Tesla CEO Elon Musk took aim at British automaker Jaguar over their recently revealed logo, which was introduced in a colorful rebranding video earlier this week.

Jaguar posted the video with the caption, "Copy nothing," featuring a 30-second advertisement that highlights vibrant imagery over actual vehicles.

The ad includes striking captions like "create exuberant," "live vivid," "delete ordinary," and "break moulds," accompanied by models dressed in elaborate, colorful outfits.

Soon after, Musk responded to Jaguar's post with a sarcastic remark: "Do you sell cars?"

To which the official Jaguar account on X responded with an invite for Musk to attend the company's Miami showcase in December.

What's the New Logo About?

The new logo precedes Jaguar's plan to introduce three new electric vehicles in 2026 and is intended to serve as a "fire break" as the company transitions to becoming a fully electric luxury brand.

Additionally, a new concept car that highlights Jaguar's updated design will be revealed at Miami Art Week on December 3.

The new logo is part of a broader rebranding effort as the company transitions towards becoming a fully electric luxury car brand. Stylised as JaGUar, the company said the new logo "seamlessly blended upper and lower case characters in visual harmony".

The prancing "leaper" cat design is also getting an update embossed on brass, along with marketing slogans such as "delete ordinary", "live vivid" and "copy nothing", the report added.

In a statement, Jaguar MD Rawdon Glover said taking new cars off sale was "intentional" as it looked to create a barrier between the old models and the new-look Jaguars.

He further added that, "From a marketing sense, at the moment, there are lots of people out there that know what Jaguar stands for, and actually it doesn't stand for them, and we've seen that in terms of how they've responded to the offering that's been in the market for the last 10 or 20 years. We need to change people's perceptions of what Jaguar stands for. And that's not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful."

Netizens Reactions

The brand released a video to showcase their new brand vision. However, it was criticised by netizens. Following Elon Musk, other X users joined the bandwagon as well.  One user remarked, "They don't make cars anymore. They make mistakes," while another wrote, "I thought this was a dating site."

Another user wrote, "Umm where are the cars in this ad? Is this for Fashion?" to which Jaguar replied saying, "think of this as a declaration of intent."