Jaguar defends new rebrand ad featuring models instead of cars

Jaguar has launched a new rebrand, unveiling a colorful ad and a new logo that does not feature any cars. The ad includes models in vibrant clothing and phrases like "create exuberant" and "live vivid." Critics, including Elon Musk, questioned the absence of cars in the promotion. In response to the criticism, Jaguar stated that the ad represents a "declaration of intent" and encouraged viewers to stay tuned for more. The company is shifting to an electric vehicle focus, acknowledging that this change may not appeal to its traditional customer base. Jaguar's new logo features a blend of upper and lower case letters, and the brand aims to embrace "Exuberant Modernism." A new concept car will be revealed at Miami Air Week in December, marking a significant shift in the company's identity.