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Jaguar Ditches Iconic Badge in 'Copy Nothing' Campaign for $100K Electric Cars

Nov 19, 2024, 05:36 PM

Jaguar has unveiled a new logo and rebranding campaign, titled "Copy Nothing," as it transitions to an all-electric vehicle lineup. The luxury carmaker, which plans to launch three new electric cars in 2026 priced over $100,000, introduced its reimagined brand identity, including a minimalist logo that omits the iconic leaping jaguar emblem for the first time in 90 years. The new ad campaign, which focuses on fashion and art without featuring any cars, has generated discussion and confusion among observers. Jaguar aims to position itself as an ultraluxury brand, moving away from mainstream luxury, but some critics question whether the new marketing approach will effectively sell cars, especially as Jaguar's sales have declined by 70% in the U.S. over the past five years.