Jaguar's Bold Rebrand: The Beginning of a New Era?

What is the first thing that comes to mind when you hear "Jag"? For years the name has been synonymous with sophistication, and heritage. However, Jaguar's rebranding has sparked outrage and ridicule, critics have dismissed the car manufacturer's approach as disconnected and alienating. MP's have made bold claims over the company's future and how successful it will be, off the back of the brand. However, this dramatic reaction may well be premature. This is not the end of the story, but the beginning of a new narrative aimed at reimagining its place in the modern world. 

A departure from tradition

Much like how brands like Apple or Coca-Cola have redefined their positioning over time, Jaguar's vibrant imagery, bold colour palette, and futuristic typography signify a journey, not a conclusion.

Jaguar's new identity sheds itself from the conservative, "middle-aged man image it had so long and often been tarnished with, in favour of something vibrant, inclusive, and futuristic. The pink-hued Martian landscape, avant-garde fashion, and new logo symbolise its commitment to breaking free from the normal. While these choices have triggered people, they are a smart pivot toward a younger, diverse, and technology-driven audience. 

Why Backlash is Overblown

The reaction to Jaguar's campaign has been loud and polarised. Critics call the shift "alienating" or "incomprehensible", but is it really? True innovation is often misunderstood in its early days. Apple's "Think Different" campaign was ridiculed at first, yet it built one of the most loyal customer bases in the world by focusing not on what it does, but why it does it. 

The outrage surrounding the campaign reflects the challenge of challenging what is normal. Change invites criticism, but as the dust settles, Jaguar's vision may prove to be one that is compelling for the next generation of people buying luxury cars.

Building a perception, not just selling cars.

The tagline "copy nothing" captures the essence of Jaguar's new strategy: redefining luxury not just as a product, but as an experience. The shift toward electric vehicles by 2026 isn't merely a technological upgrade, it represents a bold embrace of progress and commitment to a sustainable future for both the company and the environment. 

The role of storytelling

Every great transformation begins with a spark, often misunderstood at first. Jaguar's campaign is storytelling motions in motion, laying the groundwork to showcase engineering prowess with excellent driving experiences as well as emerging global values. This is a step to reshaping the public perception of cars over time. 

Brand positioning is all about perception, and perception is built over time through consistent storytelling, and acting out a why in everything the company and the people that make up that company does every single day. 

Lessons in Brand Positioning

When you look at successful brands, one thing becomes apparent. They know their cause and their beliefs, they're "WHY". Apple's "Think Different" is a philosophy that has extended beyond computers and technology, permeating every interaction with its audience. This is why it doesn't feel strange for Apple to venture into different industries from Computers, to watches and phones to TV programming. Similarly, Jaguar's "Copy nothing" isn't just a tagline, it is likely a promise of what is to come. 

For any brand, the key to effective positioning is finding and communicating their core purpose in everything they do. As Simon Sinek says, "People don't buy what you do; they buy why you do it." Jaguar is beginning this journey, and while critics may not see it now, this is precisely why storytelling helps perceptions evolve. 

Conclusion

Jaguar’s rebrand may feel unconventional, even polarising, but transformation often does. This is not a campaign to please everyone—it’s a bold statement of intent. It’s an invitation for those who align with their vision to join them on a journey. 

The fact that people are talking about them and the coverage this has gained is a huge plus, because whether you love it or hate it, they have managed to get your attention. And that in itself is the majority of the battle.

Whether Jaguar succeeds in redefining its image remains to be seen, but what is certain is that they are thinking differently. And that, perhaps, is what truly sets them apart.