Jaguar’s rebrand leaves internet puzzled

Jaguar unveiled an ultra-colorful and modern logo rebrand yesterday that has baffled many. The design overhaul comes as the company prepares to launch its new EVs in 2026.

However, the new campaign was devoid of cars and focused instead on fashion-forward models in futuristic settings.

Even Tesla CEO Elon Musk posted on X asking, “Do you sell cars?”

The rebrand comes amid declining sales for the British automaker. Last year, it sold fewer than 67,000 cars globally—about half its pre-pandemic sales volume. The automaker has just 122 dealerships in the US, compared to 200 at its peak.

Known for its engineering, Jaguar executives say it aims for a “complete reset” to reclaim its originality and attract a new generation.

Amid the rebrand, Jaguar is discontinuing five unprofitable models, including the best-selling F-Pace SUV. Instead, it will focus on three new ultra-luxury EVs.