NEW YORK (AP) — A promotional video for a rebranding of British luxury car brand Jaguar is being criticized online for showing models in brightly colored outfits — and without a car.

The rebrand, which includes a new logo, is scheduled to launch on December 2 during Miami Art Week, when the company will unveil a new electric GT model. But Jaguar Land Rover, part of India’s Tata Motors Ltd., has advertised it online.

The Jaguar brand is in the middle of a transition to fully electric driving.

“Don’t copy anything,” the marketing material read. “We are here to remove the ordinary. To get bold. Not to copy anything.”

The promotional video, posted on X and Instagram, shows models dressed in futuristic brightly colored outfits walking through an alien landscape. “Break Moulds,” the copy reads.

It sparked outrage online, with people complaining about the lack of a car and the confusing message. X owner Elon Musk wrote about X: “Do you sell cars?” People also complained about the new, stylized logo. The image of the ‘leaper’ jaguar has also been redesigned.

Charles Taylor, a marketing professor at the Villanova School of Business in Villanova, Pennsylvania, said the promotional video strikes the wrong tone for potential buyers, and said the company is making a mistake by not using the brand’s heritage as an elegant top British sport. car in its marketing.

“If they came back with a really good electric vehicle, they could build on their previous image, rather than really jettisoning the brand’s legacy and going in this direction,” he said. “It’s hard to imagine how the market of people who want this approach is large enough for it to thrive.”

Rebranding is a common tactic for companies looking to boost sales. Campbell Soup Co. officially changed its name to Campbell’s Co. on Wednesday, and companies like Airbnb and Instagram update their logos from time to time.

But if they strike the wrong chord, the result can be disastrous. Past rebranding failures include Tropicana changing its logo in 2009 to omit the signature orange – it soon changed it again. And Radio Shack was rebranded as “The Shack” in 2008, alienating its core customers before eventually filing for bankruptcy protection in 2015.

Jaguar Land Rover, based in Whitney, Coventry, in the United Kingdom, did not return a request for comment.