Jaguar's Radical Rebrand: On- or Off-Brand?

The opening scene of Jaguar's Copy Nothing rebrand reel, published November 19, 2024. (Image captured from https://www.jaguar.com/copy-nothing/index.html)

A teaser image of Jaguar’s new vehicle (Image: Jaguar)

The first thing that caught our eyes in Jaguar's November 19, 2024 rebranding reel was the peculiar hairstyle of the figure at the center. Such a distinctive detail is rarely coincidental in advertising. The teaser image of the New Jaguar Type 00 confirmed this intention, as the model's distinctive hairstyle echoed the strong geometric 'folds' of the vehicle's body. What other strategic and formal intentions lie embedded within Jaguar's 2024 rebranding?

Rather Radical Rebranding

Jaguar's recent rebranding has sparked intense debate and criticism across the automotive industry and social media platforms. The iconic British luxury car manufacturer unveiled a radical new visual identity, including a new logo, typeface, and overall aesthetic. Moving away from traditional British racing green, the brand has embraced bold colors like electric pink, red, and yellow. This dramatic change aligns with Jaguar's strategy to transition to an all-electric lineup by 2026. Jaguar's Chief Creative Officer, Gerry McGovern, stated that the new vision was inspired by the company founder's belief that "a Jaguar should be a copy of nothing."

The brand had been struggling with declining sales and an aging customer base. In 2022, Jaguar sold just 14,000 cars globally, down from 162,000 in 2018. The average age of a Jaguar customer is 58, significantly older than competitors like Tesla. This rebrand aims to position Jaguar as a "modern luxury" brand, moving away from its traditional "old world luxury" image, designed to appeal to a younger, more diverse audience and differentiate Jaguar in the luxury electric vehicle market.

The radical change has left many long-time enthusiasts and industry observers questioning the brand's direction. Several major concerns have emerged from the response. Critics have expressed significant worry about the loss of heritage, noting that the new design abandons Jaguar's iconic elements and brand history. The promotional video drew criticism for its notable absence of actual vehicles. Many observers found the minimalist design language left them feeling disconnected from the brand's roots, while specific design elements, such as the capital "G" in the logo, attracted particular scrutiny. The ad's diverse and androgynous styling sparked significant discussion, with some critics labeling it as "too woke."

Others view the rebrand as a successful disruption, noting that it has effectively grabbed attention. The company is targeting a younger, wealthier audience as it transitions to an all-electric future by 2026. On LinkedIn, marketing consultant Oleg Lebedev wrote, "don't blame the creative folk. They just did their job to support the business strategy. They did a great job producing something opposite to what the brand was before, creating tons of free media coverage (even Elon Musk took a shot at them in X) and a huge anticipation for the unveiling of the car in 2 weeks in Maimi."

Marketing Strategy Context

Although critics view the inclusive styling as 'completely out of nowhere,' upon closer inspection, the approach in fact extends Jaguar's marketing communication strategy that has been in formation for nearly 25 years.

A 2002 article in Advocate reported that Jaguar brand planned to launch an advertising campaign targeting gay consumers, informed by "a major internal study" at (the company) on how to reach gay consumers. The study had estimated there are some 14 million gay and lesbian consumers in the United States who wield $450 billion in purchasing power. "They spend more money on luxury cars, and they have more money to spend," Jaguar spokesman Simon Sproule was quoted to have said. "They are very loyal to brands and organizations that talk to them in a way that is relevant."

Between 2015 and 2020, Jaguar UK had a five-year partnership with Attitude Magazine, a prominent LGBTQ+ publication, which included fundraising initiatives for LGBTQ+ causes. In 2021, their 'Live Loud' campaign was recognized among the top UK ads for its distinctiveness and emotional impact. While not exclusively targeted at the LGBT community, the campaign's themes of self-expression and individuality resonate strongly with values held by many within the community

Jaguar's past 20 years of marketing campaign history seems to indicate clear intentions and a long-standing interest in inclusivity and representation within their advertising strategies. The brand's design choices consistently embody and manifest these strategic priorities. Their focused marketing approach toward the LGBT demographic appears to be significantly influenced by their need to differentiate themselves in an increasingly competitive market. If these marketing strategies were previously executed at the individual campaign and sponsorship level, they have now been elevated to frame the brand identity itself. Twenty+ years of testing in selective regional whispers has now become Jaguar's global roar.

Future Implications

The success of this high-stakes rebranding will depend on several critical factors. The market performance of Jaguar's new electric vehicles, particularly the production model inspired by the Type 00 concept, will play a crucial role. The target audience's acceptance of the new identity will determine the rebrand's effectiveness, while the company's ability to effectively communicate its new brand values will shape public perception moving forward.

As a distinctive niche brand, Jaguar appears to be deliberately targeting a different market segment than traditionally expected. The company's price point remains exclusive, though the target demographic has shifted significantly. The success of this radical move in revitalizing the brand while potentially alienating what used to be considered its core audience remains to be seen as the automotive world watches closely. Whether this bold strategy will secure Jaguar's future in the luxury electric vehicle market will unfold in the coming years.

Related:

[1] https://fortune.com/2024/11/25/jaguar-criticized-radical-rebranding-consumers-question-products-identities/

[2] https://www.independent.co.uk/life-style/jaguar-new-logo-cars-rebranding-history-b2652416.html

[3] https://www.businessinsider.com/jaguar-rebrand-successful-controversy-marketing-advertising-woke-2024-12

[4] https://www.businessinsider.com/jaguar-new-branding-strategy-getting-roasted-online-woke-2024-11

[5] https://www.foxbusiness.com/media/lifelong-jaguar-customer-troubled-baffling-woke-rebrand-going-very-sad-direction

[6] https://www.marketing-interactive.com/jaguar-sentiments-dip-bold-rebranding

[7] https://apnews.com/article/jaguar-ad-branding-luxury-evs-8604c17fb387ac223ca912a2e3603446

[8] https://kustodianbrand.com/a-critical-look-at-jaguars-rebrand-bold-leap-or-costly-misstep/

[9] https://www.attitude.co.uk/life/how-hate-and-homophobia-made-a-genius-of-jaguars-rebrand-476326/