Jaguar, the iconic British luxury car brand, is facing backlash online over a promotional video for its rebrand, which notably excludes showcasing any vehicles. The video features models wearing vibrant, futuristic attire set against a surreal landscape, accompanied by the slogan “Break Moulds” and the tagline “Copy Nothing.” Critics, including X (formerly Twitter) owner Elon Musk, have questioned the campaign’s relevance, with Musk quipping, “Do you sell cars?”

The rebranding campaign, which includes a new logo and a redesigned “leaper” jaguar emblem, aims to signal Jaguar’s transition to an all-electric future. The initiative will culminate on December 2 at Miami Art Week with the reveal of a new electric GT model. However, the unconventional approach has sparked confusion and disappointment among Jaguar’s audience, who feel the campaign strays too far from the brand’s heritage of high-performance British elegance.

Marketing expert Charles Taylor from Villanova University criticized the strategy, noting that Jaguar should build on its legacy rather than discard it. He suggested that a focus on the brand’s traditional values could better resonate with consumers than the current abstract direction.

While rebranding is a common tactic to rejuvenate a brand’s image, missteps can lead to significant backlash. Notable failures include Tropicana’s ill-fated logo change in 2009 and Radio Shack’s rebrand to “The Shack” in 2008, both of which alienated core customers. Jaguar’s bold approach appears to be the latest example of the risks associated with rebranding.

Jaguar Land Rover, based in Coventry, U.K., has yet to comment on the criticism.