Jaguar recently announced a bold rebranding strategy that has sparked significant debate. The company, now refined as “JaGUar,” is shifting its focus entirely to electric vehicles by 2026. The rebrand features vibrant colours pink, red, and yellow, and a new mission statement: “Create exuberance. Live vivid. Delete ordinary. Break moulds”
The advert, which doesn’t feature any cars, has faced criticism and praise. Some see it as bold and innovative, while others are skeptical.
The Criticism
This rebranding effort has faced backlash for moving away from Jaguar’s traditional image of elegance and British heritage. Critics argue that the new branding, which includes models and no cars in the promotional video, feels disconnected from the brand’s legacy.
Nigel Farage even added his opinion on the new rebranding – ending with “I predict Jaguar will now go bust. And you know what? They deserve to.”
Mark Ritson, the celebrated marketing expert, brand consultant, and Marketing Week columnist known for his edgy, research-backed insights, doesn’t hold back. In his critique of Jaguar’s rebranding, he employs colourful language to drive his points home. His candid and unfiltered commentary suggests that Jaguar’s attempt to appear “exuberant” and “modernist” misses the mark, with a few choice expletives adding emphasis.
The Praise
Forbes views Jaguar’s rebrand as a stroke of genius due to its ability to generate significant attention and controversy. The bold move, has successfully put Jaguar in the spotlight, making the world watch and talk about the brand.
Jaguar say that they expected and wanted this debate, aiming to grab attention and stir conversation.
View From the Lodge
At Hunterlodge Advertising, we are in two minds about Jaguar’s rebrand, with opinions sharply divided. Some of us view it as a brilliant move, signalling a forward-thinking, innovative direction. Others feel it abandons the legacy of elegance and heritage that once defined Jaguar, leaving long-time brand loyalists behind.
This debate feels reminiscent of how some Russell Group universities, steeped in tradition, are pivoting to a post-1992-style focus on innovation and technology. While innovation is vital, the challenge is balancing it with heritage, and perhaps Jaguar’s rebrand illustrates how difficult that tightrope is to walk.
Kim McLellan, Managing Director at Hunterlodge Advertising, adds:
“Universities ready to redefine their identity with innovative visions, engage in public debate, and embrace creative marketing will lead the way. They have numerous opportunities to take bold steps and transform their marketing, driving rebranding and progress with purpose and initiative.”
Ideas for Universities
Jaguar’s rebrand raises fascinating possibilities for higher education marketing. Here are a couple of ideas:
- Revolutionary Content
Who will be the first university to take the daring step of excluding students from their marketing campaigns altogether? Instead, a visionary focus on a brand promise and a value exchange! - Modernised Visual Identity
We are seeing universities going without their crests and golden logos – but they need to align with a forward-thinking and tech-savvy ethos. A bold visual rebrand could symbolise their role as drivers of progress while differentiating them from competitors.
Who will lead the way in breaking tradition and embracing a new vision for university marketing? The opportunity to innovate is there for the taking.
If you need an agency who thinks differently and has its fingers on the pulse, then get in touch directly to kim.mclellan@hunterlodge.co.uk
