Jaguars Rebrand Backlash

The British luxury vehicle company Jaguar unveiled a new logo as part of a rebrand, as the car giant pushes forward to an electric-only future. The rebrand has been met with widespread confusion and criticism, with Tesla-owner Elon Musk even joining in on the online backlash following the carmaker's latest advertisement. One of the top comments on Jaguar's instagram account claimed that the company "killed a British icon" - so why the rebrand, and why now?

Jon Crane, client and commercial director at brand design business FreshBritain said Jaguar's rebrand tells us something significant about "Britain's place in the world."