Stay true to you: The case of Jaguar’s new rebrand
As many of you may have seen this last week, there has been a huge outpouring of anger and outrage towards Jaguar’s new rebrand. Some have gone as far as saying that it is surely the death of a once great brand by trying to pander to a new woke mindset. Whatever your take on the bizarre video that accompanied the new identity, with a distinct lack of cars, Jaguar are really looking to reposition themselves in the market a long way from where they were traditionally placed.
Things are changing more and more rapidly in the world today, and where trends rise and fall with remarkable speed, the tension between evolving a brand and maintaining its heritage is more relevant than ever. For companies like Jaguar, a well-regarded British luxury automotive manufacturer steeped in history, the challenge lies in embracing modernity without alienating their loyal audience. This new rebranding effort by Jaguar has sparked a dialogue around what remains crucial: staying true to the brand's heritage while also appealing to a new generation of consumers.
The weight of heritage
A brand’s heritage is not simply a collection of aesthetic choices or marketing slogans; it embodies the values, history, and story that connect with consumers on an emotional level. Jaguar has become synonymous with sophistication, performance, and British craftsmanship. For decades, its vehicles have epitomised luxury and high-performance engineering, delivering excellence to a dedicated following.
Established in the 1920s, the brand has built an identity through its classic sports cars, from the iconic XK series to the powerful E-Type. Its rich heritage is entwined with a passionate customer base. Retaining the loyalty of such an audience requires not only delivering high-quality vehicles but also honouring the values and traits they hold dear.
With this deep-rooted legacy comes an expectation among its loyal fans. Enthusiasts aren't merely attracted to a vehicle's specifications; they are invested in the brand's story, its evolution, and its representation of automotive artistry. Disregarding this heritage can create a disconnection, leading to dissatisfaction among those who feel that the brand no longer represents their values or desires.
The rebranding dilemma
The global push towards sustainability and the rise of electric vehicles (EVs) present both opportunities and challenges for established brands like Jaguar. While the move to an entirely electric range represents a necessary shift aligned with environmental demands and future-market trends, it can also be perceived as a departure from the brand's traditional ethos. The question arises: How can Jaguar maintain its storied identity while embracing new technologies and market expectations?
Jaguar's decision to fully electrify its lineup heralds an exciting era, but it also risks alienating long-time enthusiasts who view electrification as incompatible with the raw power and performance that the brand has historically championed. True to form, the challenge lies in navigating this transition with authenticity, ensuring that new models embody the performance spirit ingrained in Jaguar’s DNA.
Several aspects of Jaguar’s rebranding have raised eyebrows. Firstly, the introduction of an overly modernised wordmark and logo that lend themselves more to a fashion or cosmetics brand, which is stripped of much of its historical elegance, has irked traditionalists who see it as a deviation from the brand’s storied aesthetic.
Furthermore, the promotional video has left people perplexed about who Jaguar is repositioning itself as.
Good marketing adapts to cultural shifts, but it must also resonate with existing customers who have supported the brand for years. The loyalty of customers is often built on personal connections to the brand’s image, values, and product offerings. An abrupt pivot towards a ‘woke’ mindset risks alienating those customers who feel their loyalty is being overlooked in favour of appealing to a newer, potentially less engaged demographic.
↑ Jaguar’s new promotional video, wordmark logo, monogram and maker’s mark, created by Jaguar Land Rover’s in-house design team
The path forward
It may be too little, too late for this once great brand as a lot of damage has been done this last week, but as I see it, for Jaguar to find a harmonious path forward, it must strike a balance between innovation and heritage preservation. Rebranding should not mean abandoning the very characteristics that drew customers in the first place. Instead, it should be a reimagining that respects the brand’s rich history while embracing the future.
A potential solution could involve integrating more elements of heritage into the design of new models, perhaps evoking classic design cues or utilising storytelling that highlights Jaguar's legacy. Engaging with loyal customers and gathering their feedback can provide valuable insights on how to depict the brand’s evolution without alienating its core audience.
Additionally, leveraging innovative technology could enhance the driving experience rather than overshadow the brand’s established identity. By ensuring that the essence of luxury performance remains at the forefront, Jaguar can modernise effectively without forfeiting what makes it distinctive in the first place.
Rebranding is a necessary yet delicate process, especially for heritage brands like Jaguar. As businesses navigate evolving market landscapes, staying true to a brand’s roots while modernising for future opportunities is vital. Jaguar’s recent rebranding serves as a reminder of the fine line companies must walk between attracting new audiences and honouring their loyal fan base. The challenge lies not just in change, but in doing so with a commitment to authenticity and respect for a legacy that has built the brand’s reputation over the decades.
Let’s hope it’s not too late for the cat to fight back, remembers its roots and regain it’s roar.
Author: Lance Corrigan
Creative designer with a passion for visual communication and brand development, and a vision to make a positive impact on the world through design.
