‘Biggest downgrade in history’: Jaguar’s ad revealing rebranded logo sparks backlash, Elon Musk asks, ‘Do you sell cars?’

Watch the video:

Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

— Jaguar (@Jaguar) November 19, 2024

The video didn’t seem to sit well with the online community, including Tesla CEO Elon Musk. He responded to the X post saying, “Do you sell cars?” While Musk’s remark was sarcastic, instead of coming up with a sharp or witty comeback, Jaguar responded sasying, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.” This response underwhelmed a lot of X users who asked the brand to fire its marketing team.

Art director Joseph Alessio shared the video with a caption that poked fun at the situation, “This will be taught in schools as how NOT to do a rebrand.”

this will be taught in schools as how NOT to do a rebrand https://t.co/cgfDdhuOlr

— Joseph Alessio (@alessio_joseph) November 19, 2024

Media company Morning Brew, in an X post, showed how Jaguar has decided to go from their iconic “growler” logo to a monogram.

That’s not even the worst of it

They’re replacing the growler with…a monogram https://t.co/DhW94r0uhM pic.twitter.com/LCPJuKtM2r

— Morning Brew ☕️ (@MorningBrew) November 20, 2024

Many criticised Jaguar’s rebranding efforts, leaving scathing comments in response to the video. One user wrote, “Driving a Jaguar is now no more Prestigious than owning a Hyundai or a Kia. You have totally destroyed a once great brand. You’re supposed to be competing with Porsche but you’re not even close to that level.”

Another user commented, “Fire your marketing contractor ASAP. This is brand suicide.” A third user wrote, “You clowns just convinced me to never buy one of your cars. Sheesh.”

Jaguar recently addressed questions about altering its famous logo, stating, “It has been reimagined.” This change is part of the company’s ambitious transition towards electric vehicles. However, Jaguar acknowledged this shift may not be well received by its traditional customer base.