The Controversial Rebranding Of Jaguar

On November 19, 2024, Jaguar launched its new (and very different) branding strategy as part of its transition to an all-electric vehicle lineup by 2025. Jaguar described the change as a way to “reinvent the modern luxury experience” but, in the process seem to have caused an online debate about history, legacy, the future, and extremely strong opinions from very vocal car fans.

A big part of the rebrand is a new logo featuring the word “JaGUar” with a mix of upper and lower case letters. The logo is also accompanied by a new variation of the leaping jaguar which is now set against a grid of 16 lines. According to Jaguar, this design is about taking a modern approach to the brand’s heritage while also showing its forward-thinking approach in the electric vehicle (EV) era.

However the rebranding team at Jaguar thought the launch was going to go, it has caused a HUGE impact with public opinion divided.

What People Don’t Like

Some passionate critics of the rebrand have described the new logo as “dull,”. Some have even gone so far as to say that they wouldn’t be surprised if the entire brand goes out of business in the next few years!

One of the most common concerns seems to be that the new branding looks more suited to a high-end clothing or furniture label than a luxury car manufacturer. I think lots of Jaguar enthusiasts are worried that the heritage of this iconic British brand may be overshadowed by a more design-centred approach.

Some comments from our social media:

“Jaguar – Reimagining itself into motoring oblivion…”

“Definitely not a step in the right direction”

“That’s Jaguar Dead and Buried then.”

What People Like

For all of the negativity surrounding the rebranding of Jaguar, there are also lots of people who have welcomed Jaguar’s fresh approach. There’s no denying that this is a big design change and many people respect the boldness and the forward-thinking approach.

I think it’s important to note that no new Jaguar cars have been revealed yet (that’s coming at the beginning of December). I think those of us on the positive side of things are very happy to wait and see what this entails before making a final decision on our opinion.

Some comments from our social media:

“I for one really like it; a genuine reimagining with a visual language that makes absolute sense”

What We Think

Craig – Managing Director, Bridge Classic Cars

The world seems to have gone crazy over the rebranding of one of Britain’s most iconic and influential car manufacturers and controversially I feel I’m in the minority on this…I like it.

Sure, it’s safe and uninspiring but I would like to think that this was the intention of the creative minds…longevity rather than impactful. I believe that if you make something that really stands out from the crowd it gives a powerful short term message and creates a hype that won’t last. It’s more likely to date quicker and doesn’t often stand the test of time. For such a huge, worldwide brand like Jaguar, creating a new image that dates after 5 minutes would be disastrous.

I personally think the lifestyle imagery is beautiful. The bright colours chosen are very much of the moment. The character lead imagery will only be used in marketing right now and I think they work perfectly right now. One downside to this is that they are no different to their competitors. They are all speaking the same language and trying to tick the same boxes but that’s ok for now.

As for the long-term rebranding, the logos. I really like the circular badge, it’s modern but not enough to date quickly. To me, Jaguar represents class and quality and I see that in this badge. People will argue that there is no longer a roaring cat on the badge but is it time for the cat to go? Is Jaguar, the car, more than just a quirky representation of the cat…yes I believe it is.

John – Workshop Manager, Bridge Classic Cars

Why? By looking at the new branding, I can’t tell what the brand does. It almost looks like someone has tried to copy the Jaguar ethos but has done it on a budget.

It’s too different from the original branding so I feel like the impact the name of Jaguar has on a car has been lost slightly with this new look. It will be interesting to see what the new cars look like.

Rob – Marketing Manager, Bridge Classic Cars:

I don’t think Jaguar’s rebrand is as harmful as some people seem to think. With the brand transitioning to an all-electric lineup next year, it’s only natural that its visual identity evolves too. Branding is a reflection of a company’s direction, and in an industry currently going through such a rapid change, manufacturers have to evolve too or risk being left behind.

Yes, the new logo is very different, but so is Jaguar’s goal to be a leader in a competitive electric vehicle market. As the automotive industry moves toward sustainability, holding on to the past can be hugely damaging. Heritage is obviously important, but so is the ability to move with the times.

Ultimately, the logo is just one piece of the new branding. What I think really matters is whether Jaguar’s new lineup delivers the luxury, performance, and innovation the brand is known for. If it does, the rebrand will feel like a natural step forward.

Nick – Photographer/Videographer, Bridge Classic Cars

With the announcement of the new design language from Jaguar’s rebrand, it has caused quite the stir across the automotive world – from industry to enthusiasts alike. As it currently stands, people are ‘in the wind’ with these decisions.

Having been around, photographed and experienced my fair share of Jaguars in my tenure behind the lens here at Bridge Classic Cars, all I can say is that it takes guts to rebrand and redirect a company’s look in such a drastic way. I was with Rob when it was announced and we first saw the new design pack, and I couldn’t help but remark that ‘’well, at least it’s not changing the accent colours from Black to Dark Grey’’.

I think in the modern world, every brand is in constant evolution. Jaguar is no exception; it is a company which has constantly changed and evolved. Beginning in the mid-1930s, then again in the late 1940’s, the late 1960’s, again in the 1970s, the 1980s, the 1990s and then in the 2000’s several times as not only did the design language of the cars change (with successive design chiefs with the likes of Ian Callum, Earl Beckles and Malcolm Sayer) but the entire company look changed too. For example. I remember when the Jaguar S-Type came out – a thinly veiled reference to the Mk2 of the 1950s and 1960s. Within 10 years of that, the whole design language across the range changed to look into the future with the new XJ, F-Type, E-Pace, I-Pace and so on. So, the brands image has constantly evolved.

I have been reading lots of people’s comments online across multiple outlets to see what their track is on this change up at Jaguar. Now, at my age, I am what many refer to as the ‘Woke’ generation – and I don’t actually see that as an insult. It’s just a generation who looks to actively change and remould the future learning from the pitfalls, shortcomings and failures of the past.

People (and by that I mean some journalists and social media users) have been saying that Jaguar will be dead in 5 years or saying that changing the direction the leaper faces is an afront to the British identity. But, there are also those who have been wholly supportive of the change from seeing the car as being ‘for old men in an old country’ to something which dances along the lines of what could be a bright, brave and beautiful new future.

Jaguar is not the only company to rebrand themselves for the future. Aston Martin, Bentley, Ferrari, Maserati, you name it have had to adapt or die somewhat. But, with each of these rebrands (and I am talking aesthetically) no one batted an eyelid. Agreed, Jaguar’s new look is a radical departure from previous years – but as mentioned in their press releases that the future of Jaguar cars offerings in the market are going to be radical departure too.
 
Is it betraying their heritage? In my opinion, no. Is it betraying their customer base? Again, in my opinion, no. Is it trying to protect and reshape a British institution back to a flagship symbol of engineering, design and luxury? Yes, yes I do and I for one can’t wait to see what they’ve come up with on December the 2^nd when we will see just what the team have been working on.
 
So, that’s my opinion on it.