Jaguar goes woke: Fury as car brand scraps its famous logo, goes electric-only and introduces chic ad campaign and says it's prepared to lose 85% of traditional customers

Jaguar has infuriated car fans connected societal media with a extremist caller redesign that has been described arsenic 'woke' and 'unhinged'.

The car firm, which is astir 100 years old, unveiled a bold rebrand yesterday worked connected by a squad of 800 that has ditched astir of its classical iconography, including the 'growler' badge depicting a roaring large cat.

In an advertisement that featured precisely nary cars and a techno euphony soundtrack, the steadfast said it would 'create exuberant', 'live vivid', 'delete ordinary' and 'break moulds' - but truthful acold each it has done is stoke fury from its accepted audience.

The firm's managing manager has admitted that those apt angered by the rebrand are nary longer the people marketplace - arsenic it seeks to pull a new, younger assemblage with an all-electric scope of marque caller models.

And with the unveiling of a conception car that is meant to sum up its caller attack to car plan conscionable 2 weeks away, it is apt successful enactment for further backlash.

As Jaguar revealed the caller look yesterday, it knew it was acceptable for a convulsive reaction. Car fans person reacted angrily to a rebrand that they accidental lacks claws - branding it 'woke' and 'unhinged'.

'Congratulations,' weighed successful 1 commenter connected Jaguar's Instagram. 'You've killed a British icon.' 

In return, the steadfast has responded successful benignant with replies ranging from the cryptic to downright saccharine, suggesting it simply doesn't attraction - arsenic its brag admitted to This is Money the steadfast expects lone 15 per cent of buyers to beryllium existing customers.

With 20 cardinal views of the announcement connected X, formerly Twitter, alone, Jaguar PR bosses volition beryllium arguing determination specified nary specified happening arsenic atrocious publicity. 

'Hello, acknowledgment for the feedback! We’ll beryllium definite to walk it onto the team. Best wishes,' the steadfast said to galore of its detractors connected societal media.

'Go woke, spell broke,' wrote respective radical successful tweets to the firm. 'Go hard,' Jaguar fired back.

Responding to an astir accusatory tweet speechmaking 'I thought you guys made cars??', the firm's societal media squad simply said: 'We do. All volition beryllium revealed.'

Even Tesla CEO Elon Musk got successful connected the act, asking the firm: 'Do you merchantability cars?'

Jaguar replied warmly, inviting him to the motorboat lawsuit for its caller conception car astatine Miami Art Week.

It said: 'Yes. We'd emotion to amusement you. Join america for a cuppa successful Miami connected 2nd December?'

But Joseph Alessio, a decorator and creation manager based successful California, blasted the caller look, writing: 'This volition beryllium taught successful schools arsenic however not to bash a rebrand.'

Another decorator said: 'The Jaguar rebrand is going to spell down successful past arsenic 1 of the astir destructive selling moves ever attempted.'

The extremist look is portion of Jaguar's implicit reimagination arsenic it races up of the 2030 deadline for car firms to halt selling petrol and diesel cars successful the UK. 

It has been investigating what looks to beryllium a radically antithetic four-door saloon successful the UK recently, draped successful zebra-style camouflage overgarment that covers up its mysterious curves and details, down to the shapes of the windows and headlamps. 

But this is not the conception that volition beryllium unveiled successful Miami. Instead, that volition beryllium a 'design imaginativeness concept' that volition astir apt origin arsenic overmuch upset arsenic the rebrand. 

Not that Jaguar appears to beryllium fussed by the absorption arsenic it wiped its societal media profiles clean. Gone are the images of slick coupes and classics: instead, each that remains are the technicolour manner models and slogans.

The video shows models walking done an alien-esque rocky scenery rendered successful pink. What it has to bash with cars is not instantly clear.

Asked by 1 societal media idiosyncratic if the rebrand was 'supposed to rescue your tarnished brand', the steadfast replied connected X: 'Quite the opposite. This is simply a renaissance.'

'For shame,' 1 instrumentality wrote, sharing an representation of his 2 convertible Jaguars, arsenic helium accused the steadfast of 'pandering'.

The institution has been unapologetic arsenic it pushes guardant with its reinvention and adjacent concedes that 85 per cent of its customers successful aboriginal volition beryllium caller fans of the marque - younger affluent drivers looking for electrical motors. 

It described its caller doctrine arsenic embracing 's bold designs, unexpected and archetypal thinking' that volition 'command attraction done fearless creativity'. It has surely done that.

Gerry McGovern, the car firm's plan boss, said yesterday helium wanted to make a 'jaw-dropping' redesign that volition 'shock, astonishment and polarise'.

'It volition marque you consciousness uncomfortable. That's fine. The satellite is not lasting still,' helium said astatine a motorboat lawsuit yesterday.

The firm's managing director, Rawdon Glover, admitted 85 per cent of its customers successful aboriginal would beryllium first-time buyers.

He has besides confessed is besides 'no Plan B' for the firm, which was sold by Ford to Tata successful 2008. 

'To bring backmost specified a globally renowned marque we had to beryllium fearless. Jaguar was ever astatine its champion erstwhile challenging convention,' helium said yesterday. 

The marque appears to person pivoted distant from the qualities that made it distinctly British - ditching its associations with the stoicness of Inspector Morse successful his reddish Mk2, oregon Ben Kingsley, Mark Strong and Tom Hiddleston purring that villains 'all thrust Jaguars' successful a (now banned) TV advert.

Gone is the classical all-caps 'JAGUAR' font that recalled stateliness and adjacent a hint of menace. In its place, a jumble of letters that appears to work 'JaGuar' and a roundel badge that reads 'J' some ways.

Even the classical 'leaper' large feline isn't spared from the overhaul - changing from leaping right-to-left to left-to-right arsenic a motion the steadfast is 'always leaping forward'. It volition look connected a caller lined inheritance reminiscent of the IBM logo.

The bold colours trailed successful the arguable caller advertisement volition beryllium rolled retired to Jaguar showrooms to shingle disconnected the thought that Jags are stuffy and for the older generation.

Comparisons could beryllium made to the legendary Silk Cut cigaret adverts, which featured nary cigarettes. The baccy marque famously sponsored Jaguar's astir iconic contention car, the XJR-9, which won the 24 Hours of Le Mans successful 1988.

The steadfast says the caller look is inspired by the words of its founder, Sir William Lyons, who erstwhile said: 'A Jaguar should beryllium a transcript of nothing.' 

'This dramatic, unmistakable and unexpected look of what it means to Copy Nothing volition beryllium a preview of the fearless attack to travel from Jaguar,' it said successful a statement. 

Jaguar is withdrawing from the UK car marketplace for 12 months arsenic it 'sunsets' its bequest cars, which astir precocious included the E-Pace and F-Pace SUVs, the F-Type coupe and convertible and the I-Pace electrical car.

Moving forward, the steadfast has a four-door saloon to travel and is expected to travel this up with a two-door 'fastback' coupe boasting a roofline reminiscent of the classical E-Type and a ample SUV.

The saloon is expected to deed the marketplace successful 2026 for conscionable nether £100,000 - placing it successful a premium marketplace alongside different electrical expansive tourers specified arsenic the Porsche Taycan, Audi e-tron GT and Mercedes-Benz EQS.

It has besides been moving connected its electrical car exertion successful the inheritance arsenic it withdrew petrol and diesel models from the market, competing successful the Formula E electrical motorsports championship.