British carmaker Jaguar has hit back at criticism over its rebranding after releasing an advert featuring no cars.

The manufacturer unveiled a new logo on Tuesday as part of its rebranding, as well as an enigmatic and colorful advertisement.

Posting the video on their social media site, the advert shows a group of models dressed in bright, flamboyant clothing.

The ad sometimes appears with the following text: “create exuberance”, “live vibrantly”, “remove the ordinary”, “break the molds” and “don’t copy anything”.

As they do so, the characters can be seen grabbing hammers, painting on the screen and posing for photos in sync.

Social media users, including Elon Musk, were quick to point out that the ad did not suggest the company sold cars.

In response to a user who posted on X and asked “where are the cars in this ad?” Is it for fashion?, the company responded: “Consider it a statement of intent.”

Other people asked similar questions, which received responses such as: “The story unfolds. Stay tuned,” and “Consider this the first brushstroke.”

The manufacturer unveiled a new logo on Tuesday as part of its rebranding, as well as an enigmatic and colorful ad, seen here

Social media users, including Elon Musk, were quick to point out that the ad did not suggest the company sold cars.

Musk, owner of electric car company Telsa, said: “Do you sell cars? », after seeing the clip.

Jaguar replied: “Yes. We would love to show it to you. Join us for a cup of tea in Miami on December 2? Sincerely, Jaguar.

Another person added: “Goodbye Jaguar, it was nice knowing you and thinking you were once the pinnacle of British automotive engineering.”

Another commented: “Didn’t get the memo?

‘Woke is dead. (And Jaguar too, judging by the looks of that turd).’

A new concept car, showcasing the company’s new look, is expected to be revealed during Miami Air Week in December.

They have ditched its teeth-baring big cat logo as part of a radical new electric branding which, it concedes, will not appeal to the majority of its traditional customers.

At a roundtable discussion to discuss the company’s new focus on electric vehicles, bosses said there was “no plan B”, insisting the company needed to be ” fearless” and questioning conventions to survive.

Executives added that they were starting from “a blank slate” to reinvent the company, as most of its future customers, it is claimed, do not even know about current Jaguar or its rich heritage.

The new logo, JaGUar writes, features “a seamless blend of upper and lower case characters in visual harmony,” according to the company.

At a roundtable discussion to discuss the company’s new focus on electric vehicles, bosses said there was “no plan B”, insisting the company needed to be ” fearless.”

The ad sometimes appears with the following text: “create exuberance”, “live vividly”, “remove the ordinary”, “break the molds” and “don’t copy anything”.

The company has ditched its teeth-baring big cat logo as part of a radical electric rebranding that it admits will not appeal to the majority of its traditional customers.

The Jaguar ‘Leaper’ badge will be retained and used on a new lined background, seen here

The company will also receive a new “identity symbol”, consisting of horizontal lines forming a square or oblong shape.

Jaguar said: “The exuberant use of color is the cornerstone of Jaguar’s new brand identity, rooted in its values ​​and association with art.

“The primary colors, born from the painter’s palette – yellow, red and blue – are the basic tonic elements, always presented with texture or movement. »

JLR Creative Director Gerry McGovern also said: “Jaguar has its roots in originality. Sir William Lyons, our founder, believed that “a Jaguar should not be a copy of anything”.

“Our vision for Jaguar today is inspired by this philosophy. New Jaguar is a brand built around exuberant modernism.

“It’s imaginative, bold and artistic at every touchpoint. It’s unique and fearless.

“We are building Jaguar for the future, restoring its status as a brand that enriches the lives of our customers and the Jaguar community.”

Pointing out that 800 people had worked on the radical redesign and rebranding, he jokingly promised: “We didn’t sniff the white stuff.”