The internet is abuzz with confusion regarding Jaguar’s new message, stemming from its groundbreaking rebranding initiative. Unlike past campaigns, the lack of a vehicle in the recent visuals led public relations experts and industry insiders to deem Jaguar’s PR strategy a failure.
The new Jaguar rebranding campaign video showcases eccentric models, with no cars in sight. Image: Jaguar.
Longtime Jaguar enthusiasts have relished the driving experience of various models, particularly the F-Type. Consequently, Jaguar’s rebranding endeavor certainly caught global attention within the luxury car market. People were keen to learn more about the rebranding initiative. The produced visuals were colorful and lively, showing numerous models appearing far too serious given their attire.
The press release did not include any images or teasers of new cars. Jaguar aficionados were certainly looking forward to the debut of the new concept vehicle, which is set to be revealed next month.
The first of Jaguar’s expected trio of ultra-luxury electric vehicles will be showcased at Art Basel in Miami next month. Nevertheless, the initial launch is not scheduled until 2026 — making it a long wait. While the Miami event seems fitting for this rebranding effort, many question whether it is the right venue for introducing a futuristic luxury vehicle. I hope the Jaguar Design Vision Concept proves to be more than just another peculiar work of art.
Jaguar’s new font style. Image: Jaguar.
With a legacy of over a hundred years, Jaguar abruptly decided that its dismal sales figures stemmed from its image. The British car manufacturer completely overhauled its identity, including its ethos, logo, and typeface, to tackle its challenges. It then surprised everyone with an unusual public relations campaign. A graphic design that seems to imitate the font used by Smart in its logo replaced the iconic Jaguar logo, unchanged since 1945.
The rebranding video that initiated the campaign made things even stranger. Traditionally, the Jaguar brand symbolizes elegance and sophistication intertwined with its automotive heritage. However, the video provided a jarring contrast. Perhaps this shock tactic was deemed necessary to rejuvenate the brand’s image, as it has lagged in sales and identity.
One of the striking slogans driving the Jaguar rebranding initiative. Image: Jaguar.
In 2023, Jaguar sold under 67,000 vehicles globally, which is nearly half of its sales during the 2019–2020 fiscal year that included pandemic lockdowns. By creating a revamped brand image aimed at attracting potential buyers, the rebranding effort aims to turn the situation around.
However, this is not Jaguar’s most controversial move. In preparation for the comprehensive brand overhaul, new vehicles were withdrawn from sale over a year ago — with only the anticipated all-electric model to be revealed at Art Basel, which will not be available until 2026. This implies that Jaguar is positioned to maintain its downward trend by forgoing new offerings while banking everything on this new PR initiative to reclaim its market position.
The new Jaguar typeface fails to convey a sense of luxury and instead reflects minimalism. Observers have raised concerns about how the British brand intends to compete with luxury rivals like Mercedes-Benz and BMW.
A model resembling Tilda Swinton raises eyebrows among Jaguar enthusiasts. Image: Jaguar.
The promotional video features a model reminiscent of Tilda Swinton wielding a hammer with the phrase “Break Moulds,” drawing inspiration from the memorable 1984 Apple Macintosh advertisement. Some Jaguar fans noted that casting a conventional brand as creative and daring was a reasonable attempt.
Critics of the rebranding campaign argue that the new logos are questionable, claiming that the campaign sought to establish a new brand identity centered on the principle of “copy nothing” while ironically doing the opposite in a peculiar manner.
Even the new Jaguar logo has been reimagined. Image: Jaguar.
Lulu Cheng Meservey, co-founder of Rostra PR group, highlighted the significant challenge Jaguar faces, noting that sales in the U.S. have plummeted by 70% over the last five years. This situation places the sale of vehicles at the forefront of any rebranding strategy, which should demonstrate Jaguar’s recognition of its issues and the factors behind the decline. Alongside a confusing market position, its new aesthetics are executed with outdated technologies.
Is Jaguar making a potential leap of faith with its new rebranding? Only time will tell. Image: Jaguar.
For a legendary British automotive brand transitioning to full electrification by 2026, it remains to be seen how everything will align when their new electric vehicles launch and whether all visual elements reinforce their new EV design philosophy. The real test will be whether Jaguar fans will place orders or win new followers.
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