The Jaguar Rebrand Seemingly Forgot One Small Detail: Where Are the Cars?

Source: YouTube

Jaguar’s bold new campaign, labeled the “Jaguar rebrand,” has ignited a wave of criticism worldwide. The 30-second ad, titled “Copy Nothing,” showcased androgynous models in vibrant, futuristic outfits and slogans like “live vivid” and “delete ordinary.” Yet, the ad made no mention of Jaguar’s cars, which left viewers puzzled and critics frustrated. Designed to position the brand as daring and modern, the Jaguar rebrand has instead drawn comparisons to failed campaigns like Bud Light’s recent marketing misstep. 

The Bud Light Marketing Fiasco

In 2023, Bud Light received a major backlash after partnering with transgender influencer Dylan Mulvaney. As part of a campaign to celebrate inclusivity, the company sent Mulvaney a personalized can of Bud Light with her face on it, which she shared on social media. This sparked outrage among conservative consumers who viewed the campaign as “woke,” leading to widespread calls for boycotts. 

As a result, Bud Light sales plummeted and it lost its position as the top-selling beer in the U.S. Even worse, both sides condemned the campaign strategy, with conservatives accusing the brand of being woke.  Meanwhile progressives mocking it for not sticking to its stand.  

Critics Slam the Jaguar Rebrand

Meanwhile. reactions to the Jaguar rebrand have been overwhelmingly negative. Tesla CEO Elon Musk sarcastically asked, “Do you sell cars?” Public relations experts joined in, with PR consultant Jeff Barrett calling it a “disastrous marketing move.” Critics pointed out that Jaguar hasn’t introduced a new production model in over five years, creating a gap between its flashy marketing message and its actual product lineup. British TV host Bev Turner went further, mocking the ad as “pretentious” and overly “woke.”

Adding to the controversy, Jaguar’s timing seems off, as many customers are prioritizing functionality and innovation over artistic branding. The lack of any car imagery in the campaign has left some wondering if the brand is losing its focus on what matters most.

Jaguar Defends Its Vision

Despite the backlash, Jaguar has defended the Jaguar rebrand. Chief Creative Officer Gerry McGovern explained that the campaign reflects Jaguar’s founding philosophy of being “a copy of nothing.” The rebrand aligns with Jaguar’s broader strategy to transition to an all-electric luxury lineup by 2025.

Jaguar plans to showcase its new “Design Vision Concept” during Miami Art Week, a move meant to highlight its “Exuberant Modernism” philosophy. Managing Director Rawdon Glover described the rebrand as a fearless attempt to reclaim Jaguar’s originality while appealing to a younger, luxury-focused audience. The company insists that this is only the beginning of its transformation, with more updates to follow.

The Risks of Abstract Branding

The Jaguar rebrand highlights the risks of prioritizing abstract marketing over core product promotion. Similar to Bud Light’s infamous campaign, the Jaguar rebrand risks alienating its traditional customer base. Critics argue that Jaguar’s challenges lie in innovation and engineering, not marketing. The flashy campaign fails to address the concerns of long-time customers who value product reliability and performance.

Supporters of the Jaguar rebrand, however, believe the bold approach could attract a new generation of buyers. Younger audiences, especially those drawn to artistic expression, may appreciate the campaign’s modern aesthetic. The upcoming Miami showcase will play a key role in determining whether the rebrand can turn public perception around.

Can the Jaguar Rebrand Eventually Succeed?

Jaguar’s ambition to transition into an all-electric luxury vehicle brand by 2025 puts it in competition with established names like Tesla and Rolls Royce. While the Jaguar rebrand has succeeded in grabbing attention, its long-term success depends on the company’s ability to deliver products that match the campaign’s promises.

Jaguar must bridge the gap between its marketing and innovation to regain trust and relevance. The Jaguar rebrand is only the first step, but it remains to be seen whether this bold approach will pay off in the highly competitive luxury vehicle market. In the end, however, the question still remains: Where are the cars, Jaguar? 

What do you think of the Jaguar rebrand? Tell us what you think about this bold attempt at relaunching.

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