Radical Jaguar rebrand and new logo sparks ire online [Video]

FILE – The hood ornament and a portion of the grill of a Jaguar automobile is shown at a dealership in Norwood, Mass. on March 26, 2008.(AP Photo/Steven Senne, file) (Steven Senne, AP2008)

NEW YORK – A promotional video for a rebrand of British luxury car brand Jaguar is being criticized online for showing models in brightly colored outfits — and no car.

The rebrand, which includes a new logo, is slated to launch Dec. 2 during the Miami Art Week, when the company will unveil a new electric GT model. But Jaguar Land Rover, a unit of India’s Tata Motors Ltd., has been promoting it online.

The Jaguar brand is in the middle of a transition to going all-electric.

“Copy Nothing,” marketing materials read. “We’re here to delete the ordinary. To go bold. To copy nothing.”

The promotional video, posted on X and Instagram, shows models dressed in futuristic brightly colored outfits walking in an alien-like …