JaGUar? Luxury automaker defends controversial rebrand amid pivot to EVs

Luxury carmaker Jaguar defended a rebrand that sparked criticism on social media, with a new logo and promotional videos featuring models but no cars. The company, part of Tata Motors-owned group Jaguar Land Rover, introduced a “Exuberant Modernism” creative philosophy for future vehicles, but reactions on platforms like Facebook and Instagram were mostly negative. Critics took issue with the removal of the iconic big cat imagery, font choice, and lack of vehicles in the content, questioning the brand’s direction and departure from its traditional image.

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