Jaguar’s rebranding: What to learn from it.

‍ "We’re here to delete ordinary. To go bold. To copy nothing."
This is Jaguar’s new promise, and you’ve probably already seen it. If you’ve spent any time on social media recently, you’ve likely come across their new campaign. And it's clear that this change is not going unnoticed: "Jaguar has just undergone a massive rebranding, and the internet is buzzing."

From the Super Bowl to Futuristic Campaigns: A Bold New Direction for Jaguar

The last time I thought about Jaguar was during their Super Bowl advertising campaign, where Stephen Hawking, with his legendary brilliance, portrayed a futuristic vision of automotive luxury (you can watch it here: Jaguar Super Bowl Video). Of course, it was already an ambitious campaign, but there was still a sense of tradition, a connection to the brand's heritage.

Before that, the spy movie-inspired campaign featuring Tom Hiddleston and Stanley Tucci in London was another example of the brand's creative spirit and craftsmanship. It was intense, captivating, with that elegant and mysterious vibe you'd expect from a brand like Jaguar. (Dive back into the atmosphere here: Jaguar London Campaign Video)

Today, everything has changed. And to be honest, the shift is as surprising as it is bold. From grand cinematic productions to a futuristic, "woke" campaign bathed in pink hues, Jaguar car has taken a radical turn.

Love it or hate it, this campaign has already garnered over 160 million views on social media. Impressive, right?

Jaguar: From Tradition to Modernity

The reactions have been swift. While a majority of younger consumers seem fascinated by this new direction, another segment of the audience — including car enthusiasts and some influencers — is crying foul. They accuse the 90-year-old brand of "reinventing itself by abandoning its roots" and "giving in to woke ideology." It's clear that the contrast between Jaguar's historical image — a symbol of British luxury, refinement, and elegance — and this campaign full of bright colors and progressive symbolism shocks a part of its loyal audience.

But perhaps that’s exactly where the brand’s genius lies. Jaguar is no longer aiming to please only the conservatives; it's also reaching out to a new generation. A generation that wants more than just luxury cars — they want a genuine experience, an emotional footprint. And that could be the key to revitalizing their aging customer base.

Why This Shift?

When I worked for Renault at Publicis Groupe, I had the opportunity to conduct an in-depth analysis of the automotive market through a Brand Review. We examined in detail the advertising strategies of major car brands and categorized them into three distinct groups:

• Low-end: Peugeot, Citroën, Toyota, Hyundai, etc., which are striving to move upmarket to attract an older but wealthier audience. Their campaigns focus on product functionality and practical features.
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• Accessible Luxury: Mercedes, Audi, BMW, Range Rover, and others that need to rejuvenate their aging customer base. Their campaigns focus heavily on aspirational lifestyles, often through elegant and inspiring imagery.
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• Trendsetters: This group includes brands that have decided to invite their audience to see life differently. At the time, Tesla wasn’t yet a major player, but BMW was already positioning itself in the electric car space, well ahead of its competitors.

Jaguar: A Bold Rejuvenation Strategy

Today, Jaguar seems to clearly want to position itself within this third group. Its new ambition is to rejuvenate its customer base, and attract a younger and more dynamic audience, while remaining true to its luxury and performance roots.

The real challenge for the brand now is whether this shift will resonate with its traditional audience. Will Jaguar owners, and luxury car enthusiasts, be ready to embrace this new vision for the brand? Or will they long for the classic campaigns that emphasized the brand's majesty and heritage?

Luxury Brands Can’t Afford to Rest on Their Laurels

Luxury brands can no longer just attract the same customers year after year. They must innovate, provoke, and challenge expectations. Luxury today is also a means of standing out, of being noticed. Jaguar has decided to break free from the norm, to depart from "ordinariness" in order to create something bolder, more in tune with the desires of younger generations.

A Risky, But Necessary Bet?

The bet is risky, but perhaps necessary. Brands must constantly evolve to avoid being overtaken by trends. Jaguar understands this and is seeking to reinvent itself before the competition does it for them.

So, what’s your take on Jaguar’s bold move? Is this new "woke" and futuristic direction a stroke of genius, or a strategic misstep that could alienate the brand’s purists?

One thing is for sure: Jaguar is not leaving anyone indifferent.

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