“Copy Jaguar”: There’s nothing tongue-in-cheek about Jaguar’s new logo, but it hints at a future collaboration.

Smartphone maker Nothing has responded with humor to Jaguar’s recent rebranding efforts, taking aim at the automaker’s new slogan “Copy Nothing.” The Tata-owned luxury car brand recently unveiled an updated logo, new fonts and slogans such as ‘Create Abundance’ and ‘Live Vibrantly’ as part of its strategy to move towards an all-electric future. However, the attempt to reimagine Jaguar has received mixed reactions online, and Nothing took the opportunity to join the conversation.

Nothing updated its social media logo to mimic the new Jaguar font and changed its bio on X (formerly Twitter) to “Copy Jaguar.” The company also shared a side-by-side comparison of its X profile and the Jaguar profile, making its intentions clear. The cheeky campaign was a success, with Nothing’s post receiving over 10 million views and 210,000 likes on X, sparking further discussion. CEO Carl Pei praised the brand’s team on social media for the quick response, calling it a “brilliant” moment of interaction.

Although Nothing contains humor, Jaguar’s rebranding was not as well received. The bold new “Copy Nothing” slogan and accompanying slogans have drawn widespread criticism on X. Some users have ridiculed the automaker, with one commenting, “I thought it was a dating site,” and another remarking, “They don’t make cars.” more.” Even Tesla and X CEO Elon Musk joined in and joked, “You make cars?” Jaguar responded sportingly by inviting Musk to tea in Miami on December 2.

Interestingly, this exchange sparked hints of a collaboration between Nothing and Jaguar. On LinkedIn, Amy Boulay, lead user experience designer at Jaguar Land Rover, responded to Carl Pei by saying, “Ready when you’re ready.” This follows a proposal from another user calling on Nothing to introduce its own technology solutions for Jaguar car systems. Pei himself called the idea “great,” leaving room for speculation about a potential partnership.

It remains to be seen whether this playful banter will evolve into something more formal, but the light-hearted exchanges between Nothing and Jaguar have certainly captured attention online.

Jaguar’s attempt to rebrand reflects its desire to go electric and attract a younger, more dynamic audience, although opinions are clearly divided on the implementation. Known for its bold marketing strategies, Nothing took the moment to increase its brand awareness, demonstrating that in the social media space, time and creativity are often the key to success.