Opinion: Jaguar’s rebrand might actually be a masterstroke

It is one of the most dramatic rebrands we’ve seen in recent times. Jaguar has admitted it expects to lose 85% of its current customer base. Some (possibly just me) say brave. Most say stupid.

And as car fans took to social media to describe the brand as ‘woke’ and ‘unhinged’, many in the marketing space also claimed this was commercial suicide.

But I say I hold fire.

Yes, I may eat my words later when this is taught in college as to how not to carry out a rebrand, but there is some method in the apparent madness.

First, let’s look at the company’s global sales figures.

In 2018-'19, it sold around 180,000 cars. This slumped year over year, with 2023-'24 recording 67,000.

Any business would start to panic at this point and ask some serious questions: Why are we not making as much money? What has changed in the marketplace? Most importantly, how do we shift to capitalise on new trends?

And this, my friends, is what Jaguar has done.

Most brands would tread lightly, to begin with. They would do some audience analysis, explore some new territory, and test the water.

But Jaguar is a ‘go big or go home’ kind of name. And quite honestly, if you are going to make a splash, there is no better way to do it than go the whole hog.

Whoever has advised it has also given the campaign some serious legs. Copy nothing, they say. Break moulds, they promise. Delete ordinary, is the pledge.

And with that, the car firm, which is just over 100 years old, has ditched most of its classic iconography, including the big cat badge, and made it perfectly clear that it is seeking to attract a new, younger audience.

What’s more, its crisis communications teams are clearly fully prepped for the backlash, and their responses—particularly on social media—are keeping us all engaged in this extraordinary rebirth with some witty, pithy, and downright indifferent responses to the critics.

It is acting like it knows something we don’t. Like there might be a big revelation here. But actually, I think all car brands will be forced to follow in its footsteps in the very near future.

After all, the automotive world is undergoing a seismic shift toward sustainability, and we are racing towards the 2035 deadline for car firms to stop selling petrol and diesel cars in the UK.

The risk for Jaguar? Transitioning too fast without a perfect product could tarnish its reputation for quality. But the reward? Being seen as a pioneer in the luxury electric vehicle space, standing out in an increasingly crowded market.

Jaguar isn’t content with being a relic of automotive history. It’s striving to become a leader in a sustainable future. And, quite frankly, I’m here for it.

Ellen Widdup is the managing director of Satsuma Group.