Archive · 12 Aug 2025
Jaguar Rebrand Sparks Controversy: Design, Sales, and Leadership Change
Jaguar, the car company, changed its look to attract new customers.
They made a new logo and design, but some people didn't like it because it was very different from what they used to have.
The new design was supposed to signal that they were making electric cars and focusing on luxury.
Some people thought it was cool and modern, but others thought it was a mistake and that it was a departure from its heritage.
Even famous people like Donald Trump and Elon Musk had opinions on the change.
After the rebrand, Jaguar's car sales went down, and the company's CEO, who made the decision, is leaving.
Jaguar's rebranding in late 2024, featuring a new logo and design, sparked significant controversy.
The rebrand aimed to reposition Jaguar towards an electric-first, luxury-centered future.
Reactions were mixed, with some praising the design and others criticizing it as a departure from Jaguar's heritage.
The controversy extended to public figures, including Donald Trump and Elon Musk, who voiced their opinions.
Jaguar sales declined in early 2025, and the CEO behind the rebrand is stepping down.
- Who
- Jaguar, its Chief Creative Officer Gerry McGovern, and CEO Adrian Mardell are key figures, along with public figures like Donald Trump and Elon Musk.
- What
- Controversy surrounding Jaguar's brand redesign.
- When
- The rebrand was unveiled in late 2024; the controversy is ongoing.
- Where
- The unveiling of the new brand design took place in Miami.
- Why
- The rebrand aimed to modernize the brand for a future of electric and luxury vehicles.
Critics' View
Supporters' View
Brand Identity
Critics' View
Viewed the new logo and design as a departure from Jaguar's heritage.
Supporters' View
Saw the rebranding as modern and innovative.
- Rebrand Launch
- Late 2024
- New Logo
- Mixed upper and lowercase letters
- Concept EV Debut
- Type 00 during Miami Art Week, December 2024
- Sales Decline (Europe)
- 97.5% in April 2025
- CEO Departure
- Adrian Mardell to step down in November
- New CEO
- P.B. Balaji