Did Jaguar Need to Rebrand, or Could They Have Realigned?

I’ll admit, I’m no car brand expert. My skills are more in recognising logos than discussing performance specs. But that’s why Jaguar’s recent rebrand caught my eye. They’ve ditched their iconic emblem for a logo that feels… well, a bit basic. It’s modern, sure, but does it really capture the luxury and heritage Jaguar is known for?

Marketing Week explored this in their article, ‘Jaguar rebranded because it needed revitalising’ , and I tend to agree: Jaguar needed to shake things up. But did they need to go this far? Couldn’t they have refreshed their brand without stripping away so much of what made it iconic? Let’s get into it.

What Jaguar Got Right

Jaguar’s decision to pivot towards an all-electric future is spot on. The EV market is booming, and the competition is fierce. Tesla, Porsche, and Mercedes-Benz are all jostling for position, so Jaguar had to find a way to stand out.

This rebrand is clearly meant to signal a clean break—a bold step into the modern luxury space, aiming to appeal to younger, eco-conscious buyers. From a strategy perspective, the decision to revitalise the brand makes sense.

But the execution? That’s where I’m less convinced.

What They Could Have Done Differently

The new logo feels like it’s trying to be sleek and minimal, but it ends up looking… basic. For a brand built on luxury, sophistication, and a rich history, this feels like a missed opportunity. Jaguar could have evolved without losing its identity.

Here’s what they could have considered:

• Keep the Icon, Update It: The leaping jaguar emblem is instantly recognisable. Why not modernise it instead of tossing it aside? A sleek, updated version could have represented progress while keeping the brand grounded in its heritage.
• Tell the Story: A campaign that bridges Jaguar’s legacy of performance and luxury with its electric future could have been far more powerful. Imagine showing how their engineering brilliance is evolving for the EV era—without forgetting their roots.
• Focus on Brand Alignment: A logo is just one piece of the puzzle. Jaguar could have looked at aligning every touchpoint—from the buying experience to the product itself—to reflect its new direction. Rebranding is about more than just visuals; it’s about the feeling the brand evokes at every interaction.

Brand Alignment Over Reinvention

This rebrand feels like a sharp break from the past, but reinvention doesn’t always mean starting from scratch. Brands like Porsche and Rolls-Royce have managed to modernise without losing their essence. They’ve found ways to evolve while keeping what made them iconic—and Jaguar could have done the same.

Brand alignment is about taking what’s unique about your brand—your history, your purpose, your promise—and making sure every piece fits together to tell a cohesive story. It’s less about shouting, “We’ve changed!” and more about showing, through every interaction, that the brand is evolving.

Without Being a Fly on the Wall…

Of course, we weren’t in the room when Jaguar made this call (and I wouldn’t want to be a fly on the wall either—who needs that life?). But the decision to strip back so much of their identity feels risky. Will it resonate with their new audience or leave loyal fans feeling disconnected? Only time will tell.

Your Turn

What do you think? Could Jaguar have struck a better balance between modernising and celebrating their legacy? Or was this a necessary move to stay competitive in the EV space?

If you’re grappling with your own brand challenges—whether it’s refreshing, realigning, or figuring out how to evolve—drop me a message. I’d love to chat about how brand alignment can help you grow without losing sight of what makes you special.