Jaguar new emblem
Courtesy: Jaguar
Luxurious carmaker Jaguar has defended a rebrand that drew widespread criticism on social media this week.
The corporate, a part of Tata Motors-owned group Jaguar Land Rover, launched a brand new emblem that noticed it ditch its iconic “leaper” large cat branding, and unveiled promotional movies that includes brightly dressed fashions — however no vehicles.
In a launch, Jaguar mentioned the media showcased its “dramatic new inventive philosophy,” branded “Exuberant Modernism,” which can “encourage future autos.”
The designs generated tens of 1000’s of responses on social platforms together with Fb, Instagram, X and LinkedIn — and the bulk have been damaging.
Some criticized the removing of the large cat imagery — which has featured on the automobile because the Fifties — the font selection, and the truth that Jaguar will now be styled JaGUar for “visible concord,” in accordance with the corporate.
Others took goal at the truth that the content material didn’t characteristic any autos or equipment and described the aesthetic as out of contact, given the basic British model’s considerably macho earlier campaigns.
“Our model relaunch for Jaguar is a daring and imaginative reinvention and as anticipated it has attracted consideration and debate,” the corporate mentioned in response to a request for remark.
Individuals react to Jaguar’s new emblem
Supply: Jaguar & X
“As proud custodians at such a outstanding level in Jaguar’s historical past we have now preserved iconic symbols whereas taking a dramatic leap ahead,” the enterprise mentioned.
“The model reveal is just step one on this thrilling new period and we look ahead to sharing extra on Jaguar’s transformation within the coming days and weeks.”
Gary Jenkins, managing director of content material company No Brainer, mentioned that if the automaker’s intention was to garner as a lot consideration as doable, “they’ve actually succeeded.”
“Everybody has an opinion on this rebrand, whether or not it is ‘wokeness,’ the shortage of a automobile wherever to be seen within the new rebrand video, daring, iconic emblem modifications, the lack of the traditions of the model, but in addition pleasure and intrigue. … Persons are speaking about Jaguar, together with folks exterior its conventional buyer base,” he informed CNBC.
Jaguar unveils new emblem
Courtesy: Jaguar
The success ‘will probably be within the gross sales’
The promoting marketing campaign got here after Jaguar earlier this month halted all new automobile gross sales because it prepares to relaunch as an electric-only firm in 2026 — a part of a wider trade shift that’s presenting quite a few challenges for automakers.
Three new electrical fashions are anticipated from the corporate within the coming years, together with a four-door GT automobile anticipated to have a six-figure beginning worth. It is going to showcase a brand new electrical automobile design idea at Miami Artwork Week subsequent month because it targets a brand new ultra-affluent market.
“We have to re-establish our model and at a totally totally different worth level so we have to act otherwise. We wished to maneuver away from conventional automotive stereotypes,” Jaguar managing director Rawdon Glover informed the Monetary Occasions in an interview revealed Friday.
Glover additionally condemned “the extent of vile hatred and intolerance” expressed by some folks commenting on the advertising video and denied it was “woke.”
A parked automobile that includes the prevailing Jaguar emblem pictured on Monday, January 25, 202.
Nurphoto | Nurphoto | Getty Photos
Wanting past its current base to a brand new viewers is a threat for Jaguar; however the very high-end nook of the posh market has higher margins the place the corporate will probably be required to promote fewer models to extend profitability, automotive trade commentator Mark Smyth informed CNBC.
No Brainer’s Jenkins famous that Jaguar is already grappling with falling gross sales over the long run and the electrical automobile market is hyper-competitive.
Regardless of Jaguar reporting a 39% annual uptick to 13,528 unit gross sales within the yr to April 2024, the determine is down from 81,570 a decade in the past.
Jenkins mentioned that the backlash to the rebrand gave the impression to be anticipated by Jaguar, and the marketing campaign’s impression will take a while to play out.
“From the social media responses alone, it’s clear that Jaguar’s advertising workforce was prepared for this. … You possibly can see the workforce has been prepped to reply and have been prepared for the backlash, firing responses to intrigued, excited and enraged followers of the model throughout channels,” he mentioned.
“Detractors will make some loud noises over the following few days and weeks, however the proof as as to if it is a success or not will probably be within the gross sales.”
Jaguar Land Rover posted its eighth straight worthwhile quarter this month, whilst income got here in flat on an annual foundation within the first half of the yr.
