Is the new Jaguar an icon of Woke?

Jaguar had promised to surprise us with its new visual identity. But this level of change leaves us puzzled…

This is what happens when a century-old brand like Jaguar is entrusted to a communications team with no automotive culture. Call us reactionary if you like, but associating fluorescent pink and well-meaning clichés with the formidable feline emblem of the British brand founded in 1922 in Coventry doesn’t make us laugh. Only time will tell if it’s a good idea, but Jaguar owners might start looking at their cars differently from today onward.

Jaguar thus claims to enter a new era. At this point, we agree — it’s more than successful. But when we read that the manufacturer is reconnecting with its founding philosophy “Copy Nothing,” Sir William Lyons’ original vision, we choke! Calling on fluorescent and pastel colors combined with a humanist and disruptive message — doesn’t that remind you of something? United Colors of Benetton in the 1980s. The Twingo and its pop colors in the 1990s. And today, Fiat is relaunching its Panda with the same color schemes. Jaguar’s new strategy isn’t just copying something… it’s copying everything.

When we think of Jaguar, we think of the E-Type, recognized by Enzo Ferrari as the most beautiful car in history. It evokes notes of burl walnut and fine leather. We dream of V12 engines and victories at Le Mans. Imagining ourselves at the Derby of Epsom or at the Club House of the Old Course at Saint Andrews… And we hoped this heritage would go 100% electric without losing an ounce of its soul. Confronted with these new style elements, we honestly wonder if the new marketing and communication teams have even taken the time to read Jaguar’s Wikipedia page.

A few days ago, we asked ourselves why Jaguar had disappeared from social networks. It was to prepare for this little revolution. Now we just have to wait a few days to see the new 100% electric Jaguar, but within minutes, our enthusiasm turned into concern.