British car manufacturer Jaguar has hit back at critics of their rebrand after releasing an advert without any cars in it.
The manufacturer unveiled a new logo on Tuesday as part of their rebranding, as well as a cryptic and colorful advertisement.
Posting the video on their social media site, the ad features a group of models dressed in bright and flamboyant clothing.
The advertisement occasionally appears with texts such as ‘be exuberant’, ‘live vibrantly’, ‘remove the ordinary’, ‘break moulds’ and ‘copy nothing’.
As this happens, you can see the characters grabbing sledgehammers, painting across the screen, and posing for photos in sync.
Social media users, including Elon Musk, have been quick to point out that the ad does not suggest the company is selling cars.
Replying to a user who posted on X asking ‘where are the cars in this ad? Is this for fashion?, the company responded: “Think of this as a statement of intent.”
Others asked similar questions, prompting responses including: “The story unfolds. Stay tuned” and “Consider this the first brushstroke.”
The manufacturer unveiled a new logo on Tuesday as part of their rebranding, as well as a cryptic and colorful advertisement, which can be seen here
Social media users, including Elon Musk, have been quick to point out that the ad offers no suggestion that the company is selling cars
Musk, owner of electric car company Telsa, said: “Do you sell cars?” after seeing the clip.
Jaguar replied, “Yes. We would be happy to show it to you. Will you join us for tea in Miami on December 2? Kind regards, Jaguar.’
Another person added: ‘Hi Jaguar, it was nice knowing you, to think you were once the pinnacle of British automotive engineering.’
Another commented: ‘Didn’t you get the memo?
‘Woke is dead. (And that goes for Jaguar too, by the looks of this turd).”
A new concept car will be unveiled during Miami Air Week in December, showcasing the company’s new look.
They’ve ditched the teeth-grinding Big Cat logo as part of a radical electric rebrand that the company admits won’t appeal to the majority of its traditional customers.
During a roundtable discussion discussing the company’s new EV-only direction, bosses said there is ‘no Plan B’. They emphasized that the company must be “fearless” and challenge convention to survive.
Executives added that they are starting with “a clean slate” to reinvent the company because most of its future customers, the company says, don’t even know about today’s Jaguar or its rich heritage.
The new logo, written as JaGUar, features “capital and lowercase letters seamlessly merged in visual harmony,” the company said.
The ad appears occasionally with text such as ‘be exuberant’, ‘live vibrantly’, ‘remove the ordinary’, ‘break the mold’ and ‘copy nothing’
The company has ditched its exposed big cat logo as part of a radical electric rebrand that it admits will not appeal to the majority of its traditional customers.
The Jaguar ‘leaper’ emblem is retained and used on a new lined background, as seen here
The company will also have a new ‘identity symbol’, consisting of horizontal lines that form a square or elongated shape.
Jaguar says: ‘Exuberant use of color is a cornerstone of Jaguar’s new brand identity, embedded in its values and association with art.
‘Primary colours, born from the painter’s palette – yellow, red and blue – are the tonal building blocks, always presented with texture or movement.’
JLR’s chief creative officer Gerry McGovern also said: ‘Jaguar is rooted in originality. Sir William Lyons, our founder, believed that ‘a Jaguar should be a copy of nothing’
‘Our vision for Jaguar today is based on this philosophy. New Jaguar is a brand built around exuberant modernism.
‘It’s imaginative, daring and artistic at every touchpoint. It is unique and fearless.
“We are creating Jaguar for the future and restoring its status as a brand that enriches the lives of our customers and the Jaguar community.”
He highlighted that 800 people had worked on the radical redesign and rebranding and jokingly promised: ‘We haven’t sniffed the white stuff.’