How Jaguar lost its way - long before that controversial advert

Jaguar, a well-known British car brand, is currently facing significant challenges as it attempts to redefine itself in a rapidly changing automotive landscape. Gerry McGovern, the creative director of Jaguar Land Rover, recently made a striking statement during a relaunch event in Miami, asserting, 'Jaguar has no desire to be loved by everybody. ' This bold declaration encapsulates the brand's current strategy as it seeks to regain its footing. On November 18, Jaguar released a teaser advertisement that quickly ignited discussions across social media platforms. The 30-second ad featured models dressed in eccentric and vividly colored outfits, yet notably lacked any actual cars. This omission led to a flurry of reactions, with some critics labeling the ad as 'idiotic and woke corporate virtue signaling. ' Even Elon Musk chimed in on social media, humorously questioning whether Jaguar still sells cars. The official launch event showcased two striking vehicles painted in 'Miami Pink' and 'London Blue,' representing Jaguar's new Type 00 concept. While these cars are not intended for sale, they serve as a glimpse into the brand's future direction. The design of the Type 00 has sparked polarized opinions, with some praising its angular and aggressive aesthetic, while others have expressed skepticism. The advertising campaign has generated considerable commentary, with headlines proclaiming that even younger generations, such as Gen Z, are not fond of the new 'woke' image. However, some industry experts argue that the attention garnered by the campaign is a positive outcome for Jaguar. Mr. McGovern remarked, 'We’re delighted to have your attention,' suggesting that the brand is embracing the controversy as part of its strategy. Behind the scenes, Jaguar is undergoing a significant transformation as it pivots towards becoming an all-electric brand. This shift is part of a broader restructuring initiative led by its parent company, Tata, based in India. Currently, Jaguar's traditional models, including the I-Pace, E-Pace, and F-Type, are no longer available for sale in the UK. Instead, the company is preparing to launch a new generation of electric vehicles, with the first expected to hit the market in 2026. These new models are anticipated to be positioned in the luxury segment, with price tags starting at over £100,000. The rationale behind this strategic shift is twofold: Jaguar has struggled to sell enough cars and generate profits, and there is a pressing need to comply with increasingly stringent regulations aimed at phasing out petrol and diesel vehicles. The current situation stands in stark contrast to Jaguar's glory days, when the E-Type epitomized British cool in the 1960s. Iconic figures like Steve McQueen and Frank Sinatra were proud owners of Jaguars, and the brand was synonymous with luxury and performance. However, over the years, the image of a typical Jaguar buyer has evolved. The brand has made efforts to appeal to a broader audience, including families and women, with models like the F-Pace, which was designed with female drivers in mind. Despite these efforts, Jaguar continues to be perceived primarily as a provider of upscale executive vehicles, a segment that faces fierce competition from brands like BMW and Audi. In recent years, Jaguar has shifted its focus to target high-net-worth individuals who are willing to spend significantly more on luxury vehicles, such as Bentleys and Porsches. The reinvention of Jaguar has been a long time coming. Tata acquired the brand from Ford in 2008, following nearly two decades of American ownership. During that period, Ford invested heavily in Jaguar, improving manufacturing and quality control processes, but ultimately struggled to achieve profitability. After taking control of both Jaguar and Land Rover, Tata merged the two into Jaguar Land Rover (JLR), providing stability and alleviating immediate concerns about Jaguar's future. While JLR has performed relatively well over the past decade, particularly in the luxury SUV market, Jaguar's sales have been on a steady decline. In the 2018-19 financial year, Jaguar sold over 180,000 vehicles, but by 2023-24, that number had plummeted to just 66,866. This decline has prompted JLR to reevaluate its strategy, with a focus on producing fewer cars but with higher profit margins. The challenge for Jaguar lies in finding new customers while retaining its existing base. Some industry experts believe that the brand's heritage still holds significant cultural value, but it must modernize to remain relevant. The recent advertising campaign has sparked considerable debate, with some viewing it as a clever move to attract attention, while others worry it may alienate traditional customers. Jaguar is currently in the process of developing new electric models, with the first expected to be available in late 2026. The brand's rich history and iconic status have left a lasting impression on car enthusiasts, but the question remains whether it can successfully transition to electric vehicles and capture the interest of a new generation of buyers.