British carmaker Jaguar reveals glossy rebrand that features no cars, confuses the internet

Gerry McGovernchief creative officer

Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing,

the chief creative officer of Jaguar Land Rover, Gerry McGovern, said

Adrianne Currynext Top Model alum

You just advertised to less than 2% of the population of the planet,

America’s Next Top Model season one winner, Adrienne Curry, wrote

You guys should go back to what made Jaguar great. Build classy British cars that are so unique and beautiful that no one cares they are unreliable. That’s the formula!”

one person commented

Imagine being THIS out of touch with what your brand is that you decide something like this tragic piece of marketing will land well. Whole marketing & executive team needs to go play in traffic!”

another wrote

It will shock, surprise and polarise,

Discussing the new direction, McGovern has been unapologetic about courting controversy with the rebranding and restyling of Jaguar ... he told This is Money

We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.

JLR design boss, Jerry McGovern, who has previously penned the new Land Rover Defender as well as the latest Range Rover and smaller Range Rover Evoque, added

This amount of attention Jaguar have generated themselves is huge no matter which social platform you use everyone is talking about Jaguar,

the user posted

All will be revealed.”

Jaguar did not respond to Al Jazeera’s request for comment, but responded to its critics on X, saying

This is only the start - and it's going to be incredible.

Ominously for long-time Jaguar owners, he also vowed

The Jaguar rebrand is going to go down in history as one of the most destructive marketing moves ever attempted.

Another designer said

This will be taught in schools as how not to do a rebrand.

Joseph Alessio, a designer and art director based in California, blasted the new look, writing

I am a Jaguar fan. I own three. I don't mind the rebranding."

Another penned

We tend to recoil at any rebranding when it occurs because we're familiar with the existing one, but only time will tell really."

But, on a more optimistic note, one fan argued

The brand won't last past 2030. The logo looks like it was designed by kids,

penned one user who wasn't a fan

Personally I love it. I think it harks back to the old art deco era. Let's see what the cars that get this branding will look like,

added someone else

I'm, indifferent to re-branding. It's Ok but fairly dull, and the Capital G is crass, but the rest is easy enough to ignore."

Another added

Bye Jaguar, it was nice knowing you

One person, hesitant to embrace the new look, wrote in response

Martin Brundleracing driver

I have no idea what this is all about, but it's genius. Everyone is talking about Jaguar in a moment of time when they're not actually making cars."

Sports broadcaster and former Formula 1 racing driver Martin Brundle, who's raced in Jaguar cars, wrote on X

The brand reveal is only the first step in this exciting new era, and we look forward to sharing more on Jaguar's transformation in the coming days and weeks."

Jaguar didn't respond specifically to the online criticism but said in a statement to Business Insider

Well … we know where the advertising team for Bud Light went,

And Nick Freitas, a Republican member of the Virginia House of Delegates, replied to Jaguar on X ... referring to the backlash to a Bud Light ad in 2023 that featured a transgender influencer