NEW YORK — A newly released promotional video for the rebranding of the British luxury car manufacturer Jaguar has faced significant backlash on social media for featuring models clad in vibrant outfits without showcasing any cars.
The rebranding initiative, which includes a refreshed logo, is scheduled to officially launch on December 2 during the Miami Art Week, coinciding with the introduction of a new electric Grand Tourer model. However, Jaguar Land Rover, a subsidiary of India’s Tata Motors Ltd., has already begun advertising this rebranding effort online.
As Jaguar transitions to an all-electric lineup, its marketing campaign encourages a break from tradition. “Copy Nothing,” the promotional materials proclaim, emphasizing a departure from the ordinary and a commitment to boldness.
The video, shared on platforms like X and Instagram, features models in eye-catching, futuristic apparel traversing an otherworldly landscape, accompanied by the tagline “Break Moulds.” This creative direction has drawn mixed reactions, with many viewers expressing frustration over the absence of cars in the advertisement and finding the messaging perplexing. Notably, X owner Elon Musk even inquired on X, “Do you sell cars?” Additionally, there has been criticism aimed at the newly stylized logo, which has reinterpreted the iconic “leaper” jaguar emblem.
Charles Taylor, a marketing professor at Villanova School of Business in Pennsylvania, commented that the promotional content may not resonate well with potential buyers, suggesting that the brand should embrace its heritage as a prestigious British high-performance automobile rather than embark on a completely new trajectory. “If they produced a truly exemplary electric vehicle, they could leverage their historical image instead of abandoning their brand legacy and choosing this approach,” he commented. “It’s challenging to envision a substantial market for this strategy that would support their success.”
Rebranding is a common strategy used by companies aiming to rejuvenate their sales. For instance, Campbell Soup Co. recently rebranded itself to Campbell’s Co., while organizations like Airbnb and Instagram periodically update their logos to maintain relevance.
However, if companies misjudge the sentiments of their audience, the repercussions can be severe. Historical examples of rebranding missteps include Tropicana’s logo change in 2009, which removed its signature orange and was swiftly reverted, and Radio Shack’s transformation into “The Shack” in 2008, which alienated core customers and ultimately led to the company’s bankruptcy in 2015.
Jaguar Land Rover, situated in Whitley, Coventry, in the UK, has yet to respond to inquiries regarding the promotional video and its associated marketing strategy.