Jaguar Just Killed Its Brand in 60 Seconds

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In a stunning display of corporate disconnect, Jaguar, the once-proud British luxury car manufacturer, just committed what might be the most spectacular branding suicide in automotive history. Their new promotional video, meant to herald a bold new direction, instead sparked widespread ridicule and garnered 22 million views in 24h for all the wrong reasons.

The Art of Missing Your Market

Imagine being a luxury car company that doesn’t seem to know it sells cars. That’s exactly what happened when Jaguar released their rebranding video that looks more like a budget perfume commercial than an advertisement for high-end vehicles.

Their new slogan? “Copy nothing.” The irony is palpable, as they’ve managed to copy every tired trope from the corporate “progressive” playbook while abandoning everything that made their brand distinctive.

From Predator to Prey

The Jaguar name has always evoked power, grace, and untamed ferocity — like the magnificent big cat that inspired it. Their cars, from the elegant E-Type to the muscular F-Type, embodied these qualities. Now, they’ve literally rounded off their iconic leaping cat logo into an inoffensive, minimalist design that looks more at home on a bottle of artisanal soap than a luxury vehicle.

Even Elon Musk couldn’t resist commenting on the debacle, asking the pointed question: “Do you still sell cars?”

Where Did Jaguar Go Wrong?

• Identity Amnesia: They forgot who they are — a luxury car manufacturer with a rich heritage of producing powerful, beautiful vehicles.
• Market Misread: Their core market has traditionally been successful professionals and car enthusiasts who value performance and prestige. This rebrand seems targeted at… well, it’s unclear exactly who.
• Mixed Messages: While announcing an all-electric future might be forward-thinking, alienating your existing customer base is corporate suicide.
• Execution Failure: The video feels like a parody of modern corporate advertising — so much so that many initially thought it was satire.

The Lessons for Other Brands

This debacle offers valuable lessons for any company considering a radical rebrand:

1. Know your core audience
2. Respect your heritage
3. Don’t abandon your brand essence in pursuit of trends
4. If you’re selling cars, maybe show some cars

The Road Ahead

Jaguar’s response to the backlash has been equally tone-deaf, with vague social media replies about “setting the stage” and “deliberate graphical and linear” approaches. Meanwhile, actual car enthusiasts and luxury buyers are left wondering if this once-great brand has lost its way entirely.

The tragedy isn’t that Jaguar wants to embrace an electric future — it’s that they’ve forgotten what made people fall in love with their brand in the first place. Grace, space, and pace, as the old Jaguar motto went. None of these qualities are evident in their new direction.

The Bottom Line

When your rebranding video goes viral for all the wrong reasons, it’s time to hit the brakes and reassess. Jaguar’s attempt to be progressive has instead become a masterclass in how to alienate your core audience while failing to attract a new one.

For a brand that claims to “copy nothing,” they’ve managed to copy every mistake in the modern corporate playbook. The real question now isn’t about their new direction — it’s about whether there will be anyone left interested in following them down this road.

What do you think? Has Jaguar made a fatal mistake, or is this bold new direction just misunderstood? Share your thoughts in the comments below.