When Jaguar announced their new brand name last week, it was clear they were looking to target a younger market.
The heritage British brand, headquartered in Coventry, has released images of the futuristic GT car dubbed the ‘Design Vision Concept’, ahead of its full unveiling at Miami Art Week.
The pink, futuristic Barbie design seemed to catch the attention of Gen Z.
But young people have said they loathe Jaguar’s new electric brand, saying it looks ‘cheap’.
The car worth £100,000 has a huge bonnet, a large front grille and no rear window.
‘This is a complete reset. Jaguar is being transformed to reclaim its originality and inspire a new generation,” managing director Rawdon Glover previously told MailOnline.
The brand is thought to have changed its entire aesthetic in an attempt to win over Gen Z, but many of them have heavily criticized Jaguar’s new look.
But they don’t seem to be fans, and have instead taken to TikTok to criticize the car for its new boxy exterior.
Albie, from Adelaide, said she “hated” the new rebrand and said it was something you would expect from a high-fashion brand, not a car retailer
The British brand, headquartered in Coventry, has released images of the futuristic GT car, dubbed the ‘Design Vision Concept’, ahead of its full unveiling at Miami Art Week.
TikToker Joel, said Jaguar was an ‘iconic British heritage brand’ but the switch makes it look ‘cheap’
One TikToker, named Fionnuala, went online to compare the company’s new car to the character Muck, a red digger from the children’s cartoon Bob the Builder.
She said: ‘Now you’re telling me Jaguar had all that fuss, all that rebranding, all that nonsense for a car that looks like Muck, and to be honest I’d rather [have] Muck.’
Critics have said the ‘woke’ promotion has ruined the brand’s ‘Jag man’ legacy in an attempt to target younger, wealthier customers.
Glover said 85 percent of prospective customers would be new to the Jaguar brand as it appears to appeal to a much new audience.
But their target audience isn’t very happy with the logo change, with many saying it looks ‘cringy’ and of low value.
Others pointed out that most Generation Z (27 and under) can’t afford a six-figure car.
It ditched its legendary roaring “Growler” badge, introduced a new font and released an ad video that didn’t feature any vehicles.
TikToker Joel said Jaguar used to be an “iconic British heritage brand” but the switch made it “look cheap”.
He added: “It’s clear that Jaguar is trying to win over Gen Z and Gen Alpha, they probably lost all their cultural relevance with that audience anyway.”
Albie, from Adelaide, said she “hated” the new rebrand, saying it was something you would expect from a high-fashion brand, not a car retailer.
Designer Arlo also chimed in, saying: ‘I don’t think it will last long’
A content creator named Fionnuala went online to compare the company’s new car to the character Muck, a red digger from the children’s cartoon Bob the Builder
She said: ‘Why would they create such a bold, bright campaign that is so far removed from their original brand identity? They have traditionally been known as the brand for old white British men.’
Designer Arlo West from Manchester also weighed in, saying: ‘I don’t think it will last long, they’ve tried to keep it minimalist and clean, but I think they’ve lost for who they were.
“The teaser on their website looked like it was for a girl doll beauty or wellness brand and definitely not for the customer base that would normally buy a Jag,” Arlo said.
Car enthusiast Luke Malpas said Jaguar ‘ruined their brand overnight’ and said he didn’t like the new atmosphere.
He said, ‘What the hell is Jaguar thinking?
‘They’ve gone from being an important part of British engineering, making some of the best cars we’ve ever seen on the road, to this.
“Sorry, but their new logo looks like it was made by a three-year-old with Microsoft Paint.”
Criticism of the new car also landed on X, with one user writing: ‘The new era of Jaguar will probably be looked back on as cringe-inducing.
Gerry McGovern, the company’s chief creative officer, said the car was a taste of what’s to come at the Miami convention
Criticism of the new car landed on X with many calling it ‘cringe’
“Especially with that damn weird ‘don’t copy anything’ ad they put out.
‘Doubling down after justified criticism is never good for a company.’
Another wrote: ‘If you thought Jaguar’s rebrand was a slump then you need to look at their new car.’
Gerry McGovern, the company’s chief creative officer, said the car was a taste of what’s to come at the Miami convention.
Prof McGovern said, according to the Telegraph: ‘Controversy has always surrounded British creativity when it was at its best’.
“Jaguar doesn’t need to be loved by everyone,” Professor McGovern said.
‘It has already stirred up emotions and it will continue to do so. Some will love it now, some will love it later, and some may never love it.”
Another Ohio car enthusiast compared it to a ‘Roblox’ car and said it looked like it was designed by a 13-year-old kid’
Managing director Rawdon Glover said the brand needed to be ‘fearless’
And many Americans also have an opinion about the Jaguar’s futuristic-looking car, with some saying it was a mistake to delete their entire history.
Philip Tamorria put his head in his hands and said they had converted the cars from a “timeless classic” to a “pink microwave.”
Another Ohio car enthusiast compared it to a ‘Roblox’ car and said it looked like it was designed by a 13-year-old kid.”
Lola, who has more than a decade of experience in the marketing industry, said she didn’t understand why they hadn’t created a separate line for Gen Z customers, instead of completely changing their entire history.
She said the Jaguar logo provided insight into their brand as the animal is ‘sleek’ and ‘powerful’.
Glover said that from 2026 onwards, only 15 percent – about one in seven – of buyers are expected to be existing customers. This is the “scale of the transformation,” he added.
While he’s optimistic about the brand’s future, Glover also admitted there’s “no plan B.”
“We think it will be a success,” he added.
‘There are many people who do not have Jaguar on their shopping list. We have to persuade and persuade them.”
With the images making the rounds on social media, people have already compared the car’s color and extended bodywork to Lady Penelope’s FAB1 from Thunderbirds
The vehicle is purely a design vision concept. As the manufacturer previously reiterated, it will not be one of the three fully electric cars it has promised to put into production from 2026.