Jaguar defends controversial rebranding as it prepares for all-electric future

Jaguar's new ad campaign has faced significant backlash on social media, with many users calling it confusing and disconnected from consumer expectations. Critics have labeled the rebranding as overly "woke" and noted the absence of its electric cars and iconic logo. In response, Jaguar described the campaign as a "bold and imaginative reinvention" aimed at sparking debate. The company expressed encouragement over the attention it has received, despite much of it being negative. This rebranding marks a major shift for Jaguar as it prepares to transition to an all-electric lineup by 2026. The company plans to unveil its electric vehicle design concept at Miami Art Week next month, targeting the luxury market.