With so much subjectivity around the classic car company's new look and positioning, it's worth looking at this soon-to-be-famous rebrand from a less subjective perspective.
Motivation behind Jaguar's rebrand
Jaguar's latest decision to transition to entirely electric vehicles by 2026 is bold and likely motivated by their position as the weakest performer in the Jaguar Land Rover Group. Owned by Tata Motors for over a decade, JLR currently benefits from Range Rover and Defender generating the most profit for the company.
This high profile rebrand might be the final effort to rejuvenate the classic car brand, yet it shouldn't be perceived as a desperate measure. The change has not only addressed the company's bold move towards cleaner transport, but also demonstrates the ability to shed preconceptions if we have evolved past others' expectations. I personally see this rebrand as an evolution.
What people are saying?
The teaser advert's release has sparked significant criticism and negativity, despite Jaguar's request to "trust and reserve judgment" regarding their rebrand. With figures like Elon Musk commenting on X and journalists claiming that Jaguar has "gone woke," I can't help but smile and tip my hat to Jaguar for sparking such a provoking public conversation. Whether you love or hate the new direction, if you believe there's no such thing as bad publicity, Jaguar has certainly succeeded in capturing a vast audience ahead of their major reveal on 2nd December.
The primary argument from critics seems to be that the 102-year-old classic car manufacturer should not change, even though their recent modern car designs have fallen below favour with buyers over the past fifteen years. While the beauty of the 1960s E-Type or XJ, celebrated as some of the most iconic cars ever, is undisputed, these styles have not been designed or produced in over fifty years.
In the late eighties, the XJ6 became the typical vehicle for middle-class grandads and remained popular among golfing retirees of that era. However, most of them are no longer around, and with baby boomers and Gen Xers choosing smaller, more economical cars, with many leaning towards EVs, it is logical for Jaguar to revamp its design to attract new and evolving markets.
Dissecting the rebrand
The new Jaguar font is modern and dynamic, with characteristics that subliminally convey a brand that is modern, elite, structured and progressive. Using a mixture of upper and lowercase letters signifies a subversive nature but will likely reveal itself to have a deeper meaning than merely aesthetic. The seeming incorporation of refreshed brand values in the ad is designed to generate curiosity about the company's major unveiling, indicating that the absence of actual car images in this ad is entirely deliberate (addressing one of the main critiques of the teaser).
In my view, the use of unique looking models is not particularly important; however, I believe their outfits hold greater significance than whether they appear gender-neutral. The avant-garde clothing is more symbolic of the direction the company intends to lead their customers.
The brand personality
I can't help but notice numerous similarities with Virgin Atlantic's branding - the colors, the brand value definitions, and even the music and performance art. The sleek, futuristic font also brings to mind the upper class and premium economy branding, which suggests to me that Jaguar has shifted from a Sage/Ruler to an Outlaw/Hero brand archetype.
In summary...
As a brand specialist, this is one of the most fascinating rebrands in recent times and has me excited to see what's next - the likelihood is that Jaguar are also shifting their user journey and brand experience as well. The fact of the matter is, we all love classic cars, but they haven't produced a true classic for a very long time, so why not shake things up and go out with a bang - it could be the best thing that ever happened to Jaguar. One thing's for sure, I already admire them far more today than I did two months ago when they were barely on my radar. I'm rooting for you Jaguar, the world loves a rebel even if the conformity police has you believing otherwise.
If you would like to discover more about the psychology of branding and how it can shape the user experience or to work with me direct on your branding, please get in touch.
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