Jaguar Faces Backlash Over Bold New Rebranding Strategy

Jaguar’s latest rebranding campaign is turning heads—but not in the way they’d hoped. Critics are calling out the luxury automaker’s bold, abstract approach, with some wondering if the campaign has completely missed the mark.

At the center of the controversy is Jaguar’s new logo, which swaps the iconic growling jaguar emblem for a minimalist monogram. The famous “Jaguar” text also gets a redesign, mixing uppercase and lowercase letters in a seemingly random way. Jaguar says this is part of their “unexpected” new image, but many fans aren’t impressed.

And that’s not all—Jaguar’s latest car commercial doesn’t actually feature any cars. Critics argue that focusing on abstract imagery instead of their vehicles undermines the very essence of the brand.

PR expert Lulu Cheng Meservey didn’t hold back, calling the campaign “disastrous.” She pointed out that the real problem isn’t the marketing—it’s the lack of innovation and new models. Jaguar hasn’t launched a new production car in over five years. And by moving away from its luxury roots to chase premium customers, the brand seems to have lost its direction, getting “stuck between two lanes.”

Jaguar’s new strategy, called “Exuberant Modernism,” leans heavily on geometric shapes, symmetry, and simplicity. This styling philosophy will be on full display during Miami Art Week, where the company plans to showcase its updated branding with an eye-catching art installation featuring bold colors and abstract designs.

While Jaguar’s Miami showcase could help redefine the brand, it’s clear they have an uphill battle ahead. For now, fans and critics alike are waiting to see if this risky rebranding move will pay off—or backfire.