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Jaguar’s Bold Rebrand: Navigating Controversy and Reinvention
Jaguar released a new advertising campaign and logo last week, sparking the Jaguar rebrand controversy.
The Jaguar rebrand controversy has generated significant buzz, particularly around the shift to all-electric vehicles. If you haven’t been paying attention, here’s a quick overview of what’s happened with the new brand unveiling:
Overview of Jaguar’s New Brand Strategy
Key Changes: Logo, Slogans, and Campaign and the Transition to All-Electric by 2026
Jaguar announced its intention to transition to an all-electric luxury brand by 2026. Their brand strategy includes a new logo blending upper- and lower-case letters and a promotional campaign featuring high-fashion models. The campaign included slogans like “Copy Nothing” and “Delete Ordinary” to reflect Jaguar’s commitment to innovation and modernism.
Consumer Reactions: Praise, Criticism, and Outrage
The rebranding sparked significant debate. Critics labeled it “woke,” questioning the absence of cars in the promotional material and the departure from traditional brand elements. In response, Jaguar’s managing director said their goal was to distinguish Jaguar from conventional automotive brands and attract a younger, wealthier audience.
A couple of days later, I posted my blog, “The Bold Jaguar Rebrand,” to discuss the company’s change and what I thought was interesting about its new brand strategy. In addition to sending the post to my subscribed readers, we posted it on Facebook, Instagram, and LinkedIn.
Twelve of you posted comments directly on my blog. Ten people responded on Instagram. 4,583 people read it on LinkedIn, but only six commented.
Then, 1,700 readers commented on Facebook, and another 1,600 posted reactions. Of course, it’s not just my blog. Jaguar’s video has had 1.5 million views and over 24,000 comments.
Positive Feedback from Enthusiasts
The Jaguar rebrand controversy highlights how deeply consumers connect with the brand’s traditional identity. Lots of the comments, both positive and negative, were thoughtful comments about Jaguar’s birthright, its cars, and their business:
Tim wrote: “I’d favor a new XK-E that’s as true to its heritage as possible. Unfortunately, they must try to overcome a many-year reputation for below average quality.”
Ruby wrote: “It’s not gonna work. Thirty-somethings will never buy a Jag, period!
Stuie said: “The issue is that all brands will become the same when electrified. There will be nothing to choose between one brand and another, apart from price point and extras. I think it’s madness to dismiss the heritage and brand values that Jaguar have built up over the last 80 years…”
Common Criticisms and Angry Backlash
A few were ad hominem attacks on the post’s author (that’s me).
Edward said: “I’m suspecting that you’ve been paid to write this complimentary article and that you actually never owned a Jaguar, like I do, and also don’t work in the marketing industry or have a degree for it like I do… and have a clue about all of the mistakes they’ve made. Enjoy the paycheck Jaguar gave to you.”
(As I told Edward, I don’t receive compensation for my posts. I ran a brand management company for 32 years, have degrees in design and fine arts, and have written four books on marketing. He was right only on point two: I’ve never owned a Jaguar.)
What surprised me was how many comments were angry rants on what the readers perceived as Jaguar’s affront to their values. There were lots of “Go woke, go broke,” lots of homophobic slurs (including a few I’d never heard before), and plenty of screeds about how the world has changed for the worst.
Imagine being so angry that you see a corporation attempting to revitalize its business as an affront to your own life. This quandary is especially meaningful when talking about a rarified British luxury car, an expensive bauble that most people see as an indulgence—and considering that Jaguar has sold less than nine thousand vehicles in the US this year, an indulgence relatively few people have ever experienced.
Lessons from Other Brands’ Backlash Survival
Looking at the Jaguar rebrand controversy through the lens of other brands’ experiences, it’s clear that innovation often comes with pushback.
Budweiser, Nike, and Harley-Davidson Examples
Consumers have expressed anger at insults—actual or perceived—from Budweiser, Harley-Davidson, Nike, Chick-fil-A, Hobby Lobby, and more. In fact, the 2024 presidential election can be seen as consumers making their decisions based on grievances, both actual and contrived.
