Jaguar launches bold rebrand without cars, sparks online debate

Jaguar has launched a new rebranding campaign that notably lacks any cars in its promotional material. The ad features diverse models in a stylized setting, leading to mixed reactions online, with some critics calling it disconnected from the brand's automotive roots. The rebrand aims to revitalize Jaguar, which sold fewer than 67,000 cars last year, a significant drop from pre-pandemic levels. The company plans to introduce new emblems and has discontinued five low-profit models while developing three new luxury electric vehicles. Jaguar's leadership emphasizes a bold, artistic approach to the brand's identity. They describe the campaign as a "complete reset" intended to inspire a new generation and reclaim the brand's originality.