Jaguar faces backlash over radical rebrand and new logo ahead of electric vehicle launch

Jaguar is facing online criticism for its new rebrand and promotional video, which features models in bright outfits but no cars. The rebrand, set to launch on December 2, aims to transition the brand to all-electric vehicles. The marketing slogan "Copy Nothing" emphasizes a bold new direction, but many viewers find the message confusing. Critics, including Elon Musk, have questioned the absence of cars in the campaign and the new logo's design. Jaguar's management acknowledges the need to change perceptions of the brand. They aim to create a clear distinction between old and new models as part of their strategy to redefine Jaguar's identity.