Jaguar faces backlash over controversial rebranding campaign
Jaguar's recent rebranding effort has faced significant backlash online, with critics labeling it a "disaster." The company introduced new slogans like "delete ordinary" and released a video featuring colorful dancers but no cars, prompting confusion and criticism. Elon Musk questioned Jaguar's focus on selling cars, while others noted the campaign's disconnect from traditional luxury branding. Experts expressed concern that the bold move might alienate existing customers as Jaguar aims to attract wealthier buyers. Jaguar plans to launch three new electric cars in 2026, having paused new sales to focus on the rebrand. A company spokesperson described the relaunch as a bold step, emphasizing a mix of tradition and innovation.