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Jaguar bites its tail
- COCKPIT
- Jun 9
- 2 min read
Sleek, feline, luxurious, and powerful are the defining attributes of the British Jaguar brand. Founded in 1922, it embodies everything the aristocracy seeks in an automobile.
After more than 100 years of continuous image development, Jaguar is undergoing a complete transformation in 2024.
The answer will be revealed in November 2024 with the unveiling of its new visual identity and the presentation of the brand's future, all-electric models. The brand is even talking about resetting its counters and no longer selling previous-generation models, a point of the "Reimagine" strategy implemented by Thierry Bolloré.
It should be noted that in 2023, a new CEO of Jaguar Land Rover was appointed, Adrian Mardell, who is currently ensuring the continuity of the brand's new, more exclusive and future-oriented vision.
The brand has therefore focused on reinventing itself, shedding all its heritage and targeting a completely different, younger clientele, in tune with the modern era and infinitely more eccentric than its traditional target audience.
Its new motto:
"Don't copy anything or break the codes" is Jaguar's new message.
The brand's new identity thus disrupts conventions and embraces a break with its iconic past.
The transformation introduces a new visual identity composed of four key elements that embody Jaguar's renewed vision. The Device Mark, a geometric and symmetrical logo blending upper and lower case characters, evokes simplicity and modernity. The strikethrough, a striking linear graphic, symbolizes Jaguar's rejection of imitation. The bright, exuberant colors, drawn from primary palettes, reflect the automaker's commitment to artistic expression, while the new manufacturer marks, including the iconic "leaper" logo, are symbols of excellence and forward momentum.
A risky bet, a gamble that only the new management of Jaguar Land Rover believed in.
Moreover, this new advertising campaign, based on a "new creative philosophy," garnered more negative buzz than approval.
"Loss of identity," "strange fashion show," "woke off-topic," "looks like a startup logo": social media is rife with criticism of the thirty-second video the brand released in an effort to modernize its image, which had previously been rather conservative. It shows models in colorful outfits walking through a pink setting. Against a backdrop of electronic music, they stare at the camera, expressionless.
One year later Jaguar takes stock
Following the feedback the brand received from its new communication campaign, Jaguar is returning to its tracks, the new path seems to be too avant-garde or poorly chosen for the brand's new strategists.
According to The Telegraph newspaper, Jaguar is looking to overhaul its communications strategy. For this campaign, the brand has hired the agency Accenture Song, a partnership that is initially scheduled to run until 2026. However, a new agency is expected to take over, as the newspaper also reports that Jaguar is seeking a new partnership.
At present, Jaguar seems to be biting its tail, and new questions arise.
What will Jaguar do this time?
There's no doubt Jaguar will once again attempt to leap forward, thanks to the legendary tenacity of the Jaguar, just like Sir William Lyons and William Walmsle, the fathers of Jaguar.
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