Reinvent yourself or Die? What is Jaguar planning with its new rebranding?
We live in a world that never stops evolving—new technologies, the rise of social media, growing concerns about our environment and society…
All these changes force companies to adapt to new trends and consumer preferences if they want to survive. This raises the question: reinvent yourself or die?
Rebranding: The Answer for Big Companies
We all know a brand that has recently changed its image or slogan. These actions are examples of this marketing strategy, but what exactly is rebranding?
Rebranding refers to one of the boldest and riskiest marketing strategies a brand can undertake. The company decides to change its identifying elements (image, culture, purpose) either partially or entirely to connect with a new audience, explore emerging markets, or reflect a shift in the organization’s philosophy.
Once the decision is made to evolve into a new image, the next step is to wait for the market—and your audience in particular—to “accept” this evolution as progress toward the future and new consumption patterns. But what if they don’t?
Jaguar: Necessary Rebranding or Loss of Identity?
The iconic British luxury brand has decided to adapt to modern times, unveiling a more minimalist and futuristic logo paired with a rebranding campaign that has left no one indifferent
Social media quickly spotlighted this new marketing strategy, prompting the question: Is this an essential evolution, or a step that erases Jaguar’s essence? Below, you can see how the logo and advertisements have changed:
The Roar of Change
Jaguar’s visual identity redesign is part of its strategy to position itself among leaders in electric vehicles by 2025. The brand aims to ride the wave of sustainability and modernity dominating the sector. Its new slogan, “Copy nothing,” is a statement of intent about the direction Jaguar wants to take with this strategy.
The problem arises when most users feel the brand has lost its wild and sophisticated essence, becoming something generic and lacking personality. When comparing classic Jaguar ads with the current ones, the shift is striking. Past campaigns stood out for their focus on elegance, exclusivity, and sophistication, using dark tones, metallic textures, and an aura of power that evoked the wild nature of the iconic jaguar. In contrast, the new style opts for vibrant colors, abstract settings, and messages exploring modernity from a more emotional and creative perspective.
The new slogan breaks with the tradition of associating Jaguar solely with luxury and performance, introducing a message of freshness and emotional connection with a younger audience. However, this approach also poses a challenge: Is Jaguar straying too far from its classic identity by adopting an approach that feels generic within contemporary design trends?
A Typeface that Divides Opinions
One of the most debated elements of the rebranding has been the logo’s typography. The new choice, with rounded and minimalist shapes, aims to align with digital trends. But for many, this design lacks strength and presence, diluting the perception of power and exclusivity Jaguar had built over the years.
The previous logo exuded dynamism and aggressiveness through its angular lines and the iconic leaping jaguar. In contrast, the new design, while clean, seems to lose the distinctive character that made the brand stand out in a highly competitive market.
The New Standard
Jaguar isn’t the first car brand to embrace minimalism. KIA and BMW have also redesigned their logos to suit the digital age, but neither took such a bold step as to alter the values defining them for over 100 years.
The brand claims “exuberant modernism,” but loyal enthusiasts struggle to understand it. Yet, in a saturated and ever-evolving market, how do you attract a new generation of consumers?
Social Media Speaks
Social media is buzzing with divided opinions. While some praise the change as a brilliant strategy (after all, “there’s no such thing as bad publicity”), others disagree entirely. Elon Musk, for instance, responded to Jaguar’s ad on X with the comment: “Do they sell cars?”—a post that garnered over 180,000 likes, leaving no doubt about his opinion on Jaguar’s new universe.
Jaguar’s rebranding is a bold statement, betting on modernism and sustainability in this new era. However, the brand will need to work hard to maintain its connection with loyal customers who saw it as a symbol of power.
Only time will tell whether this move will result in exponential growth for the brand or lead to a decline from which it cannot recover.
Do You Need a New Image for Your Business?
If you run a business and feel it’s time to breathe new life into it, we can help with rebranding. From creating your logo, color palette, typography, photographic style, and communication tone to all the elements needed to connect your brand with your target audience
Starting from scratch and don’t know how to project the perfect image for your business? We can help with that too! Fill out the form on our website, and we’ll get in touch as soon as possible to start building your brand identity together.
