Jaguar reveals new brand identity as it shifts to all-electric vehicles

Jaguar has announced a major rebrand as it transitions to all-electric vehicle production. The new identity, called "Exuberant Modernism," features a modern logo with a mix of uppercase and lowercase letters and colorful imagery celebrating diversity and individuality. Reactions to the rebrand have been mixed. Supporters praise the bold new direction aimed at attracting Gen Z, while critics argue the imagery lacks a connection to cars and find the logo's design confusing. Some conservative voices have also expressed discontent with the brand's perceived alignment with "woke" culture. The effectiveness of Jaguar's rebranding efforts remains uncertain as the company seeks to redefine its place in the auto industry.