The cat’s out of the bag but Jaguar’s rebrand still feels like a stray
Just hours before the official unveiling in Miami, the car maker’s reinvention has now leaked online. Having already branded the relaunch a comms car crash, Gordon Young has his say on whether the bold new look is likely to get the brand back on track.
Jaguar’s bold reinvention has certainly achieved one thing: everyone’s talking about it. From the teaser video that left us all wondering where the car was to leaked images of a bright pink concept vehicle that screams Barbiecore rather than British luxury, the campaign has been a masterclass in grabbing attention. Whether it’s the right kind of attention is another question entirely.
As the saying goes, “there’s no such thing as bad publicity,” and Jaguar seems to be testing that theory to its limits. The teaser video was panned for featuring more dramatic poses than actual vehicles, prompting Elon Musk to quip, “do you sell cars?” Even so, it generated over 1.5 million views in just a few days. The controversial choice of a luminous pink concept car has kept the buzz alive. But beneath the glossy chatter, Jaguar’s strategy feels as conflicted as its designs.
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A confused identity?
Let’s start with the car itself. The leaked design evokes muscular aggression –broad, sleek, and undeniably bold. It’s the kind of aesthetic that traditionally appeals to a masculine audience. But then there’s the bright pink paint job, which feels more Malibu Barbie than British bulldog. It’s a jarring juxtaposition: a feline frame that’s neither ferocious nor particularly feminine. Is it a lion in leopard print, or a domestic tabby trying to roar?
Jaguar’s tagline, “Copy Nothing,” suggests a break from tradition, but the execution risks alienating everyone. The aggressive styling paired with pink may feel incongruous. But the design also lacks the sleek sensuality of a classic E-Type or the timeless curves that once defined Jaguar’s elegance. In trying to please all, Jaguar may have ended up pleasing none.
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The marketing cat-astrophe
The campaign itself has been a hotbed of controversy. From accusations of “woke marketing” to a deluge of criticism over the lack of heritage cues, it’s clear Jaguar has left its old fans behind. While the attention is undeniable, the messaging feels muddled. The choice to axe the iconic “growler” emblem – a symbol of Jaguar’s predatory precision – is emblematic of a brand that seems unsure whether it wants to purr or roar.
It’s worth noting that Jaguar’s struggles aren’t new. Sales have been in free fall for years, with only 64,000 units sold globally in 2023. The decision to pivot to all-electric vehicles is bold and necessary in an era of rapid industry transition. But for a brand with such storied heritage, the path forward needed to be as confident as its classic cars once were.
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Will it work?
Jaguar’s new strategy is clear: fewer cars, higher prices, and a bid for exclusivity. But for a rebrand to succeed, the product must align with the promise. The bright pink concept car and provocative teaser campaign are bold moves, but boldness isn’t enough. A £100,000 EV needs to exude luxury and identity, not confusion. Jaguar’s competitors – Tesla, Mercedes, and even China’s up-and-coming EV brands – are already setting the pace.
The car world doesn’t need another gimmick; it needs innovation paired with authenticity. Jaguar had a chance to blend its heritage with a modern twist—imagine an E-Type reborn for the electric age. Instead, the “Barbie-mobile” feels like a wild swing that might miss both the nostalgia market and the progressive luxury buyer.
Final thoughts
The cat may be out of the bag, but is it ready to pounce or just chasing its own tail? While I hope I’m wrong, this rebrand feels like a feline caught between its feral instincts and a too-tidy domestic image. Jaguar has always been a symbol of grace and power, but this reinvention risks turning it into a brand that’s all fur coat and no claws.