The Bold Jaguar Rebrand

Jaguar, the storied British automaker, has embarked?on a bold rebranding journey to?redefine its identity?in the modern automotive?landscape.

Central to this transformation is a new logo, stylized as “JaGUar.’ It features a mix of upper and lower-case letters. This design choice reflects the?brand‘s commitment to “Exuberant Modernism,” a philosophy Jaguar says emphasizes contemporary aesthetics and?innovation.

Design Elements and Pronunciation Implications?

Jaguar’s rebrand also suggests that the company would rather have people pronounce the brand name with English pronunciation, “Jag-U-are,” instead of the American “Jag-Wahr.”

Transition to an All-Electric Lineup by 2026. Discontinuation of Petrol and Diesel Models

Jaguar has announced it will discontinue its current petrol and diesel models and transition to an all-electric lineup by 2026. To do this, the company will release no new vehicles available in UK dealerships from the end of November 2024 until its latest electric models launch.

Embracing ‘Exuberant Modernism’ in the?Jaguar Rebrand

According to Jaguar, this approach emphasizes bold design and original thinking, aiming to recapture the essence of?Jaguar’s heritage?while making it relevant for today’s audience.

Professor Gerry McGovern, Jaguar’s Chief Creative Officer, stated:

“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”

Controversy Surrounding the Jaguar Rebrand?

As you’ve undoubtedly read, this rebranding effort has been?controversial. Critics have expressed concerns about departing from Jaguar’s classic design elements, mainly by removing the iconic leaping cat logo and replacing it with ham-fisted typography.

Critics’ Perspectives on Design Changes?

The reactions to this?change?on?social media?sites have been fierce. Across the board, Jaguar’s rebrand has become this week’s?marketing?whipping post.

Leadership’s Response to Criticism to the Jaguar Rebrand?

Targeting a Younger, Diverse Audience

Despite the mixed reactions, Jaguar’s leadership says it remains steadfast in its vision. Managing Director Rawdon Glover has acknowledged the debate but emphasizes the brand’s focus on attracting a younger, more diverse audience. He asserts that the rebranding is a deliberate effort to position Jaguar as a modern icon, aligning with its historic models while embracing future technologies.

So how is it possible that the brand that created the Jaguar E-Type (XK-E), which Enzo?Ferrari?called “the most beautiful car ever made,” would redefine itself with a logo that looks like it was created using a lousy computer graphics program?

Anticipation for the Design Vision Concept Reveal

Here’s the thing: I think the Jaguar rebrand is a red herring, a false flag designed to get people talking about the brand so everyone will pay attention and be gob-smacked when the new brand solution suddenly emerges.

Aligning with Sir William Lyons’ Vision

Upcoming Unveiling at?Miami?Art Week 2024

I believe the clues can be seen in Jaguar’s statement that their brand??must align with the vision of its founder, Sir William Lyons, and be “a copy of nothing”??and that Jaguar plans to showcase the brand’s future direction and creative philosophy when it unveils its Design Vision Concept at?Miami Art Week?on December 2, 2024,

Conclusion: A Strategic Move or Misstep?

If I’m right, Jaguar’s Psy-op strategy will pay off only if the new design is as bold and forward-reaching as its gutsy marketing scheme. If I’m not, we’ll be looking at Jaguar’s pedestrian new brandmark for a while.

The good news is that we don’t have long to wait to find out.