Jaguar's rebrand, featuring a youthful logo and vibrant imagery, reflects a bold shift towards inclusivity and individual expression, targeting a new generation of drivers.
The new wordmark's mix of uppercase and lowercase letters has sparked debate over its boldness, with critics calling it confusing, while supporters see it as innovative.
The rebrand emphasizes values like diversity and creative expression, which resonate strongly with Gen Z, positioning Jaguar as a forward-thinking luxury automaker.
Critics labeled Jaguar's shift towards modern values as 'woke', but supporters argue it reflects a necessary evolution towards innovation and sustainability.
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