Jaguar’s recent rebrand has sent shockwaves through the automotive world. With a fully electric line-up, a six-figure starting price tag, and a marketing campaign that seemingly thumbs its nose at tradition, it’s no surprise that their relaunch has divided opinion. Some are calling it “commercial suicide,” others say it’s “woke nonsense,” but one thing’s certain: people are talking about Jaguar in a way they haven’t done in years. So, is this a case of marketing brilliance or a disastrous mistake?
What Jaguar Did: A Bold Shift in Identity
At the heart of Jaguar’s relaunch is a clear intent to redefine its brand. The company didn’t just tweak its existing identity – it flipped it on its head. Its new tagline, “Copy Nothing,” speaks volumes about its ambition to carve out a distinct space in the luxury EV market.
The campaign itself, whichever way you look at it, was provocative. The launch ad didn’t actually feature any cars, opting instead for just a selection of eclectic human models in neon coloured, ultra-modern clothes, a statement as much about individuality as it was about the brand. The logo has been redesigned, with the iconic leaping jaguar now facing the opposite direction, symbolising (we assume) a fresh start.
Graphic designer, content creator and YouTuber, Will Paterson, who specialises in Logo Design, Hand Lettering and Brand Identity, makes a strong case for the original distinctive, high-end, all caps design mark which, he points out, is much stronger than the new lower-case, rounded one that Jaguar have produced for the launch. Jaguar say of its new signature device mark that “It is a powerful celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony.” However, the luxury car market knows a thing or two about portraying premium quality, just look at Bentley, Rolls Royce, and Aston Martin’s use of capital letters in their logos.
Jaguar’s new logo typeface is called “Exuberant” and was created in-house by Jaguar’s design team.
Jaguar’s Chief Creative Officer, Professor Gerry McGovern, embraced the controversy, stating that British creativity is at its best when it challenges the norm. For Jaguar, controversy, allegedly, isn’t a bug – it’s a feature.
The Backlash: Alienating Loyal Customers?
Naturally, not everyone is on board. Long-time Jaguar enthusiasts have been vocal about their displeasure and many feel the brand has turned its back on its heritage and core audience. With cars starting at over £100,000, Jaguar’s new pricing strategy seems deliberately exclusionary, targeting younger, ultra-wealthy buyers rather than its traditional, more middle-aged demographic.
Comments accusing the brand of going “woke” and committing “commercial suicide” have flooded forums and social media. Many existing customers claim they’ll never buy from Jaguar again. And yet, the brand doesn’t seem to care. As McGovern said, “We welcome controversy.”
From a marketing perspective, this raises a key question: how much disruption is too much? Alienating a core audience can be a risky strategy, especially in an industry where loyalty often spans generations.
The Other Side of the Coin: Is There Really No Such Thing as Bad Publicity?
But let’s take a step back. Jaguar’s rebrand has achieved something it desperately needed – visibility. For years, the brand has struggled with declining sales and fading relevance. Today, Jaguar is the talk of the town.
Critics may have slammed the campaign, but they’re also amplifying it. Headlines, social media debates, and industry think pieces are giving Jaguar free exposure. As the saying goes, “Love me or hate me, just don’t ignore me.”
Jaguar 00 concept cars in London Blue and Miami Pink
The strategy also aligns with Jaguar’s long-term vision. By focusing on ultra-luxury EVs, Jaguar positions itself as a competitor to brands like Tesla, Porsche, and even Rolls-Royce. Yes, the concept cars, shown at a Miami art fair in Miami Pink and London Blue, were divisive, but what happens when production models hit the market? Could Jaguar’s bold designs, paired with its rich history, turn sceptics into buyers?
Rolls-Royce: A Masterclass in Subtlety
For a comparison, let’s look at Rolls-Royce’s rebrand in 2020. Unlike Jaguar, Rolls-Royce opted for a more refined approach. The iconic Spirit of Ecstasy emblem was subtly modernised, and a new typeface, Riviera Nights, added a contemporary touch. The colour palette introduced metallic rose gold and deep purple tones.
The response? Quiet admiration. Rolls-Royce’s rebrand resonated with its existing clientele while gently appealing to a younger audience. But here’s the catch: few people are still talking about it.
Did Rolls-Royce play it too safe? Or does its quiet confidence speak to a brand that knows its audience so well, it doesn’t need to shout? It’s a fascinating contrast to Jaguar’s louder, brasher approach.
What Can Marketers Learn from Jaguar’s Relaunch?
Whether you think Jaguar’s relaunch is genius or madness, it offers valuable lessons for marketers, content creators, and copywriters alike:
- Understand Your Audience (and Be Willing to Take Risks):
Jaguar’s decision to target a younger, wealthier demographic shows a clear strategy. While it may alienate loyal customers, it positions the brand for future growth in the luxury EV space. - Be Bold Enough to Be Talked About:
The worst reaction to a marketing campaign is silence. Jaguar ensured it wouldn’t be ignored, sparking conversations across industries. - Balance Heritage with Innovation:
Rolls-Royce managed to modernise without alienating its base. Jaguar took a more aggressive approach, but both highlight the importance of balancing brand evolution with respect for heritage. - Controversy Can Be a Strategy (but Handle It Carefully):
Welcoming controversy works if it’s part of a broader, well-thought-out strategy. However, it’s a fine line between being provocative and being divisive. - Timing Is Everything:
As the automotive industry moves towards electrification, Jaguar’s rebrand aligns with a global shift in consumer priorities. The timing, while controversial, might possibly prove perfect.
Final Thoughts: A Genius Move or a Risky Gamble?
So, was Jaguar’s relaunch a stroke of genius? That depends on how you define success. If success means sparking a global conversation and repositioning the brand in the luxury market, then yes, it’s genius.
But if success means retaining loyal customers and steady sales, the jury’s still out. What’s clear is that Jaguar is playing the long game, and only time will tell if their gamble pays off.
For marketers, the lesson is clear: bold moves get noticed, but they come with risks. Whether you’re reinventing a brand, launching a campaign, or creating new content, the balance between innovation and connection remains key.
Jaguar’s tagline says it all: “Copy Nothing.” Love it or hate it, they’ve certainly lived up to that promise.
…But I still can’t help wondering what, long time Jaguar enthusiast and commentator, Jeremy Clarkson makes of it all … is it still “a Jaaaaag”?
If you want to create engaging, high-quality content and position your brand as an industry leader, contact me at Aitkens Media.
