British luxury carmaker Jaguar recently unveiled a new logo in an ad that has sparked controversy and confusion on social media. The video, which marked a departure from the brand’s traditional style, featured vibrant visuals but lacked any actual vehicles. The post, captioned “copy nothing,” was met with skepticism, particularly from X owner Elon Musk, who took to the platform to criticise the approach.
Musk commented on the post, “Do you sell cars?” drawing attention to the absence of cars in an advertisement meant to promote vehicles. In a playful response, Jaguar wrote, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Jaguar’s decision to redesign its iconic logo, a big cat with bared teeth, also stirred questions. The company explained the change by stating, “It has been reimagined,” but failed to provide further details on what the shift signifies. The messaging around the logo transformation has left many social media users scratching their heads.
One user quipped, “They don’t make cars anymore. They make mistakes,” while another humorously remarked, “I thought this was a dating site.”
When asked if the ad was intended for a fashion campaign, Jaguar responded, “Think of this as a declaration of intent,” while encouraging followers to “stay tuned as the story is unfolding.”
Despite the cryptic replies, many Jaguar enthusiasts expressed frustration. “Ummm hello. I am currently a Jag owner and this is beyond ridiculous. Where are the cars? Isn’t that what you do? This will cause me to not go forward with y’all when it’s time to trade mine in. What a joke you’ve become,” said user @Radarflyingmama.
Jaguar’s response to this criticism was brief: “Hello, thanks for the feedback! We’ll be sure to pass it onto the team. Best wishes.”
The brand’s bold ad and ambiguous messaging have sparked a mix of confusion and frustration among car enthusiasts, with some questioning whether Jaguar’s new direction aligns with its automotive roots.
