Written by Cláudio Afonso | LinkedIn | X
With Jaguar ending sales of its current lineup this month, a new era is approaching for Jaguar Land Rover (JLR), a subsidiary of India’s manufacturer Tata Motors. The first of three models of the “new EV maker” will be released in 2026 with the two others following at a later stage.
The brand’s founder, Sir William Lyons, believed that ‘A Jaguar should be a copy of nothing’ and the company is bringing back the motto the biggest rebranding of its 89-year history.
With its new tagline “copy nothing,” Jaguar will unveil, on December 2, a concept car during the Miami Art Week — two weeks after the shocking rebrand defined by “exuberant modernism” as defined by the managing director Rawdon Glover.
Amid the rebranding announcement, the company’s Managing Director Rawdon Glover wrote on LinkedIn that Jaguar will “champion true originality, as a creator and advocate of artistic expression, in all its forms.”
“Watch out for the global unveiling of the first physical manifestation of our brand reinvention in Miami on December 2nd, where Jaguar will champion true originality, as a creator and advocate of artistic expression, in all its forms.”
The concept model will be followed by up to three production cars with the first one being a luxury saloon. Over the last few days, the company has shared four images teasing the concept car.
Jaguar’s rebranding campaign has generated a lot of controversy over the week. The promotional video released last week showed models in vibrant outfits but notably omitted any appearance of Jaguar cars. In the comment section, the company defended the rebrand as “a renaissance.”
Here’s the commercial shared by Jaguar last week.
EV maker Lucid Motors commented earlier this week the post answering to Jaguar’s slogan “Copy nothing” with a picture of its $249,000 Lucid Air Sapphire with the tagline: “Compromise nothing.”
Also, Tesla CEO Elon Musk commented on the post on X, asking, “Do you sell cars?” The 30-second ad features eight models dressed in vivid colors but does not showcase any products from the brand.
The brand answered shortly after saying, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”
Written by Cláudio Afonso | LinkedIn | X