Implications for Jaguar’s Future
Despite facing consumer backlash over their value statements, the long-term impact on these brands has varied. Budweiser saw significant short-term sales declines after its controversial campaign, while Harley-Davidson’s sales were largely unaffected. Nike’s partnership with Colin Kaepernick initially sparked boycotts but resulted in a 31% sales boost. Chick-fil-A and Hobby Lobby, despite ongoing controversies over their stances, have continued to grow, with Chick-fil-A ranking among the largest U.S. fast-food chains.
Conclusion: Will Jaguar’s Gamble Pay Off?
Most of these brands have either recovered or thrived, showing resilience despite the backlash. Whether the Jaguar rebrand controversy propels the brand to new heights or alienates its base will depend on its execution and consumer adaptation.
I always find it funny how people determine the success of a campaign or a product based on their personal opinions. If the top dogs at Jaguar did that, they would definitely fail.
The new strategy is based on extensive research and analytics, which I imagine revealed that the customers who appreciate the current Jaguar heritage are 50+ and will not buy many cars in the next 30 years, for obvious reasons. These are also the people with strong opinions about a brand they grew up with. The new generation of buyers probably doesn’t care about car history and British aristocracy.
I imagine Jaguar concluded that we’ll be out of business if we don’t do something, hence the new logo and all-electric strategy. To Bruce’s point, the new designs and performance will determine whether they’ll be successful. Based on what I saw at Design Miami, I’m not impressed, but then again, I’m 50+, and Jaguar doesn’t care what I think.
Our age is the true determinant, Soren. Think about what we want — the style and panache of the E-Types and DB5s of the sixties, along with the efficiency, safety, reliability, comfort, and economy of today’s technology.
VW tried it with their retro “New Beetle” and is doing it again with their modern minibus. Plymouth tried it with their “Prowler” and Audi with their “TT.” Unfortunately for the manufacturers, those attributes are mutually exclusive, and there need to be more buyers willing to put their money where their mouths are.
The only manufacturer who had luck with that strategy is Harley Davidson, and they’re having trouble now, too.
Comment *My father always had Jaguars, and he always picked the dealer to purchase it from based on the other brands the dealer also sold. Why? Because he knew he would be spending a lot of time in a loaner car because they broke down a lot. The winning dealership also sold Volvo.
Putting aside the insanity of knowingly buying a car that spend too much time in the shop, unreliability is what I remember about Jaguar’s legacy. Now, I believe they are owned by Tata, a nickname for women’s breasts as well as an Indian manufacturer.
I have no idea if their new marketing adventure will be good or bad, but I did enjoy your insights, as always. And I look forward to seeing what they produce.
From what I understand from my friend who owns a big dealership here, over the past year, Jaguar sold only three cars each month throughout Dade, Broward, and Palm Beach counties. They had to do something. Whether or not they chose the right path remains to be seen.
I am 53, which is a long way from thirtysomething (and old enough to remember the brilliant show “Thirtysomething”) but I absolutely would have leased a Jaguar iPace if they hadn’t quoted a staggering $1750 a month.
I’ve been EV-only for 12+ years and welcome any new entrants, plus there are a lot of people who have sworn off Tesla thanks to Elon’s politics.
I agree the show was brilliant, Kezia.
At the time I was the same age and running a small advertising agency and felt like the show was about my life. “Art imitates life” indeed!
Thanks for writing.
Honestly, I couldn’t give a monkey’s about the advertising campaign, except that they’re clearly not reading the room and pushing ideology over product. I don’t believe the demographic they are targeting is either large enough or interested enough to buy the quantity of cars to make the Jaguar brand profitable. I’m a three time Jaguar owner and have an F-pace that’s a month old, being English I have a perception of Jaguar formed over a lifetime, and the rebrand and move to 100% EV isn’t it. Sadly I think we are once again seeing the result of large multi-national conglomerate simply not understanding a brand that’s always been niche. We’ve seen similar happen before with the likes of Saab. This will lose them most of their current customer base and will gain them almost no new customers. I fully expect that TATA will end up having to cut their losses and sell the brand within five years. Bear in mind that the relationship with Land Rover is relatively new and has always been an awkward blend. Maybe there is a suitable billionaire Jaguar enthusiast that will be interested in buying it.
