Renowned luxury vehicle brand Jaguar is garnering backlash after releasing their latest advertisement, with Tesla CEO Elon Musk also serving as one of the critics. The influential business magnate recently responded to Jaguar’s promotional video regarding their rebranding, attracting buzz from the internet in the process. So, what actually transpired between Musk and the automobile giants?
Here’s everything you need to know about the interaction between Musk and Jaguar.
What happened between Elon Musk and Jaguar?
Jaguar recently took to Instagram to unveil their new logo through an artistic video, which received a mixed response from the general public. One notable personality who criticized Jaguar’s confusing advertisement was Elon Musk, as he highlighted the bizarre absence of cars in the snippet.
The aforementioned ad instead centered around models, wearing vibrant costumes as they proceeded to strike poses and paint walls. Aside from the flashy setup, the video also featured several ambiguous messages, such as “create exuberant,” “live vivid,” and “delete ordinary, leaving most of the viewers perplexed.
Addressing the absence of actual vehicles in Jaguar’s advertisement, Elon Musk humorously questioned, “Do you sell cars?” Refusing to back down, the automobile company turned the doubt in their favor, replying, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”
The video also provided the public with the first look at Jaguar’s new logo. The freshly revealed emblem notably ditched the organization’s iconic leaping cat symbol, instead going for a more minimalistic approach. It also spells the company’s name as “JaGUar,” explained by the changemakers as having “seamlessly [blended] upper and lower case characters in visual harmony,” as per their press release.
Through this rebranding, Jaguar intends to make the public aware of their ongoing transition to a more electric vehicle-dominated future. In accordance, the organization will be unveiling a new concept car that personifies its vision at Miami Air Week in December.
