Jaguar recently unveiled its new creative philosophy, titled Exuberant Modernismas part of the brand’s repositioning for the future. The concept, which rescues the ethos of founder Sir William Lyons, “Copy Nothing”promises to bring bold shapes and exuberant proportions to the brand’s vehicles. The news was announced with a teaser image of the Design Vision Concept and a video exploring Jaguar’s new identity. The concept will make its global debut during Miami Art Week on December 2, 2024.
The new typography and colors were considered more suitable for technology or fashion than a luxury car brand. Critics also questioned the lack of “dangerousness” or “personality” in the new design.
In the comments of the official video on YouTube, many fans of the brand expressed dissatisfaction, with phrases such as: “This isn’t an advertisement, it’s Jaguar’s funeral” e “102-year-old company destroyed in 30 seconds”. Another internet user mocked the campaign slogan saying: “’Copy Nothing’? Copied the trend of insensitive simplification of brands.”
The video, which highlights Jaguar’s vision of the future, was also subject to sarcasm. Among the comments, there were those who questioned whether the campaign would really help sell cars:
“– Are you sure this will help us sell more cars?
– Cars?”.
Jaguar highlighted that the repositioning seeks to attract attention through innovative and unexpected ideas, with the aim of consolidating itself as a reference in global automotive design. However, the online reaction shows that the public has not yet connected with the approach presented.
Elon Musk, owner of Tesla, joked about asking if Jaguar still sells cars, since the video didn’t show them.
The debut of Design Vision Concept During Miami Art Week, one of the biggest art festivals in the world, it will be a new opportunity for the brand to reinforce its message and reverse the negative narrative. Until then, the question remains: will Jaguar be able to win back enthusiasts or will this be remembered as one of the most controversial rebrands of the year?
