Jaguar Land Rover has changed its branding, and the reveal is causing people to receive a second look.  

In a post on X, formerly Twitter on Tuesday, the luxury vehicle business shared a video with a straightforward communication: “Copy nothing.”  

The video starts with a closed elevator and the debut of the recent logo appearing. Eight models wearing vibrant colors walk out of the elevator and are featured throughout the clip.  

Many social media users expressed their confusion on X after watching the 30 second video, including X owner and Tesla CEO Elon Musk.

“Do you sell cars?” Musk replied in a post under Jaguar’s video.  

“Yes. We’d adore to display you,” the business responded. “Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.” 

Other X users did not like Jaguar’s video.  

“Awful, awful ad,” another user wrote.  “Is this supposed to rescue your tarnished brand?” 

“Quite the opposite,” Jaguar responded. “This is a renaissance.” 

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Jaguar logo transformation reveals ‘distinctive character’, the business says  

In Monday’s press release, Jaguar explained its recent brand identity.  

“The reimagined Jaguar begins its unveiling today with an all‑recent brand identity that establishes its distinctive character, through a dramatic recent visual language,” Jaguar said in the release.  

Although the business’s name logo will look slightly different, Jaguar plans to keep its signature animal as it leaps into this recent chapter.

Instead of the recognizable silver jaguar, the business just “reimagined” its Jaguar “leaper,” the release said.

Jaguar introduces a recent era with ‘Copy Nothing’ ethos 

Jaguar adds that the business’s rebranding was a nod to its founder.  

“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing,’” Gerry McGovern OBE, Jaguar’s chief creative officer, said in a statement. “Our imagination for Jaguar today is informed by this philosophy. recent Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is distinctive and fearless.” 

On Dec. 2, Jaguar will now “Copy Nothing” at Miami Art Week. 

Ahjané Forbes is a reporter on the National Trending throng at USA TODAY. Ahjané covers breaking information, car recalls, crime, food recalls, health, lottery, and community policy stories. Email her at [email protected]. pursue her on Instagram, Threads and X (Twitter) @forbesfineest.