Legendary British luxury car maker Jaguar has launched its big reband a few days ago with this video:
And this is now the official new logo:
Which has nothing any more in common with its predecessor, which is iconic and looked like this:
Suffice to say people are less than hyped about this rebrand, which seems to be targeted at the LGBT+ community. Instead they are worried. Many say the video would be ok-ish for a perfume brand, but not a car maker. Aside that there is no emotional connection nor message in this video. In short it's a total desaster.
It looks like Jaguar wants to move away from old buyers like Jeremy Clarkson to a much younger, more hip customer base.
Of course since Jaguar is a British brand owned nowadays by an Indian company, Nigel Farage is not far away with his own comment.
Utkarsh Mohan, who is running the Youtube channel "Ministry of Car", gives a deeper look at it why he thinks the rebrand is a big fail from a marketing standpoint. He's been managing the brands Gilette, Braun and Venus in Japan and South Korea, so has got experience in evaluating campaigns and their values. The result based on his criteria: a total disaster, a meltdown.
A video making fun about possible new designs.