Jaguar: Horrible, Genius, Unbelievable.

Wait, what?

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[JallyTee]

Rip Jaguar, feels like its going to appeal to people that hate cars, turning into another soulless brand that will be forgotten

[jacobmecrob]

Jaguar is cringe. Their marketing team needs to be fired

[pipimontana]

"We're here to delete ordinary" - so we deleted ourselves!

[PixelisedPaul]

Skoda, Hyundai and Kia succeeded in rebranding, but then they didn’t try a Eurovision entry / Teletubbie knock off aesthetic.

[Cipher]

Ah yes because when I think Jaguar, I think Paris Fashion Week

[Elinzar]

Copy nothing.... chose the most Generic font for your brand logo

[jeffhopkins]

What next, a big electric SUV called an E Type?

[fouskalini]

Oh, WOW! Rest In Peace Jaguar! You will be missed...

[PoRRasturvaT]

-Are you sure this will help sell more cars?

-Cars?

[caiosiqueirapollo]

Their Instagram has only that video, nothing more, they deleted everything

[StreetCarma]

As an art director I have to say that the redesign is quite nice… if you‘re selling bathing soap or perfume. But not a car that won Le Mans multiple times and that is named after a predator.
The new marketing strategy was clearly developed or approved by people who have no interest in cars whatsoever.

[denirebic]

They literally went from targeting 100% audience just to get 2% sales,
to targeting 2% of their audience to get 0% sales, gj!🎉

[thomasschimmeyer]

I did not even know Jaguar was developing a new Trans Mission. This company is really shifting gears. I bet it is a 48 speed so it has a gear for everyone.

[alpacaman]

As someone else said - this will be a case study on how to kill a company in 10 years time.
They had no reason to rebrand, every reason to sort out their product mix.

Questions I would love to have answered:
How did it get from senior leadership / marketing to the creative agency in Milan?
They aren't producing any new cars in 2025 (only in late 2025 for model year 26).
The new cars will be THREE electric SUVs.
No F-type or anything sporty.

What the hell are they thinking.
RIP Jaguar.

[the_mcmartin]

They look like logos of bathroom fittings. Goodbye jaguar, you will be missed.

[pauls]

The ad seems dated, stuck in 2019 vibes.

[kbc]

Genuinely sad to see from Jaguar. A brand steeped in history wiped out with the wave of a wand. Frankly some of the most interesting car Instagram posts I see are historical ones by BMW or Porsche. Recognizing where you've come from adds a humanizing factor to the brands that enthusiasts find appealing.

[georgecarousos]

This marketing campaign is only an issue if they expect to sell Jaguar, you've just used up your ninth life.

[SH-lyuy]

Similar to AMG, it looks like Jaguar does not know who their customers are.

[RMcG]

Great comments. Can you imagine if Mercedes replaces the three-pointed stat with a swirl?...this Corporate rebranding is completely horrible. Huge risk to stop production and leave a gap in the market. I lusted after an E Type when I was a kid and they were beautiful, not incredibly expensive and sporty.
They have faded over the last years sadly. I think this is very misguided.