LONDON — (AP) — When Katja Vogt considers a Jaguar, she pictures a British-made car purring confidently along the Italian coastline — a vision of familiarity that conveys “that dreaming, longing feeling we all love.”
She’s not sure what to think about Jaguar now after the 89-year-old company announced a radical rebranding this week that featured loud colors and androgynous people — but no cars. Jaguar, the company says, will now be JaGUar. It will produce only electric vehicles beginning in 2026.
And say goodbye to British racing green, Cotswold Blue and black. Its colors are henceforth electric pink, red and yellow, according to a video that has received backlash online. Its mission statement: “Create exuberance. Live vivid. Delete ordinary. Break moulds.”
“Intrigued?” @Jaguar posted on social media. “Weird and unsettled” is more like it, Vogt wrote on Instagram.
“Especially now, with the world feeling so dystopian,” the Cyprus-based brand designer wrote, …