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

ON NOV 19, Jaguar, one of the world’s most iconic car makes, unveiled its new branding, taking a radical step in reimagining its brand identity. The 102-year-old marquee British automaker unveiled a 30-second video that, curiously, featured no cars at all. Instead, the spot showcased a group of colourful, diverse fashion models, seemingly posing in an elevator and engaging in abstract activities. Across the screen flashed Jaguar’s new mantra: “Copy Nothing” and “Delete Ordinary”.

Jaguar’s rebranding effort was nothing short of controversial – it was met with a lot of criticism and anger among netizens, brand loyalists and the general public. The once-proud emblem of British craftsmanship now finds itself under fire from critics accusing the company of forsaking its heritage, losing sight of what truly made the brand an icon in the first place.

Jaguar has long been synonymous with elegance, performance, and tradition. For generations, the company’s sleek sedans and roaring sports cars were more than just machines; they were symbols of sophistication and exclusivity. Since the legendary E-Type, it has been a car so iconic, it seemed almost tailor-made for a James Bond set. One of us (co-writers) fondly recall driving a pristine white Jaguar XJ through the streets of Port Louis. It was a visceral, aspirational experience. Yet today, with the new branding pushing abstract design and avant-garde aesthetics, that emotional connection feels less tangible.