“The ads is striking, colorful, inclusive, and dramatic; exactly what electrification and the future of cars should feel more like. It’s a radical reinvention of a business wanting to appeal to a new generation. It’s just a shame it walked away from some of the iconic, treasured, and beautiful icons that have occupied the brand’s DNA for generations.
“If you’re going to ‘break the mold’, you’d better have one hell of a range of cars full of innovations and shape language, with a new buyer experience, ready to roll… this we wait to see.”
The Case Against…
‘It’s a departure with no connection to Jaguar’s legacy‘
Anjela Freyja, creative director of design & brand, Joan
“Jaguar has walked away from almost a century of established brand equity—a risky move for a company already facing significant challenges. The new direction seems designed to capture a Volkswagen-like audience with visual cues towards The Jetsons and The Hunger Games. It’s a departure with no connection to the brand’s legacy.
“This is what is most disappointing about this rebrand: its disregard for its rich history. A history that provided Jaguar with a strong and alluring brand world. And while it may not have fully resonated with today’s audience, it had immense potential to evolve for a more electric, modern, and mass audience.
“That is the rebrand I would’ve loved to see.”
‘It’s more ’70s Star Trek,’ than Jaguar’
Claire Parker, group creative partner, The Chase
“Oh dear, I’m well and truly in the ‘against’ camp. When I first saw the redesigned growler and the mixed-case typography, it felt like an ad for Tropicana. Instead of embodying modern luxury, the identity feels inconsistent—hesitant, even—a far cry from Jaguar’s traditionally bold confidence.