‘Controversial and Confusing’: Jaguar Rebrand Draws Mixed Sentiments From Car Enthusiasts, Marketers [Video]

Jaguar, a famous luxury car brand from the United Kingdom, has embarked on a new and daring rebrand that moved away from the brand’s legacy branding towards a more contemporary and vibrant direction. Following this, the brand has received many negative comments, especially from car enthusiasts and other ordinary folks. At the same time, those in the marketing and advertising scene have mixed views on the bold take on Jaguar’s rebrand.

What’s In This Bold and Controversial Rebrand?

First off, Jaguar unveiled a new brand proposition focusing on the ethos “Copy Nothing”, inspired by the words of Jaguar’s founder Sir William Lyons. Its media release for the rebrand stated that the brand’s transformation is driven by the creative platform “Exuberant Modernism”, focusing on embracing bold designs and unexpected and original thinking. For them, this creates a brand character that will command attention through fearless creativity.

“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A …