Jaguar has been making waves lately, not for its cars, but for its bold rebrand that’s been catching a lot of attention—and not all of it positive.
This week, the iconic British automaker pushed its new design forward with a major reveal that has both stunned and confused many.
What started as a heavily criticized overhaul is now becoming a full-on media spectacle.
A Controversial New Look
The rebrand, which some have labeled “woke” and even “unhinged,” took another twist on Wednesday when Jaguar posted an enigmatic image that seemed to tease a new vehicle.
The photo showed what looked like the rear of a car, but it bore little resemblance to anything in Jaguar’s previous lineup.
Instead of the sleek, traditional F-Type or S-Type, the design seemed more in line with futuristic vehicles like Tesla’s Cybertruck.
The caption accompanying the image was equally cryptic: “02 Dec 2024 Miami. Copy nothing.”
Within hours, the post had racked up over 250,000 views, sparking a flood of reactions—most of which were filled with confusion and skepticism.
Fans React: What Is This?
Many viewers couldn’t make sense of the mysterious image.
One comment asked, “Is it the back, front… is it even a car?” To which Jaguar simply replied, “Stay tuned to find out.”
Others chimed in with playful comments like, “The plot thickens,” but not everyone was impressed.
The new ad campaign, which features models in bright, flashy outfits, has drawn comparisons to the infamous Bud Light campaign with transgender influencer Dylan Mulvaney.
Some users weren’t shy about voicing their frustration, with one comment reading, “Bud Light 2.0 coming,” and another snarkily stating, “Jaguar just pulled a Bud Light. Wtf is this?”
Others questioned the direction of the company’s advertising. “Where are the vehicles in this cringe-worthy, woke commercial?” one user wrote.
Say Goodbye to the ‘Growler’ Badge
As if the new design weren’t enough of a shake-up, Jaguar has also retired its iconic “growler” badge—long a symbol of its British engineering heritage.
The logo, which featured a roaring jaguar, had already been phased out with the removal of the corresponding hood ornament.
For many, this symbol of the brand’s legacy disappearing feels like the final straw.
Some loyal Jaguar fans have expressed their dismay.
“Bye Jaguar, it was nice knowing you,” one commenter wrote.
“To think, you were once the pinnacle of British motor engineering.”
The Big Reveal Is Coming Soon
As for the mysterious date mentioned in the ad, it’s actually referring to Jaguar’s upcoming showcase at Miami Air Week in December.
The company has confirmed that it will fully unveil its radical redesign and rebranding efforts at that event.
According to Jaguar, a dedicated team of 800 people worked on this transformation, so it’s clear they’re investing heavily in this new direction.
But whether it will be embraced or met with more backlash remains to be seen.
What’s next for Jaguar? Only time will tell, but it’s safe to say that people will be watching closely.
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