What Happened:
Jaguar’s recent rebrand didn’t just raise eyebrows—it set social media alight. The iconic British automaker unveiled a bold new visual identity anchored in what it calls “exuberant modernism”, alongside the Type 00 concept car, painted in head-turning shades like Miami Pink and London Blue. And yet, the campaign’s most talked-about moment? A dramatic launch video… with no car in sight.
The goal? Position Jaguar as a fearless, creatively led brand.
The result? A backlash fierce enough to make even the bravest creative director squirm.
Once known for its place atop the luxury ladder, Jaguar now found itself the butt of memes, ridicule, and confusion. And while the brand insists it expected to make waves, the scale and tone of the reaction felt more misfire than masterstroke.
Jaguar MD Rawdon Glover tried to put a brave face on it:
“To go from that to being the most talked about thing on the planet for three days, in terms of what’s trending on social media, was just beyond any of those expectations.”
Yes, Rawdon—but not exactly the kind of attention a legacy brand craves.
So, was Jaguar trying to revive its relevance with a chaotic “there’s no such thing as bad publicity” play? Probably not. But in hindsight, it might’ve been the only card they had left.
Our Bet: A Second Rebrand Is Already in the Cards
Let’s call it now: Jaguar will find a niche—but not its niche.
This new identity may win over a sliver of luxury EV enthusiasts or design-forward early adopters, but the broader audience that once saw Jaguar as aspirational, refined, and timeless? They’re likely walking away. The aura is fading. The heritage diluted.
This rebrand doesn’t feel like bold reinvention—it feels like a brand trying to fit in with the next gen, scrambling to drum up noise as its relevance slips away. And that’s what makes it so uncomfortable to watch: Jaguar’s once-commanding presence now resembles a former great clinging on for one last payday at a mid-table club.
Our bet? Give it 18 months and Jaguar will pivot again. Maybe not a full rebrand, but a recalibration. The brand will have to walk back some of this creative chaos and restore some semblance of credibility.
And next time, they might actually show the car.
