Luxury brand Jaguar removes big cat from its logo – fans horrified

It is said to be “fearless”, “opulent” and “captivating”. Now, says luxury car manufacturer Jaguar, a new era is beginning. One strives for “the highest level of creative achievement.” This is accompanied by the presentation of the new design language and logos.

What is striking is that the big cat, which has accompanied the company on many bonnets since the 1940s and in the logo since the 1950s, will probably only be a marginal phenomenon in the future. It can still be seen on a kind of plaque with a striped pattern. It seems to have disappeared from the brand’s lettering and emblem. There is only a simple “Jaguar” lettering or a symbol made up of the letters “JR”.

To celebrate the realignment, Jaguar also released a new commercial. A bit strange: there is no car to be seen there – not even hinted at. Instead, colorfully dressed people walk through the picture, the whole thing looks like a fashion show in Milan.

What Jaguar perhaps didn’t expect: Nobody applauds.

Online, fans of the brand (it is unclear how many actual buyers there are) are tearing up the campaign. “Jaguar decided to kill the brand today,” writes one. “Companies go under because of this,” says another. “Teletubbies instead of good cars,” someone says about the commercial. Prominent voices also have their say.

“That’s terrible,” sums up YouTuber Marques Brownlee, for example. Even Tesla boss Elon Musk can’t pull himself together – since the video was also uploaded to X (formerly Twitter). “Do you also sell cars?” the richest man in the world wants to know.

On X, rebranding, as Jaguar’s marketing strategy is called, is the number one topic. But even on friendlier networks, such as Instagram, the new Jaguar is not met with much love. “Congratulations, you’ve killed a British icon,” it says. Someone wants to know: “Are you making lipstick or vegan yogurt now?”

The brand is self-confident among some critics. “This is the future”, “this is not the end, but a new beginning” or “a new attitude” is how the company answers questions about what that means.

What a vehicle with the new design language looks like will soon be revealed. There will be more on display at the Miami Art Week art fair in December. It is already clear that a turning point can be expected here too. Jaguar had already communicated several times that in the future there would only be electric cars and that existing models would no longer be built.

It’s not just a look at the calendar that reveals that Jaguar is serious – because it’s not April 1st. Creative director Professor Gerry McGovern also told “” that they were “serious” and “didn’t snort any of the white stuff”.