They say change is the only constant, but change can be a double-edged sword when it comes to iconic brands. Jaguar-Land Rover, a wholly owned subsidiary of Tata Motors is perhaps the classic example of this. The recent brand overhaul exercise undertaken by the automotive company to reflect its decision to go all-electric with a brand-new logo seems to have drawn a lot of flak. The new logo has replaced the old iconic Jaguar on the bonnet of the car with a new colourful design. “Our brand relaunch for Jaguar is a bold and imaginative reinvention and as expected it has attracted attention and debate. As proud custodians at such a remarkable point in Jaguar’s history, we have preserved iconic symbols while taking a dramatic leap forward. The brand reveal is only the first step in this exciting new era and we look forward to sharing more on Jaguar’s transformation in the coming days and weeks,” team Jaguar, said in an email to BrandWagon Online.
The Internet effect!
The moment Jaguar unveiled its new campaign and logo, the Internet erupted with opinions—and most were far from impressed. Many critics labelled the move a ‘suicide,’ with some claiming, “The brand killed an icon to appeal to a generation that doesn’t care.” From LinkedIn to Instagram to X, the rebranding has sparked widespread buzz and debate over what Jaguar is trying to achieve. “Jaguar’s latest campaign feels like a fashion show where the models walk the runway—but no one talks about the clothes. Instead of showcasing their cars, they’ve put the spotlight on avant-garde vibes and slogans like ‘create exuberant,’ leaving people like Elon Musk asking, ‘Do you even sell cars?’,” Shan Jain, independent director, brand strategist and marketing transformation advisor, said.
To understand the consequences of missteps in advertising and rebranding, consider the case of Bud Light in April 2023. The brand faced a significant backlash following a social media campaign featuring transgender influencer Dylan Mulvaney, intended to attract younger audiences. The promotion drew criticism from American conservatives, leading to a boycott of Bud Light and its parent company, Anheuser-Busch. As per several media reports, within a month, Bud Light’s sales fell by up to 26%, and Anheuser-Busch InBev’s overall sales dropped by 1%. The controversy also impacted the stock market, with AB InBev’s stock price falling 20% and being downgraded by HSBC. By May 2023, Bud Light lost its two-decade-long position as the top-selling beer in the U.S. to Modelo Especial, underscoring the severe business fallout of the incident. “When a brand rebrands itself, it inevitably evolves beyond its former identity. That ethos holds true for Jaguar’s recent rebranding exercise. Whether this strategy will succeed remains to be seen. However, there’s a significant degree of dissonance, especially with the iconic Leaper—Jaguar’s signature emblem—and the redesigned font for the Jaguar name, possibly in all capital letters, giving a bold, almost shouting effect. The rebrand is undeniably new and attention-grabbing, but whether it will resonate with Jaguar’s loyal fan base is uncertain. As of now, the product itself is yet to arrive, leaving the future of this bold new Jaguar open to interpretation,” Harish Bijoor, business and brand strategy specialist and founder, Harish Bijoor Consults Inc,
However, industry experts suggest that with the reveal of its electric GT on the horizon, Jaguar appears to be prioritising buzz over tradition. The brand seems to be betting that this bold move will keep it in the spotlight. While it’s undoubtedly a gamble, standing still is no longer an option in today’s competitive automotive market.
Fight to stay relevant!
The automotive industry is and always has witnessed intense competition, fueled by rising disposable incomes and inflationary pressures. While it may appear that luxury carmakers are generating higher revenues, experts argue that the reality is more nuanced. The market remains competitive and expensive to sustain, with a few key players dominating the segment.
In India, as per industry experts, the top luxury car brands are Mercedes-Benz, BMW, and Audi, with the first two offering a more extensive lineup of vehicles. Mercedes-Benz stands out for its premium pricing but also excels in providing a robust customer and car service network, catering to EVs, petrol, and diesel vehicles. Meanwhile, Jaguar’s lineup is limited and has not seen recent updates, as the brand shifts its focus to developing an all-electric portfolio.”For the past year, Jaguar has been on a break, and people were expecting a big comeback, especially with the brand planning to go fully electric by 2025. However, it seems the brand didn’t give much thought to how it communicates with its audience, especially with the new logo and campaign. Jaguar holds strong nostalgic value among millennials, but right now, the brand is primarily aimed at those over 40, who are more likely to invest in luxury vehicles. At times, brands try to create early recall value among their future target group to appeal to them, as we’ve seen with other legacy brands transitioning. But I think the story is far from over,” Shubham Gune, advertising expert and founder, Hinglish, said.
In FY24, the Mercedes Group led the Indian luxury passenger car market with 15,599 units sold, followed by BMW India, which sold 13,542 units, as per market research firm Statista. Jaguar Land Rover (JLR) sold 3,764 units during the same period, significantly trailing behind both competitors.
The sales difference between JLR and the Mercedes Group is 11,835 units, which translates to JLR being approximately 75.89% behind Mercedes. Similarly, the gap between JLR and BMW India is 9,778 units, indicating that JLR’s sales were about 72.23% lower than BMW’s.
Fear nothing!
To sustain and evolve, experts believe a brand needs to be strategic. Experts suggest that Jaguar has nothing to lose at this point, as its sales and product innovation have been declining for a couple of years, both in India and internationally. With no significant demand, the brand sees its new identity as an opportunity to shift focus away from ‘classic luxury,’ targeting a new audience and, at the very least, generating some revenue. “Just because it’s never been done doesn’t mean it can’t be done. Jaguar’s ‘copy nothing’ mantra feels like a direct nod to their new positioning, seemingly inspired by Sir William Lyons’ philosophy of originality. If this is their way of disrupting the category and redefining luxury storytelling, it could be a groundbreaking genius. From a brand strategy perspective, if this is Jaguar rewriting the rulebook, it’s brilliant storytelling. But if it’s just the creative team being gimmicky at the expense of brand DNA, it’s risky—and not the good kind. The genius lies in whether they truly disrupt or just confuse. Time will tell,” Kunal Vora, founder-partner, ABND, said.
As per media critics and analysts, one thing is clear: Jaguar is undeniably the talk of the town. While the brand had been missing in terms of product innovation, its rebranding has certainly captured attention—whether for praise or criticism. By the time the dust settles and critics have had their say, Jaguar will have a wealth of feedback to refine its strategy or double down on its bold approach. It is believed that it’s a gamble, but it buys the brand time to craft a narrative that resonates with its new target audience, while potentially winning back the sceptics. If they pull this off, it could serve as a masterclass in how to reinvent a legacy brand for a new generation. Regardless of the outcome, it’s going to be fascinating to watch what the future holds for the luxury carmaker.