IZ #24.344 - No-No to Yes Yes

#Business

The luxury car company Jaguar found itself in the news in Nov 2024 after announcing a rebranding, including a new logo and a new tagline (“Copy Nothing”), that was criticised and made fun of.

Jaguar was born in the 1920s as the Swallow Sidecar Company and known by an abbreviation. In 1945, the company rebranded itself as Jaguar Cars.

What caused the rebranding?

---

#interludez

Yet to board our December Price Contest? Click below to proceed:

---

Answer

The company was called SS Cars for short. The abbreviation “SS” took on a negative and sinister meaning thanks to the Nazi SS paramilitary organisation. So at the conclusion of World War II, the company changed its name.