It is surprising that a company with so much heritage and history has seemingly turned its back on all of that towards a brand direction so obscure, even Citroen would dare consider.

The new Jaguar logo is a red dot, with all the brand name letters mixed upper and lower case ‘JaGUar’.

The reactions from the majority of the brand’s 17M followers on Instagram have been hugely negative and most brand fans seem flabbergasted.

To make matters worse, the brand has responded to questioning and criticism with condescending responses such as ‘We are deleting ordinary’ (was the E-Type or XJ220 ordinary?) and ‘A New Attitude'. The backlash on Instagram got so bad that the company turned off the ability to comment on their reel. They then soon reinstated comments, only to shortly turn them off again….

It’s no secret that Jaguar is in dire need of a re-vamp but it appears Jaguar Land Rover have taken their hands off the wheel and turned their whole brand strategy over to marketing agency that places absolutely no value on the rich Jaguar history or brand.

Genius or madness? Time will tell, but my gut feel is this won’t end well.

At the time of writing jaguar.com branding had not been updated with the radical new branding and the website proudly features the manufacturers iconic history. Perhaps there is a glimmer of hope. We are not due to see any new Jaguar vehicles until 2026 at the earliest.

I don’t think Jaguar is targeting me as a customer, and probably not you either. So the question is, who is their target market?

Stuart Ellis