Jaguar’s Rebrand: A Strategic Risk or Marketing Gimmick?
The dust has settled, but the Jaguar rebrand is still causing a stir. They say there’s no such thing as bad publicity — but a poorly executed rebrand can be disastrous (just ask GAP).
Jaguar’s latest move has certainly captured attention, though not for the reasons they might have hoped.
At this point, I can’t help but wonder if this is part of a grand marketing stunt. Jaguar seems to be betting on the idea that shaking things up will get people talking. And it’s working. The brand is everywhere, and the buzz is undeniable.
But at what cost?
Jaguar has spent years cultivating its reputation as the go-to luxury brand for discerning customers. Many of these loyal customers have been with the brand for decades. So, why would Jaguar risk alienating this core audience? The rebrand feels like an attempt to distance itself from its high-end, exclusive image in favour of chasing trends and appealing to a younger, more diverse crowd. But is this really the right move? Or is it a reckless decision that disregards the very foundation of what made Jaguar a household name?
For a budget or mass-market brand, this rebrand might make sense — targeting a younger, more playful demographic. But Jaguar is no budget brand. It’s a premium name with decades of heritage, and that’s where the disconnect lies. The new direction feels more appropriate for a shopping mall campaign than a luxury car brand that has long been associated with sophistication, heritage, and performance.
The spectacle surrounding the launch video has certainly caught attention. Released just a few days ago, the 30-second ad has stirred conversation, but it’s the new logo and the removal of the iconic “growler” big cat emblem that’s truly taken centre stage. For years, that emblem symbolised Jaguar’s British heritage, its performance, and its luxury. The new logo? It doesn’t seem to carry the same weight.
But let’s not rush to judgment. While the initial reaction has been overwhelmingly negative — to put it mildly — I’m not sure that’s a bad thing for Jaguar.
Oscar Wilde once said, “There is only one thing in life worse than being talked about, and that is not being talked about.” In the crowded, competitive landscape of luxury automotive brands, Jaguar has certainly succeeded in getting people’s attention — and that’s no small feat.
Maybe this bold rebrand is a deliberate attempt to break away from the past and target a new, upmarket audience — one that might typically lean toward a Range Rover. If that’s the case, Jaguar may not be too concerned with alienating its traditional customer base. After all, if these customers weren’t driving sales in the first place, it makes sense to focus on attracting those who have the purchasing power to sustain the brand.
It’s possible the ad is simply a diversion — a strategic move to stir the pot and build anticipation for what’s to come. The true test will be when the new car is revealed in December. By then, the buzz will have reached a fever pitch, and everyone will want to see what all the fuss is about.
So, while I’m not entirely sure where Jaguar is headed with this rebrand, I’m holding off on making any final judgments until we see the actual product. One thing is for certain: the rebrand has achieved its primary goal — it’s got people talking.
And in today’s fiercely competitive market, that’s never a bad thing.