Saving Jaguar: The Ultimate Rebrand Fail (And What I Would Do To Save It)

Unless you've been living under a rock, you've probably heard about the uproar surrounding Jaguar. It seems like everyone is talking about Jaguar's recent rebrand and it’s safe to say it hasn’t gone down all that well.

In this article let’s explore what Jaguar have done, where they went wrong, and what I would have done differently from a branding perspective.

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Jaguar’s Rebranding Fail

Jaguar has recently announced a significant shift: they're halting the production of traditional cars and pivoting towards electric vehicles. While transitioning to EVs might seem like a progressive step, it also came with a new rebrand.

The new brand saw the complete abandonment of their old logo and heritage, announcing that they plan to target a completely new market segment at previously unforeseen price points. 

Credit: Telegraph

However, with reliability issues historically plaguing their models, coupled with the disregard for the heritage that justifies the price point, questions have arisen about the viability of this new direction.

The Missteps

So where did Jaguar go wrong with their rebrand?

As a web designer and branding enthusiast, I see several areas where Jaguar could have improved their presentation. Their current focus is misaligned with their target market. Jaguar used to appeal to a middle-aged demographic with hefty disposable income. 

The idea of targeting a younger audience with luxury-priced models seems far-fetched because a sub-30-year-old demographic probably does not exist for Jaguar, especially with the underlying and well-publicised issues of reliability..

Does their new target market even have the income to purchase a Jaguar? Probably not.

Jaguar needed to address the fundamental problems that have consistently hurt their brand, rather than making a drastic pivot. The key here is enhancing brand reliability, not starting anew with an unproven and risky strategy.

Branding and Web Design: Missed Opportunities

The change should have started with their most public-facing asset: their website. The current Jaguar website lacks cohesion, consistency, and fails to echo the luxury and heritage synonymous with the brand. 

Jaguar’s current website.

It's crucial for any business, let alone a multi-million dollar car company, to have a site that aligns with their brand image. A poor website is a disservice to the overall brand message.

Here's a breakdown of what I think could have been done better. I’ve taken the time to put together my own rebrand of Jaguar, guys, you know where I am if you want my help!

Typography and Logos: Jaguar’s iconic "leaper" logo has so much potential. In envisioning a modern Jaguar, we reimagined a softer-edged leaper with a typeface that balances heritage and futurism.

Website Aesthetic: I put together a mockup that exemplifies what Jaguar should convey - sleek, aspirational, and deeply rooted in its longstanding history, unlike the clearly AI-generated design currently in place.

Heritage and Prestige: Emphasizing Jaguar's legacy with powerful visuals and engaging narratives could effectively revitalize interest while respecting its past.

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Going Forward: Embrace Heritage, Enhance Reliability

For Jaguar, the mission is clear: realign with what made the brand so revered in the first place. By illustrating their history, like the impactful designs of the XJ or F-type, maintaining ties with heritage while making modern leaps, they could win back trust and attract the right audience. 

It IS possible to target a new demographic without alienating your existing loyal customers.

Jaguar’s misplaced marketing strategy is a disservice to their rich history. The solution isn’t to entirely discard the brand’s legacy but to enhance and capitalize on it. The world is watching Jaguar, but not in the way they intended. By reflecting on past successes and addressing core flaws, Jaguar can return to being the aspirational symbol it once was.

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Your designer

I'm Sam, an award-winning Squarespace web designer. I have worked with every type of business, building platforms for solo entrepreneurs through to multi-million dollar corporations. If you want to discuss a potential project, you can email on sam@bycrawford.com or get in touch with me here. Alternatively, you can book in a free 15-minute consultation call here.

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