Jaguar is kicking its heavily criticized rebrand into high gear after the nearly century-old automaker unveiled a radical new redesign this week.
The rollout, which has been panned as ‘woke’ and ‘unhinged,’ continued on Wednesday with a cryptic post apparently teasing a new vehicle.
The image appeared to show even more deviations from the company’s classic iconography, with what looks to be the rear of a car more akin to Tesla‘s Cybertruck than a F- or S-Type.
The accompanying caption read: ’02 Dec 2024 Miami. Copy nothing.’
Within two hours, the post had been viewed more than a quarter-million times, spawning a series of spiteful replies.
Most expressed confusion at the mysterious image.
‘Is it the back, front… is it even a car?’ one person commented..
‘Stay tuned to find out,’ the company replied.
Jaguar released an image appearing to show even more deviations from the company’s classic iconography, with what looks to be the rear of a car more akin to Tesla’s Cybertruck. The rollout has been panned as ‘woke’ and ‘unhinged’
The classic Jaguar ‘growler’ logo has been ditched – replaced by the logo seen on the right
‘The plot thickens,’ another user added.
Many compared the British carmaker’s campaign – which includes an ad featuring a group of models dressed in bright and flamboyant clothing – to Bud Light’s ill-fated collaboration with transgender influencer Dylan Mulvaney.
‘Bud Light 2.0 coming,’ one user commented.
When the the campaign first emerged on Tuesday, one person sniped: ‘Well…we know where the advertising team for Bud Light went.’
Another added : ‘Jaguar just pulled a Bud Light. Wtf is this?’.
‘Where are the vehicles in this cringe-worthy, woke commercial?’ another said.
After the most recent post from the Britain automaker, a storm of speculation commenced
The company has said that a team of 800 people worked on the radical redesign and re-branding
The characters in the ad can be seen grabbing at sledgehammers, painting over the screen and posing for photographs in sync
Jaguar’s iconic ‘growler’ badge depicting a roaring cat was also revealed to be no more – after the company already did away with its corresponding hood ornaments.
One person, hesitant to embrace the new look, wrote in response: ‘Bye Jaguar, it was nice knowing you
‘[T]o think, you were once the pinnacle of British motor engineering.’
As for the date mentioned in Wednesday’s ad, it referred to an already announced showcase coming next month, where the firm’s new look will be laid bare.
As the post indicated, it is set to debut at Miami Air Week in December.
The company has said that a team of 800 people worked on the radical redesign and re-branding.