Jaguar rebrands to "JaGUar," pivoting to electric vehicles by 2026, sparking backlash over loss of traditional identity.
Jaguar, the British car brand, is rebranding to "JaGUar" and will produce only electric vehicles starting in 2026. This move, including a new logo and mission to "Create exuberance. Live vivid. Delete ordinary. Break moulds," has sparked backlash from consumers who feel it betrays the brand's traditional British identity. The rebranding reflects broader changes in how consumers view products as part of their identity, especially in a rapidly changing world.
November 25, 2024
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