Jaguar launches logo with new video and everyone is asking the same thing

Jaguar has revealed its new logo and rebranded look with a new video, which has left everyone on the internet asking one thing.

Where are the cars?

The advert features a group of people wearing bold colours in a moon-like landscape, but – to many people’s disdain and confusion – no actual vehicles.

Jaguar stopped making vehicles a year ago to focus on reinventing the brand and will launch three new luxury electric vehicles in 2026.

It will not be producing any more petrol or diesel cars.

The new logo, written as JaGUar, has ‘seamlessly blended upper and lower case characters in visual harmony’, according to the company.

A new prancing ‘leaper’ cat design embossed on brass has also been unveiled, alongside a video with marketing slogans such as ‘delete ordinary’, ‘break moulds’ and ‘copy nothing’.

There doesn’t appear to be much love for the logo online, with several people questioning the placement of capital letters in the middle of the word.

But it’s the video – shared on social media – that has got people really worked up, with the main focus being the lack of vehicles.

One person wrote on X, ‘Edgy, will it sell cars?’ another posted: ‘Are you guys the car company or something else?, while many just asked ‘Where are the cars?’

Several people likened the video to a makeup or fashion advert.

One posted a screen shot of the video next to a classic Benetton advert together with the ‘copy nothing’ slogan.

Jaguar’s social media team have been busy replying to several of the people posting with various responses, including:’The story is unfolding. Stay tuned.’ and, ‘All will be revealed and ‘Soon you’ll see things our way.’

Some questioned why there were capital letters in the middle of the word Jaguar.

The video already has 62,000 comments on X, and around 14,500 on Instagram and although the Metro hasn’t read them all, we’re yet to find a single positive one.

But pressing ahead with its new vision despite the criticism, Jaguar will be showcasing a concept car that reflects its rebranded look on December 3 as part of Miami Art Week in Florida.

Jaguar managing director Rawdon Glover said taking new cars off sale was ‘intentional’ as it looked to create a barrier between the old models and the new-look Jaguars.

He said: ‘From a marketing sense, at the moment, there are lots of people out there that know what Jaguar stands for, and actually it doesn’t stand for them, and we’ve seen that in terms of how they’ve responded to the offering that’s been in the market for the last 10 or 20 years.

‘We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.’

JLR’s chief creative officer Gerry McGovern added: ‘Jaguar has its roots in originality.

‘Sir William Lyons, our founder, believed that ‘a Jaguar should be a copy of nothing’.

‘Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.

‘We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.’

Jaguar also revealed its Strikethrough branding, 16 bold lines that will appear across its marketing and products, as well as a JR monogram and an ‘exuberant colour palette’ which uses ‘red, blue and yellow’ but ‘never flat colours’.

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