Luxury car brand Jaguar has faced significant backlash following its recent brand overhaul, which aimed to embrace a creative philosophy called “Exuberant Modernism.” According to media intelligence firm CARMA, sentiment toward Jaguar dropped sharply, with positive perceptions falling from 23.1% to 8%, while negative opinions surged from 21% to 40.3% after the launch.
Criticism from online users largely focused on the rebranding’s perceived lack of originality, with many questioning the updated logo and overall direction of the brand. “Users expressed frustration with the company’s decision-making process and the lack of transparency around the changes,” said CARMA.
The reimagined Jaguar identity debuted on 19 November 2024, aiming to capture the ethos of its founder, Sir William Lyons, who championed originality and defied imitation. Jaguar’s new direction is centered on Exuberant Modernism, described as a bold, artistic philosophy defined by unexpected designs and fearless creativity.
A Bold Vision for the Future
“Jaguar has its roots in originality. Lyons believed that a Jaguar should ‘copy nothing,’” said Gerry McGovern OBE, Jaguar’s Chief Creative Officer. “New Jaguar is a brand built around Exuberant Modernism—imaginative, bold, and artistic at every touchpoint.”
The revamped identity features a geometric and minimalist visual language incorporating symmetry and simplicity. Jaguar’s updated logo includes a mix of upper and lowercase characters, alongside its iconic “leaper” emblem, which now symbolizes progress and excellence. The rebranding is also marked by vibrant primary colors drawn from the painter’s palette—red, yellow, and blue—representing movement and texture.
Jaguar’s first global public installation, titled “Copy Nothing,” will premiere at Miami Art Week on 3 December 2024, showcasing its new brand philosophy.
Public Reaction: Divisive Sentiments
Despite Jaguar’s lofty ambitions, the rebranding has ignited widespread controversy. Social media sentiment analysis by Truescope revealed that 40.8% of responses were mixed, while 37.5% were neutral, focusing on the brand’s new direction. However, 20.8% were negative, with some users describing the branding as “woke” and lamenting the lack of actual cars in Jaguar’s advertisements.
Even Tesla CEO Elon Musk joined the conversation, replying to Jaguar’s announcement on X (formerly Twitter) with the comment: “Do you sell cars?” Jaguar responded playfully: “Yes. We’d love to show you. Join us for a cuppa in Miami on 2 December? Warmest regards, Jaguar.”
Some praised the inclusivity and creativity of the rebrand, but this accounted for just 0.9% of sentiments.
Industry Experts Weigh In
Graham Hitchmough, COO at The Bonsey Design, acknowledged the rebrand as a “necessary jolt” given Jaguar’s shift toward electric vehicles (EVs). However, he described the redesign as “jarring” and likely to alienate traditional Jaguar fans. “These symbols of change are less about heritage and more about signaling where the brand is heading,” he said, noting that Jaguar’s bold approach might pay off if effectively integrated into its products and communications.
Hitchmough added that while the rebranding film—which features sci-fi-inspired visuals and a diverse cast—has drawn criticism for lacking originality, it may be a strategic move to generate buzz ahead of Jaguar’s full product reveal.
Ambrish Chaudhry, Head of Strategy Asia at MSQ and Elmwood, was less optimistic. He criticized Jaguar’s rebrand for failing to leverage its storied history, stating: “Fashionably dressed, gyrating Gen Zs don’t make a brand relevant again. Jaguar’s rich legacy, reinterpreted for modern times, would enhance desirability rather than diminish it.”
Chaudhry suggested that Jaguar’s gamble could pay off if its upcoming vehicles live up to expectations, but added: “This rebrand gets the fundamentals wrong. The best rejuvenations amplify a brand’s unique relationship with customers, not break away from it unnecessarily.”
Chris Moody, Global Executive Creative Director at Landor, defended Jaguar’s boldness, stating: “It’s not for everyone—and that’s the point. Jaguar is targeting a younger, wealthier, global audience. This rebrand is built for EV, not ICE.”
Moody emphasized that such a dramatic shift is never accidental. “The idea that this was a knee-jerk decision is daft. It’s easier to hate change than embrace nuance,” he explained.
A Risky Move for a Historic Brand
As Jaguar repositions itself for the future, its daring rebrand has drawn both admiration and ire. While some see it as a bold step toward reinvention, others question whether it alienates loyalists and strays too far from the brand’s heritage.
With its product reveal at Miami Art Week and a two-year gap before new vehicles hit the market, Jaguar has time to refine its strategy. Whether this rebrand marks a true rebirth or a costly misstep remains to be seen.