The revamp sleeps on Jaguar’s legacy.
By: Divyanshu
When i look at Jaguar, i think of three things: British, luxury, and excellence. Today’s trend, and could possibly be the future, is EVs (Electric Vehicles). An empire made on EVs played big in shaping the new political landscape of the US. Yes, I’m talking about Elon Musk and Tesla. So, i get it, the need to go EV is serious: business wise and climate friendly. This definitely sparks an idea to rebrand the company, but what makes luxury brands different is them sticking to their roots – not moving away from their culture, heritage, or philosophy. Lamborghini didn’t. Rolls Royce didn’t. But, what happened with Jaguar? What is j a g u a r? At first, i thought i saw Jaquar was rebranding themselves, from Italics to Bold. But, what unfolded in front of my eyes was horrible to imagine. People saying it’s too woke. I don’t care about that! To me, this rebranding is sleeping on Jaguar’s 🐆 legacy. It’s a terrible idea. It’s everything that could go wrong, especially with a luxury car company. There’s nothing modern about it, and it is certainly not appealing to anyone.
The biggest issue with the rebranding is its disconnect from Jaguar’s rich heritage. Jaguar is timeless elegance and craftsmanship. Jaguar is synonymous with a uniquely British sense of style and performance. The recent campaign, leaning heavily into abstract visuals, vibrant colors, and modernist aesthetics, has totally sidelined Jaguar’s storied history. There is an absence of a clear homage to Jaguar’s iconic legacy, and this risks alienating long-time enthusiasts and customers who value their emotional connection with the brand. Heritage in luxury branding is not merely a relic of the past – it is a cornerstone of trust, identity, and loyalty. This revamping fails to integrate this legacy into its future-facing narrative, and so dilutes the emotional power that Jaguar has cultivated over decades.
Clearly, Jaguar is having an identity crisis, which is further compounded by a lack of differentiation from its competitors. The new branding adopts minimalist aesthetics that closely resemble Tesla and BMW, potentially causing Jaguar to blend into the increasingly crowded luxury EV market. Jaguar’s uniqueness has always been rooted in its ability to combine elegance, performance, and a feline grace, offering vehicles that stand apart as works of art in motion. By shifting toward a visual language and marketing style that mirrors industry trends, Jaguar risks losing its distinctiveness that has historically set it apart from its competition. In a segment where brand identity is a key differentiator, the adoption of such “me-too” aesthetics is a blunder.
What further complicates this rebranding effort is a lack of clarity in defining the target audience. It’s a valid question Musk asked, “Do you sell cars?” The campaign appears to cast a wide net, attempting to appeal to younger, eco-conscious consumers while simultaneously trying to court the loyalty of traditional luxury buyers. This dual focus resulted in a muddled and unfocused message, with neither demographic feeling fully addressed. Traditional buyers, who value exclusivity, craftsmanship, and legacy, feels alienated by the campaign’s modernist tone, while younger consumers seeking sustainability and cutting-edge innovation find Jaguar’s messaging vague or unconvincing. Yes! Without a clear and coherent narrative tailored to these distinct audiences, Jaguar is failing to resonate with either group.
And let’s not ignore the misalignment between Jaguar’s brand messaging and its current product lineup. This rebranding heavily emphasises cutting-edge tech and a bold, electric future, yet Jaguar’s existing EV portfolio is very limited, with no significant updates until 2026. This disconnect between aspiration and reality creates skepticism among consumers who expect brands to deliver on their promises. While it is commendable to build anticipation for upcoming innovations, such campaigns must be grounded in tangible offerings to maintain credibility and consumer trust. Promising an all-electric revolution without a robust product lineup to support it is like advertising a high-tech future home while the foundation is still under construction.
This overemphasis on abstract aesthetics in the campaign further elevates these issues. Focusing on modernist visuals and diverse models while sidelining the vehicles themselves, reduces Jaguar’s products to an afterthought. A luxury automotive brand’s essence lies in its ability to evoke desire through the physicality of its cars – their design, movement, and visceral appeal. The absence of actual vehicles in marketing materials creates a barrier for potential customers to connect with the brand’s products. Such an approach not only undermines the campaign’s effectiveness but also diminishes Jaguar’s presence in a highly competitive market where emotional and sensory connections are so crucial.
There’s so much lack of emotional storytelling in the rebranding. Jaguar has long been celebrated for its ability to evoke the thrill and prestige of driving its vehicles through evocative narratives and cinematic campaigns. Watch the Jaguar’s ad linked above. This revamping focuses heavily on surface-level aesthetics and abstract concepts, and clearly fails to inspire the kind of passion that drives loyalty in the luxury segment. Luxury buyers are not merely purchasing vehicles – they are buying into a lifestyle, an experience, and a story. Without compelling narratives that highlight the emotional journey of owning a Jaguar, the brand risks losing its aspirational edge.
Jaguar’s digital strategy also falls short of expectations at a time when online engagement is critical. The current approach prioritises style over substance, with limited interactive or immersive content that could educate and captivate potential buyers. In today’s digital-first world, a robust online presence is essential to engaging modern consumers, particularly in the luxury market, where the purchase journey often begins online. A weak digital ecosystem diminishes Jaguar’s ability to compete with brands that have mastered the art of creating seamless and immersive digital experiences.
Question of the hour: How to fix this? How to save Jaguar?
Jaguar needs a strategic course correction that redefines its identity, reconnects with its legacy, and crafts a narrative that resonates with its diverse audience. First and foremost, the brand must integrate its heritage into its rebranding efforts, blending its iconic past with a forward-looking vision. See the ad by Lamborghini linked below. Campaigns that juxtapose Jaguar’s classic models with its new EVs can create a seamless narrative of evolution, demonstrating how the brand’s values remain unchanged even as its tech advances. Limited-ed retro-inspired EVs, featuring elements of classic Jaguar design, can serve as powerful symbols of this integration.
Differentiation must become a cornerstone of Jaguar’s strategy. Rather than emulating competitors, Jaguar should position itself as the only brand that marries heritage with cutting-edge innovation – a unique blend of timeless elegance and modern sustainability. A clear and unified message, like “Sustainable Elegance. Timeless Innovation,” can capture this positioning, appealing to both traditionalists and modernists alike. To effectively communicate this narrative, Jaguar must also segment its marketing efforts, crafting tailored campaigns for its distinct audiences. Traditional buyers should see campaigns emphasising craftsmanship, exclusivity, and legacy, while younger, eco-conscious consumers should encounter messaging that highlights sustainability, innovation, and Jaguar’s commitment to a greener future. Watch this Purosangue ad by Ferrari.
Jaguar must also enhance its visual identity by balancing its modern aesthetics with tangible product visibility. High-quality visuals and videos that showcase vehicles in motion – emphasising their design, performance, and thrill – can bridge the emotional gap that abstract visuals create. The use of VR showrooms, AR customisation tools, and immersive digital content can further elevate the customer experience, allowing potential buyers to interact with Jaguar vehicles in exciting and innovative ways. Watch this Porsche’s Macan ad featuring Dua Lipa.
Finally, Jaguar must prioritise emotional storytelling in its campaigns. Stories that highlight the experiences of Jaguar owners, the journey of creating its vehicles, and the visceral thrill of driving a Jaguar can inspire the passion and loyalty that luxury brands thrive on. By creating a digital ecosystem that offers engaging, interactive content, Jaguar can not only educate but also captivate its audience, building long-term relationships with its customers. Watch this Rolls-Royce Phantom Series II ad.
Sharing the revamped Jaguar here (that’s the best i could do with this):
