People generally do not like rebrands, so when it happens to a 102 year old British car company, based on very traditional values, you can guess the reaction is going to be pretty negative. This has certainly been the case with Jaguar, which unveiled a controversial rebrand early this month. 

The rebrand in practical terms has been little more than a change of logo and a colourful online advert, but it has sparked a furious reaction from key board warriors, who believe the company has abandoned its traditional values and customer base. Many have been quick to predict the total demise of the company. 

However, this does need a bit of context, as it is far from a simple rebrand. Jaguar management are sure of one thing, the brand needs to change direction to survive. In short, it was simply not selling enough cars in its current form and has been non-profitable for many years. The company has thus ceased all production and describes 2025 as being a firebreak year, where it will seek to distance itself from the old range and look forward to a bright future. 

This future is going to be entirely based on all electric exclusive high end models. The company no longer wants to be competing, largely unsuccessfully, with BMW, Audi and Mercedes, but wants to be in more Porsche and Bentley territory, where historically it always aspired to be.

It is a bold strategy, but Jaguar boss Rawdon Glover believes there is no alternative. He told the Financial Times, “If we play in the same way that everybody else does, we'll just get drowned out. So we shouldn't turn up like an auto brand.” 

So we have been shown a new mixed-up case spelling and a new format logo. Perhaps most controversially, there was also a Jaguar video featuring high fashion models in a lift, with the messages  ‘copy nothing’ and ‘delete ordinary’. This reflects the original Jaguar philosophy of founder Sir William Lyons, who believed 'A Jaguar should be a copy of nothing'. 

The man behind the rebrand is Rory Sutherland, who has had considerable success with Land Rover. He commented, “Jaguar cannot survive on a group of people who love the brand, but don’t buy the cars". 

The true test comes on 3 December, when Jaguar will reveal its future direction in the form of a new concept car, not at a car show but at an arts festival. 

The controversy over the rebrand will mean all eyes will be on this event. One thing is for sure, two months ago no one was talking about Jaguar and a new model reveal might have gone largely unnoticed outside of motoring circles. It will now be one of the most anticipated model debuts ever. Let’s hope for Jaguar’s sake the car lives up to the hype.