“It’s all over for them.” “Are they for real?” “Bold Move!”.  These are some of the mixed set of reactions and discussions from around the globe about the Jaguar rebranding. People are unsettled and browsing the internet for the past few days after they announced their bold move to go completely electric. 

“Leap Forward. Copy Nothing.” an ethos put forward by its founder, Sir William Lyon is used widely for their rebranding campaigns. Let’s get deep and understand the issue.

Timeline

Jaguar announced their rebranding rather confusing the audience through a video posted on  19th of November 2024, Tuesday. People at first thought that this was kind of fuzzy and wasn’t sure about whether it was true. Later on, news started spreading and the internet got crazy with this rebranding.

This bold move was an outcome of their vision to manufacture only EV or electric cars from now on as part stepping into the future highlighting luxury and affordability at the same time.  

Reactions Around the World

People around the world are still in shock with the bold move. They are struggling to face the reality that Jaguar, who are one of the major luxury car brands, one who builds classy and bold looking cars inspired from the Jaguar, the animal. People around the globe believe that Jaguar had a certain brand identity and class with their bold logo and Jaguar emblem. People felt that they went so pathetic with the new brand logo which was low-key, modest and simple with colors of many kinds but mostly pink. 

Discussions even came to a stage where people thought Jaguar was starting some kind of clothing brand or perfume segments. Their 30 second video for the rebranding also stirred various reactions around the internet which people referred to as “didn’t make any sense”.  

Jaguar Rebranding – The Marketer Perspective

Jaguar rebranding can be considered as a bold and risky marketing technique to communicate to the people about their vision to be a manufacturer of Electric vehicles from now on. This could be a great marketing trick as it creates awareness about their new decision. Another aspect from the branding perspective is that the new logo feels less luxurious and portrays something cheap or affordable.  This might have caused an adverse effect for the brand identity. 

The new logo very well gives the idea of something sustainable and definitely electric. As multiple new elective vehicles brands in the market have simple logos which shows it is eclectic, Jaguar might have thought of the same idea and given it a go. As electric cars are calm and simple, Jaguar might have thought that a rebranding was inevitable. The proud Jaguar logo would have less meaning while placed on an electric car. 

As we have seen in the past, there were many brands who rebranded their product and succeeded and failed at the same time. It is yet not the time to say Jaguar rebranding can’t be considered as a foolish one. At the end of the day it is for the brands to decide and people to judge. We can’t also push the possibility of a PR stunt at this time. But the possibilities are low. Lets see what the future unfolds.

Wrapping Up

Jaguar rebranding can be considered as one of the toughest decisions the management of Jaguar might have taken after a long span. This decision shows how the vision of a brand for its future initiative affects the rapport the brand had earlier. It’s important to channel our branding to our identity and business. It is what creates a face for the brand. Losing it would have its consequences. Let’s hope Jaguar gets the best out of this rebranding.

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