Wed Nov 20 23:42:39 UTC 2024: ## Jaguar’s Electric Rebrand Backfires: Promotional Video Sparks Online Backlash
**NEW YORK (AP)** — Jaguar’s highly anticipated rebrand, set to launch during Miami Art Week, is facing heavy criticism after its promotional video went viral for all the wrong reasons. The video, showcasing models in brightly colored futuristic outfits against an otherworldly backdrop, notably omits any mention of the company’s cars. The campaign, emphasizing a bold, “copy nothing” approach, has instead prompted online mockery and questions about the brand’s direction.
The rebranding includes a new logo and the unveiling of a new electric GT model, reflecting Jaguar’s shift towards electric vehicles. However, the lack of cars in the promotional material, coupled with the abstract visuals, has left many confused and unimpressed. Even Elon Musk chimed in on X (formerly Twitter), questioning whether Jaguar even sells cars.
Marketing experts, like Villanova School of Business professor Charles Taylor, criticized the campaign’s tone, suggesting it alienates potential buyers by abandoning the brand’s established heritage of elegant British sports cars. Taylor argues that leveraging Jaguar’s existing image would have been a more effective strategy than a radical departure.
This rebranding attempt follows a common trend, but past failures serve as cautionary tales. Tropicana’s ill-fated 2009 logo change and Radio Shack’s “The Shack” rebranding both resulted in significant setbacks. Jaguar Land Rover has yet to respond to requests for comment. The company’s success with this bold, yet seemingly risky rebranding strategy remains to be seen.
First Piper 