Oh, that new Jaguar logo and rebrand? “Disaster” doesn’t even scratch the surface.
They’ve officially downgraded from sleek predator to confused house cat.
“What some call strategy, others call tragedy.”
This is the brand that gave us the E-Type—literal sex on wheels—once called “the most beautiful car ever made” by Enzo Ferrari.
And now? A logo that looks more suited to a luxury handbag than a luxury car.
Don’t even get me started on the ad with the new tagline, “copy nothing.”
The ad’s a Crayola fever dream featuring out-of-work Cirque du Soleil performers shouting more about dayglow-colored gender neutrality than horsepower.
The headline might as well have read: “Holds more clowns than a Tesla Sport.”
And let’s be real: Jaguar’s last brush with relevance? 2017. Driven by Land Rover, not Jaguar.
When Did ‘Copy Nothing’ Become ‘Sell Nothing’?
The new Jaguar logo and its “rebrand” (aka “brand implosion”) is Jaguar’s Bud Light moment.
The ad? A 30-second trip to confusion-ville: androgynous models, neon outfits that’d make Lady Gaga blush, and a fever-dream script featuring gems like:
- “Create exuberant”
- “Live vivid”
- “Delete ordinary”
- “Break moulds”
Break moulds? Try breaking common sense.
And here’s the kicker: Not. One. Car.
Jaguar, you sell cars. Cars! Four wheels, engines, elegance, and power.
Instead, you’re pitching a line of avant-garde brunch hats to Gen Z.
Why Ignore Your Audience and Customers Like Bud Light, Gillette, and Target?
Jaguar’s audience isn’t TikTok teens or budget-conscious millennials. It’s high-income households.
Chasing trends alienates your core. Just ask:
Bud Light’s Fumble:
- Market share plummeted from top-selling beer to second place behind Modelo Especial.
- U.S. revenue fell 13.5% in Q3 2023.
- Sales to retailers declined 14% in Q2 2023.
- U.S. dollar sales dropped 29% year-over-year by October 2023.
Gillette’s Misstep:
- Lost $8 billion in write-downs after the controversial “toxic masculinity” ad.
- Parent company Procter & Gamble reported a $5.24 billion net loss in the quarter following the ad.
Target’s Backlash:
- Faced boycotts and pulled some LGBTQ+ merchandise in 2023.
- Stock price dropped 12% in the weeks following the controversy.
When brands forget their identity, disaster follows.
“In an age of change, nothing could be more disastrous than losing your identity.”
Jaguar’s Identity Wasn’t Broken. Until Now.
Was it struggling? Yes.
But it had a history few companies could claim.
A history of sophistication. Power. Elegance.
That was Jaguar.
Now? A vague “lifestyle” brand trying to sell overpriced tech-toasters to rainbow-colored clowns.
And the tagline? Probably something like, “Revolutionizing the future of forward.”
What does that even mean?
Jaguar, you’re not Tesla. Stop pretending.
While you’re busy trying to be disruptive with slogans like “copy nothing” — what you should really be focusing on is this:
You’ve Gone from Turning Heads to Turning Stomachs
Jaguar led the way. It could see around corners, where culture was headed.
Jaguar’s legacy was never “trend-chasing.”
Its elegance, speed, and unapologetic British snobbery were legendary.
You don’t need a rebrand. You need to remember who you are.
Before you drive off a cliff.
Jaguar Went Off A Cliff. Here’s How Not To.
I cover how to make the right choices when you encounter a significant fork in the road in my new book, Rich Brand Poor Brand, How to Unleash Your David in a World of Goliaths.
No matter the size of your company, or the size of your budget.
Just in time for the holidays and 2025. Put it on your calendar to order it the morning of December 4th (or you can pre-order if you’ll forget).
Don’t let me convince you. Here’s what Claude Silver of VaynerX had to say:
