Jaguar’s Highly Risky Rebrand Sends Shockwaves Through the Auto Industry

byTheCatherine

14.4K followers

4 days ago

In today’s business headlines, Jaguar made a bold move that has left many in the industry intrigued. The classic British automaker has undergone a drastic rebranding initiative, a move that was unexpected and has left enthusiasts scratching their heads and critics calling it an epic misstep.

(And yes, I mean Jaguar, the luxury car manufacturer, not the animal.)

At first, the news seemed like satire. Indeed, a company with over a century of automotive history couldn’t veer this far off course. But no—this isn’t a parody. Within hours of the announcement, Jaguar became the target of widespread ridicule online, transforming its brand legacy into a meme overnight. The drastic nature of this rebranding has sparked concern. Industry insiders and enthusiasts alike are left agog.

Jaguar’s Slipping Sales and Desperate Gamble

Jaguar’s been on a bumpy ride lately—no two ways. In 2018 things still looked pretty decent. Sales hit their high point, and the brand still had some fight left. But fast forward to now, and it’s like watching a slow-motion car crash. Sales didn’t just take a dip, they nosedived, they plummeted by a staggering 65%. That fall is not a small hiccup, it's a major wake up call.

To be fair, there have been some major global disruptions like the pandemic, inflation, and rising interest rates. All of these factors have battered the entire auto industry, but Jaguar’s struggles go deeper. They appealed to a very small demographic. Balding middle aged Brits aspiring to be Upper class.

So, what does a brand do when it’s backed into a corner? Some might double down on what made them iconic—lean into their heritage and modernize it, much like Aston Martin has done with remarkable success.

Aston Martin, is a fellow British luxury car brand. It reinvigorated itself by embracing a new sleek powerful design, They successfully balanced tradition with modern appeal. For men, their cars exude performance and class without veering into ostentation; for women, they offer refined luxury that stands apart from the likes of the Porsche or Mercedes brands. By entering the Formula 1 foray in 2021, Aston has introduced itself to a new generation, resulting in record-breaking sales increases.

Jaguar Takes a Hard Left

I know the UK still insists on driving on the left, but .....Instead of following a similar path, Jaguar hit the reset button. They’re not just revamping their cars but reinventing their entire identity. Here’s what’s changing:

Going All-Electric

Starting in 2025, Jaguar will exclusively produce electric vehicles. While their is shift to EVs , but it’s worth noting that even industry leaders like Tesla struggle with profitability, and EV competition has only intensified with emerging Chinese brands. I won't even go down there is not enough available lithium on the planet to sustain the batteries. No amount of bleating on the part of scientists is going to change that fact.

A New Logo:

Here is the iconic old logo

Say goodbye to the iconic, powerful Jaguar emblem. (Really whose bright idea was that to ditch the iconic jaguar?)The new design—a minimalist, almost weightless rendition—feels more like branding for a boutique wellness product than a luxury car.

A Controversial Marketing Campaign:

The brand launched its rebrand with an ad campaign featuring unconventional, polarizing themes.So what does this mean

It means Jaguar decided to throw caution to the wind with their new ad campaign, opting for something that feels edgy, provocative, and maybe even intentionally divisive. They could have played it safe with sleek cars cruising through picturesque landscapes or emphasizing performance stats, they went for a campaign that highlights ideas and imagery designed to spark strong reactions—whether that’s admiration, confusion, or outright ridicule and anger. It is hard to believe it won't alienate consumers.

The internet’s reaction has been swift and scathing. Jaguar’s attempt to align with progressive trends might have generated buzz, but at what cost?

Lessons from Ford’s Catastrophic Fumble

Jaguar isn’t the first automaker to misjudge its audience. Ford made similar mistakes by diluting two of its most iconic brands:

The Mustang, synonymous with raw horsepower and adrenaline, was rebranded as an electric SUV. The F-150, America’s workhorse pickup truck, was revamped as an EV, targeting a market segment that wasn’t asking for it.

Both decisions alienated loyal customers while failing to attract new ones, resulting in disappointing sales. Instead of creating distinct electric sub-brands, Ford chose to cannibalize its most valuable legacy names.

Echo Chambers and Corporate Missteps

Jaguar’s leadership, led by Chief Creative Officer Professor Gerry McGovern, seems to have fallen victim to an echo chamber. This insular environment amplified trends from a time when “woke” branding felt like a winning strategy. But times have shifted, and the backlash against such campaigns is growing.

If Jaguar’s goal was to stand out, they’ve certainly succeeded. But standing out doesn’t always mean resonating with your audience.

The Right Approach?

Jaguar could have(and maybe should have) leaned into its heritage, blending tradition with innovation. Instead of wiping the slate clean, modernize the craftsmanship, elevate performance, and stay true to the brand’s identity. Create an electric sub-brand if necessary, but don’t alienate your base in the process.

Instead, this rebrand risks turning a storied company into a punchline.

The Bottom Line

The lesson here is simple. "Know your customer, not your potential customer" If you want to expand into new markets, do so thoughtfully without alienating the loyalists who keep your lights on. Whoever thought that staid middle aged men aspiring to be upper class would be attracted to a pink logo

For Jaguar, time will tell if this reinvention propels them forward or marks the final chapter of a storied legacy.