Jaguar’s big rebrand has come under fire from critics who called it a disaster and questioned whether the luxury car company “has lost it”.
The company announced on Tuesday that it was ditching its “growler” motif and unveiled a new logo, branding and colour scheme as it prepares to relaunch itself as an electric car manufacturer in 2026.
It also released a video that features catwalk models with asymmetrical haircuts and brightly coloured, haute couture clothing walking around a Martian landscape bathed in bright pink.
It was accompanied by marketing slogans such as “delete ordinary”, “live vivid” and “copy nothing” earlier this week. It hopes to attract younger, wealthier and more diverse customers.
The broadcaster Andrew Neil said the video suggests Jaguar sells “daft clothes”
It has attracted widespread criticism, including from Elon Musk, the chief