Jaguar rebrand is pink, diverse and doesn't feature any cars

Luxury automaker Jaguar is betting that a colorful and youthful rebrand will help it successfully launch fully into the electric-cars market.

- Mengqi Sun

Critics, however, are questioning whether the U.K. legacy brand still knows how to sell cars.

Look at the carmaker's new logo, styled as "jaGuar." The video displays phrases such as "copy nothing" and "create exuberant," but it doesn't include any cars. The rebranding campaign partly aims to convey Jaguar's new design philosophy of exuberant modernism, the company said.

An avant-garde, 30-second spot released this week shows a diverse group of expressionless people dressed in brightly colored, sculptural garments as they stride wordlessly around a fuchsia landscape and pose with props like a yellow sledgehammer. It closes with a new "Design Vision Concept" on Dec. 2 at Miami Art Week.

The rebrand comes at a crucial time for Jaguar, which has been struggling for some time to differentiate itself from its German competitors and plans to go all in on electric cars, according to auto industry observers. Jaguar earlier this month said that it would largely discontinue making its gas and diesel models as it prepares to emerge with all-electric cars in 2026.