Jaguar ditches iconic logo and claps back at Elon Musk roast: 'Join us for a cuppa in Miami'

The British automaker, Jaguar responds to Elon Musk’s quip, "Do you sell cars?" with an invitation.

British automaker Jaguar has stirred online conversations with the launch of its new rebrand, featuring a bold logo redesign and a vibrant, carless advertisement. 

Shared on social media, the ad showcases flamboyant models wielding sledgehammers, painting over the screen, and striking synchronized poses. 

Text overlays in the video read phrases like "create exuberant," "live vivid," "delete ordinary," and "break moulds," leaving viewers wondering about the connection to Jaguar's automotive roots.  

 

 

 

 

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A post shared by Jaguar (@jaguar)

Social media users, including Tesla CEO Elon Musk, have been quick to point out the absence of cars in the ad. 

Musk quipped, "Do you sell cars?" to which Jaguar replied, "Yes. We'd love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar." 

Another user criticized the campaign, writing, "Bye Jaguar, it was nice knowing you, to think, you were once the pinnacle of British motor engineering." Meanwhile, a fan sarcastically added, "Woke is dead. (And so is Jaguar, by the look of this turd)."  

Jaguar cars ditches iconic logo and unveils new logo in bizarre DEI fashion advert. pic.twitter.com/izJ0GLNPmN

— Oli London (@OliLondonTV) November 20, 2024

The ad and rebrand are part of Jaguar’s shift toward an electric vehicle (EV) future. Jaguar recently unveiled a refreshed logo, written as "JaGUar," which the company describes as having "seamlessly blended upper and lower case characters in visual harmony." 

Jaguar has also abandoned its iconic teeth-baring big cat badge in favor of a more minimalist "leaper" emblem on a lined background.  

During a roundtable discussion, Jaguar executives emphasized their commitment to a clean slate. "We are starting from 'a clean sheet' to reinvent the company because most of its future customers... don't even know about current Jaguar or its rich heritage." Chief Creative Officer Gerry McGovern added, "Our vision for Jaguar today is informed by this philosophy. 

New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless."  

Highlighting the involvement of over 800 people in the redesign, McGovern joked, "We have not been sniffing the white stuff." 

The new direction includes "exuberant use of color" and "primary colors born from the painter's palette – yellow, red, and blue – as tonal building blocks."  

A new concept car aligned with the brand’s updated aesthetic is set to debut at Miami Air Week in December. As Jaguar pushes forward with its EV-only vision, critics and supporters alike are left eagerly awaiting the unveiling of its next chapter.