Elon Musk takes a jab at Tata Jaguar’s new logo in colourful rebrand video, Car maker responds

Jaguar recently unveiled a new logo as part of a bold rebranding campaign, but its colourful and car-less ad has drawn mixed reactions, including a roast from Elon Musk. The British luxury carmaker introduced its new logo in a vibrant video, which featured eye-catching visuals instead of showcasing the actual cars. The video, accompanied by the caption “copy nothing,” quickly caught the attention of Musk, who took to X (formerly Twitter) to comment, “Do you sell cars?”

In response, Jaguar playfully invited Musk to join them for a “cuppa” in Miami on December 2nd, adding, “Yes. We’d love to show you” in reference to their cars.

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

— Jaguar (@Jaguar) November 19, 2024

The reimagined logo, which replaces the iconic teeth-baring big cat design, also raised questions about its meaning. Jaguar clarified that the logo had been “reimagined” but offered little explanation beyond that, leaving many social media users puzzled. Some commenters sarcastically suggested that Jaguar no longer made cars, with one saying, “They don’t make cars anymore. They make mistakes,” while another quipped, “I thought this was a dating site.”

When asked whether the video was intended to promote fashion, Jaguar responded cryptically, calling it “a declaration of intent” and urging followers to stay tuned as the “story is unfolding.”

However, the responses failed to calm disgruntled Jaguar enthusiasts. One user, who identified as a Jaguar owner, expressed frustration, saying, “Where are the cars? Isn’t that what you do? This will cause me to not go forward with y’all when it’s time to trade mine in. What a joke you’ve become.”

Jaguar replied with a polite acknowledgment, saying, “Thanks for the feedback! We’ll be sure to pass it onto the team. Best wishes.”

The rebranding campaign has certainly stirred up conversations, but it remains to be seen whether it will resonate with the brand’s loyal customer base.