Jaguar's Bold Move Towards A New Identity
Jaguar, a name that once echoed with sophistication and an air of British elegance, is now stirring conversations with its audacious rebranding. Straying away from its classic identity, Jaguar has embraced a new look that features a rounded, sans-serif wordmark alongside a sleeker leaping cat emblem. This fresh face of Jaguar falls under its 'exuberant modernism' philosophy, aiming to position itself firmly in the luxury electric vehicle (EV) market. However, this change hasn't been met with universal approval.
The excitement of the Type 00 electric concept car made quite the buzz at the recent Miami Art Week. Its pastel color palette, travertine stone cabin, and uniquely glassless rear have all been features. But, what really caught the eyes of the public was the staggering price tag—over £100,000 ($127,000). This shift to ultra-luxury has stirred debate, especially amidst Jaguar's efforts to reposition itself in an already competitive market.
Voices From The Industry & Community
Critics, including notable figures like Thierry Brunfaut of Base Design and Odin Christophe Rolland from BrandingAge, haven’t held back in their critiques, labeling the revamp as 'radically stupid.' Their argument? Jaguar risks stripping down its distinct cultural essence in favor of designs akin to 'fast fashion'. Does this new identity truly capture the spirit of Jaguar or merely chase fleeting trends?
Adding to the chaos, a leak from Jaguar's very own design team has revealed internal unrest. It stems from the decision to outsource branding to Accenture Interactive, which, according to insiders, 'disconnects' the brand’s visual story from its legendary products.
The latest advertising campaign seems to have ventured into the abstract. With not a car in sight, it left many dumbfounded, including Elon Musk, who took to Twitter questioning Jaguar's current identity. His tweet went viral in no time.
Nevertheless, Jaguar managing director Rawdon Glover remains unfazed. To him, the rebrand is 'fearlessly creative,' squarely aimed at aligning Jaguar with the future of electric luxury vehicles. For Jaguar, this is less about looking back and more about paving a path forward within the competitive EV market.
Yet, despite the defenses laid out by its executives, analysts have thrown a caution flag. It is critical, they argue, for Jaguar to back this bold new strategy with remarkable models slated for 2025. Only then can this contentious overhaul prove its mettle.
