Jaguar new logo
Courtesy: Jaguar
Luxury carmaker Jaguar has defended a rebrand that drew widespread criticism on social media this week.
The company, part of Tata Motors-owned group Jaguar Land Rover, released a new logo that saw it ditch its iconic “leaper” big cat branding, and unveiled promotional videos featuring brightly dressed models — but no cars.
In a release, Jaguar said the media showcased its “dramatic new creative philosophy,” branded “Exuberant Modernism,” which will “inspire future vehicles.”
The designs generated tens of thousands of responses on social platforms including Facebook, Instagram, X and LinkedIn — and the majority were negative.
Some criticized the removal of the big cat imagery — which has featured on the car since the 1950s — the font choice, and the fact that Jaguar will now be styled JaGUar for “visual harmony,” according to the company.
Others took aim at the fact that the content did not feature any vehicles or machinery and …