**Jaguar Faces Mixed Reactions as It Unveils Bold Rebrand Ahead of Electric Transition**

Jaguar has sparked both intrigue and controversy with the unveiling of its new logo and a social media teaser, as the iconic carmaker gears up for a major transformation. The brand, which is set to relaunch as an electric-only entity in early December, is undergoing the biggest change in its 102-year history.

The teaser video, released this week, features models in extravagant, brightly-colored outfits who reveal the new company logo artistically rendered as "JaGUar." Notably absent from the clip is any sight of an actual car, a point which has drawn criticism from some quarters. Skeptical users have questioned the seriousness of the campaign, with one person even suggesting it would "cost jobs and do real damage."

Conversely, others have praised Jaguar for its boldness in breaking with tradition. The company anticipated this mix of reactions and has confirmed that generating debate was part of its strategy. "We had to break rules and do something that would get us cut through," a spokesperson told the BBC, emphasizing the goal of keeping Jaguar in the public eye even during a period when they are not actively producing cars.

Prominent figures in the branding world have weighed in on the rebrand strategy. Lee Rolston, chief growth officer of the global branding agency Jones Knowles Ritchie, noted that companies often rebrand when they are shifting their business strategy. With Jaguar transitioning to electric-only cars, their goal was to evoke a strong reaction. Rolston acknowledged that while positive buzz is ideal, initial misunderstandings can be part of the process, suggesting that Jaguar might have aimed for precisely the kind of response it received.

Keith Wells, founder of the brand strategy firm Brandwell, drew parallels between Jaguar's approach and Apple's famous "Think Different" campaign from 1997, which eschewed showcasing products in favor of featuring cultural icons like Albert Einstein and Mahatma Gandhi. Wells also recalled the backlash against the rebranding of the Post Office to Consignia, an effort that was marred by public confusion over name changes that were never intended.

Jaguar's measured response to criticism, including phrases like "To live is to evolve," suggests the company is standing firm on its controversial path. Whether this gamble pays off remains to be seen as the brand prepares to unveil its new "design vision" in Miami next month.