Jaguar new logo
Available: Jaguar
Luxury carmaker Jaguar has defended its rebrand which has attracted criticism on social media this week.
Company, part of Tata Motors-group owned by Jaguar Land Rover, released a new logo that saw it ditch a good “leaper” big cat brand, and put on a promotional video featuring a brightly dressed model – but not a car.
In a release, Jaguar said the media showcases a “dramatic new creative philosophy,” called “Exuberant Modernism,” that will “inspire the vehicles of the future.”
The design generated tens of thousands of responses on social platforms including Facebook, Instagram, X and LinkedIn – and the majority were negative.
Some criticize the removal of the big cat image – which has been featured on cars since the 1950s – the choice of font, and the fact that Jaguar will now be styled. JaGUar for “visual harmony,” according to the company.
Others point out that the content does not feature any vehicles or engines and describes the aesthetic as irrelevant, as the previous campaigns of the classic British brand are rather macho.
“Our brand relaunch for Jaguar is a bold and imaginative reinvention and as expected has attracted attention and debate,” the company said in response to a request for comment.
People react to Jaguar’s new logo
Source: Jaguar & X
“As the proud custodian of an extraordinary point in Jaguar’s history, we have preserved the iconic symbol while taking a dramatic leap forward,” the business said.
“The brand 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 the content agency No Brainer, said that if the goal of the automaker is to attract as much attention as possible, “they will definitely succeed.”
“Everyone has an opinion about this rebrand, whether it’s ‘wokeness’, the lack of cars everywhere that can be seen in the new rebrand video, the bold and beautiful logo change, the loss of the tradition of the brand, but also excitement and intrigue. . . . People are talking about Jaguar, including people outside of their traditional customer base,” he told CNBC.
Jaguar unveils new logo
Available: Jaguar
Success ‘will be in sales’
The ad campaign comes after Jaguar earlier this month halted all new car sales as it prepares to relaunch as an electric-only company in 2026 – part of a wider industry shift that presents many challenges for the carmaker.
Three new electric models are expected from the company in the coming year, including a four-door GT car expected to have a six-figure starting price. It will present a new electric vehicle design concept at Miami Art Week next month as it targets the new ultra-affluent market.
“We have to rebuild our brand and with a different price, so we have to act in a different way. We want to move away from traditional automotive stereotypes,” Jaguar director Rawdon Glover told the Financial Times in an interview published on Friday.
Glover also condemned the “level of hatred and intolerance” expressed by some people who commented on the marketing video and argued that it was “woke.”
A parked car with a Jaguar logo is pictured on Monday, January 25, 2020.
Nurphoto Nurphoto Getty Images
Looking beyond the existing base to a new audience is a risk for Jaguar; but the top end of the luxury market has bigger margins where companies need to sell fewer units to increase profits, auto industry commentator Mark Smyth told CNBC.
No Brainer’s Gary Jenkins notes that Jaguar has struggled with declining sales over the long term and that the electric vehicle market is becoming competitive.
Although Jaguar reported an annual increase of 39% to 13,528 units in the year to April 2024, the figure is down from 81,570 a decade ago.
Jenkins said that the backlash to the rebrand seems expected by Jaguar, and the impact of the campaign will take some time to play out.
“From the social media response, it’s clear that Jaguar’s marketing team is ready … to brand through channels,” he said.
“The detractors will make some loud noises over the next few days and weeks, but the proof of whether this is a success or not will be in sales.”
Jaguar Land Rover posted its eighth straight profitable quarter this month, even as revenue came in flat on an annual basis in the first half of the year.
