Jaguar rebranding: A masterclass in PR — or a risky business gamble?

Jaguar’s recent rebranding effort has sparked comparisons with Volvo Cars and Porsche’s ongoing campaigns, raising questions about the direction of automotive marketing and brand positioning in the modern era.

Jaguar’s bold rebranding effort has ignited widespread discussion, drawing comparisons with Volvo Cars and Porsche’s ongoing campaigns. While some critics are calling it “the mistake of the century,” others argue it’s a calculated PR triumph. Regardless of opinion, Jaguar has achieved what every rebrand aims for: attention. The buzz surrounding Jaguar’s repositioning is louder than ever.

Porsche: A timely partnership

Porsche’s collaboration with what appears to be a carefully chosen fashion brand, Aimé Leon Dore, reflecting a fusion of tradition and modernism. Aimé Leon Dore is a fashion and lifestyle brand founded in March 2014 by Teddy Santis and based in Queens, New York.

This partnership is reflective of a broader shift in the automotive industry, where brands are increasingly forging alliances with lifestyle companies. These partnerships are not just marketing ploys but signal a fundamental repositioning of cars as integral to everyday life.

Historically, cars have been marketed as standalone symbols of status or engineering excellence. Today, however, advancements in technology and an expanding array of options have shifted the narrative. Purchasing a car is becoming less akin to a major life decision, like buying a home, and more akin to selecting a smartphone or a watch — an accessory seamlessly integrated into one’s lifestyle. Porsche’s approach, blending heritage with modernity through its brand collaboration, reflects this change. The move positions the brand not just as a luxury car manufacturer but as a lifestyle icon.

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Volvo Cars: Safety meets lifestyle

Volvo Cars, on the other hand, has honed in on lifestyle with a focus on safety—a hallmark of its brand since inception. The current campaign feels prescient, aligning with an era fraught with concerns over cybersecurity, electric vehicle reliability, and climate resilience. That Volvo has managed to stay ahead of the curve on safety while infusing it with a lifestyle narrative is impressive, and it underscores the value of playing to one’s heritage. Few brands can weave tradition and innovation so seamlessly, which makes Volvo’s strategy stand out in a crowded market.

Jaguar: A risky pivot

Jaguar, by contrast, seems to have veered sharply away from its British heritage in favour of a sleek, modern aesthetic that risks alienating its traditional customer base. In a time when British heritage has experienced a remarkable renaissance, Jaguar’s decision to abandon its roots, being a British brand founded in 1922, raises eyebrows. Is this a bold, necessary move to remain relevant in the age of electric vehicles, or a tone-deaf misstep?

Critics argue this move risks alienating its traditional customer base, particularly given the recent resurgence in British heritage branding. However, Jaguar’s decision to rebrand must be viewed in the context of its ownership. Since 2008, Jaguar has been part of Tata Motors, an Indian conglomerate that acquired the brand from Ford alongside its sister marque, Land Rover. This may have played a factor in the rebranding process and deserves to be recognised.

For several years, the company has struggled to reach its target of 600,000 cars sold annually, with sales peaking at only around one-tenth of that figure. It seems as though the owners faced a choice: either discontinue Jaguar and build an entirely new brand from scratch, or strategically allow the new EV brand to absorb the "old" Jaguar.

PR’s role in the rebranding

As that being said, critics blaming Jaguar’s marketing and PR teams for “the mistake of the century” overlook a crucial point: these teams are executing a mandate from leadership. Their job is generating attention and positioning the brand according to strategic objectives. In this regard, Jaguar’s PR team has excelled. The rebrand has sparked unprecedented levels of buzz, with the automotive world, critics, and fans alike sharing their opinions on the new direction. Whether or not Jaguar’s new car and brand aesthetic resonates with every audience, it has succeeded in making the brand a talking point globally.

The decision to rebrand likely stems from a leadership directive to modernise the brand for the electric future, but it underscores a deeper trend in corporate governance. Today’s boards must balance the demands of technological innovation with an acute awareness of cultural and societal trends. Brand heritage is more than just a marketing tool; it’s a strategic asset that must be carefully managed.

Lessons for leadership

The implications of Jaguar’s rebranding stretch beyond the automotive sector. This shift highlights the growing importance of brand-conscious board members who understand the interplay between design, societal trends, and consumer sentiment. Whether Jaguar’s rebranding was a calculated risk or an overreach, one thing is clear: brand and design decisions are no longer the sole purview of marketing departments — they are boardroom priorities.

As we watch the outcome of Jaguar’s gamble unfold, it serves as a reminder that every brand decision, intentional or not, carries consequences. The ultimate test will be whether Jaguar’s figures trend upward or falter in the coming quarters. Only then will we know if this was a masterstroke in PR — or a costly misjudgment.

For now, the brand’s bold pivot reminds us that rebranding is as much about sparking conversation as it is about selling cars. One thing is certain: Jaguar’s new direction is impossible to ignore, and that may well be the point.

What are your thoughts?

For those intrigued by the evolving dynamics of heritage in branding, social media trends like “Ralph Lauren Christmas” provide a fascinating lens into how legacy and modernity can coexist. Perhaps Jaguar’s leadership might take a page from these success stories.