I haven’t bothered to look it up but Jaguar (like Land Rover) has undergone a number of ownership changes over the last few years. That alone could easily explain their lack of legacy and continuity, David. You’d think that a purchaser would understand that anyone can start a manufacturing company but that the real value in what they are buying is tradition, genetics, and authentic relationships that only happen over years of customer interactions.
Anyone with talent and money can design a beautiful automobile, but only Aston Martin can brag about 007 driving a DB5, only Porsche can show a consistent line designed into at least 60 years of 911s (from 1965’s first 901 to today’s 911) and only Jaguar can raise goosebumps with a series of classic cars (XK-E, XJR, etc.) in BRG (British Racing Green).
I hope the purchasers get that.
It will be interesting if this works for them. I owned an ’04 XJR and absolutely loved the driving experience. I’ve had 3 911’s, a 633CSi, and an MGA. This new brand campaign doesn’t speak to me at all. Enzo Ferrari once said the most beautiful car in the world was the E-type. Why throw away all of the design language? It’s essentially a brand-new car company trading on the brand equity of decades of beautiful cars. The most promising recent design I remember was the B99 by Bertone. The new concept they unveiled a couple of days ago is hideous. And the electric luxury segment is in sharp decline at the moment with cars starting to pile up on dealer’s lots. I predict they won’t build a car for at least 3 more years, and if they do, I hope it’s not the concept they showed this past week.
I really like your taste in cars, Mark. I’ve also had 911s (I still have an ’83 and an ’85), M5s, M3s, a 540i, a 635 (which I found beautiful but disappointing), and a slew of AMGs (currently a 2012 E63 wagon). I never had a Jaguar, although I’ve been tempted.
What I find most interesting is how manufacturers will make e-cars palatable to enthusiasts. Sure, they’re the fastest cars around, but at today’s speeds, who cares?
I firmly believe the adage, “It’s more fun to drive a slow car fast than a fast car slow.”
It will be interesting to see what comes next.
I am not a Jaguar expert and have never owned one but came close to buying an F Type a few years ago! Although, I can’t say I see many cruising around Scottsdale! The message is vibrant and catchy but I guess I’m wondering who their demographic is. It’s edgy and colorful, futuristic and yet the colors are reminiscent of the 1960s. “Copy Nothing” makes me think they’re trying to say that we aren’t Tesla but we are…but more colorful. Lol But the people I know who were loyal Jag owners are all Boomers so…..it’ll be interesting to see what happens!! Hope you’re enjoying the Porsche world still, Bruce!!! Happy holidays:)
You have a great memory, Kelli. I do love my 911s. But they’re the furthest thing from new tech/e-cars. Old, mechanical, and analog — you don’t only get from point A to point B. You smell, hear, feel, and see the journey.
I have more faith in Jaguar’s future than most of the critics I’ve been reading — I think they’re making a bold move, no different than they did when they produced the vaunted E-Type. We’ll see what happens…
Bruce, very strong thoughtful and illuminating post. And you are one of the most knowledgeable car guys around.
Thank you.
Thanks, Alan — I’ve always appreciated your cars too — Ferrari Dino, Porsche 911, Mercedes E320 cabriolet — Wow!!
I am sad to see Jaguar follow other brands but I understand why they are. I have owned an FType R since 2016, and it has been amazing. I also own a 2021 FPace SVR. These vehicles are great cars and incredibly fast with beautiful sounds. Jag just needs to figure out its message. They are not the first brand to make a shift. We have owned numerous Range Rovers and have no issues with them. Quality is not as bad as the reputation has suggested.
You sound like my kind of car guy, Jim. I love your stable.
I’m unsure if Jaguar is following other brands, but they’re certainly doing what they believe will ensure their success in the coming brave new world.
Bruce, Happy Holidays! Through October in Dade, Broward, Palm Beach and Monroes counties, there were fewer than 3 new Jags sold per month. That’s why lots of their dealers gave up the franchises. Ed
Happy holidays to you, too, Ed. And thanks for the hands-on info. Considering South Florida is one of the highest-volume luxury auto markets in the country, that might explain why Jaguar is going for broke with its new strategy.