There has been a lot of internet discussion over Jaguar’s stylish new redesign, but not all of it is positive. The venerable automaker recently debuted its new visual identity and emblem as part of its drive for a contemporary, electric-first future.
While others praised the simple design for its modern edge, social media critics weren’t so complimentary, with many expressing dissatisfaction over what they claim to be a new fashion brand.
According to one X user whose post was available to BrandSpur digital news platform, the brand can only “save face” by asserting that the rebranding is a fraud.
The founder of Tesla, however, made fun of them by enquiring as to whether or not they sell automobiles.
The Principal Creative Officer behind the branding, Professor Gerry McGovern, stated: “Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’. Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold, and artistic at every touchpoint. It is unique and fearless.
“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. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community,” he added.
The brand claims that the change was motivated by exuberant modernism, a creative ideology that serves as the foundation for the entire new Jaguar brand universe.
It went on to reveal in a statement: “It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity.”
