Jaguar rebrand a complete comms car crash

Launching a rebrand is as much about communication as it is about design. In Jaguar’s case, the communication strategy seems to have been an afterthought, if considered at all. By moving so far away from its traditional positioning without a coherent narrative or clear rationale, it has not just muddied the waters – it’s queered the pitch, making it exponentially harder to land this new look with its existing audience and potential new customers.

Miami launch could calm the chaos

Jaguar has announced that it will reveal its new Design Vision Concept at Miami Art Week on December 2. This event is expected to showcase the first tangible expression of Jaguar’s new direction – a concept car that embodies its ‘Copy Nothing’ philosophy and ‘Exuberant Modernism’ design ethos. The Miami unveiling is meant to be a pivotal moment, offering the world a glimpse of Jaguar’s future in the electric vehicle landscape.

However, the botched lead-up to this event has cast a long shadow. Instead of building anticipation and curiosity, Jaguar’s perplexing communication strategy has sown confusion and skepticism. The Miami event now carries the additional burden of rectifying the missteps of this disastrous launch, making an already high-stakes reveal even more precarious.

A series of missteps

Let’s start with the name change to jaGUar. According to the company, this is a “seamless blend of upper and lower case characters in visual harmony.” To many, it reads as a typographical hiccup rather than a thoughtful redesign. The iconic leaping cat logo has been replaced with something far less impactful, embossed on brass, making the once-proud emblem appear caged and subdued.

Then there’s the advertisement – a bewildering display of abstract imagery featuring a diverse cast in futuristic attire, wielding sledgehammers and spouting platitudes like ‘Copy nothing,’ ‘Live vivid,’ and ‘Break molds.’ Not a single car is shown, nor is there any tangible connection to what Jaguar actually does. Even Elon Musk chimed in on social media, asking the pointed question: “Do you sell cars?” Jaguar’s cheeky response inviting him for a “cuppa in Miami” only adds to the sense that Jaguar is not taking this seriously.

Communication breakdown

The reaction has been swift and overwhelmingly negative. Industry experts have labeled the launch as one of the most bizarre automotive media events they’ve ever witnessed. CarDealer magazine didn’t mince words, calling it “possibly the most bizarre automotive media launch I’ve ever attended.” When your relaunch leaves people questioning whether it’s an April Fool’s joke, it’s a clear indicator that something has gone horribly wrong.

Jaguar’s attempt to ‘Copy Nothing’ has resulted in a brand identity that feels unmoored from its rich heritage. While it’s essential for brands to evolve, especially in an industry rapidly shifting toward electrification and sustainability, abandoning the very elements that made them iconic is a risky move – one that borders on reckless without proper communication.

Heritage matters

Alongside Aston Martin and Rolls-Royce, Jaguar has been one of the great British blue-chip motoring brands. When Inspector Morse drove his burgundy Jaguar Mark II through the streets of Oxford, the association between the quintessentially English detective and the stylish car lingered in viewers’ minds long after the show ended. Jaguar has always conveyed an innate sense of style and class throughout its century-long existence. So why torpedo that hard-won reputation in such a perplexing and unforced fashion?

Heritage brands carry with them decades of goodwill and emotional connection. Disrupting that without a clear, well-communicated vision is not just a missed opportunity; it’s a self-inflicted wound. Jaguar’s leadership insists that this is a “reset” and a return to the values that once made the brand so beloved. However, this sentiment falls flat when the execution lacks clarity and alienates the existing customer base.

The road ahead

As we approach the Miami event, Jaguar has its work cut out. The unveiling of the Design Vision Concept is their chance to showcase the new electric vehicle lineup and the embodiment of their reimagined brand. But given the disastrous lead-up, the event now has the added pressure of reversing negative perceptions and justifying the radical changes.

The Miami unveiling should have been the crescendo of a well-orchestrated build-up, not a last-ditch effort to salvage a faltering rebrand. The company must use this opportunity to provide clarity, showcase tangible innovations, and reconnect with both new and loyal customers.

In the world of branding, how you communicate change is just as important as the change itself. Jaguar’s mishandling of this launch serves as a cautionary tale. Rebranding is not merely about new logos or catchy slogans; it’s about storytelling, bringing your audience along on the journey, and respecting the legacy that got you here.

Jaguar’s bold move could still pay off, but they’ll need to course-correct – and fast. The lesson here is clear: In the delicate dance of rebranding, neglecting the importance of communication can turn a high-risk maneuver into a reckless gamble. Brands embarking on similar journeys should take note – sometimes, how you say something is just as crucial as what you’re saying.

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