Whether you're a car enthusiast or not, spotting a Jaguar is usually a breeze: just look for the leaping wild cat emblem. However, the iconic brand has recently changed its logo, and the new design no longer features this recognizable symbol. Owned by India's Tata Motors, Jaguar is in the midst of a significant transformation, with a commitment to launching its first electric vehicle by 2025. As a prelude to this shift, the company recently unveiled a major branding overhaul.
'Copy nothing' is Jaguar's new mantra. On Tuesday, the brand introduced its fresh branding, showcasing a new logo. The transformation from the classic leaping jaguar emblem to a more abstract design marks a departure from its storied past. Jaguar's logo has evolved several times since the British car brand was established in 1922. The 'Leaper' emblem, introduced in 1982, featured a pouncing jaguar mid-air, symbolizing speed and agility. This emblem became synonymous with the brand, adorning the hoods of its vehicles until 2021.
As Jaguar steps into the electric vehicle era, it has chosen to retire the 'Leaper' emblem, a decision that has sparked intense reactions online. In a teaser shared on social media, Jaguar not only revealed the new logo but also introduced a completely new concept. The 'Copy Nothing' video ad showcased models in avant-garde outfits, stepping into a pink-hued world, with the tagline: 'Create exuberant. Live vivid. Delete ordinary. Break moulds. Copy Nothing.' Notably, no cars were featured in the clip.
To Jaguar's audience, the new direction was perplexing. Critics and trolls were quick to voice their disapproval: 'Congratulations. You’ve killed a British icon,' commented one Instagram user. 'Is this a skincare company now?' asked another. 'Never seen a company turn its back on their heritage and history as much as this and just delete the work done by thousands of people that built it since 1922…' lamented another Instagrammer. Facebook user Ronald Barr questioned: 'Are you guys still making cars?'
Even Tesla CEO Elon Musk joined the criticism, trolling Jaguar on Twitter: 'Do you sell cars?' He followed up by praising an old Jaguar ad as an 'example of a good ad,' adding, 'I shouldn't be helping a competitor but this is embarrassing.' Jaguar has been responding to some of the comments, attempting to manage the crisis as it shifts towards electric vehicles.
Earlier this year, Jaguar Land Rover (JLR) announced a 500 million pounds ($669.6 million) investment to support the parallel production of electric vehicles at its Halewood facility. The group plans to invest 18 billion pounds in EVs by 2028 and aims to deliver a new electric Jaguar in 2025. This investment aligns with JLR's 'Reimagine' strategy, which targets electrifying all its brands by 2030 and achieving carbon net zero across its supply chain, products, and operations by 2039. The latest Jaguar campaign, dated December 2, 2024, hints at the grand launch event, expected to take place in Miami.
Source link: https://www.khaleejtimes.com
