Things I love: Fashion, Fast cars.
Things I hate: Jaguar’s latest rebranding effort.
The iconic British automaker has abandoned its growling cat logo in favor of a minimalist design that spells “JaGUar” in a mix of uppercase and lowercase letters. Their new commercial, “Copy Nothing,” is full of vibrant colors and aspirational slogans like “create exuberant” and “live vivid.” But here’s the catch – there isn’t a single car in the ad.
Yes, you read that right. A car company decided not to show cars in its commercial. Instead, it’s all about lifestyle imagery, diverse models, and a vague sense of modernity. To me, it feels like a marketing strategy that’s lost its way – prioritizing buzzwords over the brand’s legacy of engineering excellence and sexy cars.
Why Does This Matter?
Jaguar’s sales tell an important story. In the last fiscal year, Jaguar sold only 64,241 cars globally – a modest 4.2% increase. Their best-selling model, the F-Pace, accounted for 21,943 of those units. Meanwhile, their U.S. sales continue to slide, with models like the F-Type seeing a 47% drop year-over-year.
These numbers aren’t just statistics – they highlight a brand struggling to stay relevant. And now, instead of doubling down on what makes Jaguar special, the company is chasing a “cool factor” that feels disconnected from its core audience.
A Lost Legacy?
When I think of Jaguar, I think of timeless elegance and roaring power. The XJ, the E-Type, even the F-Type – they were bold and unapologetically Jaguar. This rebrand? It feels like a watered-down attempt to fit in rather than stand out. And that commercial? It might as well be for a generic fashion label.
Look, I get it. Brands need to evolve, especially in an era of electric vehicles and changing consumer expectations. I think their decision to stop production while they prepared for an EV only relaunch was smart. But evolution doesn’t mean abandoning your identity. Jaguar’s slogan is “Copy Nothing,” but ironically, this rebrand feels like it’s copying every other brand trying to be trendy.
What’s Next?
If Jaguar wants to reclaim its place as an automotive icon, it needs to focus on its cars – not just its image. Build the vehicles that make people’s hearts race. Remind us why we fell in love with the brand in the first place. Until then, it’s hard to see how this new direction will lead to the kind of success Jaguar desperately needs.
Wanting a rebrand that seizes every opportunity? Work with us!
