The luxury car brand Jaguar has embarked on an ultra-modern, electric-only rebrand that has left many scratching their heads. With a century-long history of conveying style and class, the new look featuring an updated logo, electric cars, and a puzzling advert has raised concerns among commentators and car aficionados. This rebrand has not only changed the brand's name to "JaGUar" but also released a bright and bold advertising campaign that features eight models in colourful ensembles strutting through an outer-space-like landscape. New slogans like "Create exuberant", "Live vivid", "Delete ordinary", and "Break moulds" flash over their expressions. However, this radical transformation has not been without its critics. Jaguar's Rebrand - A Leap into the Unknown
Reasons for the Unconvincing Rebrand
Jaguar's decision to stop selling older petrol-fuelled models in anticipation of its all-electric line-up has created a significant break. This "firebreak" between old and new has put everything on the line, as stated by Car Dealer's James Baggott. The brand has taken a bold step by reinventing itself, but it has left industry insiders and enthusiasts puzzled. As Alexander Larman in The Spectator pointed out, the luxury car brand has always been known for its innate sense of style and class. Now, with the new rebrand, there are doubts about whether it can maintain its hard-won reputation.The updated logo, dubbed the "growler", is being replaced by an understated, brass-embossed design. At the 20 remaining UK dealers, visitors will find artwork and high-end food and drink, along with the first of a handful of "curated brand stores". These changes have sparked discussions about the future of the Jaguar brand.Criticisms from Industry Experts
Gordon Young on The Drum emphasized the high stakes when a legacy brand like Jaguar decides to reinvent itself. Instead of sticking to its reputation of British luxury and timeless elegance, Jaguar has taken a radical path that has left many confused. Car Dealer's James Baggott described this week's event as "like a hallucinogenic sci-fi movie where the presenters were only allowed to speak in marketing babble".Critics like Larman in The Spectator still have their doubts. While they acknowledge that the brand may need a reinvention, they believe that the current brash and misguided rebrand feels disrespectful and crass. The viral advert, with its avant-garde models and slogans, has divided opinions.Response from Tesla CEO Elon Musk
Tesla CEO Elon Musk's response to Jaguar's rebrand was notable. When asked "Do you sell cars?" in a reply to Jaguar's post on X, it showed the confusion and skepticism surrounding the brand's new direction. The car company responded by inviting Musk for "a cuppa in Miami" at the official launch of its "design concept" in early December, adding another layer of intrigue to the rebrand story.In conclusion, Jaguar's rebrand is a complex and controversial topic that has sparked intense discussions among industry experts and car enthusiasts. While the brand aims to embrace modernism and electric vehicles, it must navigate the challenges of maintaining its heritage and reputation in the process. Only time will tell if this radical rebrand will pay off for Jaguar.
