Jaguar, a brand synonymous with luxury and heritage, has unveiled a bold new rebrand. The redesign ditches its iconic ‘growler’ logo for a minimalist roundel featuring two ‘J’s and swaps the classic font for a softer, lowercase typeface. This move, aimed at appealing to a younger, electric vehicle-focused audience, has sparked backlash from branding experts and loyal customers alike.

  • Logo Changes:
    • Replaces the classic ‘growler’ badge and leaping cat logo with a minimalist roundel.
    • The leaping cat now faces right, symbolizing “leaping forward,” but is relegated to a secondary maker’s mark.
    • Classic uppercase ‘JAGUAR’ font replaced with a lowercase, softer typeface.
  • Marketing Campaign:
    • New campaign focuses on bold fashion models and vibrant colors, featuring slogans like “Break moulds” and “Create exuberant.”
    • The campaign conspicuously lacks any display of Jaguar vehicles.
    • Social media profiles scrubbed of historic imagery, replaced by the “Copy nothing” slogan.
  • Target Audience Shift:
    • Jaguar aims to attract younger, progressive buyers with a fully electric vehicle lineup set to launch in 2025.
    • The company expects only 15% of its future customers to be previous Jaguar owners.
  • Criticism from Experts:
    • Branding experts called the rebrand a “vandalism” of Jaguar’s heritage.
    • Critics noted a disconnect between the brand’s luxurious, British roots and its futuristic direction.
    • Public relations experts described the campaign as more akin to a fast fashion ad than a car brand promotion.
  • Consumer Backlash:
    • Longtime fans have criticized the loss of Jaguar’s identity, calling it “woke” and “unhinged.”
    • Some owners have threatened to end their car deals early to avoid being associated with the new branding.
  • Sales and Market Context:
    • Global sales have dropped from 180,198 cars in 2018/19 to just 66,866 cars in 2023/24.
    • The shift aligns with Jaguar’s commitment to selling only electric vehicles by 2030.

Jaguar’s rebrand has succeeded in sparking conversation, but it has also alienated loyal customers and drawn criticism from experts. While the company hopes this bold gamble will rejuvenate its image and sales, it risks losing its legacy and connection with its traditional audience. Time will tell if Jaguar’s leap into the future pays off or further erodes its historic brand value.