There has been much discussion about Jaguar's rebranded image, with many acting like it has destroyed something sacred. But there's method in the madness.

The Jaguar rebranding debacle is a classic example of Oscar Wilde’s old adage about people knowing the price of everything and the value of nothing. The very reason why the leaping cat motif, which has been a feature of Jaguar cars for almost a century,

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

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,