Jaguar’s Rebrand: Bold Move or Misstep?

(Posted on 05/12/24)

Some may have noticed Jaguar's recent rebrand through their latest advertisement, which has certainly attracted attention—though not all of it has been positive.

However, as the saying goes, any publicity is good publicity—though not always. Still, it has certainly brought attention to Jaguar, which makes sense ahead of their big design reveal set for early December. Jaguar is undergoing a major transformation, with its new identity debuting alongside the launch of updated models in the UK. This rebrand sets the stage for an all-electric future, as Jaguar plans to phase out combustion engines entirely, with three new electric models set to launch in 2026.

The brand is set to reveal its design prototypes at Miami Art Week this December, offering the first glimpse into its highly anticipated electric rebirth. So far, details about future plans have been scarce, making this unveiling a significant milestone in Jaguar's transformation.

As of November 2024, there will be no new Jaguars in production for the first time since 1948. The company has taken this bold step to create space from the mainstream automotive market and reposition itself as a more exclusive luxury EV brand. The goal? To attract a younger and more dynamic demographic of drivers, marking a significant shift in Jaguar's identity and future direction.

Jaguar has introduced a new logo featuring a modern font which is lowercase apart from the G to make the logo look all neat  which now looks like “JaGUar”. T"16 Bar Grid Rast Style: Strike Through." This updated design is reflected across their latest vehicles and refreshed colour palette. At the heart of the rebrand is the "Maker’s Mark," which comprises two key elements: a redesigned version of the iconic Jaguar "Leaper" and a medallion-shaped monogram that shape that combines the letters ‘J’ and ‘R’ within a circular frame.

We know that the iconic Jaguar badge that has appeared over the last two decades is being replaced. The monogram with J AND R is created to bring together the gold and white contrast of the logo. Jaguar says it will build off the primary colours, red, blue, and yellow, again to embody the value of "exuberance."

Jaguar has unveiled a bold new colour palette for its latest model, featuring striking shades of yellow, red, and blue. These daring choices signal a clear shift in direction for the brand, encapsulated in its ethos: “FEARLESS. EXUBERANT. COMPELLING.” True to their motto of “Copy nothing,” Jaguar aims to make a statement with a design as original as it is vibrant. Regardless, it’s clear Jaguar is committed to redefining its image with this bold and unique aesthetic.

We will be seeing three upcoming EV luxury vehicles from them. The first unnamed car is set for production. You can find out more on December 2nd at Miami Art Week. Jaguar is targeting an EP-rated run of up to 430 miles and has the ability to add 200 miles by engaging in just 15 minutes when using a level 3 fast charger. It has also been confirmed that its EVs will be compatible with the new Tesla supercharger, with no need for an adapter.

We’ve definitely seen a lot of negative Jaguar's rebrand, and we can say that the majority of feedback has not been positive about their new ad. The ad doesn’t feature a single car, with many people asking, "Do you even sell cars?" The rebrand has certainly been controversial, especially among the usual demographic that typically buys from Jaguar.

But really, the rebrand boils down to their new monogram, a revamped font, and the slightly tweaked wording of "Jaguar." Oh, and the 30-second video clip they released? Not a single car in sight. Instead, it featured high-fashion models posing in big, bold, couture-inspired outfits, showcasing their new color palette. Jaguar’s new mantra, “Copy nothing” and “Delete ordinary,” was plastered across the screen like it had something to prove.

Jaguar wants a diverse voice of artistic expression in all forms. They are making an effort to steer away from their usual demographic and appeal to a different, broader audience.

As of now, millions have viewed Jaguar's rebranding video, and many are left scratching their heads. Why the need for a rebrand when nothing seemed wrong with the old one? Adding to the confusion, Jaguar has deleted all its previous posts, leaving just the new video. Is the brand erasing its history?

For a company so beloved in the UK and around the world, with a storied history spanning decades, the purpose of this massive and expensive rebrand isn’t immediately clear. However, it may be rooted in financial reality. Jaguar has struggled to maintain profitability and meet sales targets in recent years. In its peak year, 2019, the brand sold just over 610,000 vehicles—far below its ambitious goal of one million. Perhaps this reinvention is their way of hitting the reset button and paving the way for a more successful future.

So, is this a big deal, or are people just overreacting? Some are calling the 102-year-old brand's rebranding "woke," while others see it as just some new colours and a fresh logo. Will this bold move cement Jaguar as a trailblazer, or will it fade into the noise of rebranding history? Who knows—but one thing’s certain: the future of Jaguar is shaping up to be... interesting.