What happened to Jaguar?

Last year saw iconic car manufacturers, Jaguar Land Rover, take their brand in a whole new direction. Once celebrated for its sleek designs, legendary racing heritage, and ‘Growler’ emblem, has now leaned into a more modern, futuristic feel, sparking mixed reactions.

‍

So what went wrong?

‍

Abandoned heritage

‍

For over 90 years, Jaguar has used its roaring silver ‘Growler’ as the hero logo, a symbol that’s both instantly recognisable and timeless. But as part of its latest rebrand, the company retired the roaring cat and moved forward with a modest wordmark, ‘JaGUar’. 

‍

We get it. Change should always be embraced, especially when it’s done properly. You only need to look at Nike’s latest slogan refresh from ‘Just Do It’ to ‘Why Do It?’. In comparison, Jaguar’s rebrand feels a bit off. The updated visual language doesn't align with their rich heritage, choosing ‘cool’ over ‘old school’. 

‍

Age of electric

‍

Much like its competitors BMW and Audi, Jaguar is looking to transition to an all-electric future. But where does that position the brand in the market? Ultimately, when you think of Jaguar, it’s hard not to picture scenic countryside drives, leather driving gloves, and (of course) automotive excellence.

‍

Unfortunately for some, the days of internal combustion engines are slowly coming to an end. By 2030, the UK government plans to ban the manufacture of petrol and diesel cars. As electric vehicles continue to rise in popularity, many EV manufacturers are embracing a minimalist, tech-driven design direction. One that Jaguar has fully embraced.

‍

Alienating loyal customers

‍

This modern, minimalist feel has been seen as a move to attract a new, younger, and more diverse audience. Bold visuals and vague slogans like ‘live vivid’ and ‘delete ordinary’ could confuse the company's core customers who value Jaguar’s rich history. 

‍

Missed brand ID

‍

Critics argue that it has a ‘fast fashion advert’ aesthetic that’s disconnected from the brand’s classic British heritage. And they’re not wrong. It lacks the powerful, myth-making symbolism that once Jaguar’s illustrious legacy.

‍

Jaguar’s video advert was covered by the BBC, gained over five million views as well as thousands of comments. In short, it got people talking. Need help getting your brand talked about? Get in touch with our team.

‍