JaGUar? Luxury automaker defends controversial rebrand amid pivot to EVs

Luxury carmaker Jaguar has defended a rebrand that drew widespread criticism on social media this week.

The company, part of Tata Motors-owned group Jaguar Land Rover, released a new logo that saw it ditch its iconic "leaper" big cat branding, and unveiled promotional videos featuring brightly dressed models — but no cars.

In a release, Jaguar said the media showcased its "dramatic new creative philosophy," branded "Exuberant Modernism," which will "inspire future vehicles."

The designs generated tens of thousands of responses on social platforms including Facebook, Instagram, X and LinkedIn — and the majority were negative.

Some criticized the removal of thebig cat imagery — which has featured on the car since the 1950s — the font choice, and the fact that Jaguar will now be styledJaGUar for "visual harmony," according to the company.

Others took aim at the fact that the content did not feature any vehicles or machinery and described the aesthetic as out of touch, given the classic British brand's somewhat macho previous campaigns.

"Our brand relaunch for Jaguar is a bold and imaginative reinvention and as expected it has attracted attention and debate," the company said in response to a request for comment.

"As proud custodians at such a remarkable point in Jaguar's history we have preserved iconic symbols while taking a dramatic leap forward," the business said.

"The brand reveal is only the first step in this exciting new era and we look forward to sharing more on Jaguar's transformation in the coming days and weeks."

Gary Jenkins, managing director of content agency No Brainer, said that if the automaker's intention was to garner as much attention as possible, "they've certainly succeeded."

"Everyone has an opinion on this