The promotional materials for the rebrand, which emphasize a bold departure from tradition, have left many critics questioning the strategy.
Scheduled to officially launch during Miami Art Week on December 2, the rebrand introduces a new electric GT model alongside updated branding elements.
Instead of showcasing their vehicles, the ad features models in vibrant, futuristic clothing set against an abstract, alien-like backdrop.
The accompanying text declares phrases like ‘Copy Nothing’ and ‘Break Moulds,’ emphasizing the company’s intent to eschew conventionality.
Reactions to the campaign have been largely negative.
Social media users expressed confusion over the lack of a car in the ad, while others mocked the stylized new logo and updated jaguar image.
Even X platform owner Elon Musk weighed in, quipping: “Do you sell cars?”
Charles Taylor, a marketing professor at Villanova University, criticized Jaguar’s approach, noting that it diverges from the company’s established image as a maker of elegant, high-performance British sports cars.
Taylor tells the Independent that the brand should capitalize on its legacy rather than abandon it entirely.
He argues that Jaguar’s strategy risks alienating traditional buyers without necessarily attracting a large enough new audience.
“If they came back with a really good electric vehicle, they could build on their prior image, as opposed to throwing out the heritage of the brand and going in this kind of direction,” Taylor explains.
The rebrand is part of Jaguar’s broader effort to reshape public perceptions of the company.
Managing director Rawdon Glover acknowledged the challenge of redefining the brand and said that ceasing sales of older models was a deliberate move.
“We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful,” Glover states.
Gerry McGovern, chief creative officer for Jaguar Land Rover, also defended the bold direction of the rebrand, emphasizing the company’s historical commitment to originality.
He referenced the philosophy of Jaguar’s founder, Sir William Lyons, who believed that: “A Jaguar should be a copy of nothing.”
McGovern described the updated Jaguar as ‘imaginative, bold, and artistic,’ with a focus on ‘exuberant modernism.’
While rebranding is a common strategy for reinvigorating a company’s image, it can be risky.
When done poorly, it has the potential to alienate loyal customers.
Historical examples of failed rebranding efforts include Tropicana’s 2009 packaging redesign, which omitted its iconic orange imagery, and RadioShack’s rebranding as ‘The Shack’ in 2008, a move that alienated its core customers and preceded the company’s bankruptcy filing in 2015.
The stakes for Jaguar are high as it seeks to redefine itself for the electric era.
Whether this bold marketing strategy will resonate with its target audience or become a cautionary tale remains to be seen.
