Jaguar’s recent rebranding campaign has sparked significant debate, with reactions ranging from criticism to praise. Some conservative social media users have accused the company of “going woke,” while others questioned the decision to exclude any cars from its new promotional video. Despite the divided opinions, marketing and rebranding experts have offered a variety of assessments, with some calling the strategy “bonkers” and others viewing it as a relatively successful rollout. One consensus among experts is that Jaguar’s rebranding represents a radical shift for the iconic luxury carmaker.
The rebranding efforts, introduced late last month, included a new typeface, a redesigned leaping-jaguar logo, and a colorful promotional video featuring high-fashion models but no cars. This change comes as Jaguar prepares to phase out its internal combustion engines in favor of an all-electric future. Will Sears, a marketing expert, expressed confusion over the rebrand, particularly the decision to exclude cars from the video, considering that the design and performance of Jaguar’s vehicles had long been central to its identity.
While some experts were critical of the approach, others saw the attention it generated as a success. Jim Heininger, a rebranding expert, noted that the video had garnered over 160 million views on YouTube, suggesting that the company had achieved its primary goal of getting attention. Heininger emphasized that Jaguar’s purpose was not to showcase cars but to stir emotions and generate curiosity about the new brand, which he believed they accomplished effectively.
In addition to the visual changes, Jaguar’s shift in target audience has also attracted attention. The company is positioning itself toward a more upmarket, younger, and wealthier demographic, which could be reflected in its future electric vehicle lineup. Experts, such as Chris Bowers from CMB Automotive Marketing, speculated that Jaguar might be deliberately alienating its existing customer base to appeal to a new audience that values style and individuality, making it a bold, albeit risky, gamble.
The rebranding effort has been described as a significant disruption of Jaguar’s long-established identity. Greg Andersen, a branding expert, pointed out that such a drastic departure from a brand’s established equities can be risky, but it could make sense if the vehicles themselves reflect a dramatic shift in direction. The rebrand could be an indication of a broader transformation, as Jaguar moves away from traditional luxury car norms and aims to redefine itself in the electric vehicle space.
Despite the mixed reactions, Jaguar remains committed to its vision. In a statement, the company referred to its brand relaunch as a “bold and imaginative reinvention,” acknowledging the debate it has sparked. The brand revealed that this rebranding is only the first step in a larger transformation, signaling that further details about their new branding and upcoming electric vehicles will be shared in the near future.