Rebrands tend to spark debate, but few have ignited as much chatter as Jaguar's recent transformation announcement. My LinkedIn feed exploded with hot takes, from admiration to outright disdain (mostly the latter). Everyone—from industry insiders to those who've likely never sat in a Jaguar or even seen one in the wild (the cars, not the cats)—had something to say.
Many cried sacrilege. Others accused the brand of pandering to modern trends. And, of course, there were the conspiracy theorists convinced we're all being punked.
But let's set aside the noise and dig into what's really happening here. Is this rebrand risky? Absolutely. Could it work? Maybe. Who cares? Apparently, a bunch of people.
Rebrand vs. Redesign vs. Repositioning: Setting the Stage
Before we dive into Jaguar's move, it's worth clarifying a few basics. A rebrand isn't just about slapping a new logo on old products or changing the font on your website. A rebrand is a full-scale effort to shift how a company or product is perceived by its audience. It often touches everything—logo, messaging, pricing, target markets, and even the core business strategy.
A redesign, by contrast, is cosmetic. It updates the visual identity—logos, colour schemes, typography—while leaving the brand's positioning intact. Meanwhile, repositioning focuses on adjusting a brand's place in the market—who it appeals to and how it competes—without necessarily overhauling its visuals.
Jaguar has undertaken all three. The rebrand comes with a redesigned logo (farewell to the iconic leaping cat, though the 'leaper' will still feature on its new cars in a yet-to-be-revealed way) and a repositioning as a hyper-luxury, all-electric marque aimed at a younger, wealthier audience.
Jaguar's Sales Slide: Why This Had to Happen
To understand the why behind this rebrand, let's talk numbers. Back in 2018, Jaguar was riding high, selling 180,198 vehicles globally. Fast forward to 2022, and that figure had nosedived to 62,521—a 65% decline in just four years. To be fair, they got a small bump up to 66,866 in 2023[1]. In the U.S., 8,348 Jaguars found buyers last year, a nearly 80 percent drop from 39,886 in 2017[2].
For Jaguar, this sales slide wasn't just a wake-up call—it was an existential crisis. Doubling down on nostalgia might have been the safer choice, but it wouldn't address the fundamental issue: the brand needed to reinvent itself for a younger, more affluent audience.
The decline isn't just about aging products or increased competition. Demographics play a big role. Jaguar's traditional audience—affluent older buyers—is aging out of the market, and younger buyers haven't shown much interest in what the brand has been offering.
Jaguar could have played it safe, doubling down on its British heritage, perhaps with a retro-modern revival of its beloved XJ or XJS. Instead, the leadership team has decided to rip up the playbook.
The Plan: Risk Meets Ambition
Jaguar's strategy under its parent company, Jaguar Land Rover (JLR), is as audacious as it gets. It won't have any new vehicles for sale in showrooms next year. The brand will ditch its entire current lineup in favour of three all-electric SUVs aimed squarely at the ultra-luxury market. JLR is banking on buyers who might otherwise consider a Bentley or a Porsche Taycan. And they're not sugarcoating the stakes—they expect to lose 85–90% of their existing customer base during this transition. Yep, you read that correctly.
Jaguar expects to retain only 10 to 15 percent of its current customer base.
That's a staggering number. But JLR's broader portfolio (including the Range Rover and Defender brands) gives them the cushion to take such a bold gamble. Range Rover sales jumped 21% last year, and Defender saw a 53% increase globally. With those brands holding the fort, JLR can afford to experiment.
A Move Tailored for the Times
The new Jaguars won't just be luxury cars—they'll be lifestyle statements. The target audience? Younger, affluent buyers, particularly in China, where the demand for EVs and luxury brands is surging. This isn't about nostalgia. It's about redefining what Jaguar stands for in a world where electrification, sustainability, and modern design are non-negotiable.
Some might wonder, "Why announce now when the new models won't be here until mid-2026?" The answer lies in the game of hype. Teasers are a well-worn strategy in the automotive world. Tesla's Cybertruck was unveiled in 2019, and deliveries only began this year, almost four years later! Jaguar needs to generate buzz now to pave the way for its radical relaunch.
