Jaguar ditched its iconic logo in a bold rebrand that triggered some very strong opinions. The luxury carmaker unveiled its new logo and slogan — Copy Nothing — in a rebrand, part of its efforts to become an electric-only brand, that will officially launch 2 December during Miami Art Week, the AP wrote.

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People online weren't exactly impressed. The promotional video for the rebrand shows models in brightly colored avant-garde outfits and no car in sight. The video was subject to backlash including a comment from Elon Musk, who turned to X and wrote “do you sell cars?”

What Jaguar had to say: “Our brand relaunch for Jaguar is a bold and imaginative reinvention and as expected it has attracted attention and debate,” spokesperson Joseph Stuable told Forbes. He explained that the move marks a “dramatic leap forward.”

One branding expert’s take: Bruno Benedini, founder of Taillight Branding, explained that the campaign risked alienating traditional customers through the modernized approach — the video featured androgynous models in gender-neutral or gender-bending attire.

Is Jaguar still in the room with us? “The campaign appears disconnected from the very traits Jaguar spent decades building. Gone are the understated elegance, performance nods, and any clear connection to British heritage,” Benedini added.

The right way to rebrand: The automaker still has the chance to keep its loyal customers happy while switching things up to bring in new customers, said Cristy Stewart-Harfmann, a professor of digital marketing at Florida Atlantic University. She referenced the “three Ts of online reputation management” — timeliness, transparency, and training. “A rebrand does not need to wipe out all of its heritage,” she said, pointing to the importance of holding on to the brand’s core audience and making sure that the reasons for rebranding are clearly communicated to “eliminate confusion and maintain brand identity.”

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