Jaguar reveals new Range Rover logo after 'woke' row - and fans are devastated

Jaguar has revealed its new Range Rover badge, enraging fans just months after the fallout of the company's “woke” TV advert scandal. Jaguar Land Rover revealed a bold new design for the popular SUV brand in a recent presentation to investors.

The new emblem will be the first bespoke badge for the marque since it launched over 50 years ago. The logo, featuring a pair of Rs weaved into an intricate pattern, has been leaked ahead of the launch of the brand’s first electric model later this year. However, the badge is already dividing opinion within many fans of the company posting their dissatisfaction online.

X user @kukreja_abhinav posted: “After the controversial Jaguar rebranding, JLR’s designers have come up with something even worse—the new Range Rover logo.

Meanwhile, another X user added: “Range Rover changed the logo I am buying all rovers before 2025." X user @RyanCurcio3 said: “Looks like the new Range Rover logo is spelling out "BB."

But, some were pleased with the new design, taking to social media to suggest the badge would work.

One X user posted: “Tbh the new Range Rover logo is cool. The brand’s cult following old and didn’t really need it, but for the future if the brand is RR… Reminds me of like GG, like ‘good game’.”

Meanwhile, X account @cetesse added: “New Range Rover logo is gonna be this years hottest bling!”

However, the badge is not set to replace the existing Range Rover logo permanently and will instead serve another purpose.

A previous statement provided to Autocar reads: "The Range Rover Motif has been developed as a smaller symbol for where our familiar Range Rover device mark does not fit, such as on a label or as part of a repeating pattern, and within event spaces where an emblem is more appropriate.”

The rebrand comes just eight months after Jaguar were criticised for their ‘Copy Nothing’ TV advert. The 30 second clip, which depicted models dancing on screen in brightly coloured outfits, also split opinion on social media with many calling out the brand for going “woke”.

After the advert aired, Reform UK leader Nigel Farage posted: “Even Gen Z hate the new 'woke' Jaguar! Mark my words, Jaguar will go bust.” Tesla boss Elon Musk even took a dig at the brand, asking Jaguar bosses: “Do you sell cars?”