The Backlash: Predictable but Fascinating
Predictably (because unpredictably is the new predictably), the rebrand has drawn plenty of fire. Some critics long for the Jaguars of yore—the days of the XJ6 and XJS. Others blame the Ford era (1999–2008) for diluting Jaguar's luxury credentials. Then there's the contingent criticizing what they perceive as 'woke branding'—whatever that means in this context.
What's undeniable is that Jaguar's move has everyone talking. And in the world of branding, attention is currency. There's the "any news is good news" camp, which sees this bold move as a win simply for putting Jaguar back in the conversation. Then there's the "bad news is always bad news" camp, which believes the backlash has destroyed the brand.
But here's the thing—there's more than one way to skin a cat, and Jaguar sure has made a bold choice. If they'd taken the safe route, tapping into their British heritage and prestige, we wouldn't be having this discussion. Boldness may divide opinion, but it also sparks engagement.
The Make-or-Break Moment
As much as I admire the ambition, success hinges on more than just bold branding. Jaguar's new lineup and the overall customer experience must live up to the hype. This means not just building exceptional cars but delivering seamless buying, driving, and post-purchase experiences.
Bold marketing isn't going to save a sh!t product.
No amount of hype or clever rebranding will mask mediocrity. If Jaguar doesn't deliver vehicles that wow their ideal customers (those are the ones that really matter), the rebrand will become little more than a footnote in automotive (and social media pile-on) history.
There's also the question of whether Jaguar can stand out in a crowded luxury EV market. Tesla and Porsche dominate globally, while in China—one of Jaguar's key markets—giants like BYD and Nio are setting the luxury EV standard. Nio, what some call the "Tesla of China," offers not just high-tech vehicles but an exclusive lifestyle experience. Meanwhile, BYD is making moves into the luxury segment with its premium sub-brand Yangwang.
Jaguar will need more than bold design to stand out—it will have to deliver on every aspect of the luxury experience, from performance to personalization.
A Lesson for Business Leaders and Marketers
The Jaguar rebrand offers a masterclass in risk-taking. It's a reminder that sometimes, playing it safe is the riskiest move of all. By committing fully to its vision of "modern luxury" with a "modernist design philosophy," Jaguar has ensured that it won't be ignored.
The takeaway is clear: bold moves get attention (and can backfire), but execution is everything. Fortune may favour the brave, but it also rewards the prepared. Jaguar has taken the first step. Now comes the hard part: delivering on the entire experience—which promises to "delete ordinary" and "copy nothing."
For smaller brands, though, the lesson is different. A reposition—or pivot in the tech world—can make sense, and even more than once. But a full rebrand, when you don't really have a brand to begin with, is a waste of time and money—two things you likely don't have. Instead, focus on creating value for your customers, clarifying your messaging, and building recognition.
It's not a car for me, but I'm certainly looking forward to the reveal at Miami Art Week on December 2nd. If Jaguar succeeds (and we ultimately won't know for a couple of years), it will prove—like Old Spice and LEGO—that even storied brands can reinvent themselves in ways that resonate with new audiences.
Here's hoping that Jaguar's brave leap pays off. Good luck to them.
What's your take: genius or madness?
[1] Jaguar Land Rover Automotive PLC. (2019, 2023, 2024). Annual Reports FY18/19, FY22/23, FY23/24. Retrieved from https://www.jaguarlandrover.com. Fiscal year numbers are reported, ending March 31st.
[2] Good Car Bad Car. (n.d.). Jaguar U.S. sales figures. Retrieved November 27, 2024, from https://www.goodcarbadcar.net/jaguar-us-sales-figures
P.S. The Cars Have Been Revealed!
On December 2nd, 2024, Jaguar unveiled the first of the vehicles they believe will take them into the future. Staying true to their DNA of building cars that are “not for everyone,” the new design is bold, modern, and unmistakably unique.
Is it beautiful? That’s for the beholder to decide. The production version reveal is still a year away, so big questions remain about how much of the design will make it to the final car.
What are you thinking now?