Reimagining the Cat – What Jaguar's Rebrand Can Teach Us
Jaguar is navigating a shift to luxury electric vehicles, but what happens when its rebranding faces major public backlash?
At a glance
Country
United Kingdom
Retail Sales
11,614
(for Q4 of FY2024)
Revenue
US$ 37.4 billion
(£29 billion for FY2024
Case Focus
Rebranding and Backlash
Abstract
Jaguar’s bold rebranding initiative, aimed at repositioning itself as a modern luxury electric vehicle (EV) brand, has ignited controversy and widespread public backlash. To redefine its identity and align with the evolving automotive landscape, Jaguar introduced a new logo, vibrant color schemes, and a marketing campaign that conspicuously omitted images of its vehicles. While intended to attract a younger, more affluent audience, the rebranding strategy alienated traditional loyalists, leading to a sharp decline in consumer sentiment.
This case study examines the challenges of brand reinvention in the luxury automotive industry, particularly the risks of deviating too drastically from a well-established heritage. Through an analysis of brand equity models, the case explores how Jaguar’s rebranding impacted consumer perceptions, loyalty, and market positioning. The case prompts discussion on strategic responses to brand crises, balancing innovation with legacy, and the future of Jaguar’s positioning in the luxury EV market.
Cover Photo by Victor Crespo on Unsplash
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