Jaguar's controversial rebranding: a move towards future success, or missing the mark?
A leopard never changes its spots. Can the Jaguar? Or, more importantly—should it?
As Jaguar recently unveiled its statement rebrand to high controversy, and now the new all electric concept cars to equal outrage, I’ve been reflecting on the essence of the jaguar—both as a creature in the wild and a symbol in human culture. What lessons could the brand have learned from its namesake, and what opportunities still lie ahead for them to lead in a truly transformative way?
A few weeks ago I visited the San Diego Zoo and found myself mesmerised by their resident jaguar. This magnificent animal moved with quiet confidence, commanding attention without effort. Its every step was purposeful, embodying timeless elegance, strength, and adaptability.
It struck me how deeply this creature reflects the qualities Jaguar, the car brand, has long aspired to represent. While innovating and shaking up an industry, certainly getting everybody talking are admirable goals – of which the latter has been achieved without a doubt – I can’t help but wonder: does it truly capture the spirit of the jaguar—or has the brand strayed too far from what made it iconic?
A Bold Move...But Did It Land?
First, let me applaud Jaguar for their ambition. Their focus on creativity, inclusion, and authenticity is inspiring, and these values are critical in today’s world. The shift to an electric-first, ultra-luxury identity also aligns with the future of transport, one where sustainability must lead the charge. These moves position Jaguar to be part of a greener future, and I hope they succeed because this is the kind of leadership the world needs.
But the rebrand’s execution feels like a missed opportunity. Minimalist typography and a stripped-down logo may feel modern, but where is the emotional connection to Jaguar’s rich heritage? The leaping feline – the very essence of Jaguar – feels underutilized, almost invisible. A brand’s “mascot” isn’t just a logo; it’s a vessel for meaning, history, and identity.
One comparison that comes to mind is Lloyds Bank and their black horse. Over the years, Lloyds has modernized its brand, but they’ve held onto their iconic symbol, using it as a bridge between their storied history and their evolving identity. The black horse doesn’t just represent Lloyds – it is Lloyds. It evokes trust, resilience, and strength in a way that feels timeless and emotionally resonant.
Jaguar’s leaping feline could have played a similar role. A thread tying their bold electric vision back to the elegance, power, and aspiration that made the brand iconic in the first place. Instead of erasing the spots, why not reinterpret them?
The rebrand stresses their intent to ‘copy nothing’ when in reality, the glossy, colourfully made up models and rosy metallic finishes have been done before countless times to represent boldness and creativity. The unveiled car concept itself is all angles, in an attempt to depict the new futuristic essence of the brand, but it comes off as a blocky reproduction of the cyber truck. The ‘London blue’ shade tries to honour the legendary e-type of the past, but a lick of nostalgic paint isn’t going to be enough to fool audiences.
A Better Story to Tell
It might be true that Jaguar sales were falling and the business demanded a radical change to turn it around. But, is the strategy going to resonate with the people they want to reach?
Imagine if Jaguar had taken a more human and cinematic approach to their rebrand. One that subtly wove the spirit of the jaguar into the lives of the bold, creative individuals the brand wants to attract, living out relatable stories in the ‘urban jungle’ of today. The narrative could have drawn striking parallels between the animal’s grace and adaptability in the wild and the drive, creativity, and power of people shaping the future in their own arenas.
This story could have unfolded alongside the evolution of Jaguar’s iconic cars; from vintage models like the E-Type, which was driven by past legends, to today’s electric innovations. The jaguar (the animal) wouldn’t need to appear literally but instead be subtly suggested through abstract visuals: a shadow on the wall, glowing lines in a sketch, or the sleek silhouette of the car itself. This approach could have honored Jaguar’s legacy while captivating the next generation with a story that’s both inspiring and aspirational.
By comparison, Volvo has just released an ad by director Hoyte Van Hoytema (Interstellar, Oppenheimer). At nearly 4 minutes long the mini movie breaks all conventions, but it pulls it off because the universal human experience it speaks to is so emotive and arresting to watch. The point hits home with the final twist – the unparalleled safety of a Volvo car.
Just like Jaguar, this ad barely shows the product with only two glimpses of it throughout. But, they got inside the minds of their audience, speaking to them rather than at them, so the impact is much greater.
An Opportunity to Lead
To Jaguar’s credit, this rebrand has sparked conversation. Perhaps that’s exactly what they needed. Their pivot toward a fully electric future could inspire the automotive industry to follow suit, opening the road for other more accessible brands to embrace sustainability. But true leadership in the EV space will require going beyond aesthetics: championing green energy innovation and developing circular battery systems. Jaguar might be a niche, luxury brand with a small circle of potential buyers, but if they want to revolutionize, they need to find the solution to getting more drivers into electric cars.
Imagine Jaguar not only redefining luxury, but redefining what’s possible – leading a transformation towards sustainability. Now that would be a legacy worthy of the jaguar name, and the innovation they are talking about.
What do you think?
A jaguar in the wild thrives by staying true to its nature while mastering its environment. A brand should do the same. Jaguar’s rebrand is undeniably bold, but does it have the emotional resonance to build a lasting legacy? Or has it left too much of its soul behind in pursuit of a futuristic facade? Time will tell, and maybe in a few years we will see only pink, blue and gold geometry roaming the streets of our cities.
We’d love to hear your take: How can brands balance reinvention with heritage? What role should they play in shaping a sustainable future for us all?
