Just when we thought we'd finally finished banging on about Jaguar's controversial 2024 rebrand, along comes Ferrari with its own strikingly similar design controversy. Less than two years later, another luxury car brand has found itself facing the exact same dilemma: how do you modernise an iconic heritage brand without alienating the audience that made it successful in the first place?
While the specifics might differ (Jaguar faced criticism for its entire brand identity while the Ferrari furore surrounds a single model, the newly revealed Luce), both point to a deeper crisis affecting heritage car brands as they navigate the transition to an electric future.
