Jaguar’s rebranding causes a global stir
Jaguar’s PR efforts were deemed a failure by industry veterans and PR heavyweights because the new images did not feature a car. The absence of cars in the new campaign images has led industry veterans and PR experts to dismiss Jaguar’s PR as a failure. Image: Jaguar.
Fans who have been following Jaguar for many years have had the pleasure of driving a few cars. The F-Type is one that stands out. Jaguar’s new branding exercise in the luxury segment has certainly made a splash. The rebranding intrigued people. The press pack didn’t include any teasers or new images of the car. Jaguar fans are eagerly awaiting the unveiling of Jaguar Concept Car, due to take place next month. The first launch of Jaguar’s ultra-luxury EVs is expected to happen in 2026, so it won’t be happening anytime soon. Many wonder whether the Miami event is the best place to reveal a future high-end car. I hope that the Jaguar Design Vision Concept will be more than just a strange piece of artwork.
Jaguar’s new typeface. Image: Jaguar.
After a long history, Jaguar concluded that its poor sales were due to the image of the brand. To address the issue, Jaguar threw away everything including its logo, ethos and typeface. Then, it surprised everyone with a bizarre public relations campaign. The Jaguar logo has been around since 1945. A graphic package, which appears to mimic fonts from Smart’s emblem, replaced it. The Jaguar brand is associated with elegance and sophistication, tempered by its automotive heritage. The video was shocking. The Jaguar brand has been struggling in terms of sales and identity. It was probably necessary to rebrand the Jaguar brand. Image: Jaguar.
In the fiscal year 2019-2020, Jaguar sold nearly half the number of vehicles it did in the previous fiscal year. This included the pandemic locking ups. The rebranding effort aims to change the situation by presenting a brand image that is more appealing to auto buyers. This is not Jaguar’s biggest controversy. New cars were removed from sale more than a month ago to prepare for the brand revamp. Only the new, all-electric vehicle that will be revealed at Art Basel and go on sale only in 2026 is left. Jaguar will not introduce newness to the brand, and instead focus on the PR campaign to gain market leadership. The new Jaguar font does not portray luxury, but rather minimalism. The British marque was questioned about how it would compete with Mercedes-Benz and BMW in the luxury segment. Image: Jaguar.
Some Jaguar fans said portraying a stale company as imaginative and bold was a reasonable effort. Some Jaguar fans said portraying a stale company as imaginative and bold was a reasonable effort.
Naysayers of the rebranding campaign say the new logos are questionable. The campaign was allegedly based on the motto “copy nothing”, but did the opposite. Image: Jaguar.
Lulu Meservey, co-founder Rostra PR Group, made it clear that Jaguar is facing a difficult situation by pointing out the 70% drop in sales over the past five years. This puts the sale and marketing of cars at the forefront of any rebranding campaigns, which should have highlighted demonstrating that Jaguar understood the issues behind the downturn. The new design is realised using antiquated technology, in addition to the confusing market positioning. Is Jaguar taking a risk with its new branding? You decide. Image: Jaguar.
The proof will be in the pudding if Jaguar fans place orders or convert. The proof will be in the pudding, if Jaguar enthusiasts place orders or convert.
