JaGuar unviels new logo and ad but no vehicles; Musk asks “Do you sell cars?”

The internet is a savage place, and social media comments brutal.

As the second coming of Jaguar approaches, car enthusiasts and random keyboard warriors alike are dishing out hurt with both barrels for the classic Brit brand’s “Exuberant Modernism” new brand identity and accompanying teaser advert.

Reborn as an EV-only brand, Jaguar’s new “Device Mark” – its lettering script logo – is a mix of upper and lower case, reading JaGuar. This, we’re told, is “demonstrating the unexpected.”

Then there’s the new “Copy Nothing” teaser advert, which feels a galaxy away from cosy executive sedans, Swingin’ London Jaguar E-Types and 1950s Le Mans success.

Traditionalists…? Jog on, nothing to see here, head to the shops in your XJ6.

A bald man in a yellow bag, a lady with fluffy poodle legs and an older chap in a red coat (seemingly looking for something to replace his much-missed Saab) compel us to “live bold” and “delete ordinary”.

If you were hoping for something in this teaser ad – you know, like a new Jag car or something – you’ll leave disappointed.

That great social commentator of our time, Sir Elon of Musk, took to his X platform to ask Jaguar: “Do you sell cars?”

Jaguar responded with: “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December?” alluding to Jaguar’s new concept car’s planned unveiling at Miami Air Week next month.

Car enthusiasts who respect Jaguar’s history and back catalogue (some huge hits plus many misses) typically want the reimagining of the storied Brit car brand to work. That means delivering desirable, special cars that people want and will buy.

But we can’t be blind to the comments that have followed the new pictures, commercial and buzz word-heavy statements.

We won’t repeat them here; you can grab a cuppa yourself and scroll through them yourself. The majority, rather predictably, are not kind.

But any publicity is good publicity? At least it’s got plenty of folk – angry or otherwise – chatting about Jaguar once again.

Earlier this week Jaguar posted the first picture of its all-electric GT, albeit heavily camouflaged, ahead of that Miami full reveal.

It will lead the brand’s EV charge as it transforms from a slow-selling and struggling premium brand to an ultra-luxury all-electric marque hoping to rival the best of Bentley, Rolls-Royce and Porsche EVs.

Launching in 2026, the fast four-door offers more than 430kW of power and can travel over 700km on a single charge, but will cost more than £100,000 ($195,000).

The all-new brand identity, we’re told, embodies “four key symbols of change” to “champion true originality.”

There’s that new JaGuar script, a double-J monogram presented as a drink’s coaster, the promise of “Exuberant Colours”, then a “Makers Marks” graphic showing the recognisable Jaguar cat ‘visual ‘leaper’.

The last part of the quartet is a “Strikethrough” linear graphic made up of 16 stripes laid on top of each other. This is “striking through imitation and the ordinary.”

Good grief. They make it easy to side with Elon. Just show us a damn car.

“This is a complete reset,” said Rawdon Glover, Managing Director of Jaguar. “Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.

Gerry McGovern, Jaguar’s Chief Creative Officer, added: “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.

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