Jaguar
An image of Jaguar's new advert shared on social media.
Jaguar has urged people to “trust and reserve judgement” over the carmaker’s rebranding.
The company, which is embarking on the biggest change in its 102-year history, this week released a new logo and a “social media teaser”, ahead of its relaunch as an exclusively electric brand in early December.
The teaser video faced backlash, with many critics pointing out the fact that it does not feature a real car. Others praised the company for its boldness and for shaking things up.
Regardless, the rebranding caught people's attention and Jaguar has since admitted that it not only expected such a debate, but wanted it.
In the 1960s, Jaguar launched the E-Type and the XJ, which became some of the most iconic cars of all time.
Now the company is attempting to do the same by unveiling its new “design vision” in Miami next month.
Teasing online viewing, the 30-second ad features models dressed in extravagant, brightly colored outfits that reveal the company's new logo written JaGUar.
No cars, no suave men in suits, no felines.
“Do you sell cars?” was the response on X from owner Elon Musk, who is also the boss of the electric car company Tesla.
“Surely this is a joke?” added one user, while another suggested the move would “cost jobs and cause real damage.” Some people said, “Go wake up, go bankrupt.”
Jaguar/PA
Specsavers, known for its humor on social media, created a mock-up of its own logo in response, which appeared to have been created on Microsoft Paint.
While supermarket Aldi responded to Jaguar's 'Copy Nothing' slogan by saying: 'You look like our legal team.'
Amid the anger and sarcasm, Jaguar doubled down on its decision, responding to some messages with phrases such as “To live is to evolve.”
“We had to break the rules and do something that would get us over the top,” a spokesperson told the BBC, suggesting it was all part of the plan.
As former Formula One driver turned broadcaster Martin Brundle says: “I have no idea what it is, but it’s genius.
“Everyone is talking about Jaguar at a time when they’re not actually making cars.”
“Maybe Jaguar wanted this answer”
Lee Rolston is growth director at global brand agency Jones Knowles Ritchie and has worked on the rebranding of household names such as Burger King and the RSPCA.
He was also part of the idea to ditch Dunkin' donuts and move “on a first-name basis with America,” given that it was also one of the biggest coffee sellers in the country.
He says brand changes usually happen when a company wants to “change” its business strategy, which is what Jaguar is doing in its transition to electric-only cars.
In an “ideal world,” rebranding generates buzz and a positive reaction, Rolston adds, but achieving that requires “making sure people understand the context.”
“Never just throw out a logo: when people see a logo, they tend to react to it subjectively. It’s always good to show as much as possible,” he explains.
“Unless you want that answer. Maybe Jaguar really wanted that kind of answer,” Mr. Rolston mused.
Getty Images
The E-Type is a classic Jaguar sports car
Due to Jaguar's rebranding strategy of teasing and disseminating information about its plans, a void was created, and this was “filled by opinion”, Mr Rolston said.
“They took a very brave route – it’s a route that very, very few brands ever take because it’s very risky, but time will tell.”
It's nothing new to not include a product in an advert or to raise eyebrows – Phil Collins' drum-beating gorilla featured no Cadbury's chocolate, for example.
Keith Wells, founder and director of branding firm Brandwell, points to Apple's 1997 “Think Different” ad, which, rather than showcasing its computers, featured Albert Einstein and Mahatma Gandhi.
However, Mr. Wells has first-hand experience with the backlash that comes with rebranding. Do you remember Consignia? (Readers under 40 can be forgiven otherwise).
In 2001, he headed the consultancy firm Dragon Brands, which proposed the new company name for the Post Office group. The aim was to create a new, modern umbrella brand for the restructured organisation, which included not only the Post Office, but also Royal Mail and Parcelforce.
But the creation of Consignia sparked a public backlash, largely due to a misinterpretation of the rebranding.
Jaguar
The ad's description on YouTube reads: “We're here to cut out the ordinary. To make it bold. To copy nothing.”
Some people thought that the Post Office branches would be renamed Consignia, which was not the case.
Nonetheless, negativity and the creation of a new management team ultimately led to Consignia being canned and renamed Royal Mail plc 16 months later.
Although Jaguar is not changing its name, Mr Wells says the brand has taken a “huge, bold step” and that people should give “respect and time” to see how things play out.
Mr Rolston said “brand logic” suggests companies “rely on” their current perception with the public, but Jaguar appears to have avoided this.
“Everything they've produced so far doesn't look like a Jaguar. The question is: if it's not a Jaguar like you knew it, what is it?”
Jaguar says its rebranding can be attributed to the words of its founder, Sir William Lyons, that “A Jaguar should not be a copy of anything.”
“Something has to change”
But it's clear, as Erin Baker, AutoTrafer's editorial director, says that the automaker is trying to shed the “wise guy” image, that its cars are for older white men, who may frequent golf clubs, or wear ties and smoke. cigars.
“Sales have been stagnant for years,” she said. “Something has to fundamentally change with the brand.”
But Ms. Baker is a fan of rebranding advertising. “I think it really has to spark emotion, spark curiosity, get people asking questions,” she says.
Jaguar has been the weakest link in the Jaguar Land Rover (JLR) group owned by Tata Motors for almost a decade, with the Range Rover and Defender driving the company's highest profits.
Ms Baker believes Jaguar's radical rebranding is a last-ditch attempt to revive it. But what happens if it doesn't pay off?
“I'm not sure what else they can do,” Ms. Baker adds. “Going all-electric in 2026 is a very risky move, when sales of electric cars around the world are largely stalled among private buyers.
“But the truth is…no one knows if it’s going to be successful or not.”
All agree that Jaguar probably won't mind the current noise. Jaguar responded to some criticism by saying “soon you will see things our way”. Only time will tell.
