- Jaguar plans to retain only 10% to 15% of its current customer base with its rebranding strategy.
- The new Jaguar logo replaces classic elements with bold red, blue, and yellow, symbolizing a sharp break from tradition.
- Jaguar commercial focuses on abstract art and avant-garde visuals rather than showcasing cars.
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Jaguar, a name once tied to elegance, power, and British pride, is heading into unknown territory. With a new logo and a dramatic rebrand, the iconic automaker is changing its look, and flipping its entire identity.
But here’s my question: in chasing younger, wealthier, “design-minded” buyers, has Jaguar lost what made it great? The new 2024 Jaguar commercial at the center of this campaign has sparked more head-scratching than applause, leaving many to wonder, “What happened to Jaguar?”
Jaguar has thrown tradition out the window with its latest redesign. The new Jaguar logo ditches familiar elements for a bold mix of red, blue, and yellow, creating a look that feels more like modern art than the precision engineering you’d expect from the brand.
Adding to this overhaul is a design concept called “strikethrough,” a bold visual element that symbolizes a clean break from the past. Chief Creative Officer Gerry McGovern explained, “The brand must stand as a beacon for modern luxury,” stressing that the approach is focused on “fearless creativity.”
Does Jaguar’s move bring fresh energy to the brand, or does it risk alienating loyal fans who cherished everything the name once stood for?
Has Jaguar’s Rebrand Lost Its Iconic Charm?
The rebranding of Jaguar has stirred up quite the storm online. It’s not every day that a legacy carmaker makes such a dramatic pivot, and people have opinions.
Elon Musk chimed in with his usual snark, asking, “Do you sell cars?”
That was tame compared to some reactions. One viral comment from X user @UnderSneege said it all: a photo of the iconic E-Type captioned, “what you once were.”
The new direction, flashy as it may be, has left many wondering if Jaguar has traded its timeless charm for something trendy. And was it worth it?
Jaguar is betting big on its new direction, targeting what it calls “cash-rich, time-poor” buyers with a focus on exclusivity and high art.
Plans include opening chic brand stores that mix luxury cars with fine dining and modern art installations. The first store is scheduled to open in Paris in 2025.
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CEO Adrian Mardell stated this move as “a strategy born to elevate our brand in the realm of luxury.”
While the ambition is clear, the execution feels disconnected, especially for a brand built on the legacy of Grace, Space, and Pace.
How does this new direction honor what Jaguar has always stood for? That’s the question lingering for fans and critics alike.
Jaguar Gambles on Luxury Over Loyalty
Jaguar’s decision to retain only 10% to 15% of its current customers, as stated by Managing Director Rawdon Glover, is raising eyebrows. While exclusivity can work for a luxury brand, turning away loyal buyers feels like a gamble.
Long-time Jaguar owners, the ones most likely to adopt electric versions of the cars they already love, seem overlooked in favor of a different audience, a group Jaguar describes as “younger and more urban.”
Mardell acknowledged the shift, explaining to UK media, “It wasn’t always distinctive enough in the last decade.” But by catering to this narrow vision of luxury, Jaguar risks leaving its most devoted customers behind.
Jaguar Risks Losing Its Identity by Overlooking British Heritage
Jaguar’s decision to downplay its British roots feels out of step with its storied history, especially considering the iconic legacy of the Jaguar E-Type. Celebrated as one of the most beautiful cars ever built, the E-Type’s 60th anniversary was a masterclass in honoring heritage.
From its debut at the 1961 Geneva Motor Show to its status as a cultural symbol, the E-Type beautifully expressed British craftsmanship, elegance, and performance.
Dan Pink, Director of Jaguar Classic, explained their mission in 2021, “To preserve and restore our heritage for future generations to enjoy,” a sentiment brought to life with the E-Type 60 Collection, exclusive restored vehicles steeped in historical detail.
So why is this legacy missing from Jaguar’s rebrand? The E-Type proved that British origins are a competitive advantage, not just a nostalgic throwback. Thierry Bolloré, Jaguar Land Rover’s CEO, called the E-Type “a striking, iconic vehicle that inspires customers across the globe.”
By moving away from its heritage in favor of abstract visuals and avant-garde messaging, Jaguar risks losing what truly defines it. The brand should focus on what made it iconic, a bold design, outstanding performance, and timeless British style.
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Jaguar Must Reconnect With Its Heritage to Drive EV Success
So, what can Jaguar learn from its own past? First, it needs to reconnect with its heritage. Jaguar’s DNA isn’t something to erase. It’s something to reinterpret for a modern audience.
An electric E-Type, for example, could bring together the car’s timeless design and modern technology. It’s a combination that would excite long-time enthusiasts while drawing in new fans who value both style and innovation.
Jaguar needs to rethink how it communicates with its audience. The new Jaguar ad leans heavily on terms like “modernist” and “fearless creativity.” While these might sound impressive in a creative meeting, they fall flat for car enthusiasts who value substance over style.
People want clarity when they choose a luxury brand. They want performance, quality, and a connection to Jaguar’s remarkable history. Instead of focusing on abstract ideas, Jaguar should deliver the real-world qualities that built its reputation in the first place.
Lastly, limited availability could also be a powerful strategy. Rather than introducing three EV models in 2026, Jaguar should start with one exceptional car that truly represents its legacy.
Limited availability creates desire. Brands like Ferrari and Rolex have mastered this approach, and Jaguar could learn from their success. By creating something truly special, Jaguar could reignite the excitement that once defined its name.
There’s no doubt Jaguar has the potential to succeed in the EV market, but it must tread carefully. The new rebranding feels like a gamble that risks pushing away the people who have long loved the brand. While reinvention is important, staying true to what made Jaguar iconic is just as crucial.
By leaning into its history and designing vehicles that honor its legacy, Jaguar has the chance to create a future where the new logo represents a continuation of its story, not a break from it. As Jaguar strives to “copy nothing,” it should remember that being itself is its greatest strength.
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SOURCE | IMAGES: JAGUAR
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