Jaguar’s recent rebrand, which features a vibrant video with no cars in sight, has sparked a playful roast from Elon Musk. The luxury automaker unveiled its new logo, a modernised version of its iconic big cat emblem, in a video promoting the “copy nothing” slogan. However, the focus on visuals instead of vehicles left many questioning the message.
In a comment on X (formerly Twitter), Musk quipped, “Do you sell cars?” in response to Jaguar’s post. Jaguar responded with humour, inviting Musk for a chat in Miami on December 2nd.
Despite the playful exchange, social media users were confused by Jaguar’s ad. One user sarcastically remarked, “They don’t make cars anymore. They make mistakes,” while another joked, “I thought this was a dating site.”
Jaguar defended the bold rebrand, calling the new logo a “reimagined” version of its iconic design. When asked about the focus of the ad, the company stated, “Think of this as a declaration of intent,” teasing further developments.
However, not all reactions were positive. One disgruntled Jaguar owner expressed frustration, saying the brand’s new direction was causing them to reconsider future purchases. In response, Jaguar promised to pass along the feedback.
