Summary
- Jaguar is scrapping its lineup and rebranding as a luxury EV maker, unveiling three new models by 2030, with the first concept debuting on December 2, 2024.
- The campaign, featuring a revamped logo and edgy slogans like “Copy Nothing,” has divided opinions, with some praising its boldness and others seeing it as a desperate survival attempt.
- Jaguar’s past missteps, like the XJ220’s compromises and the I-Pace’s reliability issues, highlight its difficulty in balancing its iconic history with innovation.
- Entering a crowded market dominated by Tesla, Lucid, and established luxury brands, Jaguar faces tough odds, especially amid declining EV sales in 2024.
- While Land Rover’s Defender revamp shows rebranding potential, missteps like Jeep’s Gladiator decline serve as cautionary tales for Jaguar’s high-stakes gamble.
2024 will go down in history as a pivotal year for the automotive industry. From the bankruptcy of EV startups like Fisker and WM Motor, which left customers without support for their cars, to the introduction of EV sub-brands tailored to specific markets like AUDI or big brands backpedaling their EV plans for 2030 amidst declining sales, this year has had a little bit of everything. In a similar vein, the most recent development to wrap up this year’s turmoil is the controversial EV reboot/rebranding of the historic and very British Jaguar, or rather JaGUar, which is how the company now spells its name as part of this dramatic departure.
In case you haven’t followed automotive news lately Jaguar is reinventing itself as a luxury EV brand. It’s scrapping its current lineup and launching three new electric models by 2030. The first, a sleek sedan, will be previewed as a concept on December 2nd. This radical shift aims to position Jaguar above its previous offerings, competing with brands like Porsche and Bentley, and includes a polarizing new brand identity that has gone viral, but will it be enough to help Jaguar survive or has it doomed the company’s fate?
Deciphering Jaguar’s Brand Makeover
In the past, the automotive world revered British carmakers for their respect for tradition. Iconic models evolved with only minor changes, becoming timeless nameplates. Craftsmanship in materials like wood and leather was meticulous, while engines were built to endure decades. Yet, times change, and so do interpretations of tradition. Jaguar, once synonymous with classic luxury, is now attempting a bold transformation.
On November 20th, Jaguar unveiled a promotional video showcasing its revamped logo on its X account, accompanied by the tagline “Copy Nothing.” The advertisement featured androgynous models dressed in bold, vibrant outfits, including a man wearing a dress, alongside additional phrases like “create exuberant,” “live vivid,” “delete ordinary,” and “break moulds.” Instead of making hasty judgments about Jaguar’s EV reboot, such as accusing them of being “too woke” or the “Bud Light 2.0,” we must look at the bigger picture, as Jaguar’s new approach is a reflection of a car company and, dare we say it, an entire industry with an identity crisis.
A Genius Move or Shot in the Foot?
No other carmaker has attempted such a dramatic rebranding as Jaguar’s. The British automaker’s latest campaign featuring a redesigned logo and the aforementioned slogans alongside models in avant-garde fashion—without showing a single car—has sparked controversy. Some hail it as daring, while others label it “disastrous,” accusing the brand of focusing more on diversity than on vehicles, in other words, image over substance. We think this seems less like innovation and more like a company’s “Hail Mary pass” to strive for survival.
Gabor Schreier, chief creative officer at Saffron Brand Consultants, calls it a desperate move. “All these established carmakers are in panic mode,” Schreier said. “They’re trying to hide it, but they are in terrible panic mode and running into a sort of schizophrenia where they don’t know if they belong to the old combustion world, or to the new EV world.”
In our books, this rebranding campaign is a prime example of a company employing the phrase “any publicity is good publicity.” Jaguar is gambling on a reinvention to stay relevant in an EV-dominated world, although EV sales in 2024 are in a slump. However, it may be premature to make hasty judgments. Jaguar’s first EV debuts December 2, and it’s the cars—not the campaign—that will define its future.
Successes and Missteps in Shifting Target Customers
As previously mentioned, while we can’t think of a comparable example of a car brand making such an aggressive pivot and starting over, there are instances where brands have successfully shifted their target customer base. Some brands have successfully shifted their target customer base; interestingly, one of the JLR groups, Land Rover, did so with the redesign of the Defender in late 2019. The person responsible for this revamp was none other than Jaguar’s Chief Creative Director, Gerry McGovern, who is also behind the controversial rebranding we’re discussing today.
Many brand purists expressed dissatisfaction and outright hatred upon the unveiling of the all-new Land Rover Defender for the 2020 model year. They argued that the Defender was meant to be a farm and military vehicle and not a sophisticated and luxurious SUV. However, time proved Land Rover and McGovern right as the Defender apart from having healthy sales figures, has converted many detractors thanks to its excellent performance and because, let’s face it, it looks fantastic.
A Guide to Ruin a Successful Brand
On the other hand, an example of a failed shift is Jeep. In 2018, the Jeep Gladiator was launched, full of promise and representing the first time the brand had offered a pickup truck in 25 years. Its initial sales were impressive, recording the highest sales in 2020 amidst a pandemic that brought the world to a standstill but that didn’t last long. In 2021, after the PSA Group bought Fiat Chrysler to form Stellantis, the focus was on cash cows, shocking Jeep fans as the prices started going up. Sales of Gladiator have dropped drastically in line with wider market trends affecting Jeep, with U.S. sales for this particular car brand now standing 36% lower than before COVID-19.
Stellantis’ average U.S. vehicle price reached $55,000 in Q3 2023, the industry’s second highest, outpacing its typical buyers’ budgets. This imbalance and poor product management have led to losses of existing and potential customers and strained ties with dealers, personnel, and end consumers. Stellantis faces mounting backlash, including layoffs, labor unrest, and public criticism, reflecting deeper issues across its brands as it grapples with changing market demands and internal missteps.
Jaguar’s EV Gamble: Will Reinvention Lead to Revival or Ruin?
Jaguar’s electric reboot aims to rescue the brand from the brink, but history casts a shadow of doubt. Once an automotive trailblazer from the 1940s to the 1960s with iconic models like the SS100, XK120, and E-Type, Jaguar’s attempts to reclaim its former glory have repeatedly fallen short. Missteps such as the XJ220, which ditched its promised V12 and all-wheel drive for a twin-turbo V6 and rear-wheel drive, and the uninspiring S-Type, plagued by its shared DNA with the Lincoln LS, alienated fans. Even the conservative design of the X350 XJ left the brand struggling to attract both loyalists and new buyers.
The I-Pace, Jaguar’s electric crossover, initially looked like a breakthrough but was soon marred by reliability issues, eroding consumer confidence and losing momentum. Now, Jaguar is betting it all on a fully electric lineup—a high-stakes move in a luxury EV market at a time where demand for EVs has eased off and is crowded with formidable players. Brands like Tesla, Rivian, and Lucid set benchmarks, with the Lucid Air Grand Touring epitomizing luxury and innovation. Meanwhile, BMW, Mercedes-Benz, Porsche, Genesis, Cadillac, and Rolls-Royce have firmly established themselves in the premium EV space, leaving little room for Jaguar to maneuver.
With rivals like Aston Martin and Ferrari also struggling to find their footing in the EV segment, Jaguar’s gamble feels more like a desperate roll of the dice than a calculated revival. Whether the new electric vision sparks a renaissance or cements the brand’s decline remains to be seen, but our crystal ball says Jaguar’s days are numbered.
