Jaguar Likely Unfazed by Branding Backlash, Might Welcome It

Jaguar appears unconcerned by any potential branding backlash, suggesting that it might even welcome the controversy. The company seems confident in its strategy and branding decisions, using the attention, whether positive or negative, to further solidify its identity. By taking bold steps and embracing its unique approach, Jaguar continues to challenge traditional expectations, with a focus on long-term goals rather than short-term reactions to public opinion.

Steve Pearce of Love is well-versed in both luxury clients and Jaguar, a brand he worked with for eight years. While legacy alone isn’t enough, Jaguar now needs a fresh foundation to succeed in the global market.

The unveiling of Jaguar’s new brand has sparked significant media attention, with many labeling it as “woke,” “out of touch,” or simply “bizarre.” Critics are quick to deem it the latest branding failure of 2024.

However, I believe Jaguar is unfazed by this backlash.

It’s clear that the team knew such a drastic change would stir controversy, but what will matter most to them is how it resonates with their new target audience in emerging markets—not the opinions of professionals on UK LinkedIn.

In fact, I’d argue that this debate may be welcomed by the brand—it might even be a strategic move before revealing any global products. After all, this has garnered over 2.2 million YouTube views, far surpassing the attention many product launches receive.

The Luxury Landscape is Shifting:
Critics of the new brand often fail to recognize that the luxury market is evolving in ways that may not align with the expectations of traditional customers. According to Bain & Company’s latest luxury report, for the first time since the 2009 Great Recession, the personal luxury goods market is projected to slow, with 50 million consumers cutting back on luxury purchases. In China, 79% of luxury consumers are under 40, a stark contrast to the older demographic in markets like the US and UK.

As brand strategists, we always encourage clients to define their identity, positioning, and tone of voice clearly. However, for heritage brands, evolving can be a challenge. Striking a balance between tradition and innovation is tough, but for a brand like Jaguar looking to expand its reach to younger consumers in the changing luxury space, making bold decisions, even if controversial, may be necessary.

Jaguar Land Rover Has Done It Before:
Jaguar Land Rover has previously made bold moves that paid off, such as the launch of the Land Rover Defender in 2019. While it did not initially resonate with the traditional British countryside market, that niche was never going to be commercially viable. The results, however, speak for themselves—Land Rover has become a key player in JLR’s success under the leadership of Adrian Mardell.

Shifting Focus from the Past:
Jaguar’s new brand strategy may have left behind some of its design heritage, but it’s undoubtedly a return to the bold, pioneering attitude of founder Sir William Lyons—“copy of nothing.”

This move signals that Jaguar is not focused on appealing to its traditional buyers, as that market has always been too small and local. The brand now has its sights set on the global stage.

When people think of Jaguar’s heritage, the E-Type is often the first vehicle that comes to mind. Recognized as one of the most beautiful cars ever made, driven by icons like Frank Sinatra and Brigitte Bardot in the 1960s, it epitomized luxury. Despite its rich history, however, Jaguar has struggled to maintain its glamour. Despite some standout products, the brand has been underperforming for decades. It has always lagged behind Range Rover and Land Rover within the JLR family, which has been more financially successful.

This loss of ground was particularly noticeable in the race toward electric vehicles (EVs), as Jaguar failed to follow up quickly enough on the success of the 2018 I-PACE.

Heritage Isn’t Enough:
While many luxury brands rely heavily on their heritage and past success, Jaguar has decided this approach no longer works. Heritage, especially in emerging markets, doesn’t carry the same weight it once did. Competing with new electric luxury brands in China, Jaguar needs to ensure it cuts through the noise. Take Audi, for example, which recently launched a new EV brand in China, intentionally excluding its iconic four-ring logo to target a younger, tech-savvy demographic.

The True Test Will Be in Product Design:
Ultimately, Jaguar’s new direction will be proven by its products. The question is whether the new high-end vehicles, as touted by the JLR Design Team, will live up to their promises of being visually striking and exuberant. Can Jaguar successfully attract the attention of young, affluent consumers?

The world will be watching closely at Miami Art Week on December 2, when Jaguar unveils its new concept car. This might just turn out to be the most significant branding success of 2024.

For questions or comments write to writers@bostonbrandmedia.com‍

Source: thedrum‍