♔ ‘Jaguar promised us big cats. We got pink poodles.’
Jaguar’s bold electric rebrand has collapsed faster than a soufflé in a gale.
First came the pink ‘Type 00’ concept with stone seats, then a partnership with Accenture Song that delivered cryptic slogans and corporate bafflement.
Now? The whole thing has been binned.
Even Elon Musk lobbed in a brutal tweet. Has Jaguar lost its identity—or is this just another British comeback waiting to happen?
The Launch (2024):
◼︎ Jaguar unveils the ‘Type 00’ EV concept in an avant-garde shade of pink inspired by a Milan catwalk.
◼︎ Seats from polished stone complete the look—more mausoleum than motor car.
The Strategy (2024):
◼︎ Jaguar hires Accenture Song to rebrand Jaguar for its bold new electric era.
◼︎ Out go growling cats, in come cryptic slogans that wouldn’t look out of place on a mindfulness app.
The Backlash (2024–25):
◼︎ Internally, designers groan. Dealers wince. Customers wonder if they’ve accidentally wandered into a wellness retreat.
◼︎ Then Musk tweets: ‘Stone seats? You must be stoned.’
The Implosion (2025):
◼︎ Jaguar quietly axes the rebrand. The pink cat slinks off stage left, leaving only embarrassment and some cumbersome chairs.
The Question (Today):
◼︎ Should Jaguar double down on silent EVs with corporate slogans, or rediscover the snarl of an E-Type at full chat?
♔ ‘Once upon a time, Jaguar was Ian Callum and leaping cats. Now it’s PowerPoint and panic.’
