British classic car brand Jaguar has drawn the ire of many on social media this week as it prepares to restart with an all-electric model in 2026. Jaguar, which is part of Tata Motors subsidiary Jaguar Land Rover, said the redesign was a “dramatic leap forward while retaining its iconic symbol”. Gary Jenkins, managing director of content agency Nobrainer, said if the automaker’s intention was to get as much attention as possible, “they definitely succeeded.”
Luxury car maker Jaguar this week defended its rebranding, which drew widespread criticism on social media.
The company, which is part of the Tata Motors group Jaguar Land Rover, has unveiled a new logo that ditches the iconic ‘Reaper’ big cat branding and a promotional video featuring models in bright dresses. It was released to the public, but the car did not appear.
In a release, Jaguar said the media introduced its “dramatic new creative philosophy” dubbed “exuberant modernism” that will “inspire the cars of the future”.
The design generated tens of thousands of reactions on social platforms such as Facebook, Instagram, X, and LinkedIn, the majority of which were negative.
The company says it criticizes the removal of the big cat image that has been featured on the car since the 1950s, the choice of font, and the fact that Jaguar’s styling will become JaGUar for “visual harmony”. There were also people there.
Others took aim at the fact that the content featured no vehicles or machinery, calling the aesthetic outdated given the classic British brand’s somewhat macho previous campaigns.
“The relaunch of the Jaguar brand is a bold and imaginative reinvention that has predictably attracted attention and discussion,” the company said in response to a request for comment.
People react to Jaguar’s new logo
“As proud stewards of such a remarkable period in Jaguar’s history, we have taken dramatic leaps forward while preserving an iconic symbol,” the company said.
“This brand announcement is just the first step in this exciting new era, and we look forward to sharing more about Jaguar’s transformation in the coming days and weeks.”
Gary Jenkins, managing director of content agency Nobrainer, said if the automaker’s intention was to get as much attention as possible, “they definitely succeeded.”
“Everyone has an opinion about this rebrand, whether it’s an ‘awakening’, the fact that the car is nowhere to be seen in the new rebrand video, the bold and iconic logo change, or the loss of brand tradition. “It’s not just the excitement, the intrigue… People are talking about Jaguar, including people outside of the traditional customer base,” he told CNBC.
Jaguar unveils new logo
Success is “expressed in sales”
The advertising campaign comes after Jaguar halted all new car sales earlier this month as it prepares to restart as an electric-only company in 2026. It is part of a broader industry shift that is posing many challenges to the industry.
The company will launch three new electric models over the next few years, including a four-door GT car with an expected six-figure starting price. A new electric car design concept will be unveiled at Miami Art Week next month, targeting a new ultra-wealthy market.
“We need to re-establish the brand, we need to do things differently at a completely different price point,” Jaguar managing director Rawdon Glover said in an interview with the Financial Times published on Friday. “We wanted to break away from the traditional stereotypes of automobiles.”
Glover also condemned the “vile level of hatred and intolerance” expressed by some people who commented on the marketing video, denying that he was “woke.”
A parked car featuring the existing Jaguar logo, photographed on Monday, January 25, 202.
For Jaguar, looking beyond its existing base to new customers is a risk. But auto industry commentator Mark Smith told CNBC that profit margins are high in the ultra-luxury corner of the luxury market, and the company needs to sell fewer cars to increase profitability.
No Brainer’s Mr Jenkins said Jaguar was already facing a long-term decline in sales and pointed out that the electric car market was highly competitive.
Despite Jaguar reporting a 39% annual increase in sales to 13,528 cars in the year to April 2024, that figure is down from 81,570 ten years ago. are.
Mr Jenkins said Jaguar had expected the backlash to the rebranding and said it would take some time for the campaign to have an impact.
“It’s clear from the social media reaction alone that Jaguar’s marketing team was prepared for this. , we see a response from Jaguar’s followers who are intrigued, excited and furious, “reinforcing the brand across channels,” he said.
“Detractors will be abuzz over the coming days and weeks, but the proof of whether this will be a success will be in sales.”
Jaguar Land Rover achieved its eighth consecutive quarter of profit this month, despite sales being flat on an annual basis in the first half of the year.
