Jaguar, an iconic brand in the luxury car segment, is at a historic crossroads. As it struggles to overcome a deep crisis of sales and reputation, the company has bet on a radical change: a rebranding that redefines its visual identity and announces an electrified future. But will this transformation be enough to revitalize a brand that many consider trapped in nostalgia?
From peak to decline
Founded in 1922, Jaguar built its prestige as a symbol of British luxury and sophistication. Vehicles such as the Jaguar E-Type, hailed as one of the most beautiful in history, cemented its reputation. However, the last few decades have been difficult for the brand. Reliability problems, such as those associated with Ingenium engines, and an after-sales service criticized by consumers generated a crisis of confidence. In addition, fierce competition from brands such as BMW and Mercedes, along with a lack of attractive new models, contributed to a 66% drop in sales since 2017.
The automotive market has also changed dramatically with the transition to electric vehicles. Jaguar started moving late in this area, and in 2023, the company sold just 62,521 cars. This figure is unsustainable for a brand of its size. In contrast, Land Rover, its sister brand, managed to position itself as a leader in the luxury SUV segment, leaving Jaguar in the shadows.
A radical rebranding
To reverse this situation, Jaguar has embarked on an ambitious and controversial transformation. Its new visual identity eliminates the iconic feline from the logo, replacing it with a more colorful and modern design. The ‘Copy Nothing’ campaign reflects this disruptive approach, marking a break with its classic past.
The highlight of this change is the Jaguar Type 00, a design concept that anticipates the future of the brand. With hyper-monolithic lines and a brutalist aesthetic, the Type 00 is a drastic departure from the rounded forms that defined classic models such as the E-Type. Although it will not be in production, this concept car symbolizes Jaguar’s intentions to modernize and appeal to a new generation of consumers. This approach is especially relevant in markets such as China, where futuristic designs and technological interiors dominate preferences.
Challenges and criticisms of rebranding
Jaguar’s rebranding has not been without controversy. Traditional followers of the brand have greeted the changes with skepticism, questioning whether the company is sacrificing its essence to adapt to current trends. On social media, some have called the new approach an attempt at self-sabotage.
The Jaguar case offers valuable lessons for business and management students and professionals. First, it highlights the importance of adapting to market changes without losing brand identity. It also highlights the risks associated with drastic strategic moves and how they can affect public perception and customer loyalty.
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Jaguar, the British luxury car facing a nostalgic reputation crisis.
Photographs: MARCA
