Written by Cláudio Afonso | LinkedIn | X
Jaguar’s rebranding campaign has generated a lot of controversy over the last 24 hours. The British luxury carmaker deleted all the posts across the social media platforms before posting a radical new commercial revealing the new brand image.
The promotional video released on Tuesday showcased models in vibrant outfits but notably omitted any appearance of Jaguar cars. In the comment section, the company defended the rebrand as “a renaissance.”
Jaguar plans to launch three new luxury electric models in 2026 becoming the latest rival from the California-based Lucid Motors. Lucid is currently selling the Air sedan, with prices starting from $70,000, with the Lucid Gravity SUV starting deliveries next year. In late 2026, Lucid will launch its mid-size platform with prices expected to start just below $50,000 targeting the — soon to be revamped — Tesla Model Y.
Less than 24 hours and 74 million views after its controversial commercial, Jaguar shared the first teaser of the new electric GT model which plans to unveil during the Miami Art Week, on Dec. 2.
Lucid Motors commented on Wednesday 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.”
Here’s the video shared by Jaguar earlier this Tuesday.
Premium EV maker Lucid Motors will start deliveries of its second model, the Lucid Gravity, next year. Despite an official date not yet communicated, sources familiar with the matter told EV that the company has decided to begin deliveries in 2025 since the model’s unveil event in November 2023.
Revealed at the LA Auto Show held in November 2023, the pre-production of the SUV with space for up to seven adults started in late July at Lucid‘s factory in Casa Grande, Arizona. On the last day of that month, the company’s CEO Peter Rawlinson drove the first pre-production vehicle off the production line.
Written by Cláudio Afonso | LinkedIn | X
