Searches for used Jaguars have spiked since its radical rebrand as buyers hunt for ‘Jags they’ve always known’ [Video]

Jaguar’s headline-dominating rebrand, which spiralled to greater heights of controversy yesterday in the wake of the unveiling of its bold Type 00 concept electric car, has had one upside.

There’s been a bounce in searches for Jaguars by car buyers… but not from people wanting new ones.

There has been a 10 per cent increase in motorists looking for used Jags since the iconic British brand unveiled its contentious new identity on 19 November, according to Auto Trader.

The rebrand included ditching one of its most famous logos and launch of a selection of contemporary badges to signal its shift to an all-electric future from 2026. 

Within 10 days of the rebrand announcement – including that now infamous fashion-inspired social media advert that lasts 30 seconds but shows no cars – the second-hand car platform measured a 5 per cent jump in Jaguar advert views.

It said the ‘spike in consumer interest’ shows …