Jaguar hits back at critics of new DEI rebrand ad that doesn't feature any cars

British luxury vehicle maker Jaguar have hit back at critics of their rebrand after they released an advert without any cars in it. 

The manufacturer unveiled a new logo on Tuesday as part of their rebrand, as well as cryptic and colorful advert.

Posting the video to their social media site, the ad shows a group of models dressed in bright and flamboyant clothing. 

The ad occasionally pops up with text reading create exuberant, live vivid, delete ordinary, break moulds and copy nothing. 

As it does so, the characters can be seen grabbing at sledgehammers, painting over the screen and posing for photographs in sync. 

Social media users, including the likes of Elon Musk, have been quick to point out that the ad offers no suggestion that company sells cars. 

Responding to one user who posted on X asking where are the cars in this ad? Is this for fashion?, the company replied: Think of this as a declaration of intent.

Others used posed similar questions, which was met with replies including: The story is unfolding. Stay tuned, and Consider this the first brushstroke. 

The manufacturer unveiled a new logo on Tuesday as part of their rebrand, as well as cryptic and colorful advert, seen here

The company has ditched its teeth-baring big cat logo as part of a radical electric rebrand that it concedes wont appeal to the majority of its traditional customers.

The new logo, written as JaGUar, has seamlessly blended upper and lower case characters in visual harmony, according to the company. 

The company will also get a new identity symbol, which features horizontal lines forming a square or oblong shape. 

Jaguar says: Exuberant use of color is a cornerstone of Jaguars new brand identity, embedded in its values and its association with art.

Primary colors, born from the painters palette – yellow, red and blue – are the tonal building blocks, always presented with texture or movement.

JLR’s chief creative officer Gerry McGovern also said: Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘a Jaguar should be a copy of nothing’

Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism.

It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.

We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.

Highlighting that 800 people had worked on the radical redesign and re-branding, he jokingly promised: We have not been sniffing the white stuff.