Do you sell cars? - Brave, Bold or Missed Opportunity?
INSIGHTS
Jaguar's Rebrand
Last Thursday, the Jaguar rebrand landed in our studio slack channel like a bombshell. “It’s bold, it’s modern,” someone said. “WTF,” another fired back. Then a comment from the team stopped the debate cold: “What if it’s a hoax?
Jaguar’s rebrand is bold and risky. The campaign lacks clarity on what’s for sale? The product isn’t the star of the ad and the execution gambles on a younger audience. Still, the effort to modernise and electrify the brand is commendable. The question is: will it resonate?
TL;DR:
Jaguar’s ad says a lot about rejecting conformity and copying nothing. Yet, it doesn’t answer what their cars stand for today or why we should want one tomorrow.
Jaguar isn’t just a car brand; it’s a legacy and for decades it has been the symbol of luxury and speed but sales charts show a steep decline. The iconic leaping jaguar needed to evolve or risk extinction. So, what’s the play? Jaguar’s campaign signals a pivot: electric vehicles, younger audiences and aligning with the zeitgeist of Gen Z and millennials. It's a tough nut to crack for a brand long associated with middle-aged, affluent men.
This week Jaguar dared to speak, boldly announcing their rebrand complete with a modern sans-serif font, sleek visuals, a glossy campaign and an overhaul of their identity. And oh boy, the internet had thoughts. From witty quips like “Jaguar’s pronouns are Was/Were” to “You’re selling cars to rich people, not the Teletubbies,” Jaguar's comments section became a battleground of love, disdain and sheer confusion. Then there’s the dagger: “The only thing brave about this ad is leaving the comments section on.” Ouch. Yet amidst the response, there’s something fascinating happening here, something that deserves deeper thought than a quick meme. Jaguar, for better or worse, has given us something to chew on. Here’s why we think their rebrand matters and what we learned about it as brand experts.
Elements of the campaign looks sharp, clean lines and minimalist vibes, attempting to scream “modern.” Though the ad says a lot about rejecting conformity and copying nothing. Yet, it doesn’t answer what their cars stand for today or why we should want one tomorrow. The elephant in the room: there’s not a single car in sight. Not one. Jaguar wants to sell a dream but dreams need a vehicle (pun intended). The lack of focus on the actual product leaves a gaping hole in the narrative. Consumers want to see what they’re buying not just the vibes around it.
The Elephant in the Room
They’re selling a lifestyle, not a product,” someone said. Another chimed in: “But lifestyles start with products. Where’s the hook?”
We’re optimists here and Jaguar’s rebrand isn’t without merit. The stripped-back logo and tagline are deliberate signals to a younger, design-conscious audience. The pivot to electric vehicles and modern aesthetics positions Jaguar as a future-forward brand. For a company that’s long been associated with heritage luxury, this is a bold attempt to shed an old skin.
But rebranding isn’t just about looking good, it’s about being understood. As one sharp commenter said on youtube, “You’re selling cars to rich people, not the Teletubbies.”
The Good - A Rebrand with a Purpose
Focus on the Product. Minimalism is fine but people need to see what they’re buying. If you’re reinventing your brand, do not erase your products in the process.
Don’t Confuse Consumers. Jaguar says “Copy nothing,” but what exactly are they inviting people to embrace? A vision? A lifestyle? Without clear storytelling, it’s hard to connect.
Embrace Boldness though Balance It. We appreciate the courage to break the mold; brands need to align innovation with clarity. Otherwise, consumers (and Elon Musk) will ask: “Do you sell cars?”
Tell the Right Story. Consumers need to see themselves in your narrative. Is it about the future—or the experience?
What brands should take away.
This rebrand could work especially that if we’re right, that this is just the first act. Jaguar has a chance to reintroduce itself as a leader in design and technology, blending style with substance. Future campaigns must focus on the driving experience; the roar of the engine (or hum of the EV), the thrill of the road, the feeling behind the wheel.
As branding experts, we applaud the ambition BUT ambition without connection? That’s just noise.
Can Jaguar Leap Again?
