JAGUAR is getting a mauling for killing off its growling big cat logo as part of a woke rebrand.
The badge, used for decades on grilles and bonnets of the luxury cars, has been turfed out in favour of a curved geometric J badge that looks more like the logo on a handbag clasp.
A prancing cat will be embossed on the side of its cars instead.
One user on X said: “Jaguar’s rebrand launch just failed before takeoff.”
Another said: “I can’t actually believe this is Jaguar.
“Who the hell are they selling to here?”
Jaguar unveiled the new look yesterday alongside an ad featuring a diverse group of models with right-on slogans ahead of the launch of three new electric cars.
Managing director Rawdon Glover said: “We need to change people’s perceptions of what Jaguar stands for.”
Lulu Cheng Meservey, founder of communications firm Rostra, said that Jaguar should have revived the nostalgia for excellent engineering rather than a marketing advert that believes millennials buy cars based on values.
“While men have been an important audience for Jaguar historically (it’s a favoured ride for James Bond and Bruce Wayne), the latest campaign features six women and two people of indistinguishable gender (one appears to be a man but I don’t want to assume).”
“If they’re going to abandon the male audience, they should replace it with a more lucrative audience, and it’s unclear who they’re going for here. Vegans?”
Jaguar is launching a new concept car in Miami on December 3.
