British carmaker Jaguar has faced criticism following its diversity, equity, and inclusion (DEI) rebrand, alongside a drastic logo change and a cryptic new advertisement.
On Tuesday, Jaguar unveiled a new logo and shared an ad filled with bold, colorful imagery on their social media platforms. The video featured models in flamboyant attire, engaging in artistic and theatrical actions like wielding sledgehammers, painting, and posing for synchronized photographs.
Throughout the video, phrases such as “create exuberant,” “live vivid,” “delete ordinary,” “break molds,” and “copy nothing” appear onscreen. However, critics, including Tesla CEO Elon Musk, have pointed out the ad offers no indication that Jaguar sells cars.
Responding to a user on X (formerly Twitter) who asked, “Where are the cars in this ad? Is this for fashion?” Jaguar replied, “Think of this as a declaration of intent.” Other responses from the company included “The story is unfolding. Stay tuned” and “Consider this the first brushstroke.”
Some social media users compared Jaguar’s approach to the controversial Bud Light campaign featuring trans influencer Dylan Mulvaney, which led to significant backlash and reportedly cost the company $400 million. Musk himself commented on the video, asking simply, “Do you sell cars?” Jaguar replied, “Yes. We'd love to show you. Join us for a cuppa in Miami on December 2nd? Warmest regards, Jaguar.”
Critics lamented the shift in focus, with one user commenting, “Bye, Jaguar. It was nice knowing you. To think, you were once the pinnacle of British motor engineering.” Another added, “Didn’t you get the memo?”
Jaguar’s rebranding comes as part of its transition to an all-electric lineup, but the campaign’s unconventional presentation has left many questioning the company’s direction.
