Jaguar’s recent brand relaunch is turning heads for all the wrong reasons, as its bold ad campaign continues to face heavy mockery on social media. Despite the backlash, Jaguar managing director Rawdon Glover has defended the initiative, calling out what he describes as a “blaze of intolerance” surrounding the colorful and unconventional marketing strategy. Glover, in an interview with the Financial Times, explained the rationale behind the rebrand, asserting that Jaguar needed to “move away from traditional automotive stereotypes” to carve out a fresh identity in the competitive luxury car market. He emphasized that the campaign, featuring eccentric characters wielding sledgehammers and striking dramatic poses, was meant to break the mold and attract a new customer base at a higher price point. “This is not a depiction of how we think our future customers are,” Glover said, clarifying that the ad’s intent was not to alienate current customers but to expand Jaguar’s appeal. “We wanted to move away from traditional automotive stereotypes.” The campaign also introduces a revamped logo, dropping the iconic jaguar graphic in favor of a minimalist design. However, the new approach, which excludes any actual vehicles from the commercial, has left many questioning whether the brand has veered too far from its roots. Critics on social media have not been kind. Many users have lampooned the ad’s abstract nature and perceived lack of connection to the product itself. Even Tesla founder Elon Musk joined the fray, sarcastically commenting, “Do you sell cars?” The decision to eschew cars in the advertisement has fueled much of the ridicule, with viewers questioning how a luxury car brand can effectively communicate its identity without showcasing its vehicles. The campaign has also drawn criticism from within the advertising and automotive industries. A senior advertising executive who once worked with Jaguar expressed skepticism about the rebrand. “You can destroy a brand in 30 seconds that took a lifetime to build,” the executive warned. “For luxury brands in particular, authenticity is key, and this fails the test.” This sentiment underscores a broader concern: reinvention is essential for brands to stay relevant, but it must remain anchored in their core identity. For a company with Jaguar’s storied history, the apparent departure from its heritage has left many wondering if the campaign missed the mark.