Jaguar's modern makeover gets mixed reactions from car world insiders
British car-maker drops its famous cat logo and launches non-traditional ad campaign that doesnt show any cars. Companyʼs boss stands firm against criticism while planning all-electric future
The long-standing British car manufacturer faces strong feedback after its bold re-branding effort (which includes dropping its well-known cat emblem)
Rawdon Glover‚ Jaguars managing director‚ pushes back against what he calls “vile hatred“ towards their new marketing strategy: his company needs to break-away from common car-industry patterns
The new ad campaign — featuring bright-colored models with non-standard haircuts — sparked various reactions on social media
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The car-maker plans some big-time changes: stopping its current gas-powered line-up (including the F-pace) and switching to all-electric vehicles by early-26. Their new GT model will be shown at Miami art-week in december
The fresh brand-image includes a turquoise-and-gold color scheme; however some experts think its too far from what Jaguar stands for. Paul Burke‚ an ad-writer says: “its really cheaply done and theres no idea in it“
The company which is part of India-based Tata group has seen its sales drop lately but Glover stays confident: “We dont want to leave our customers behind but we need to attract new ones — if we act like other auto brands well just get drowned out“
