Jaguar has released its new brand identity towards a fully electric automotive car by 2026, and not everyone is happy. So far, I haven’t seen a single reel showering Jaguar with praise. What made them tame and domesticate the once-wild Jaguar?
From growl to a purr!
Jaguar’s new look is inspired by its founder’s idea that “a Jaguar should be a copy of nothing,” says Chief Creative Officer Gerry McGovern. The campaign highlights “exuberant modernism” to grab the attention of younger buyers and stand out in the crowded electric vehicle market.
It is also getting mixed reactions for its latest ad campaign, “Copy Nothing,” Santino Pietrosanti, the brand’s head, says the rebranding celebrates diversity and originality. While some people loved the fresh approach, others called it out for being too focused on a “woke” agenda. But not everyone’s sure about it—some are questioning if it really shows what the brand stands for and what it offers.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
A brand once synonymous with raw masculinity now feels like it’s shrinking into a timid house cat—far from the world’s idea of a wild, untamed predator. Even Elon Musk couldn’t resist questioning if they’re still in the car business, as the teaser ad seems to have completely dismantled everything Jaguar once represented.
This car… this manly car!
Remember that ad with Tom Hiddleston, where he effortlessly taught us the fine art of villainy in his signature style? When he delivered lines from Shakespeare’s Richard II, it left girls swooning and boys dreaming of growing up faster.
From the Jaguar’s symphony of sounds—ranging from its deep growl, reminiscent of a prowling predator, to the resonant bellow of baritone banshees—it captures your imagination like nothing else. Now, that’s what I’d call the pinnacle of untamed power. Or, as Jeremy Clarkson from Top Gear puts it, a true hardcore monster.
More than what meets the eye?
In this wave of criticism, there are still some hopeful voices, like mine, refusing to believe this is Jaguar’s future. What we see now as branding might actually be a well-thought-out marketing strategy designed to get the world talking about Jaguar’s new identity.
It could be the smartest plan to boost engagement across all platforms, make the brand trend, and spark conversations even in smaller circles.
And maybe, just maybe, Jaguar will pull a complete 180 and reveal its true brand identity—a bold, masculine look that every hot-blooded man would admire. Picture someone like Henry Cavill or Idris Elba slipping behind the wheel of a Jaguar, pressing a uniquely designed start button that glows like the heartbeat of a predator, ready to pounce and conquer the roads.
For now, we can only wait and see if Jaguar’s future leads to a soft, tamed version of itself or if it reclaims its place as the powerful beast it was always meant to be.
