Rebranding campaigns are meant to generate favorable awareness and positive press coverage about products. But sometimes the campaigns can have the opposite results.

The luxury car maker unveiled a confusing, if dramatic, image overhaul, at a press event described as being like a ‘hallucinogenic sci-fi movie.’

Jaguar’s ultra-modern, electric-only and uncharacteristically offbeat rebrand has so far proved unconvincing and, for many, confusing. "The luxury car brand has conveyed an innate sense of style and class through its century-long existence,