written by Debra Kavchak-Taylor
The iconic brand Jaguar has revealed a daring new identity, igniting a global wave of reactions. Naturally, we had to dive in—asking WHY this shift, WHAT it stands for, and WHO they’re aiming to win over. Most importantly, will this bold move succeed?
1. WHY such a bold change?
Jaguar has faced staggering sales losses in recent years. In the US alone, sales dropped 80% from 2017 to 2023, and the brand now holds a mere 0.05% market share. The rebrand has been described as a reset, a reimagining, a rebirth. It has been three years in the making, and the new identity signals a company with bold ambitions for the future. They want attention (done!), and they are intentionally saying goodbye to much of their past. Goodbye to past models (they’ve stopped making them), past technology (they have declared they will be 100% electric), and even past customers (they expect to retain only 10-15% of their current customer base).
2. WHAT are they trying to stand for?
The launch campaign has people scratching their heads. The "Copy Nothing" tagline (inspired by the founder’s ethos) is supported by the brand’s declaration to “be fearless, delete ordinary, go bold and challenge boundaries.” The ad certainly defies convention, featuring a group of highly stylized androgynous individuals and not one vehicle. Elon Musk has famously asked, “Do you sell cars?” And (sadly) Jaguar has had to defend the brand against “woke” backlash.
In search of strategic clarity, reading through articles and press releases, we confirmed the new jaGUar brand aims to position itself as a super-luxury brand. They want to be priced double current prices and plan to produce very few models (as few as three). jaGUar no longer wants to compete with brands like Mercedes and BMW, but rather Bentley and Rolls Royce. Interestingly, both Bentley and Rolls Royce have extended their transition to full electrification due to slower-than-anticipated consumer demand for electric vehicles.
3. WHO are they wanting to win with?
From a consumer perspective, jaGUar has declared they are seeking to attract young, urban, highly affluent drivers who are “cash rich, time poor” and “design minded.” Add willing to pay super-luxury prices and wanting to drive an all-electric (not hybrid) car, and the total addressable market is unquestionably small.
It’s important to note that winning in the automotive market has historically meant winning with dealers. With production on hold until 2026 (!) in some markets, it will be interesting to see how they retain dealers who will have no jaGUars to sell (and thus will be focused on Land Rover).
4. Will they be successful?
Jaguar leadership has asked for trust and patience as their plans unfold. We will watch and learn with equal parts curiosity and skepticism.
We see two essential factors to success:
First, the driving experience. Will the new jaGUar be able to deliver a driving experience that is so distinct, so elevated that it creates not just demand but envy? We look forward to seeing what the engineers and designers have in store.
Second, brand appeal. Will future buyers see the new jaGUar brand as the aspirational badge it needs to be? We’ll see how influential the court of public opinion is, especially in the politically charged US market.
Time will tell whether this bold new direction will be the rebirth or death of an iconic brand.
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