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Jaguar’s Rebrand Sparks Confusion: No Cars, New Logo

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Jaguar’s Rebrand Sparks Confusion: No Cars, New Logo

Jaguar’s new rebranding has caused confusion online. The luxury car company released a promotional video showing models in futuristic, brightly colored outfits walking through strange, alien-like settings. 

However, there were no cars in the video, which left many viewers confused. The campaign slogan, “Copy Nothing,” along with a new, stylized logo, was meant to emphasize innovation and boldness. Instead, it received backlash for failing to highlight the most important thing: the vehicles that made Jaguar famous. Many people, including Elon Musk, criticized the video for not focusing on Jaguar’s cars.

Marketing experts say Jaguar made a mistake by ignoring its history as a classic British sports car brand. Instead of building on its strong reputation, the company took a very different approach. Some worry this could turn off loyal customers and fail to attract new ones.

Rebranding can work if done right, but it’s risky. Jaguar’s shift to electric cars is a chance to grow, but keeping their history in mind could help avoid the backlash they are facing now.

A still from the Jaguar promotional video © Jaguar/YouTube

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Dana Nemirovsky
Dana Nemirovsky
Author — Senior CopywriterBrand Vision Insights

Dana Nemirovsky is a senior copywriter and digital media analyst who uncovers how marketing, entertainment, technology, and cultural trends shape the way we live and consume. At Brand Vision Insights, Dana has authored in-depth features on major brand players, while also covering global economics, lifestyle trends, and digital culture. With a bachelor’s degree in Design and prior experience writing for a fashion magazine, Dana explores how media shapes consumer behaviour, highlighting shifts in marketing strategies and societal trends. Through her copywriting position, she utilizes her knowledge of how audiences engage with language to uncover patterns that inform broader marketing and cultural trends.

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