The heritage British luxury carmaker wants to create a firebreak between the past and the future models
The Jaguar logo and brand promo controversy has the netizens in shock and minor outrage. Jaguar Land Rover is owned by India’s Tata Motors. The brand drew value from its rich heritage and legacy of motorsport and selling luxury passenger vehicles for decades. However, it wanted to demarcate clearly between the transition phase from ICE cars to EVs. Clearly, the aim is to announce the entry into the electric era with something ‘modern and futuristic’. Unfortunately, the netizens are not impressed by Jaguar’s commercial.
New Logo and Promo of Jaguar
The video clip shows professional models with exotic and bright-coloured outfits in a landscape which you would find in intergalactic space exploration movies. While all that is cool, during the entire duration of the video, there was no visual or even a hint of any car. That is exactly what the netizens latched on to. They commented asking the company whether this was an advertisement for a car brand or a fashion company. Furthermore, the new logo now simply reads ‘Jaguar’ with ‘G’ and ‘U’ in capitals to create ‘visual harmony’ by blending the upper and lowercase letters. Also, they have revamped their iconic Jaguar logo to mark a new age in their history.
In addition, the video clip contained text and slogans like ‘copy nothing’, ‘delete ordinary’, ‘create exuberant’ and ‘live vivid’. Reacting to this shocking promo ad, Tesla Chief Elon Musk wrote, “Do you sell cars?” Other comments include, “Umm where are the cars in this ad? Is this for fashion?”, “Don’t worry, no one’s going to copy this”, “All this ad tells me is to not buy your car”, “Oh… That is bad, very bad. You will lose your core clientele and fail to attract any person who wants to purchase a quality product. If you were seeking woke under 30’s who are serially unemployed then you’ve hit the mark.” Clearly, people are not amused!
My View
I can totally understand where netizens are coming from. Having a perception of Jaguar as a top-notch luxury brand, it is a bit strange to see them come up with such an advertisement. Sure, they wanted to completely break free from their current range of products to showcase an electric future. Still, I feel they have chosen an immensely polarizing approach. Having said that, you can never know what kind of effect marketing campaigns can have on the perception of people. For that, we will have to gauge the response to its upcoming concept electric car in Miami on 2nd December. We shall keep an eye out for that event.
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