JAGUAR is getting a mauling for killing off its growling big cat logo as part of a woke rebrand.

The badge, used for decades on grilles and bonnets of the luxury cars, has been turfed out in favour of a curved geometric J badge that looks more like the logo on a handbag clasp.

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A prancing cat will be embossed on the side of its cars instead.

One user on X said: “Jaguar’s rebrand launch just failed before takeoff.”

Another said: “I can’t actually believe this is Jaguar.

“Who the hell are they selling to here?”

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Jaguar unveiled the new look yesterday alongside an ad featuring a diverse group of models with right-on slogans ahead of the launch of three new ­electric cars.

Managing director ­Rawdon Glover said: “We need to change people’s perceptions of what ­Jaguar stands for.”

Lulu Cheng Meservey, founder of communications firm Rostra, said that Jaguar should have revived the nostalgia for excellent engineering rather than a marketing advert that believes millennials buy cars based on values.

“While men have been an important audience for Jaguar historically (it’s a favoured ride for James Bond and Bruce Wayne), the latest campaign features six women and two people of indistinguishable gender (one appears to be a man but I don’t want to assume).”

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“If they’re going to abandon the male audience, they should replace it with a more lucrative audience, and it’s unclear who they’re going for here. Vegans?”

Jaguar is launching a new concept car in Miami on December 3.