The Jaguar Rebrand – Bold Move, or Giant Hoax?

Okay, we’ve all seen it: Jaguar’s new, very very pink and fluffy rebrand. It has sparked a lot of conversation, both within and beyond the design industry, since its debut earlier this month. Featuring colorful marketing imagery noticeably lacking in cars and a complete 180-degree shift in style, the rebrand has drawn significant criticism.

Adding fuel to the fire, Jaguar has taken the unprecedented step of asking the public to “trust and reserve judgment,” further igniting the debate. The company has teased glimpses of an upcoming electric vehicle, leading many to speculate that this might be a stunt to build momentum before the big reveal.

Whether this is a daring move to reset the brand’s image or the “New Coke” of the 2020s, one thing is certain: Jaguar has everyone’s attention.