One of the best-known car manufacturers in the world, Jaguar, recently launched a new marketing campaign for its brand, causing controversy as some critics labeled it yet another “woke” marketing campaign.
The 30-second video which was posted on social media earlier this week features a diverse cast of actors, alongside very vibrant colors and pumped-up music. Some of the harshest critics and social media users said that Jaguar’s rebrand looked like an ad for a vaping device.
Perhaps more significant however is the fact that the brand dropped its signature big cat emblem, which was one of the most iconic logos in the automotive industry. Instead, the company’s new logo was revealed to be a simple sans-serif logo that spelled the British manufacturer’s name.
Jaguar bosses have confirmed that the rebrand comes as the first step of the British manufacturer’s new era, which will feature an all-electric lineup with the first model expected to drop in 2026.
This campaign quickly went viral on social media, amassing over 160 million views for the 30-second ad. It must be said, however that most of the responses to Jaguar’s new campaign have been negative.
Jaguar’s managing director Rawdon Glover has publicly defended the rebrand, saying that the message of the rebrand had been lost “in a blaze of intolerance.” Additionally, he said, “If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand.”
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
The car manufacturer’s chief creative officer, Gerry McGovern also said that the rebrand, “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.”
The consensus among consumers and industry watchers is that Jaguar most likely did need a rebrand, given their poor performance in the last few years. For instance, in 2022 Jaguar only sold 61,661 units in the U.S., the lowest point in the last five years.
To add to the controversy, Mr. McGovern said that the team behind Jaguar’s rebrand “had not been sniffing the white stuff, this is real,” according to Car Dealer Magazine. Jaguar’s rebrand has been one of the main topics discussed by users on social media, many using the now infamous quote “go woke, go broke” to predict how the rebrand is going to perform for the manufacturer.
Other car manufacturers have also launched their own ads this week, many of them being praised for being true to their roots. One of the ads most commented on was that launched by German manufacturer Porsche, which depicts a man driving through the Scottish highlands.
It remains to be seen whether Jaguar’s rebrand will be an unexpected success, or if it will force the brand and its creative team back to the drawing board.
