Tesla CEO Elon Musk took a sharp jab at rival automaker Jaguar, mocking the company’s attempt at rebranding its identity with a new “modern” logo. After the 102-year-old automaker unveiled its revamped logo and branding in a promotional video on X, Musk’s scathing comment, “Do you sell cars?” quickly sparked widespread debate. Musk’s remark not only ridiculed the rebranding but seemingly questioned Jaguar’s relevance in the highly competitive automotive industry. Adding fuel to the fire, X users joined in, with one quipping, “They don’t make cars anymore. They make mistakes,” and another bluntly advising Jaguar to “fire your marketing team.”
Rivalry or Resentment?
The intensity of Musk’s comment raises questions about whether his mockery stems from more than just brand rivalry. Could it be personal? Tesla has long dominated the electric vehicle (EV) market, a space where legacy automakers like Jaguar have struggled to keep up. Jaguar’s shift to electric vehicles, along with its attempts to shed its old identity, might be seen as a late attempt to challenge Tesla’s supremacy. Musk, known for his outspoken and competitive personality, may view Jaguar’s efforts as an unconvincing threat, fueling his disdain.
Unintended Spotlight
While Musk’s comments may appear harsh, they reflect his unrelenting confidence in Tesla’s position at the top of the EV hierarchy. Whether it’s personal revenge or pure skepticism of Jaguar’s moves, his words have undoubtedly brought attention to Jaguar’s bold rebranding, albeit not in the way the company might have hoped.
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