ALBAWABA - Jaguar, the sports car and luxury vehicle brand of Jaguar Land Rover, a British multinational car manufacturer, unveiled its new iconic logo last week and received a massive backlash online. The recent rebranding campaign, which featured no cars, was criticized and called ‘vile’ and ‘full of bigotry.’
Jaguar faces massive criticism over recent campaign
The company released a video for its new campaign announcement, featuring models dressed in bright colors without showcasing any of the cars associated with the brand. The video, along with the entire campaign, was met with significant criticism online, with many accusing the company of attempting to spread hateful messages.
Rawdon Glover, Jaguar’s managing director stated: “If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand,” as reported by the Financial Times.
The recent rebranding campaign, which featured no cars, was criticized and called ‘vile’ and ‘full of bigotry.’ (Jaguar)
Jaguar’s recent campaign, titled ‘copy nothing’, was described as ‘reimagining’ by Glover as he explained how the famous company is trying to set new goals and steer away from the traditional automotive stereotypes.
Musk mocks Jaguar
It is worth noting that Elon Musk mocked the brand by commenting: “Do you sell cars?” Glover replied to Musk’s post and said: “Yes. We’d love to show you.” Additionally, Glover invited Musk to Miami next month to view the rebranding installation at Miami art week.
On the other hand, Gerry McGovern, Jaguar’s chief creative officer, commented: “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.”
Jaguar introduced its new logo last week, as the old logo was replaced with a modern design that blends uppercase and lowercase letters. The new logo features a gold color, with all letters in lowercase except for the 'J,' 'G,' and 'U.’
The redesign marks the launch of the company’s ‘New Era’ campaign, which introduces its all-electric vehicle lineup.
