arsenic however NOT to bash a rebrand https://t.co/cgfDdhuOlr

— Joseph Alessio (@alessio_joseph) November 19, 2024

Media institution Morning Brew, successful an X post, showed however Jaguar has decided to spell from their iconic “growler” logo to a monogram.

That’s not adjacent the worst of it

They’re replacing the growler with…a monogram https://t.co/DhW94r0uhM pic.twitter.com/LCPJuKtM2r

— Morning Brew ☕️ (@MorningBrew) November 20, 2024

Many criticised Jaguar’s rebranding efforts, leaving scathing comments successful effect to the video. One idiosyncratic wrote, “Driving a Jaguar is present nary much Prestigious than owning a Hyundai oregon a Kia. You person wholly destroyed a erstwhile large brand. You’re expected to beryllium competing with Porsche but you’re not adjacent adjacent to that level.”

Another idiosyncratic commented, “Fire your selling contractor ASAP. This is marque suicide.” A 3rd idiosyncratic wrote, “You clowns conscionable convinced maine to ne'er bargain 1 of your cars. Sheesh.”

Jaguar precocious addressed questions astir altering its celebrated logo, stating, “It has been reimagined.” This alteration is portion of the company’s ambitious modulation towards electrical vehicles. However, Jaguar acknowledged this displacement whitethorn not beryllium good received by its accepted lawsuit base.

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