When Jaguar announced its rebrand last week, it was clear that it was targeting a younger market.
The heritage British brand, based in Coventry, released images of the futuristic GT car dubbed the ‘Design Vision Concept’ ahead of its full unveiling at Miami Art Week.
Barbie’s pink, futuristic design seemed to be trying to catch the attention of Generation Z.
But young people have declared they hate Jaguar’s new electric-only rebrand, saying it looks “cheap”.
The £100,000 car features a massive bonnet, an expansive front grille and no rear window.
‘This is a complete reset. “Jaguar is transforming to regain its originality and inspire a new generation,” CEO Rawdon Glover previously told MailOnline.
The brand is believed to have changed its entire aesthetic in a bid to win over Generation Z, but many of them have harshly criticized the Jaguar’s new look.
But they don’t seem to be fans and have instead taken to TikTok to criticize the car for its new boxy exterior.
Albie, from Adelaide, said he “hated” the new rebrand and said it was something you would expect from a high fashion brand, not a car retailer.
The British brand, based in Coventry, published images of the futuristic GT, called ‘Design Vision Concept’ ahead of its full presentation at Miami Art Week.
TikToker Joel said Jaguar used to be an “iconic British heritage brand” but the change has made them “look cheap”.
One TikToker, named Fionnuala, went online to compare the company’s new car to the character Muck, a red digger from the children’s cartoon Bob the Builder.
She said: ‘Now you’re telling me that Jaguar had all that nonsense, all that rebranding, all that nonsense for a car that looks like Muck, and to be honest, I’d rather (have) Muck.’
Critics have said the “woke” promotion has ruined the brand’s “Jaguar man” heritage in a bid to target younger, wealthier customers.
Glover said 85 per cent of future customers would be new to the Jaguar brand as it seeks to attract a much newer audience.
But its target audience is not very happy with the logo change, with many saying it looked “embarrassing” and low value.
Others pointed out that the majority of Generation Z (those aged 27 and under) will not be able to afford a six-figure car.
It ditched its legendary roaring ‘Growler’ badge, introduced a new typeface and released a vehicle-free advertising video.
TikToker Joel said Jaguar used to be an “iconic British heritage brand” but the change has made them “look cheap”.
He added: “It’s obvious that Jaguar is trying to win over Generation Z and Generation Alpha; they were probably losing cultural relevance with that audience anyway.”
Albie, from Adelaide, said he “hated” the new rebrand and said it was something you would expect from a high fashion brand, not a car retailer.
Designer Arlo also weighed in, saying, “I don’t think it’s going to last long.”
A content creator named Fionnuala went online to compare the company’s new car to the character Muck, a red digger from the children’s cartoon Bob the Builder.
She said: “Why would they create such a bold and bright campaign that is so far removed from their original brand identity? “They are historically known as the old white British brand.
Designer Arlo West, from Manchester, also weighed in, saying: “I don’t think it’s going to last long, they’ve tried to be minimalist and stylish but I think they’ve lost who they were for.”
“The teaser on their website appeared to be for a beauty or wellness brand for girly girls and definitely not for the clientele that would normally purchase a Jag,” Arlo said.
Car enthusiast Luke Malpas said Jaguar “ruined its brand overnight” and said he didn’t like its new vibe.
He said, ‘What the hell is Jaguar thinking?
‘They have gone from being a staple of British engineering, creating some of the best cars we have seen on the roads, to this.
“Sorry, but your new logo looks like it was created by a three-year-old with Microsoft paint.”
Criticism of the new car also reached X, with one user writing: “The new era of Jaguar will probably be seen as embarrassing.”
Gerry McGovern, the company’s creative director, said the car was “a taste of things to come” at the Miami convention.
Criticism of the new car poured out on the X and many called it “shameful”
“Especially with that fucking weird ‘do not copy anything’ ad they released.”
“Also, doubling down after receiving valid criticism is never a good look for a company.”
Another wrote: “If you thought Jaguar’s rebrand was embarrassing then you need to look at their new car.”
Gerry McGovern, the company’s creative director, said the car was “a taste of things to come” at the Miami convention.
Professor McGovern said, according to Telegraph: “Controversy has always surrounded British creativity when it was at its best.”
“Jaguar doesn’t want to be loved by everyone,” Professor McGovern said.
‘It has already stirred emotions and will continue to do so. Some may like it now, some later and some may never like it.’
Another car enthusiast, from Ohio, compared it to a ‘Roblox’ car and said it looked like it was designed by a 13-year-old boy.
CEO Rawdon Glover said the brand had to be ‘fearless’
And many Americans also have opinions about Jaguar’s futuristic-looking car, with some saying it was a mistake to dismiss its entire history.
Philip Tamorria put his hands on his head and said they had changed the cars from a “timeless classic” to a “microwave pink.”
Another car enthusiast, from Ohio, compared it to a ‘Roblox’ car and said it looked like it was designed by a 13-year-old boy.
Lola, who has more than ten years of experience in the marketing industry, said she didn’t understand why they didn’t create a separate line for Gen Z customers, instead of completely changing their story.
He said the Jaguar logo provided insight into its brand, as the animal is “elegant” and “powerful.”
Glover said only 15 percent (about one in seven) of buyers from 2026 are expected to be existing customers. This is the “scale of transformation,” he added.
While optimistic about the brand’s future, Glover also admitted that “there is no plan B.”
“We think it’s going to be a success,” he added.
‘There are many people who don’t have Jaguar on their shopping list. We have to persuade and convince them.”
With the images circulating on social media, people have already compared the color and extended bodywork of the car to Lady Penelope’s FAB1 from Thunderbirds.
The vehicle is purely a design vision concept. As the manufacturer previously reiterated, it will not be one of the three fully electric cars that it has promised to put into production from 2026.