Controversy between Elon Musk and Jaguar over the new logo: what is behind the rebranding of the British brand

"Do you sell cars?". "Do you sell cars?". With this question, a contemptuous and perplexed Elon Musk also intervened on the question of Jaguar's new logo and the identity of the British brand, which last week unveiled its re-positioning plans at a visual and luxury level while awaiting the debut, on 2 December in Miami, of the concept car that prefigures its future stylistic and even technological language, by virtue of its decision to build only electric cars. An epochal change.

Musk's doubt, which is the same as the one we had when attending the preview presentation of the rebranding strategy, is that the visual communication strategy and the very positioning of luxury as an abstract fashionable concept conceals not only the legendary Leaper jaguar symbol but the very concept of cars. As if building cars was not a creative and intellectually lofty enough task. In fact, the campaign makes no mention of Jaguar's iconic vehicles, focusing instead on the abstract, futuristic aesthetic.

And here much criticism rained down. The campaign features bold imagery, vibrant slogans such as "live intensely", "do away with the ordinary" and "break the mould", and a diverse cast of models in technopop-inspired outfits.

In short, something truly alien to the tradition of Jaguar and the JLR group (controlled by the Tata Indians to which it belongs).

The billionaire, owner of Tesla, Space X, now in the odour of political sainthood in Washington with the election he supported of tycoon Donald Trump, did not miss the opportunity to ride the social hype, posting the provocative question: "Do you sell cars?" And Jaguar responded dryly, inviting Musk to an event in Miami: "Yes. We'd love to show you. Join us for a cup of tea on 2 December. Kindest regards, Jaguar."