Jaguar’s rebrand: creative vision or branding blunder?
![Jaguar has revealed its new rebrand. Source: Supplied.](https://biz-file.com/c/2411/758528-700x364.jpg?4)
However, while some applauded the minimalist design for its contemporary edge, critics on social media weren’t as kind, with many expressing disappointment over what they say looks like a new fashion brand.
One user on X said the only way the brand can 'save face' is by claiming the rebrand is a hoax. While Tesla founder mocked them by asking if they actually sell cars.
Do you sell cars?
— Elon Musk (@elonmusk) November 19, 2024
Professor Gerry McGovern who is the chief creative officer responsible for the rebrand said: "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." According to the brand the transformation is inspired by exuberant modernism, which is a creative philosophy that underpins all aspects of the new Jaguar brand world."
It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity," it said in a statement.
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About Karabo Ledwaba
Karabo Ledwaba is a Marketing and Media Editor at Bizcommunity and award-winning journalist. Before joining the publication she worked at Sowetan as a content producer and reporter. She was also responsible for the leadership page at SMag, Sowetan's lifestyle magazine. Contact her at karabo@bizcommunity.com![](https://cdn.bizcommunity.com/f/2411/15-Off-700x100-ad.gif)
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