Jaguar is hoping to revive a dip in sales with a revamped new brand name, but the unveiling of the new campaign and logo this week has left people mostly scratching their heads. And while the general consensus is that Jaguar has missed the mark with the rebranding, the biggest part missing from the new look is the actual cars, at least so far.

The automaker debuted the avant-garde new campaign on Tuesday with a 30-second spot featuring diverse, androgynous models wearing brightly colored, futuristic-looking clothing. “Don’t copy anything,” the new slogan simply states. If someone didn’t know they were looking at a Jaguar ad, it would be virtually impossible to guess what was being marketed.

The campaign is clearly intended to promote “the first global public installation” of the new brand, which will debut on December 2 during Miami Art Week. But even then, it is unclear whether any vehicles will be present at the event. The company said in a press release that its presence in Miami will “strengthen its advocacy for artistic expression, in all its forms.”

“Through a series of carefully curated gallery spaces across two locations, Jaguar will share its platform with new and groundbreaking emerging artists who share the ethos of Copy Nothing,” the release said.

“To bring back such a globally renowned brand we had to be fearless,” director Rawdon Glover added in a statement. “Jaguar was always at his best when he challenged convention. That ethos is reflected today in our new brand identity and will be further revealed in the coming months. This is a complete reset. Jaguar is being transformed to regain its originality and inspire a new generation. “

Indeed, the company is in the midst of a transformation, with plans to relaunch as a high-end electric vehicle brand to compete with the likes of Tesla and even Rolls Royce. Car & Driver.

Be that as it may, the ambiguity surrounding the campaign certainly isn’t doing the company any favors. As the new campaign made its way online, critics pointed out the inherent flaws of the rebrand.

“Taste aside, from a purely strategic perspective, this brand marketing is disastrous for Jaguar,” wrote Lulu Cheng Meservey, co-founder of the Rostra PR group.

Cheng pointed out that lagging technology and innovation are the real problem, as Jaguar has not released a new production model in five years. Similarly, after the brand started pursuing premium customers instead of the luxury market, it found itself “between two lanes.”

Others, however, were less kind with their criticism, wondering how on earth you can sell cars without, well, cars.

However, in addition to advertising car-free cars, the new logo does not convince fans; neither did the decision to replace the classic Growler emblem with a generic monogram.

Whether the strategy pays off remains to be seen when the event kicks off in Miami next month, but it seems clear Jaguar has work to do.