Elon Musk, the CEO of Tesla, has taken a dig at Jaguar‘s new logo, which was revealed in a rebranding video this week. The British automotive company posted the video on X (formerly Twitter) with the tagline “Copy nothing”, featuring a 30-second advertisement that showcased colourful imagery instead of their automobiles.
The advertisement displayed prominent text including “create exuberant”, “live vivid”, “delete ordinary”, and “break moulds”, accompanied by individuals wearing bright, elaborate costumes.
The rebranding initiative aligns with Jaguar’s transition towards electric vehicles.
Subsequently, Musk responded to Jaguar’s post on X with a witty question: “Do you sell cars?”
Jaguar replied with wit as well: “Yes. We’d love to show you. Join us for a cuppa in Miami on December 2nd? Warmest regards, Jaguar.”
Elon Musk is the owner of Tesla, an auto major in the electric vehicles space, and a rival of Jaguar.
The new branding has generated diverse opinions online, with several individuals questioning Jaguar’s departure from its traditional image. One individual commented, “They don’t make cars anymore. They make mistakes”, whilst another stated, “I thought this was a dating site.”
When questioned about altering their recognised leaping cat emblem, Jaguar said: “It has been reimagined.”
Another user asked, “where’s the car”, to which Jaguar said, “The story is unfolding. Stay tuned.” Yet another user posted, “Umm where are the cars in this ad? Is this for fashion?”, with Jaguar’s reply being, “Think of this as a declaration of intent.”
One user posted, “What are you trying to sell me? Is this the car company jaguar?” and Jaguar said, “Introducing you to the future.”