The Jaguar rebrand has transformed an automotive icon, once synonymous with elegance and performance, into the meme of the week, ditching the iconic big cat logo in favour of a ‘woke’ new look.
The bold primary colours, the confusing ‘Jaguar Exuberant’ font, and a mix of upper and lower case letters have left many scratching their heads.
It’s a tacky, futuristic aesthetic that feels more at home in a space-age vape shop with genderless models than the luxury car market.
With the new generation of Jaguars set to debut in Miami next month, the question remains: will this bold move revive the brand, or has the cat already run out of lives?
@lucwiesman and @benesden discuss.
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