Jaguar faces backlash over controversial rebrand as experts question its strategy

Jaguar has launched a controversial rebrand featuring three new logos and a lifestyle-focused identity. This shift has drawn criticism, with some experts arguing that it ignores the brand's heritage and legacy. Branding expert Lee Rolston stated that Jaguar's approach misunderstands the essence of branding. He believes the company could have communicated its transition to electric vehicles without a complete rebranding. Jaguar's social media team is actively responding to negative feedback, emphasizing that this rebrand marks the start of a new era. They suggest that more updates are forthcoming, potentially including vehicle imagery.