Jaguar's rebranding efforts face criticism from traditional fans

Jaguar's recent rebranding, featuring a new logo and ads, has sparked backlash from traditional fans. The century-old British carmaker aims to adopt a more progressive image, which some loyal customers feel may alienate them. Brand executive Santino Pietrosanti supports the shift, stating it reflects a move towards "new ways of thinking" and inclusivity. His comments at an LGBTQ awards event have intensified worries among long-time Jaguar enthusiasts about the brand's direction. Concerns center on the perception that Jaguar is moving away from its traditional customer base. The rebrand has been met with ridicule, highlighting a divide between the company's new vision and its established identity.