Jaguar’s New Branding is a Hot Mess

How Not to Do a Rebrand

I don’t tend to jump in on trends, but since I have a slightly different take, I thought I’d weigh in.

By now, I assume you’ve seen the new Jaguar spot and have some opinions.

From what I’ve seen, it is universally hated.

My take is slightly different.

I think had they paired this creative with a new car launch that was bold and revolutionary, then it perhaps would have went over better. On it’s own, it seems like some agency talked them into changing their branding for the sake of it.

But, just to give them the benefit of the doubt, we’re looking at a snapshot, and we may want to reserve judgement until we see more. Perhaps this will make more sense once we see the full vision unfold.

Apple’s famous 1984 campaign was totally out there in terms of what you might expect from a computer company, which was the point of the spot.

So perhaps similarly, this too is challenging those traditional molds.

What it has going for it: It’s bold, it’s futuristic, it’s artsy, it’s different, it has people looking at them and talking about them. If the next thing we see is a homerun in terms of fleet design, then it completely changes the narrative of the brand.

So, I will reserve my judgement until I see more.

Lastly, I will say that I’m not so sacred about protecting a brand identity that is on the decline. Who even buys Jaguars?? They are fading away into the abyss to be another forgotten brand. The only choice they had was to disrupt and swing for the fences.

What should Jaguar have done differently?

It’s clear that Jaguar had a problem (more than one).

👉 They had renowned quality issues.

👉 They had an aging consumer base, many of whom were not buying new vehicles.

👉 Declining sales (reiterating point 2).

So, if you don’t have enough new customers to replace your existing or old customers, then that’s a problem.

Their solution – radical rebrand.

While it’s still way too early to judge, what I don’t see anyone talking about is what they should have done.

💡 (granted this statement implies what they have done was bad – but from what I can tell, it is universally hated. So let’s start there.)

What’s more important – brand or product?

I would say product.

While brand is hugely important, it comes second to product.

No amount of branding can save a underperforming product or bad design.

First, the design and quality must be top priority.

You can sell a thing based on quality, reputation, and design alone without any branding effort.

So here are the steps I would take:

1.     Create a new fleet that aligns with the needs and design aesthetic of a luxury consumer. Think Lamborghini and their wildly popular SUV, think Tesla with their jaw dropping and bold Cybertruck. Tease this for months prior to release. I’m talking images, leaks, speculation, cheeky spots… but SHOW at least some of the car. I’m happy with being disruptive or edgy, but it needs to be done right.

2.     Ensure this fleet has all the latest gadgets, tech, and comfort that a luxury consumer would come to expect.

3.     Ensure that the fleet is the highest in safety, performance, reliability… Jaguars are known to be problematic (same with Land Rover – fix that immediately!).

4.     Sure, modernize the logo, if you must, to signify a change and new direction. But pay homage to the existing logo.

5.     Have the CEO make a statement – think Steve Jobs or Elon on stage introducing new products. He must admit failure and a promise to be better. Humility and ambition are keep here. We have to get exited and align with this new vision. The crowd must go wild. Hype is good!

6.     Time your release with the biggest car event (pick one).

7.     Create an entire campaign with billboards, ads, endorsements, product placement… that show your new buyer (the business professional / luxury consumer).

8.     Continue to sponsor events where those buyers have their attention. Think Rolex and Formula 1. Think Mercedes and football.

9.     Put your fleet into the hands of influencers in the space, do performance test, do new storytelling campaigns – e.g. call the segment, “3,000 miles with Simu Lui,” as he drives across the country in your vehicle. These campaigns must be with a younger, relevant crowd. Think Travis Scott Nike. Must be diverse!

10. Partner with a luxury watch brand and offer an exclusive collab time piece with the purchase of a new vehicle.

Folks, we can turn this ship around without completely tearing it down.

This is the gamble 𝐉𝐚𝐠𝐮𝐚𝐫 took – Can we trade in old customers for new customers?

Any existing owner of Jaguar who no longer connects with this new direction (whatever that may be), will likely want to ditch their car as soon as possible.

Therefore, the flood of used Jaguars to hit the market will soon sky rocket.

Jaguar may no longer represent them and their values. Those old customers are dead to Jaguar now, chopped liver.

Out with the old, in with the new.

That means Jaguar took a massive bet that this new buyer, whoever that may be, will:

a.) connect with the brand;
b.) desire the brand over any alternative;
c.) buy the brand

… and do so quickly before Jaguar runs out of money.

I’ve always maintained that it is way too early to judge, but what a massive swing that was.

Let’s see how this all plays out. 🍿