This article was initially published on November 23, 2024.

Rawdon Glover, the managing director at Jaguar, seems to thrive on the buzz surrounding his company. The latest rebranding efforts for Jaguar cars have ignited discussions online, garnering over 100 million engagements across various social media platforms, fueled by comments from high-profile figures including Elon Musk and Nigel Farage.

However, the feedback has not universally been positive. Farage criticized the rebrand, stating, “I predict Jaguar will now go bust. And you know what? They deserve to.” Such remarks highlight the stark divide in public opinion regarding the brand’s recent changes.

Jaguar has recently unveiled a bold rebranding strategy, moving away from its historical aggressive leaping cat logo. The new identity features a softer, golden double J logo, while preview images of Jaguar’s upcoming all-electric concept car, set to debut at Miami Art Week on December 2, have drawn comparisons to Tesla’s rugged Cybertruck.

Glover, who did not anticipate becoming a trending topic on social media, embraces the controversy, stating, “We wanted to start a debate to get people thinking and talking about Jaguar in a different way.” He expressed a sense of satisfaction that individuals like Farage are not supporters of the new brand direction.

While acknowledging the brand’s rich heritage, Glover pointed out that it hasn’t translated into significant commercial success. He noted that Jaguar’s customer base is aging and that there is a pressing need to attract younger consumers beyond Farage’s demographic.

The brand has faced challenges in the competitive luxury car market, with annual sales hovering around 60,000 units, a stark contrast to the millions sold by rivals like BMW and Mercedes-Benz. Glover insists that transformative change is essential for Jaguar’s viability.

In preparation for its transition to an electric-only lineup by 2026, Jaguar has halted sales of its models in the UK, including the well-received F-Pace SUV, F-Type sports car, and the award-winning I-Pace. The company is now banking on a new four-door grand tourer, with plans for additional vehicles, including a saloon and potentially a sports car, all to be produced in Britain.

Jaguar Land Rover plans to manufacture around 50,000 of these new luxury vehicles annually at its Solihull facility. While this figure represents a notable reduction from past sales targets, with each new model anticipated to exceed £100,000 in price, the brand is optimistic about profitability—targeting a niche market of luxury automobile buyers.

Though the initial model has been labeled Jaguar’s “last-chance saloon” by critics, Glover sees a bright future for the brand under the guidance of esteemed designer Gerry McGovern, projecting that the new cars will achieve iconic status and revive Jaguar’s standing in the automotive world.

Glover noted, “We’re our very best when we copy nothing. We’re unveiling the brand at an art fair, rather than a motor show. This is Jaguar being bold, doing things differently.” He assured that the upcoming vehicles will maintain the distinctive driving experience associated with Jaguar.

Significant financial backing for this new direction, estimated at £15 billion over four years, is secured thanks to robust profits from Jaguar Land Rover’s Range Rover and Land Rover divisions. The parent company, Tata Motors of India, recorded a substantial revenue increase of 27 percent in the last fiscal year with pre-tax profits reaching £2.6 billion, the highest figure since 2015.

Yet, the timing of this rebranding is under scrutiny, especially as luxury electric vehicle sales have recently declined due to consumer concerns over range and charging infrastructure. In response, Glover highlighted that the new Jaguar models will feature a competitive 430-mile range and a quick-charging capability that can add 200 miles in just 15 minutes, boasting superior statistics compared to current EVs.

Glover anticipates that by the time the first new models are delivered in late 2026, consumer demand will have shifted positively towards electric vehicles, backed by expectations of a significant increase in charging stations across the market by 2030.

The rebrand has not escaped scrutiny, with some critics suggesting that cutting ties with the iconic leaping cat logo signifies a loss of Jaguar’s identity. In refuting claims that the new direction is politically motivated, Glover emphasized that the focus is on creativity and innovation, rather than diversity and inclusivity, maintaining that the leaping cat remains part of the brand’s identity.

Jaguar’s new social media strategy is inspired by engaging directly with critics. The brand responded playfully to comments from Musk regarding the visibility of their product, showcasing a willingness to engage with the public.

As Glover aims to capture a new audience through platforms like Twitter, Instagram, and TikTok, he is optimistic that the reception of the complete concept car at the upcoming unveiling will shift the narrative. Limited previews suggest that the new model is bold and striking, assuring that it will not resemble the Cybertruck at all. Michael Quinn, a descendant of Jaguar’s founder, reportedly expressed admiration after seeing the car.

Glover remains hopeful that both industry critics and influential figures will appreciate the ambitious direction Jaguar is taking.

Transformative Potential

Innovative models, such as Jaguar’s new electric vehicle, hold the power to revitalize a brand. For instance, the Peugeot 205 brought a renewed appeal to its maker almost overnight upon its release in 1983, while the introduction of Porsche’s Cayenne in 2002 marked a profitable new direction for the brand despite initial backlash.

Volkswagen faced bankruptcy in the 1970s until the release of the hatchback Golf, which ultimately became its best-selling model. Similarly, Toyota revolutionized the market with its launch of the Prius, establishing itself as a go-to brand for environmentally-conscious consumers.