Adam Robinson’s Post

Lots of reaction to the Jaguar rebrand, suitably summarised as usual by Mark Ritson. I like ‘brave’ and disruptive marketing but frankly, don’t know what to make of this. However, will reserve judgement until we see how this will be reflected in their new product range when it finally arrives in 2026. At a time when legacy brands really need to lean into their brand equity and coming after the confusing JLR ‘rebrand’ with the three brand approach to Land Rover (???), it’s hard to fathom what the thinking is at Coventry right now. 🤔 https://lnkd.in/ed5xhNRS #brandstrategy #automotive #brandtransformation #jaguar

Jaguar’s Rebranding Gamble: Bold Move or Brand Downgrade? There was a time when Jaguar owned the roads and the screens. The iconic leaping jaguar wasn’t just a logo—it was a statement. Jaguar’s cheeky ads famously mocked competitors like Mercedes-Benz with wit and confidence, proving their bold dominance. Fast forward to today, and the story has changed. Jaguar’s latest rebranding campaign, with abstract visuals and cryptic slogans like “Copy Nothing,” has left audiences scratching their heads. Even Elon Musk chimed in on X.com, trolling the brand with, “Do they still sell cars?” The new “Exuberant Modernism” approach aims to position Jaguar as a high-end, all-electric luxury brand. But in trying to reinvent itself, has Jaguar lost its essence? The bold, aspirational brand we once admired now seems to be struggling to connect with its loyal audience. This raises a question: Is this reinvention a bold step forward, or has Jaguar downgraded its legacy? What are your thoughts? Can Jaguar still rebuild its roar? Jaguar Land Rover India Jaguar Land Rover UK Jaguar Land Rover UK #Jaguar #Electriccars #LuxuryCars #Automotiveindustry #Marketingdebates

A far more balanced and interesting opinion.

This is a nice way of looking at the Jaguar rebrand from someone who clearly gets product positioning and how difficult it is to really pivot an existing brand. The points that seem most critical to me are 2 and 4: - The people who complain about "it's not a true Jaguar" are those who have almost never bought one new, but waited for a decent second hand market buy. Which given Jaguar has always had catastrophic short and medium term residual values, has given them quite a lot of choice. - Jaguar mass market vehicles have never really been profitable. Most of the cheaper stuff has been loss-making, the XE horrendously so. If you're going to really reboot something and start again with a clean slate, you have to be willing to ignore all your previous customers and focus on the future. Because if you do what you've always done, you'll get what you've always got. And it'll be bland and unsuccessful.

There’s been a lot of noise in the marketing world about a certain rebrand last week. A well-balanced article over the weekend gave some good context on the position Jaguar found themselves in and why change was needed. This shift will go far beyond just a rebrand. It’s about changing their business model and aiming to capture around 2% of the luxury market, selling fewer cars. Times like these it is good to remind ourselves of the first rule of marketing: orientation. The majority of us aren’t the customer, so should our reactive views really matter? We haven't been privy to the data, research, and strategy behind the decision. In a world that often celebrates short-term, reactive engagement, I’m now more interested in seeing how the brand goes over the next few years. I do agree with the widely shared point that the brand is very likely to have weakened its distinctive assets that it is has been building since 1945. So there will be significant spend required to over come this. However, until last Tuesday, I didn’t even know they were launching a new car. Insiders say it’s something special. I’m looking forward to seeing the launch in a couple of weeks. https://lnkd.in/em4hjyAG #Jaguar #Marketing

Here's an interesting perspective and some great insight.

Jaguar, where are you? As anyone who's done it can attest, building a brand is challenging. Rebranding is even more difficult. Jaguar's rebrand, however, is plain perplexing. The new logo is fine. The focus on diversity is good. The new ad with no cars is mindboggling. "Contemporary", "exuberant modernism"...those may describe the direction of the EV direction and ultimate rebrand, but the automaker didn't let everyone else in what it's doing. Focusing on the branding and not the product itself may have seemed like a good idea on the storyboards, but judging by public reaction, it may have been better left on the drawing board. Somewhat lost in all this (and that's not what what anyone would want) is that the British luxury automaker plans to launch three new electric cars in 2026. The transition has been years in the making since the company made its announcement in 2021. Being original is not the same as being innovative. Unfortunately, the new messaging and ad spot may be the former, but it lacks the latter. Jaguar is facing some major headwinds in terms of sales, selling fewer than 67,000 cars in the entire world last year, while seeing a decline in U.S Jaguar dealerships from 200 to just 122. Not showing any of your products in a rebrand won't change any of that https://lnkd.in/gSQnDpGm #jaguar #advertising #marketing #brand #automotiveindustry #luxury

Thoughts on the Jaguar rebrand? 🤔 Jaguar is shifting away from its iconic heritage to embrace a more futuristic, electric-focused identity. It’s an ambitious move, but could it risk losing the very essence of what made the brand so iconic in the first place? I’m on the same page as Mark Ritson (in case you’re wondering which side of the fence that is; his article opens with: “Oh f***, Jaguar, what have you done?” 😳) For anyone interested in branding, it’s definitely worth a read. You can check out his full take here: https://lnkd.in/eSupDhK5 #Branding #Marketing #Jaguar #Rebrand #EV #AutomotiveIndustry

Why Jaguar ’s rebranding is a genius move, according to some people? - THE STORY FIRST: A 30-second clip was posted on Jaguar’s account on Tuesday. The advert was viewed 160 million times & gained over 120,000 comments. THE CLIP: Jaguar, the luxury car brand made the biggest change in its 102-year-old history, they unveiled their new logo! Now, rebranding is cool but how it's done decides if it is 'actually' cool. The changes in the logo were done as part of its rebranding, - also said that it will launch 3 new electric cars in 2026. Jaguar said it wanted to 'move away from traditional automotive stereotypes' in its new ad campaign. Some of the advert's taglines, such as "copy nothing" and "break moulds" which prove their statements true. - RESPONSE: Criticism and Backlash. Many people, of course, Elon Musk being one of them contributed to the criticism, saying “Do you sell cars?” • The removal of the big cat imagery, which has featured on the car since the 1950s. • The font choice, • The fact that Jaguar will now be styled JaGUar for “visual harmony,” according to the company also adds to the fury. Everything was criticised. - WHY NEED TO REBRAND, YOU MAY ASK? In 2023, a big issue for the company was that most of its sales, 75% Only came from just three models: - Range Rover - Range Rover Sport - Defender. Meanwhile, the Jaguar brand was losing money on each car it sold, Jaguar only sold about 64,000 cars that year, of the total 431,733 cars sold by the company. Because of these financial struggles, it didn’t make sense to continue Jaguar as it was, so they rebranded. Badi ghambhir samasya hain, will the consumers accept this change in the coming future? What do you think?? Gauri More at your service :)

What a case study to be! Jaguar's rebranding effort faces significant challenges due to its longstanding image as a luxury brand with a focus on traditional performance and style, which can be hard to shake off. While the company has been attempting to pivot toward a more sustainable, future-focused identity with electric vehicles (EVs), this shift risks alienating loyal customers who associate the brand with its heritage of classic, combustion-engine luxury cars. Additionally, Jaguar must compete in an increasingly crowded EV market, where new entrants like Tesla and established rivals such as BMW and Mercedes-Benz are already well-established. It will be interesting to see how this unfolds #rebranding #branding #jaguar