Is Jaguar ‘Willfully Courting Controversy’ with its Outrageous New Rebrand?

The new Jaguar rebranding got people mad.

Jaguar’s bold new rebrand has sparked widespread controversy, raising the question: Is the iconic car brand courting controversy on purpose, or has it made a misstep in its bid to redefine itself for a new era? Launched in November 2024, Jaguar’s reimagined identity has certainly grabbed attention—though not always in the way the brand hoped. According to media intelligence firm CARMA, the company’s sentiment has drastically shifted, with positive sentiment plummeting from 23.1% to just 8%, while negative sentiment surged from 21% to 40.3%.

Critics are voicing concerns about the rebranding’s perceived lack of innovation, while others are questioning the brand’s new direction and messaging. The brand’s new identity, grounded in what Jaguar calls “Exuberant Modernism,” is meant to evoke boldness, originality, and artistic flair, while staying true to the spirit of its founder, Sir William Lyons, who famously said, “A Jaguar should be a copy of nothing.” But for many, the rebrand—featuring a new logo, a stripped-back visual language, and a sharp pivot toward modernity—has been jarring, with some critics accusing Jaguar of abandoning its core identity in favor of trendy, “woke” messaging.

1. Why the Controversy?

The controversy surrounding Jaguar’s new rebrand can be broken down into a few key criticisms.

1. A Departure from Tradition: Jaguar’s historic identity has been rooted in luxury, power, and automotive craftsmanship. The new brand, with its vibrant colors, bold lines, and avant-garde visual style, seems to many as a departure from the traditional values that made Jaguar a symbol of prestige in the luxury car market.

2. An Overly Abstract Vision: While Jaguar’s creative team, led by Chief Creative Officer Gerry McGovern, aims to position the brand for the future with bold, contemporary aesthetics, the rebrand has been criticized for its abstract nature. Some critics argue that the new visuals, such as the new ‘leaper’ logo and minimalistic design elements, lack clarity and do not convey the essence of what makes Jaguar unique.

3. Lack of Connection to the Product: Perhaps the most glaring critique has been the absence of any actual vehicles in Jaguar’s rebrand rollout. Instead of showcasing cars, Jaguar opted for abstract visuals and non-traditional brand elements. This left many questioning: Where are the cars? Critics, including Elon Musk, even mocked the brand’s new ad campaign, with Musk quipping, “Do you sell cars?”

4. “Woke” Backlash: The campaign’s emphasis on diversity and inclusivity has been divisive. Some critics have taken issue with the perceived “woke” overtones, claiming the brand is attempting to appeal to a younger, more progressive audience at the expense of its traditional, affluent customer base.

2. Is the Controversy Intentional?

Jaguar’s rebrand comes at a critical moment for the company as it pivots toward electric vehicles (EVs). The brand is attempting to reposition itself to attract a new generation of luxury buyers, particularly in the growing EV market. As Jaguar transitions from internal combustion engines (ICE) to electric powertrains, a visual and strategic rebrand is not only necessary—it is, in fact, essential for future-proofing the brand.

But was it really a mistake to embrace such a bold and controversial approach? Many branding experts, including Chris Moody, Global Executive Creative Director at Landor, believe that Jaguar’s rebrand is a calculated risk. “It’s not for everyone, and that’s the point,” says Moody. The rebrand, while polarizing, signals a desire to stand apart from the status quo, appealing to a younger, more affluent, and globally-minded audience.

3. The Power of Bold Rebranding in the Digital Age

So, what does Jaguar’s bold rebrand mean for brands considering their own identity refresh? The answer is clear: in today’s fast-paced, social media-driven world, brands are expected to take risks. The backlash Jaguar faces shows the importance of anticipating and managing public reaction. A rebrand, especially one as ambitious as Jaguar’s, requires careful consideration of how it aligns with consumer expectations while still pushing the boundaries. This is where a content marketing agency like Sevenvault comes into play. When executing a major brand transformation, it’s crucial to engage with your audience authentically, create meaningful narratives around the change, and manage the conversation across social media channels. A well-planned influencer marketing campaign can amplify your messaging, create buzz, and help you navigate any controversy that may arise.

Partner with Sevenvault for Transparent Success

At Sevenvault, we specialize in guiding brands through rebrands and shifts in their visual identity. We work closely with clients to ensure that every step of the process—whether it’s selecting the right influencers or crafting the perfect campaign narrative—aligns with your brand’s values and resonates with your audience. By leveraging targeted influencer partnerships and data-driven strategies, Sevenvault can help ensure that your rebrand doesn’t just go viral for the wrong reasons.