JAMES ESSES: Jaguar's new woke makeover is so ludicrous and insulting I'm going to swap mine for one of Elon's Teslas

This amount of attention Jaguar have generated themselves is huge no matter which social platform you use everyone is talking about Jaguar,

the user posted

All will be revealed.”

Jaguar did not respond to Al Jazeera’s request for comment, but responded to its critics on X, saying

This is only the start - and it's going to be incredible.

Ominously for long-time Jaguar owners, he also vowed

The Jaguar rebrand is going to go down in history as one of the most destructive marketing moves ever attempted.

Another designer said

This will be taught in schools as how not to do a rebrand.

Joseph Alessio, a designer and art director based in California, blasted the new look, writing

Bye Jaguar, it was nice knowing you

One person, hesitant to embrace the new look, wrote in response

Martin Brundleracing driver

I have no idea what this is all about, but it's genius. Everyone is talking about Jaguar in a moment of time when they're not actually making cars."

Sports broadcaster and former Formula 1 racing driver Martin Brundle, who's raced in Jaguar cars, wrote on X

The brand reveal is only the first step in this exciting new era, and we look forward to sharing more on Jaguar's transformation in the coming days and weeks."

Jaguar didn't respond specifically to the online criticism but said in a statement to Business Insider

Well … we know where the advertising team for Bud Light went,

And Nick Freitas, a Republican member of the Virginia House of Delegates, replied to Jaguar on X ... referring to the backlash to a Bud Light ad in 2023 that featured a transgender influencer

This is the Zoolander of rebrands — it reads like a parody, ... The tagline is 'copy nothing' but somehow it already feels tired and outdated ... based on a cultural point-in-time that has passed."

One marketing professional, Kevin Dahlstrom, called out the brand's strategy from a different perspective, writing on X ... adding,

I look forward to seeing your new vehicle lineup."

Musk replied

It's a real shame because they had an opportunity, with all their history, and they've opted to rebrand it as a sort of, Gen Z-type operation

Mr Garnett said

Why is it so important for Jaguar to strip back everything from its past, which made it into the brand that it is today, just to start again?

Branding the rebrand launch a 'damp squib', Mr Ede continued

There's a lot of emotional touchpoints with Jaguar - British craftsmanship, excellence, luxury

She added

The issue with this is there is such

he said

If I didn't know I was clicking on a Jaguar advert, I would've thought it was some fashion brand

She said

If they came back with a really good electric vehicle, they could build on their prior image as opposed to really throwing out the heritage of the brand and going in this kind of direction,

he said

This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,

Professor Gerry McGovan, Jaguar's chief creative officer, said, saying

Elon Musktesla CEO

Do you sell cars?"

Responding to the post, Musk wrote

To bring back such a globally renowned brand we had to be fearless,

Rawdon Glober, Jaguar's managing director, said in a press release