Radical Jaguar rebrand and new logo sparks ire online

NEW YORK (AP) — A promotional video for a rebrand of British luxury car brand Jaguar is being criticized online for showing models in brightly colored outfits — and no car. The rebrand, which includes a new logo, is slated to launch Dec. 2 during the Miami Art Week, when the company will unveil a new electric GT model. But Jaguar Land Rover, a unit of India’s Tata Motors Ltd., has been promoting it online. The Jaguar brand is in the middle of a transition to going all-electric. “Copy Nothing,” marketing materials read. “We’re here to delete the ordinary. To go bold. To copy nothing.” The promotional video, posted on X and Instagram, shows models dressed in futuristic brightly colored outfits walking in an alien-like landscape. “Break Moulds,” copy reads. It drew ire online, with people complaining about the lack of a car and the confusing message. X owner Elon Musk wrote on X, “Do you sell cars?” People also complained about the new, stylized, logo. The “leaper” jaguar image has also been reimagined.