Click HERE to watch — The Bold Jaguar Rebrand: Embracing ‘Exuberant Modernism’ and an Electric Future
Introduction to Jaguar Rebranding Effort
The ‘JaGUar’ Logo: A Shift in Identity
Jaguar, the storied British automaker, has embarked on a bold rebranding journey to redefine its identity in the modern automotive landscape.
Central to this transformation is a new logo, stylized as “JaGUar.’ It features a mix of upper and lower-case letters. This design choice reflects the brand‘s commitment to “Exuberant Modernism,” a philosophy Jaguar says emphasizes contemporary aesthetics and innovation.
Design Elements and Pronunciation Implications
Jaguar’s rebrand also suggests that the company would rather have people pronounce the brand name with English pronunciation, “Jag-U-are,” instead of the American “Jag-Wahr.”
Transition to an All-Electric Lineup by 2026. Discontinuation of Petrol and Diesel Models
Jaguar has announced it will discontinue its current petrol and diesel models and transition to an all-electric lineup by 2026. To do this, the company will release no new vehicles available in UK dealerships from the end of November 2024 until its latest electric models launch.
Embracing ‘Exuberant Modernism’ in the Jaguar Rebrand
According to Jaguar, this approach emphasizes bold design and original thinking, aiming to recapture the essence of Jaguar’s heritage while making it relevant for today’s audience.
Professor Gerry McGovern, Jaguar’s Chief Creative Officer, stated:
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
Controversy Surrounding the Jaguar Rebrand
As you’ve undoubtedly read, this rebranding effort has been controversial. Critics have expressed concerns about departing from Jaguar’s classic design elements, mainly by removing the iconic leaping cat logo and replacing it with ham-fisted typography.
Critics’ Perspectives on Design Changes
The reactions to this change on social media sites have been fierce. Across the board, Jaguar’s rebrand has become this week’s marketing whipping post.
Leadership‘s Response to Criticism to the Jaguar Rebrand
Targeting a Younger, Diverse Audience
Despite the mixed reactions, Jaguar’s leadership says it remains steadfast in its vision. Managing Director Rawdon Glover has acknowledged the debate but emphasizes the brand’s focus on attracting a younger, more diverse audience. He asserts that the rebranding is a deliberate effort to position Jaguar as a modern icon, aligning with its historic models while embracing future technologies.
So how is it possible that the brand that created the Jaguar E-Type (XK-E), which Enzo Ferrari called “the most beautiful car ever made,” would redefine itself with a logo that looks like it was created using a lousy computer graphics program?
Anticipation for the Design Vision Concept Reveal
Here’s the thing: I think the Jaguar rebrand is a red herring, a false flag designed to get people talking about the brand so everyone will pay attention and be gob-smacked when the new brand solution suddenly emerges.
Aligning with Sir William Lyons’ Vision
Upcoming Unveiling at Miami Art Week 2024
I believe the clues can be seen in Jaguar’s statement that their brand must align with the vision of its founder, Sir William Lyons, and be “a copy of nothing” and that Jaguar plans to showcase the brand’s future direction and creative philosophy when it unveils its Design Vision Concept at Miami Art Week on December 2, 2024,
Conclusion: A Strategic Move or Misstep?
If I’m right, Jaguar’s Psy-op strategy will pay off only if the new design is as bold and forward-reaching as its gutsy marketing scheme. If I’m not, we’ll be looking at Jaguar’s pedestrian new brandmark for a while.
The good news is that we don’t have long to wait to find out.
I LOVE you thought that perhaps this is a psy ops. Ooooooooooh. If that IS you deserve to to a prediction victory lap all over social media. While many have opined on this brand change and logo update only YOU have surmised this. Plus, like you said… we will soon know if you are right or not with the event in Miami. So, no matter what…. please, please, please post about what gets revealed at by jaGUar at Miami Art Week on 12/4!!!!!
Thanks Brian. At least we’ll know soon!!
I think Jaguar is going to blow minds. I also believe jaguar is sending signals to the many disenfranchised would have been customers of the 800 lb gorilla EV brand resulting from its CEO abandoning all pretense about environmental concerns siding with climate change denier. This could be thousands or tens of 1000’s of status minded folks who now can’t see themselves in a T car. So what brand is for them? Polstar is a great option but it has no vibe, no opinion, no expression. There is a wide open space and Jag is aiming to fill it.
Funny you say that about Polestar. I’ve thought the same thing — almost as if they tried to crate a brand without any emotional appeal at all. I can’t believe that was their intention but it certainly looks that way.
Yeah, They are Swedish.
Clean lines.
Black, White, Gray.
No personality.
I love their product but it has a very utilitarian vibe to it. If people bought cars for utility only, we’d all be driving delivery vans.
This is, in my completely uninformed opinion, think is the strategy for Jaguar. There’s a gap. It’s wide.
Good timely post on a hot topic. Of course this would be your perspective as opposed to the jump on the bandwagon of criticism from the choir of armchair authorities who profess to know brand strategy but clearly don’t. You are right. Jaguar is playing chess. They are setting the stage for what I believe will be an amazing reveal.
People seem to be fixating on “but there’s no car in the ad”. Right. No one gives a shit about cars. Or “Now Jaguar looks like a fashion brand”. Right again. Cars are fashion. No different than our watches, jewelry, hats, kicks or even our zip codes. It’s all fashion. We self identity through fashion. Jaguar played deep into that.
The old product was on Hospice. They had to destroy to create something new. I believe we are witnessing a sequel to the famous and one of the most brilliants ever made – the Apple/Macintosh ad spot during the 1984 Super Bowl where no product was presented or even alluded to. This is brand evolution at its finest.
So much learning can be acquired from this.
You’re the man Bruce!
Marc
“Jaguar is playing chess.” I love that idea Marc. Thanks for summing up their strategy so succinctly.Glad you weighed in.
Unless and until they can produce a car that can go 300 miles without a charge in 30 degree weather all electric, all the time is more than risky. And, with AI about to suck the US grid dry, and likely the EU as well over time, the risk is heightened. Changing the brand identity sounds great on paper but any miscalculation with actual performance and complete conversion to EV land may be premature. As for the ad creative, it completely confused me and I’m in that business.
Or as Paul Gauguin put it, “Art is either revolution or plagiarism”
Peter Drucker said the two most valuable things a company owns are Brand Value and Innovation. And innovation only comes from outside the company’s industry. So if Jaguar is following fashion brands or art (thanks, David), then perhaps the innovation is going to be even greater than we expect.
Trump, Ukraine, Middle East…Jaguar…just more chaos!
Comment *Perhaps it’s just me, but if you have a brand that has been on the decline, I’m not sure that the rebranding will do anything other than prolong the long decline in interest in the brand. It’s like saying you want to rebrand CNN so that young people will now watch vs young folks getting their “news” from social media influencers. Sometimes you’re just behind the times and in this case I suspect Jaguar won’t get ahead of the curve. Time will tell and great post!