Jaguar? Luxurious automobile maker defends controversial rebranding because it transitions to electrical autos

New Jaguar logo

Courtesy: Jaguar

Luxury car maker Jaguar has defended a rebrand that drew widespread criticism on social media this week.

The company, part of Tata MotorsThe Jaguar Land Rover group released a new logo, ditching its iconic “Leaper” big cat branding, and unveiled promotional videos featuring brightly dressed models – but no cars.

In a press release, Jaguar said the media showcased its “dramatic new creative philosophy” with the brand “Exuberant Modernism” that will “inspire future vehicles.”

The designs sparked tens of thousands of reactions on social platforms like Facebook, Instagram, X and LinkedIn – and the majority were negative.

Some criticized the removal of the the image of the big cat – which has appeared on the car since the 1950s – the choice of font and the fact that Jaguar is now styled According to the company, JaGUar stands for “visual harmony.”

Others criticized the fact that the content did not include any vehicles or machinery, describing the aesthetic as inappropriate given the classic British brand's somewhat macho previous campaigns.

“Our Jaguar brand relaunch is a bold and imaginative reinvention and has, as expected, attracted attention and discussion,” the company said in response to a request for comment.

Enlarge symbolArrows point outwards

People are reacting to Jaguar's new logo

Source: Jaguar & X

“As proud stewards of such a remarkable point in Jaguar’s history, we have preserved iconic symbols while taking a dramatic leap forward,” the company said.

“The unveiling of the brand is just the first step in this exciting new era and we look forward to sharing more about Jaguar’s transformation in the days and weeks ahead.”

Gary Jenkins, managing director of content agency No Brainer, said if the automaker's intention was to grab as much attention as possible, “they've definitely succeeded.”

“Everyone has an opinion on this rebranding, be it the 'wokeness', the lack of a car featured in the new rebranding video, bold, iconic logo changes, the loss of the brand's traditions, but also excitement and intrigue.” … People are talking about Jaguar, including people outside of its traditional customer base,” he told CNBC.

Jaguar introduces new logo

Courtesy: Jaguar

Success “will lie in sales”

The advertising campaign comes after Jaguar suspended all new car sales earlier this month as it prepares to relaunch as an all-electric company in 2026 – part of a broader shift in the industry that is posing numerous challenges for automakers.

The company expects to launch three new electric models in the coming years, including a four-door GT car that is expected to have a six-figure starting price. Next month at Miami Art Week, it will unveil a new electric vehicle design concept aimed at a new ultra-affluent market.

“We need to re-establish our brand and at a completely different price point, so we need to act differently. We wanted to break away from traditional automotive stereotypes,” Jaguar CEO Rawdon Glover told the Financial Times in an interview published on Friday.

Glover also condemned “the level of vile hatred and intolerance” expressed by some people commenting on the marketing video and denied that it was “woke.”

A parked car with the Jaguar logo present, pictured on Monday January 25, 2020.

Photo only | Photo only | Getty Images

Looking beyond its existing base to a new audience is a risk for Jaguar; But the high-end of the luxury market has larger margins, where the company needs to sell fewer units to increase profitability, automotive industry commentator Mark Smyth told CNBC.

No Brainer's Jenkins noted that Jaguar is already struggling with long-term sales declines and the electric vehicle market is highly competitive.

Although Jaguar reported a 39% annual increase to 13,528 units sold in the year to April 2024, the figure is down from 81,570 a decade ago.

Jenkins said the backlash to the rebranding appeared to have been expected by Jaguar and it would take time for the campaign to have an impact.

“It's clear from the reaction on social media alone that Jaguar's marketing team was prepared to promote the brand across all channels,” he said.

“Critics will make some loud noises over the next few days and weeks, but the proof of whether this is a success or not will be the sales.”

Jaguar Land Rover posted its eighth consecutive profitable quarter this month, although first-half sales were flat year-on-year.