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Jaguar's new rebrand, focusing on bold visuals and branding over cars, sparks mixed reactions
Jaguar's latest rebrand, featuring a cast of multiracial, gender-bending models in avant-garde makeup and brightly colored clothing, has been met with mixed reactions online. The ad, set against a stark, prismatic landscape to a techno-industrial beat, diverges from the typical car commercial stalwart: placing the cars front and center. The focus on branding over product has gotten a lot of people confused, comparing it to Bud Light's backlash for using a trans influencer, which said Jaguar may be losing its mind while alienating its audience.
A communications expert on X (formerly Twitter) called the ad "disastrous" for its focus on branding instead of performance. Lulu Cheng Meservey, co-founder of Rostra PR group, spoke about a campaign that focuses more on art than engineering. "Jaguar should be saying. Our cars are engineered to the gills and go very very fast," she said.
The brand's main creative officer, Sir Gerry McGovern, now has to defend the rebrand as "exuberant modernism" - with boldness and artistry as some of its key tendencies. The company wants to bring back sales by changing the face. In 2023, Jaguar sold less than 67,000 cars worldwide, a very steep drop from pre-pandemic levels. The company has also reduced its U.S. dealerships to 122.
The rebrand includes the introduction of new emblems and a shift towards ultra-luxury electric vehicles, as the company discontinues less profitable models. Jaguar aims to unveil its first luxury electric vehicle at Miami’s Art Basel next month. Despite the bold new campaign, Jaguar’s social media account hinted that the story is still unfolding, inviting audiences to stay tuned for more developments.
Jaguar is on a "complete reset," according to managing director Rawdon Glober, who hopes it will regain the originality that inspired buyers to snap up its cars in the first place.
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