Jaguar’s identity crisis has finally reached its apex.
The storied British marque launched its “Copy Nothing” rebrand campaign in late 2024, and the results are exactly what happens when marketing departments overthrow engineering teams.
No cars. No heritage. No point.
The rebrand, tied to Jaguar’s Panthera project and all-electric future, ditched the iconic growler badge for a rounded, playful logo that could just as easily sell perfume or streaming services.
Their abstract ad campaign featured diverse models striking poses with slogans like “delete ordinary” and “live vivid” while conspicuously avoiding showing any actual automobiles.
Because nothing says “prestigious automotive brand” like forgetting to include cars in your car advertisements.
Internal Rebellion Brewing
Jaguar’s own design team leaked their displeasure, sending a scathing letter that essentially translates to “what the hell are you doing?”
Their complaints were specific and damning:
- The new logo resembles other brands and lacks distinctiveness
- The outsourced rebranding process excluded internal design expertise
- The playful, rounded aesthetic fails to convey the intended “exuberance”
Meanwhile, Managing Director Rawdon Glover defended the campaign as “bold and disruptive,” dismissing the tsunami of criticism as simply a hallmark of British creativity.
The Public Backlash
Social media eviscerated the campaign, with even Elon Musk joining the pile-on.
The rebrand generated 3 million YouTube views – though primarily from people wondering if they were watching a parody.
Enthusiasts and loyalists felt abandoned. Potential buyers questioned the brand’s direction. Current owners worried about resale values as Jaguar seemingly sprinted away from its own identity.
The Aftermath
The fallout was swift and predictable. Jaguar severed ties with the ad agency responsible for the rebranding, effectively admitting the campaign missed its mark without actually saying so.
As Jaguar plans to cease production of current UK models from January 2025 and pivot to an all-electric luxury marque, they face a monumental challenge: delivering products worthy of attention after squandering decades of brand equity.
The campaign certainly generated awareness – just not the kind any automaker wants.
Jaguar now faces the unenviable task of rebuilding credibility with enthusiasts while simultaneously attracting new luxury EV buyers. All with a logo that looks like it belongs on a children’s toy.
They wanted to “Copy Nothing.” They succeeded brilliantly at copying nothing from their storied heritage.
