Jaguar sees sentiments dip following bold rebranding

Car brand Jaguar has seen its sentiments fall from 23.1% positive and 21% negative to 8% positive and 40.3% negative after it launched a completely reimagined brand refresh, according to media intelligence firm CARMA. 

The rebranding of Jaguar sparked controversy among netizens, with many expressing disappointment or outrage at the updated logo and branding strategy, said a spokesperson at CARMA. 

Criticisms include the perceived "lack of innovation and creativity" in the new design, as well as concerns about the potential impact on the company's identity and values.

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"Some users have expressed frustration with the company's decision-making process and the lack of transparency regarding the changes," said CARMA. 

Jaguar debuted its refreshed brand identity on 19 November looking to recapture the ethos of founder Sir William Lyons to copy nothing, by being unique and original.

Jaguar’s transformation is defined by Exuberant Modernism, a creative philosophy that underpins all aspects of the new Jaguar brand world. It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity, it said in a statement.

“Jaguar has its roots in originality. Lyons believed that ‘a Jaguar should be a copy of nothing’. Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless." said Gerry McGovern OBE, chief creative officer.

"This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community,” added McGovern.

The reimagined Jaguar begins with an all-new brand identity that establishes its unique character, through a dramatic new visual language. Meaning is embedded in each of the four symbols of change, reflecting brand values and providing clues for what is to come.

It is a celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony.

This bold linear graphic generates an unmistakeable presence and an immediately recognisable visual for Jaguar, striking through imitation and the ordinary, it said. 

Exuberant use of colour is a cornerstone of Jaguar’s new brand identity, embedded in its values and its association with art. Primary colours, born from the painter’s palette – yellow, red and blue – are the tonal building blocks, always presented with texture or movement.

"Consisting of the newly reimagined Jaguar ‘leaper’ that is our precious mark of provenance. Always leaping forward, it is a representation of excellence and hallmark of the brand. The monogram is a code for expression and a signifier of a completed work. It is used as a flourish or finishing touch," said Jaguar. 

On 3 December 2024, at Miami Art Week, Jaguar will present “Copy Nothing”, the first global public installation for its new brand that will include the physical manifestation of its Exuberant Modernism creative philosophy, in a design vision concept.

“To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months. This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar,” said Rawdon Glover, managing director, Jaguar.

Since its release, words such as 'woke', 'horrible' and 'awful' have been associated with Jaguar online, according to CARMA.

This is a stark contrast to its word cloud before the rebranding which included words such as 'automotive', 'power' and 'luxury'.

Media intelligence firm Truescope added that the rebrand saw 40.8% mixed sentiments on the rebrand with users questioning the lack of cars in Jaguar’s new advertisement despite being a luxury vehicle company. It can be noted
that Elon Musk, founder and owner of Tesla, responded to Jaguar’s
post on X by writing “Do you sell cars?”

Jaguar responded in a post saying, "Yes. We'd love to show you. Join us for a cuppa in Miami on 2 December? Warmest regards, Jaguar."

Truescope also identified 37.5% neutral sentiments with users focused on the rebrand itself, with some wondering about the direction of the brand’s identity. 20.8% were negative sentiments with users expressing frustration towards the brand, with some stating that the advertisement seemed “too woke” and that it has nothing to do with cars.

0.9% were positive sentiments that were focused on the more inclusive designs and creative thinking featured in the advertisement.

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