'Trust and reserve judgement' on rebrand, says Jaguar

Jaguar, the well-known car manufacturer, is asking the public to 'trust and reserve judgement' regarding its recent rebranding efforts. This marks a significant transformation in the company's 102-year history, as they have unveiled a new logo and released a teaser video on social media in anticipation of their transition to an electric-only brand, set to launch in December. The teaser video has sparked a mix of reactions, with some critics expressing disappointment that it does not showcase any actual vehicles. Conversely, others have commended Jaguar for its audacity in attempting to shake things up. Regardless of the differing opinions, the rebranding has certainly captured public attention, and Jaguar has acknowledged that it not only anticipated such discussions but actively sought them out. In the 1960s, Jaguar introduced iconic models like the E-Type and XJ, and now the company aims to replicate that success with its new design vision, which will be revealed in Miami next month. The 30-second teaser features models dressed in vibrant, eye-catching outfits, unveiling the new logo, which is stylized as JaGUar. The absence of cars, suave gentlemen in suits, or even big cats in the video has led to a flurry of comments online. Elon Musk, the owner of Tesla, humorously questioned, 'Do you sell cars? ' while others dismissed the video as a joke. Some critics warned that this rebranding could lead to job losses and harm the company, with comments like 'Go woke, go broke' surfacing in response to the new logo. In the midst of the backlash, Jaguar has remained steadfast in its decision, responding to some posts with phrases like 'To live is to evolve. ' A spokesperson for the company explained to the BBC that they needed to break the mold and create something that would stand out. Martin Brundle, a former Formula 1 driver turned broadcaster, remarked, 'I have no idea what this is all about, but it’s genius. ' He noted that everyone is talking about Jaguar at a time when they are not actively producing cars. Lee Rolston, the chief growth officer of a global branding agency, shared insights on the rebranding process. He has worked on rebrands for well-known companies like Burger King and the RSPCA. Rolston explained that rebrands typically occur when a company seeks to shift its business strategy, which is precisely what Jaguar is attempting to do. In an ideal scenario, a rebrand generates excitement and positive reactions, but achieving this requires ensuring that the public understands the context behind the change. He cautioned against simply launching a new logo without providing sufficient information, as people often respond subjectively to logos. However, he also speculated that perhaps Jaguar intentionally sought this kind of reaction. The E-Type remains a classic Jaguar sports car, and its legacy continues to resonate with car enthusiasts. Jaguar's new strategy of teasing and gradually revealing information has created a void that has been filled with public opinion. Rolston noted that this approach is quite daring, as very few brands take such risks, but only time will reveal the outcome. It is not uncommon for advertisements to omit the product itself or provoke curiosity. For instance, the famous Cadbury ad featuring a gorilla playing drums did not showcase any chocolate, and Apple's 'think different' campaign in 1997 focused on iconic figures rather than their computers. Keith Wells, a branding expert, recounted his experience with a past rebranding that faced backlash. In 2001, he led a consultancy that developed the name Consignia for the Post Office Group, which aimed to encompass not just the Post Office but also Royal Mail and Parcelforce. However, the public misinterpreted the name, leading to significant negativity. Eventually, the name was changed back to Royal Mail plc just 16 months later. While Jaguar is not altering its name, Wells believes the brand has taken a bold step, and people should allow time to see how this unfolds. Rolston pointed out that branding logic typically suggests companies should align with their current public perception, but Jaguar appears to be diverging from that path. Everything they have released thus far does not resemble the traditional Jaguar, raising the question of what the brand will become. Jaguar asserts that its rebranding aligns with the philosophy of its founder, Sir William Lyons, who famously stated, 'A Jaguar should be a copy of nothing. ' This reflects their desire to be unique and not follow the trends set by others. Erin Baker, the editorial director at AutoTrader, emphasized that Jaguar is attempting to shed its outdated image, which has been associated with older, affluent men who frequent golf clubs. She noted that the brand has struggled with sales for years, indicating that a fundamental change is necessary. Baker expressed her support for the rebranding ad, stating, 'I think it needs to really stir emotion, it needs to stir curiosity, get people asking questions. ' Jaguar has been the weakest link within the Jaguar Land Rover group, owned by Tata Motors, for nearly a decade, with models like the Range Rover and Defender performing better. Baker believes that this radical rebranding is a last-ditch effort to revive the brand. However, concerns linger about the potential consequences if this strategy fails. She remarked, 'I am not sure what else they can do. ' The decision to go fully electric by 2026 comes at a time when electric car sales have slowed among private buyers. Ultimately, no one can predict whether this bold move will succeed or fail. All parties involved agree that Jaguar likely welcomes the current buzz surrounding its rebranding. The company responded to some critics by stating, 'soon you'll see things our way. ' Only time will tell if this daring strategy will pay off.