"Ten months have passed since the controversial Jaguar rebrand, and it's still routinely described as "disastrous" (because some people criticised it on social media) and "woke" (because there was an ad that showed some diversity). But unlike some other recent cases (I'm looking at you Cracker Barrel), the carmaker says it won't cave to pressure. Jaguar thinks people have misunderstood the point of the rebrand and insists that the identity is working."
"He also explains the thinking behind the new design language, which he says is intended to speak to a younger, richer audience that has an interest in design and which, he says, might have previously associated the Jaguar brand with men in a midlife crisis. "We needed to take risks, we needed to be fearless, and in doing so, we recognized that the design might polarize," he says. "That's absolutely OK. It doesn't need to be for everybody.""
Jaguar repositioned itself by unveiling a deliberately provocative rebrand and concept car aimed away from traditional buyers toward a younger, wealthier, design-focused audience. The company accepts that the new identity will polarize and has acknowledged that only a small fraction of existing customers—around 15%—are expected to buy the new cars. Jaguar plans to sell fewer vehicles at higher prices, discontinuing models under $80,000 and targeting a more exclusive niche. The carmaker refuses to reverse course despite social media backlash and characterizations of the rebrand as "disastrous" or "woke." The long-term success will take years to judge.
Read at Creative Bloq
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