Jaguar goes woke: Fury as car brand scraps its famous logo, goes electric-only and introduces chic ad campaign and says it's prepared to lose 85% of traditional customers
Jaguar has infuriated car fans on social media with a radical new redesign that has been described as 'woke' and 'unhinged'. The car firm, which is almost 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 'growler' badge depicting a roaring big cat. In an advertisement that featured precisely no cars and a techno music soundtrack, the firm said it would 'create exuberant', 'live vivid', 'delete ordinary' and 'break moulds' - but so far all it has done is stoke fury from its traditional audience.
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