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£7.99Jaguar is undergoing a historic rebranding as it prepares to enter a new phase in its 102-year history as an electric-only carmaker. The carmaker has released a new logo and teased the relaunch via social media ahead of the official launch set for December 2021. The teaser video has sparked mixed reviews, with critics claiming that it doesn’t feature a car, while others have praised the company for breaking boundaries and daring to be different. “Go woke, go broke”, warned some detractors, while others complained that the move would cost jobs and do more harm than good.
Jaguar has responded to the criticism by urging the public “to trust and reserve judgment” and has emphasized that it expected and wanted a debate. The new “design vision” will be unveiled in Miami next month, the aim being to capture the imagination of the public and to showcase the company’s commitment to innovation and going green. The 30-second teaser video features models in brightly coloured clothes and reveals the new company logo, written as JaGUar.
Experts have responded to Jaguar’s teaser video, with many pointing out that rebranding campaigns can be risky and costly endeavours. Lee Rolston, the chief growth officer of global branding agency Jones Knowles Ritchie, has advised brands to “shift” business strategy and to create buzz by making sure people understand the context. Jaguar has managed to capture the imagination of the public, resulting in a void that has been filled by opinion. As a result, the company has decided to double down on its decision and reply to some negative posts with phrases such as “To live is to evolve” and to convince the public that the rebrand was all planned.
Jaguar’s rebranding strategy has raised eyebrows and concerns within the industry. Erin Baker, editorial director at Auto Trader, has remarked that the carmaker needs to revive sales since it has been lagging behind for years in comparison to other car makers, like the Range Rover and Defender. Jaguar’s radical rebrand is its final attempt to revive the business, with the electric-only production slated for release in 2026. All agree that the current noise surrounding the company’s rebranding campaign is not something that Jaguar is likely to regret, and time will tell whether its bold step of innovation pays off
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