Jaguar, the emblematic manufacturer of the British automobile, has decided to surprise everyone. In their new campaign, not a single car is in sight. Instead, models wander through a colorful universe, guided by the mantra: « Copy Nothing« . This artistic turning point marks the beginning of a radical transformation for the brand, which is preparing to go all-electric by 2026.
Jaguar: an aesthetic shift that’s making waves
Goodbye to traditional advertisements exalting the curves of cars. Jaguar is reinventing its image with an « exuberant modernism », in the words of Gerry McGovern OBE, Chief Creative Officer. Inspired by Sir William Lyons, the brand’s founder, who advocated that « every Jaguar should be a copy of nothing« , this revival aims to embody an original and avant-garde vision.
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A new logo with modernized lettering accompanies this revolution, which has caused a lot of reactions from users and fans of the brand. Elon Musk, CEO of Tesla, also did not fail to take a dig on X (ex-Twitter): « Do you sell cars? », which garnered more than 357,000 likes. On Instagram, a comment from a fan of the brand also caused a sensation: « Congratulations. You killed a British icon. » So is Jaguar losing its heritage or redefining automotive luxury?
A calculated bet
Despite the criticism, Jaguar is not deviating from its trajectory. Rawdon Glover, Managing Director of the brand, defended this campaign by explaining that he wants to break automotive stereotypes to address a younger and international clientele. This identity overhaul is also part of a strategy to increase prices, positioning Jaguar among the world’s luxury brands. To underline this ambition, Jaguar is adorning itself with codes typical of major fashion houses, such as the use of a monogram. The manufacturer aims to inspire and appeal to a new generation of consumers.
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But that’s not all! The next big chapter of this transformation will take place on December 2, during Miami Art Week. Jaguar will unveil for the first time « the global public expression of its new brand ». Between avant-garde design and potentially major announcements about its future electric offerings, this event could well silence critics.
