Jaguar is in its ‘new era’, the British automobile brand known for its iconic luxurious vehicles with classic designs and high performance. Jaguar has now made a big step to make a transition in its branding strategy which is making people wonder and scratch their heads.

With ‘copy nothing’ as their strategy the brand is all set to reinvent itself with a pop-art inspired rebranding video with multi-racial models. “A new era begins today for Jaguar. A completely transformed Jaguar brand recaptures an ethos to Copy Nothing that can trace its roots back to the words of its founder, Sir William Lyons,” the company said in a press release.

The 102-year-old company decided to re-establish itself by changing its iconic all- caps logo to ‘JaGUar’, surprisingly, the video did not feature any cars which made everyone wonder what the new era is all about. 

The company’s new logo consists of gold custom-font letters that spell out Jaguar in lowercase while the letters J, G, U in caps. While the rebranding gathered many eyeballs it left netizens confused including the richest man, Elon Musk. Musk on twitter questioned the company “Do you sell cars?” to which Jaguar replied “Yes, we would love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar”.