Amidst a changing automotive landscape, Jaguar Land Rover (JLR) is currently navigating through the turbulent waters of rebranding after a contentious campaign that has alienated many loyal customers. The British carmaker’s recent advertisement, unveiled as part of an ambitious overhaul dubbed “Project Roar,” aimed to reposition the brand for a new era – primarily focusing on luxury electric vehicles. However, the execution has drawn widespread criticism for seemingly abandoning its core heritage.
In December, Jaguar's rebrand video went viral, but largely for the wrong reasons. The visually striking ad featured models in eccentric attire against abstract, otherworldly backdrops, prominently excluding any actual Jaguar vehicles or even its iconic leaping-cat logo. The shift to a more avant-garde visual style has been labeled by some as a departure from the brand’s established luxury image and has contributed to a significant backlash. Indeed, JLR has now instigated a review of its global creative account, currently held by Accenture Song, in light of these criticisms. This decision follows an alarming decline in sales, which reportedly plummeted over 25% in 2024, with only 33,320 units sold compared to previous years.
The decision to veer away from traditional marketing approaches has been a double-edged sword. While JLR's Managing Director, Rawdon Glover, maintains that such a drastic change is necessary to stand out in a crowded market, critics have argued that the campaign fails to resonate with its intended audience. Notably, Elon Musk expressed his disbelief over Jaguar's advertising strategy, quipping, “Do you sell cars?” in response to the promotional materials. This sentiment echoed the dismay among other consumers and brand loyalists, some of whom took to social media to voice their frustrations, with British MP Nigel Farage characterising the company as deserving to “go bust.”
Historically, Jaguar's attempts to modernise its brand have often resulted in mixed success. This latest initiative recalls the company's previous “Gorgeous” campaign from 2005, aimed at attracting a more affluent demographic, which ultimately did not yield the desired uptick in sales. Now, the company faces the daunting task of not only redefining its identity in a saturated market but also doing so amidst a rapid shift toward electrification. Competitors, particularly Volkswagen, have made substantial investments in electric vehicles, leaving Jaguar to play catch-up.
The plan to reposition Jaguar as an exclusive electric brand, targeting ultra-wealthy consumers with models priced over £100,000, may be a strategic move to restore the brand’s prestige. However, the risks are palpable. By distancing itself from its traditional enthusiast base, Jaguar may inadvertently alienate the very customers who have championed its legacy. As Dr Martina Olbert, founder and CEO of the strategic branding firm Meaning, put it, “Jaguar is trying to be super cool… in an empty and therefore extravagantly visual way.” The success of such a pivot remains uncertain as consumer preferences continue to evolve.
This controversial approach signifies a broader trend within the automotive industry, where brands are striving to redefine themselves in light of societal expectations and market pressures. With aspirations to launch its first electric models by 2025, Jaguar's ambitious goals could either rejuvenate the brand or lead to further fragmentation among its customer base. As the automotive world witnesses this paradigm shift, only time will tell if Jaguar's gamble pays off or if it prompts a deeper crisis of identity within a storied marque.
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Source: Noah Wire Services