The Jaguar car brand is renowned for its luxury, performance, and sophisticated design.
Originating in Britain in 1933, Jaguar has a long history of producing high-quality vehicles that emphasize craftsmanship, innovation, and driving dynamics. The brand has made its name by producing a series of successful eye-catching cars, like the Jaguar XK120, Jaguar XK140, Jaguar XK150, and Jaguar E-Type.
Another iconic car from the company, is the Jaguar XJ220, the two-seat supercar produced from 1992 until 1994. It recorded a top speed of 349 km/h, making it the fastest production car from 1992 to 1993. The car was also the fastest production car around the Nürburgring at the time, with a lap time of 7:46.36 in 1991.
Jaguar that also had major success in sports car racing, particularly in the Le Mans 24 Hours, embodies co-founder William Lyons's mantra of "value for money"
While Jaguar is generally considered smaller and less popular than its closest rivals, like BMW, Audi, and Mercedes-Benz, particularly in terms of global sales and brand recognition, Jaguar as a car brand has a unique character that distinguishes itself from others.
This is why changing what it is, changes everything.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
On the social media X, the car company posted an update, in which its advertisement features a diverse group of models in vibrant outfits, paired with messages like “live vivid” and “delete ordinary.”
The ad, accompanied by the phrase “Copy nothing,” was designed to emphasize artistic expression, aligning with the brand’s latest reimagining.
Along with the ad, Jaguar updated its social media profiles with a new, simpler logo and a refreshed “leaper" emblem.
In a press release, Jaguar said the advertisement marks the "reveal of a completely reimagined brand," which focused on artistic expression, stating the "next stage in the transformation of Jaguar."
Jaguar brand director explained the company's commitment to "fostering a diverse, inclusive and unifying culture."
While the idea may be aiming at appealing to younger, more diverse generations, Jaguar's advertisement has raised eyebrows for its bold shift away from traditional automotive marketing.
Jaguar stirred up confusion online with the advertisement many have interpreted as embracing "woke" ideals, all while promoting no actual cars.
The advertisement, which focuses on a message rather than showcasing its luxury vehicles, has left some internet users puzzled. Instead of the expected sleek visuals of Jaguars driving on scenic roads, the ad emphasizes themes like inclusivity and social responsibility, leaving people to wonder if the brand is shifting its identity.
Online users struggle to understand the connection between the brand’s heritage and its current direction, with many people argue that in trying to reinvent itself, Jaguar is distancing itself from the classic British elegance and luxury for which it has long been known

The new Jaguar is abandoning the very elements that have defined its identity for decades.
With the removal of the iconic pouncing jaguar logo, the familiar font, and the long-standing association with British elegance, the brand seems to be distancing itself from its heritage.
This shift marks a bold departure from the image of luxury and performance that has long been synonymous with the British icon, leaving many to question if Jaguar is sacrificing its legacy for a new, untested direction
This move marks a noticeable shift in Jaguar’s advertising strategy, the unconventional approach has raised questions about whether the brand’s core audience will resonate with the message or feel disconnected by the departure from its performance-driven legacy.
Prominent figures on X, like X's boss and Tesla CEO Elon Musk, even had something to say about this.
Do you sell cars?
— Elon Musk (@elonmusk) November 19, 2024
Besides Musk being one of the loudest anti-woke commentators, Andrew Tate, a divisive online influencer who has described himself as a misogynist, called the ad "gay bullshit."
The man who is known for showcasing sportscars and supercars, said that he haven't had the chance to own a Jaguar.
However, following the brand's recent shift in direction and its bold new advertisement, he stated that he would never consider purchasing one.
His comment reflects the growing discontent among some enthusiasts, who feel that Jaguar is abandoning its iconic identity in favor of diversity.
The Jaguar ad is also met with tons of other anti-woke social media users, who stepped in to mock the ad, and ridicule the brand.
This is gay bullshit.
I have 76 cars, I do not own a Jag - and now I never will.— Andrew Tate (@Cobratate) November 20, 2024
It's worth noting that Jaguar undergoes the change ahead of its relaunch as an electric-only brand.
The British vehicle maker, owned by Tata Motors, plans to introduce three new electric cars in 2026, after taking taken new cars off sale for more than a year to focus on reinventing the brand.
Managing director Rawdon Glover said that taking new cars off sale was "intentional" because it can create a barrier between the old models and the new Jaguar vehicles.
"We need to change people's perceptions of what Jaguar stands for," he said.
"And that's not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful."
As part of its rebrand, it introduced marketing slogans that include "delete ordinary."
Jaguar Land Rover (JLR) Chief Creative Officer Gerry McGovern explained that Jaguar had "its roots in originality," and that its founder, William Lyons, believed it "should be a copy of nothing."
This is why the new Jaguar brand was "imaginative, bold and artistic" and "unique and fearless," he added.
Later, in an interview, the Managing Director of Jaguar, Rawdon Glover, said the campaign's intended message was lost "in a blaze of intolerance," and that the controversial promotional video was never meant to be a "woke" statement, as many people have argued.
Glover said he was disappointed by "the level of vile hatred and intolerance" the video garnered online, particularly against the models it featured, despite suggesting that the campaign had received overall "positive" buzz.
He said that the intention was to be different from other car manufacturers.
"If we play in the same way that everybody else does, we'll just get drowned out. So we shouldn't turn up like an auto brand," Glover explained.
"We need to re-establish our brand and at a completely different price point so we need to act differently," he said.
"We wanted to move away from traditional automotive stereotypes."
Leap forward.
Copy nothing. #Jaguar pic.twitter.com/K0zOipfDlJ— Jaguar (@Jaguar) November 21, 2024
02 Dec 2024 Miami.
Copy nothing.#Jaguar pic.twitter.com/RIaqb70YHb— Jaguar (@Jaguar) November 23, 2024
Then the day finally arrived.
The moment of truth, but this time, the internet is polarized.
Jaguar Type 00, presented by our Chief Creative Officer Professor Gerry McGovern OBE.
A new design philosophy. pic.twitter.com/HNf6sq48Tf— Jaguar (@Jaguar) December 3, 2024
First off, many critics argue that Jaguar has lost its essence, claiming that releasing a car in pink doesn’t align with the brand’s identity.
However, others believe the marketing move is nothing short of brilliant.
They point out that before this, Jaguar had struggled to make headlines for quite some time. For years, the brand seemed to linger in the shadows of its competitors, who consistently dominated the automotive news.
But with the launch of the Copy Nothing campaign, Jaguar has achieved something it hadn’t in years: massive attention. The campaign has drawn unprecedented interest, sparking countless discussions and comments.
With over 100 million views on X alone, Jaguar has undeniably succeeded in capturing the world’s attention.
Whoever came up with the idea deserves recognition—it’s pure genius.
"Jaguar is recapturing its original ethos to ‘Copy Nothing’. Following the debut of its bold new visual identity last month, the next step on its transformational journey has been revealed in the form of a distinctive design vision concept," the company said in a statement.
Type 00 in London Blue and Miami Pink, revealed at Miami Art Week.
London Blue honours the iconic Opalescent Silver Blue of the 1960s E-type.
Miami Pink pays tribute to the city’s pastel colours and Art Deco architecture.
——
Finer points in the comment section. pic.twitter.com/nc91ljpeOW— Jaguar (@Jaguar) December 3, 2024