Jaguar’s efforts to hunt turned into a fight for survival. In late 2024, Jaguar rebranded so radically that it ditched the car. Literally no vehicles, no logo, just models in neon colors and a slogan: “Copy Nothing.” The internet started a buzz. Soon, people like Elon Musk not only mocked it.
What the Experts Are Saying
Rawdon Glover, Jaguar Managing Director. Glover stood by the campaign, calling it a “bold and imaginative reinvention.” He argued that Jaguar needed to break from “traditional automotive stereotypes” to stay relevant in an electrified future. But he also admitted disappointment at the “vile hatred and intolerance” directed at the models featured in the ad, which garnered over 160 million views on X.
Roger Martin, Strategy Expert. Roger Martin, former Dean of Rotman School of Management, didn’t mince words. He called the campaign “marketing malpractice,” suggesting Jaguar should have launched a new brand for EVs instead of alienating its loyalists.
Our Take
Jaguar’s rebrand was a masterclass in how to alienate your base. They tried to be a luxury disruptor but forgot the product. You can’t sell a car by hiding it. The backlash wasn’t just about aesthetics; it was about abandoning heritage. Jaguar’s identity crisis is a warning: innovation must respect legacy.
3 Action Items for Jaguar
- Bring back the Iconic Cat: Bring back the Jaguar’s symbol by integrating it into the newcomers, making it traditional and modern.
- More Campaigns: Showcase the vehicles in marketing campaigns, movies, TV shows, and in other advertisements. Highlight their performance and electric capabilities, reminding people what Jaguar actually stands for.
- Engage with Loyal Customers: Host events and private gatherings for long-time Jaguar enthusiasts. Integrate their insights into shaping future designs and features.
In conclusion, Jaguar tried to delete the ordinary. Instead, they deleted themselves. Time to reboot.
Written by Lusine Sargsyan
