When it comes to rebranding, the focus is usually placed more on product, rather than subtle changes like the name or logo of a company. Rebranding itself is a marketing strategy that involves changing the way a brand appears to the public and this is exactly what Jaguar is trying to do. But then I asked myself, why is Jaguar rebranding? And what is fueling the need for a new identity for Jaguar? So, I decided to do a quick sweep of Jaguar’s recent history and my findings pointed out a potential reason for the rebranding.
In April this year, Jaguar had to recall certain 2021-2023 model E-Pace vehicles. The recall was spurred by the discovery that the passenger airbag could potentially tear during deployment. A month before that, certain 2021-2024 E-Pace vehicles were also recalled. This second recall was for the brake pad wear warning light, which failed to appear on the instrument cluster. Such a defect would’ve been dangerous as it meant the driver would not be warned in the event that the brake pads were worn out. Worse still, there was a recall for an even older model. The all-electric 2019 Jaguar I-PACE was recalled because of the possible overheating of the high-voltage battery.
The Need for JaGUar’s Rebranding
These three recalls are only a fraction of the numerous recalls that Jaguar Land Rover (JLR) North America had to make this year. Noteworthy, Jaguar, Land Rover and your beloved Range Rover all belong to the same automobile family. If you were paying attention, you’ve probably noticed that the reasons for the recalls were all safety-related. Faulty airbags, worn out brake pads and overheating batteries all contribute to creating the perfect recipe for disaster and probable loss of life. When a brand is becoming associated with negative characteristics like insecurity, disaster and death, a rebrand is needed as soon as possible. So, kudos to Jaguar for taking the hint.
The British automaker, Jaguar, has revealed a new logo that changes the font, spaces out the letters, and uses a mix of upper and lowercase letters; instead of ‘Jaguar’, it is now ‘JaGUar’. The Jaguar rebranding apparently ties into the company’s plan to launch an all-electric lineup. The first new model is slated to launch in 2026. Jaguar Land Rover’s chief creative officer, Gerry McGovern stated, ‘The rebranding is a reimagining that aims to recapture the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience’. McGovern also joked that they were not sniffing the ‘white stuff’, as this rebranding is the real deal.
JaGUar’s Turning Point
Reliability hasn’t been a close kin of Jaguar over the years, as they tend to suffer from electrical problems. Jaguar wanting to ‘return to the values that once made it so loved’ is hinting at making their vehicles more reliable, safe and thrilling to drive. Jaguar also leans heavily on a quote from the company founder, Sir William Lyons, for its branding: “A Jaguar should be a copy of nothing.” Hence, the company’s ethos will go by “copy nothing”. But in an automotive world, where nearly every new car seems to be a copy of another, I look forward to seeing how Jaguar intends to copy nothing.
Ultimately, the move of Jaguar to rebrand is a bold step and a great idea. I mean, every brand should be able to take stock of itself, identify its shortcomings and shoot for improvement. For now, we can only wait and see what Jaguar—or should I say JaGUar—has in store for us. Until then, what are your thoughts about Jaguar’s rebranding?
