Jaguar Does the Worst Rebrand EVER

Now, Jaguar has always had a rich legacy. We're talking about some of the most beautiful cars ever made—the Jaguar E-Type, often regarded as one of the most stunning cars of all time. Then you’ve got the Jaguar XJ sedan, the F-Type sports car, and the XK series, all of which represented the perfect blend of British luxury, performance, and style. Jaguar wasn’t just a luxury brand; it was a symbol of understated class.

But somewhere along the way, Jaguar seems to have lost its footing. Instead of building on the foundation of what made them special, they decided to take a sharp turn—and not a good one. So, what exactly did they do?

[ellar]

It is not rebranding, It is a funeral ! 🙄💩👎🏻

[pauliedweasel]

Jaguar is adding a new definition to the term ‘Drag Race’!

[philipadams]

Making Jaguar 'exclusive' is the opposite of 'inclusive'.

[ErnestSomogy]

Disconnected from its’ history? I’d say disconnected from reality

[wyattfamily]

Jaguar had ONE THING going for it...IMAGE, which they DESTROYED in 30 seconds.

[libertycowboy]

When a CEO actually hates the company he works for

[slideryt]

They say don’t copy, but Jaguar has copied BudLight.

[agustinrosfalguera]

Worst rebranding I’ve ever seen. Loosing their only “strong points”: elegance, style, history … their legacy.
Mercedes, Audi or BMW would like to have that “stamp”, but they don’t have it…..and Jaguar just throws it away, on pourpose. Incredible.

[muskratdove]

Best comment I've seen: They put the "trans" into Transportation.

[erykmozejko]

What was the point in Buying Jaguar
Throw away all the models, throw away the brand, throw away the heritage, throw away customer base. Only thing left is the word Jaguar. That word becomes meaningless because everything else has gone

[rexcowan]

Making all Jaguar cars EVs from 2026 is 10 times worse than that advertisement.

[gordonclark]

When the company goes into liquidation, I am sure the CEO who will retire to spend more time with his family will walk away with massive payout while the workers are left scrabbling for a living.

[marionbacon]

Rebrand is a concept made up by marketing people who know nothing about production and have an overblown sense of their own importance. Relying on marketing to improve your product’s uptake by consumers, rather than delivering a quality innovative product, is a path to destruction.

[kaunas]

This is what happens when a company makes decisions not based on the realities of their market...but on mindlessly following the latest trendy mindless fads.

[barneysievers]

This will go down in history as the most devastating marketing campaign ever. An example destined to be taught in business schools all over the world. Education thanks you.

[SJBW]

Sir William Lyons would never have authorized this. It is sad to see this happen to a once great brand.

[Icantfindabetterhandle]

we ain't got Jaguar, we got Kitty.

[milton]

Crossdressing they/thems on Mars is no way to sell cars...or anything else really. Full on cringe

[alzeNL]

The only way they can get this brand back is sacking every single member of management, rehire people from the UK who arent going to push WOKE & LGBT, and then get Clarkson to advertise Jaaaags - help us Jeremy Clarkson, you are Jaguars only hope.

[Sir_Newkirk]

This is just a symptom of a greater plague