The car firm, which is just over 100 years old, unveiled a bold rebrand yesterday worked on by a team of 800 that has ditched most of its classic iconography, including the roaring 'growler' badge.
Jaguar has infuriated car fans on social media with a radical new redesign that has been described as 'woke' and 'unhinged'.
And with the unveiling of a concept car that is meant to sum up its new approach to car design just two weeks away, it is likely in line for further backlash. Jaguar has been accused of going 'woke' by car fans on social media - but responses from the firm suggest it is not bothered by the reaction It has been testing what looks to be a radically different four-door saloon in the UK recently, draped in zebra-style camouflage paint that covers up its mysterious curves and details, down to the shapes of the windows and headlamps.
The advert features boldly dressed fashion models in bright primary colours alongside slogans such as 'break moulds' and 'create exuberant' Jaguar has given short shrift to the outrage on social media - and even invited Elon Musk, boss of direct rival Tesla, to the launch event for its new concept car in Miami
Gerry McGovern, the car firm's design boss, said yesterday he wanted to create a 'jaw-dropping' redesign that will 'shock, surprise and polarise'. Gerry McGovern, Jaguar's chief creative officer, is unapologetic over the redesign. He said yesterday: 'It will make you feel uncomfortable. That's fine' Gone is the classic all-caps 'JAGUAR' font that recalled stateliness and even a hint of menace. In its place, a jumble of letters that appears to read 'JaGuar' and a roundel badge that reads 'J' both ways.
Jaguar has long been associated with the likes of Inspector Morse - rarely seen without his iconic Mk2
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