Jaguar Land Rover has unveiled a fresh branding approach that’s capturing attention.

On Tuesday, the luxury car manufacturer posted a video on X (formerly Twitter) with the clear message: “Copy nothing.”

The video features an elevator door that opens to reveal the new logo, followed by eight models dressed in bright colors stepping out and showcasing their unique style throughout the clip.

A number of users on X shared their confusion in response to the 30-second clip, including Elon Musk, the CEO of Tesla.

Musk commented, “Do you sell cars?” beneath Jaguar’s video.

Jaguar responded, “Yes! We’d love to show you. Care to join us for a cuppa in Miami on December 2nd? Best, Jaguar.”

Feedback on the video was not entirely positive, with one user stating, “Terrible advertisement. Is this meant to fix your damaged reputation?”

Jaguar replied, “Actually, this is a revival.”

Jaguar’s Logo Refresh Showcases ‘Distinct Character’

In a press release on Monday, Jaguar explained its reinvented brand image.

“The newly conceptualized Jaguar is being introduced today with an entirely new brand identity that reflects its distinct personality through a striking new visual style,” the company stated.

While the company’s name will slightly change, Jaguar intends to retain its iconic leaping animal symbol as it embarks on this new phase.

Instead of the traditional silver jaguar, Jaguar has “reimagined” its leaping symbol, the release mentioned.

Jaguar Embraces a New Philosophy with ‘Copy Nothing’ Initiative

Jaguar states that the rebranding pays homage to its founder.

“Jaguar has its foundations rooted in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing,’” said Gerry McGovern OBE, Jaguar’s chief creative officer. “Our current vision for Jaguar reflects this philosophy. The new Jaguar brand embraces Exuberant Modernism, characterized by creativity, boldness, and artistry at every level. It’s distinct and daring.”

On December 2, Jaguar will showcase “Copy Nothing” at Miami Art Week.