Jaguar changed its logo and the Internet can't handle it: 'Are you still making cars?'

That iconic 'Leaper' logo depicting a wild cat pouncing mid-air? That's gone — plus, the brand's latest ad features a group of models in bright colours, with no car in sight

Web Desk

Published: Thu 21 Nov 2024, 11:40 AM

Last updated: Thu 21 Nov 2024, 11:43 AM

Whether you're into cars or not, you'll most likely be able to identify a Jaguar: Just spot that emblem of a leaping wild cat. But the brand changed its logo — and the new one no longer has this iconic symbol.

The luxury car brand — which is owned by India's Tata Motors — is in the middle of a transformation as it vowed to deliver its first electric vehicle by 2025. And in a first salvo, it recently gave the public a glimpse of its branding overhaul.

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"Copy nothing" is Jaguar's new battlecry. On Tuesday, the brand rolled out its new branding, unveiling the new logo.

It went from this:

To this:

The Jaguar logo has undergone several iterations since the storied British car brand set up shop in 1922. It was in 1982 when it introduced the emblem it called 'Leaper', the pouncing jaguar that appears to be catching a prey mid-air.

And since then, it has been a standout hood ornament that makes a car a Jaguar. It has undergone multiple iterations from 1982 until 2021, but all subsequent logos retained the emblem.

As it marks its foray into the EV era, the brand decides to let go of Leaper — and the Internet can't keep calm.

In the sneak peek shared on its social media platforms, Jaguar unveiled not only the new logo but an entirely different concept.

The 'Copy Nothing' video ad featured a group of models wearing brightly coloured avante-garde outfits, stepping out into a pink-soiled world.

It flashed the text: "Create exuberant. Live vivid. Delete ordinary. Break moulds. Copy Nothing." There was not a single car shown in the clip.

To Jaguar's followers and spectators, it was confusing. Trolls and bashers were ruthless in the comments section:

"Congratulations. You’ve killed a British icon," said one Instagram user.

"Is this a skincare company now?" wrote another.

"Never seen a company turn its back on their heritage and history as much as this and just delete the work done by thousands of people that built it since 1922…" another Instagrammer said.

Facebook user Ronald Barr threw a question: "Are you guys still making cars?"

Tesla CEO Elon Musk was also a hater. He was one of the first who trolled his EV competitor Jaguar with a reply on the brand's X post: "Do you sell cars?"

He followed it up by sharing an old Jaguar campaign saying it was an "example of a good ad".

"I shouldn't be helping a competitor but this is embarrassing," he added.

Jaguar has been replying to some of the comments in an attempt to crisis

EV shift

Earlier this year, Jaguar Land Rover (JLR) said it would invest 500 million pounds ($669.6 million) to support parallel production of electric vehicles at its Halewood facility as part of its electrification strategy.

The group plans to invest 18 billion pounds in EVs by 2028 and has promised to deliver a new electric Jaguar in 2025.

The investment also aligns with JLR's "Reimagine" strategy, which aims to electrify all its brands by 2030 and achieve carbon net zero across its supply chain, products and operations by 2039.

The latest Jaguar campaign carried the date December 2, 2024, hinting when the grand launch is happening. It is expected to be held in Miami.

(With inputs from Reuters)

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