Prayaank Gupta and Michael de Waal-Montgomery

Jaguar’s rebranding effort – with not a single car in sight – was met with a lot of criticism and anger among netizens, brand loyalists and the general public.
THE BROAD VIEW

Jaguar’s rebrand: Bold move or a bridge too far?

The strong reactions to the legendary British carmaker’s recent attempt at a radical identity shift offer a cautionary tale for any brand seeking a similar transformation