Jaguar Heard The Rebrand Haters. It Doesn't Think They're Its Customers

• Jaguar's 2024 brand relaunch attracted deep criticism, but it insists that the critics aren't the brand's target buyers.
• The brand says a sizable number of potential customers were unperturbed by the ads and instead were even more interested in the relaunch.
• The Type 01 goes on sale in early 2027, starting at $130,500.

In November 2024, our social media feeds were inundated with young, multicultural models in wacky outfits, strutting silently yet confidently through a high-contrast background that wouldn’t look out of place in a Wes Anderson film. Jaguar had killed off most of its lineup weeks prior and was teasing a bold fresh start.