Jaguar’s recent rebranding effort has drawn widespread criticism and confusion due to an unconventional promotional video that omits showcasing any vehicles. Released on X (formerly Twitter), the 30-second clip instead focuses on diversity, featuring models of different ages and ethnicities in avant-garde outfits, accompanied by slogans like “live vivid” and “delete ordinary.”
This approach prompted backlash online, with figures like Elon Musk questioning Jaguar’s priorities, asking, “Do you sell cars?” The rebrand has been described by Jaguar as a bold and imaginative reinvention, marking the beginning of a transformative era for the company.
Jaguar’s Rebrand Sparks Debate: Innovation or Misguided Marketing Move?
Critics, including Lulu Cheng Meservey of Rostra PR, have labeled the campaign “disastrous,” suggesting it misses the mark by not emphasizing innovation and engineering—hallmarks of the brand’s legacy. Meservey also criticized the lack of clear branding, suggesting Jaguar may have been misguided by trends highlighting millennial shopping preferences tied to values. Comparisons have been made to Bud Light’s controversial rebrand, with some social media users accusing Jaguar of going “woke” and alienating its core audience. Despite defending the campaign as a declaration of intent, Jaguar’s responses to criticism have left many users unconvinced.
The rebrand comes at a time when Jaguar is grappling with declining sales. In 2022, the company sold fewer than 67,000 cars worldwide, a stark drop compared to pre-pandemic figures. The number of Jaguar dealerships in the U.S. has also decreased significantly, reflecting the brand’s waning influence. To facilitate its transition, Jaguar paused the sale of new cars over a year ago, with plans to launch three new all-electric vehicles starting in 2026. This strategic pivot aims to redefine Jaguar’s market position and appeal to a contemporary audience.
A Shift Towards Diversity and Inclusivity
Jaguar’s rebranding marks a shift from its traditionally masculine image to one focused on inclusivity and diversity. Known for campaigns like “Good to be Bad,” which featured British male actors, Jaguar now targets “design-minded” individuals described as “cash rich, time poor.” The company has embraced diversity, equity, and inclusion (DEI) initiatives, establishing over 15 DEI groups and sponsoring LGBTQ+ events. While these changes reflect a broader societal shift, critics argue that abandoning its core male audience could alienate loyal customers without guaranteeing a new, more lucrative demographic.
Jaguar’s strategy mirrors recent rebranding efforts by other companies that faced backlash for prioritizing diversity. Bud Light, for instance, experienced significant sales declines after partnering with a transgender influencer, leading to public outrage and boycotts. Similarly, brands like Target and Starbucks have faced hostility for their LGBTQ+ initiatives, demonstrating the risks of alienating traditional customer bases. Observers worry Jaguar might face similar consequences, particularly as it repositions itself away from its historic audience without a clear alternative.
Jaguar executives have framed the rebrand as a fearless step towards reclaiming originality and inspiring a new generation. Leaders like Rawdon Glover and Gerry McGovern emphasize a desire to recapture Jaguar’s essence while making it relevant for contemporary audiences. The company’s pivot to an all-electric lineup and emphasis on design innovation reflects this ambition. However, critics question whether this dramatic reinvention can restore Jaguar’s status as a luxury car icon or if the brand risks alienating existing customers in its pursuit of a new identity.