It’s been just over a week since Jaguar’s big announcement, and the buzz hasn’t stopped.
- Over two million views on YouTube for their ad.
- A massive spike in brand search.
- Relentless internet chatter driving huge traffic to their site and attracting more diverse audiences than ever before.
So, is this really the disaster some marketers claim? Now that the dust has settled, let’s take a step back and evaluate the impact.
Tradition and Performance
Before we look forward, we need to understand what Jaguar was.
Jaguar—a name synonymous with British luxury and power.
Sleek designs, roaring engines, and timeless models like the E-Type and XJ.
These stood for:
- Style, speed, and craftsmanship.
- Money and heritage.
But the market shifted, and the brand began to feel old. The world changed, and Jaguar needed to change with it.
Why the Rebrand Could Be a Positive Move
Change isn’t easy for a legacy brand, especially one with so much at stake. But the potential payoff is massive.
If Jaguar can blend its heritage with modernity, it’s a win. It’s about staying relevant in a fast-moving market without losing sight of its roots.
This balance—the “novelty-familiarity mix”—helps build consumer trust. People crave innovation, but they also want brands to honor their legacy. In fact, 68% of consumers say this approach encourages trust, especially in uncertain times.
It’s not about clinging to nostalgia for nostalgia’s sake. It’s about weaving a brand’s history into today’s narrative.
As Miuccia Prada aptly said, “Anything that we are comes from our past.”
But with Jaguar’s rebrand, it’s clear they’re leaving much of the old behind.
It’s very much out with the old.
Everything has changed—except the name and a faint resemblance of their emblem.
The Rebrand: What’s It All About?
This is a leap into the future. Jaguar is embracing electric.
Luxury today is:
- Sustainability.
- Cutting-edge tech.
- Innovation.
Jaguar’s goal? To attract younger, eco-conscious buyers while keeping its loyal fans.
The rebrand is bold—a chance to lead the premium electric space. Think Tesla meets British class. If they get it right, Jaguar could carve out a unique niche: modern, yet still Jaguar at its core.
The ads feel avant-garde, fresh, fashion-inspired—almost otherworldly.
No cars. Just mood. A world that’s strangely magnetic (if you like that kind of thing).
Lessons from Coca-Cola’s “New Coke” Stunt
Jaguar’s gamble feels like déjà vu, echoing Coca-Cola’s infamous “New Coke” stunt.
Back in 1985, Coca-Cola faced falling sales and rising competition from Pepsi.
Their solution? A sweeter formula.
The backlash was immediate and brutal. Headlines roared. Critics fumed. Fans demanded the original back.
Coca-Cola listened, reverted, and emerged stronger. A marketing win wrapped in a failure.
Jaguar now faces a similar whirlwind, but there’s no going back.
With petrol and diesel bans looming, this is their only path forward. If they get it right, this could be their “New Coke” moment—turning risks into rewards.
But can they adapt and win without losing their soul?
Final Thoughts
Coca-Cola’s story proves the power of bold moves.
Jaguar’s rebrand could mark a turning point—a symbol of reinvention done right.
The key lies in balance: old charm meeting new tech.
Time will tell if this gamble pays off.
But one thing is clear: Jaguar is unafraid to change.
By Mike Chivers, Creative Director at The PHA Group
