Jaguar asks people to “trust and reserve judgement” on rebrand

Jaguar has urged people to “trust and reserve judgement” over the rebrand of the carmaker.

The company, embarking on the biggest change in its 102-year old history, released a new logo and a so-called “social media tease” this week, ahead of its relaunch as an electric-only brand in early December.

The teaser video has faced backlash, with many critics pointing to the fact it doesn’t feature an actual car. Others have praised the company for being bold and shaking things up.

Either way, the rebrand has grabbed people’s attention and Jaguar has since admitted it not only expected such debate – but it wanted it.

In the 1960s, Jaguar launched the E-Type and XJ which have come to be known among some of the most iconic cars of all time.

Now the company is trying to do the same again by unveiling of its new “design vision” in Miami next month.

Teasing the vision online, the 30 second advert features models in extravagant, brightly-coloured outfits who reveal the new company logo written as JaGUar.

No cars, no suave men in suits, no big cats.

“Do you sell cars?” was the response on X, from owner Elon Musk, who is also the boss of electric car firm Tesla.

“This is surely a joke?” added one user, while another suggested the move would “cost jobs and do real damage”. Some said “Go woke, go broke”.