Part 9/14:
While production remained halted, Jaguar launched a drastically different branding campaign in late 2024. Abandoning the iconic leaping cat badge for a minimalist wordmark reading "Jaguar" with a modern, rounded font, the company aimed to symbolize a bold new identity.
The campaign featured surreal, high-fashion visuals—models on Mars, vivid colors, and slogans like "Live Vivid" and "Copy Nothing"—intended to position Jaguar as avant-garde and trendsetting. However, this rebranding was widely misunderstood and mocked. Longtime fans felt betrayed, dealers were bewildered, and rivals ridiculed its disconnected messaging.