Katja Vogt reflects on a Jaguar as a symbol of nostalgia for British elegance, now confounded by the brand's radical rebranding to focus solely on electric vehicles.
Jaguar's announcement to transform its identity into JaGUar with vibrant colors and a mission of exuberance has sparked backlash, leading many to feel unsettled rather than inspired.
Vogt critiques Jaguar's new direction, stating that a heritage brand should evoke safety and stability, especially in today's dystopian climate, rather than provoke discomfort.
The rebranding of Jaguar is part of a larger trend, with iconic brands like Campbell's and Comcast also redefining their identities, challenging foundational cultural symbols.
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