The recent rebrand of Jaguar has sparked considerable mockery and confusion online. The new branding includes a minimalist logo and slogans like “delete ordinary” and “live vivid”. It has been criticized for its lack of focus on the company’s core product: cars.
British luxury carmaker Jaguar has found itself at the center of an online storm following the release of a bold new advertising campaign. The 30-second ad emphasizes inclusivity and artistic flair, featuring diverse models alongside slogans like “Live Vivid” and “Delete Ordinary.” However, what it doesn’t showcase is the very thing Jaguar is famous for: cars.
The ad, which was unveiled on social media, is part of Jaguar’s rebranding effort as it transitions to an all-electric lineup by 2026. While the campaign highlights creativity and individuality, it has drawn heavy criticism for being “confusing” and “out of touch.”
Prominent figures such as Tesla CEO Elon Musk poked fun at the campaign. He mockingly asked, “Do you sell cars?” on X (formerly Twitter). His comment alone racked up millions of views, amplifying the debate. Many online users joined in, dubbing the ad “embarrassing” and questioning Jaguar’s future as a luxury brand.
Divided Reactions
The campaign has sparked mixed reactions across platforms. Some social media users mocked the brand’s bold move. One YouTube commenter joked, “The only brave thing about this ad is leaving the comments section open.” Others, however, suggested the campaign is a marketing gamble that might pay off if the actual products live up to the hype.
Critics argue that the ad feels outdated, particularly in a cultural climate where brands face backlash for campaigns seen as too “woke.” Marketing experts have noted that Jaguar’s attempt to focus on inclusivity might have landed better a few years ago.
Jaguar Stands Its Ground
Despite the backlash, Jaguar has defended its campaign. Responding to criticism on X, the brand hinted at a bigger reveal during Miami Art Week in December, stating, “The story’s still unfolding.” Jaguar’s holding company, Jaguar Land Rover, explained that the rebrand aims to rejuvenate its image and attract a broader audience as it shifts towards electric vehicles.
While the campaign has generated massive attention, the jury is still out on whether it will revitalize Jaguar’s fortunes or further alienate its traditional customer base. All eyes are now on December’s reveal, where Jaguar is expected to shed more light on its future plans.
