JAGUAR... jaGuar... JagUaR
Cathy Droz
I help male-dominated industries understand and engage the powerful female buyer through strategic custom consulting, impactful events, speaking engagements, and advisory board leadership.
By: Cathy Droz
Having spent years unveiling new car models in showrooms and test-driving over 700 vehicles for manufacturers (including Jaguar), as well as running my own automotive ad agency, I understand the challenge of rebranding a storied vehicle line like Jaguar. The brand has undergone numerous transformations in ownership and design over the decades. As someone who once owned a Jaguar XJ6 sedan in the '90s—complete with the iconic leaper hood ornament—and has admired its cinematic presence in films like Spectre, Casino Royale and Die Another Day, I admit I have a soft spot for the marriage of British elegance and Bond sophistication, even if the bad guys drive the jags.
The latest Jaguar commercials, however, have sparked debate. They boldly omit the car itself, focusing instead on diverse people, vibrant colors, and a fresh, minimalist logo. This departure has drawn mixed reactions from the media, with some calling it "an innovative move that redefines car advertising" and others questioning the strategy of selling the sizzle without showing the steak. Yet, in a sea of car ads touting EV specs and fleeting social media trends, it’s hard to deny the audacity of Jaguar's approach.
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It’s worth noting that this isn’t the first time a product has generated buzz without a physical reveal—think tech unveilings or luxury fashion campaigns. Jaguar seems intent on reinvigorating its identity as it pivots to an all-electric future. The new logo, with its sleek design, might just resonate with the next generation of Jaguar enthusiasts.
As an automotive traditionalist, I still appreciate the excitement of seeing new models introduced in a more tangible way. That said, perhaps this bold strategy will pay off once the new lineup is revealed. And who knows—maybe a leaper-clad Jaguar will even make its way into the next Bond film. Until then, I'll reserve my final judgment and remain cautiously optimistic about the future of this iconic brand.
www.hercertified.com
Vice President
3 个月what a beauty
(Former) Prosci Change, Engagement and Communications specialist across a diverse range of sectors. Now golfer, angler, enjoying free time. But happy to support old colleagues ??
3 个月Electric Scooters... that's where they are heading! If they are lucky, it might be extinction.
CXO / Founder / Engineer
3 个月A drowning person will grasp at anything, even a sharp sword, to save themselves—and that's what Jaguar seems to be doing. Sedans, once their lifeblood, are no longer in demand, making their heritage feel misaligned with the current market. That said, trends are cyclical, and sedans may eventually make a comeback. However, Jaguar's recent moves signal a lack of strategy or leadership: A) Transitioning to EVs exclusively, B) Scrapping their entire model lineup without a clear replacement strategy, B) And making what may be the worst global rebranding decision of the year. These decisions suggest Jaguar is accelerating toward irrelevance instead of steering toward innovation. Sharing two images; which is more compelling?
70 years ago Jag was admired as one of the most technically advanced vehicles of the era, the XK140. 50 years ago Jag built one of the most iconic cars of its era, the E-type. 30 years ago Jag produced one of the most beautiful cars of the decade, the XJS. Today, that put all production on hold for 18 months to "find themselves". Where did it go so wrong?