The Fall of Jaguar

"Exuberant Modernism" sounds like a misstep from a big advertising agency’s failed Super Bowl ad. If Jaguar is banking on tapping into the "be fearless" and "be your authentic self" trend from four years ago, they’re already late to the party. The U.S. election proved that people have moved past the "woke" movement and are focused on real checks and balances in government and the economy. If Jaguar believes this trend will still be relevant when their new electric lineup drops in late 2026, they’re in for a wake-up call. And if they think Millennials and Gen Z will be eager to spend $100k on a luxury electric car from a brand that has abandoned its heritage and angered its core audience—well, those 2022 sales numbers of just 9,000 units might not be the bottom.

"Exuberant Modernism" and "Copy Nothing" were the standout creative concepts. A brand once defined by its classy luxury and the primal ferocity of the jaguar is now hitting the market with a jarring rebrand that feels like a chaotic mix of recent cultural trends. From an overload of bold colors to high-fashion-inspired models, it’s a noticeable departure from its original identity.

Social media is buzzing with people connecting Jaguar’s new branding to the “woke movement.” When it comes to cultural relevance, it’s crucial to think about the brand’s core audience and how well the message resonates. For years, Jaguar has been synonymous with class, luxury, and the bold "growler" identity. Its British heritage has always added a layer of refinement and maturity.

While brands typically benefit from staying neutral and steering clear of politics, this rebrand seems to embrace the “be your authentic self” ethos often tied to the woke movement. The issue? It risks pushing away Jaguar’s loyal fans—those who’ve always loved its elegance and edge—without giving them a compelling new reason to connect with the brand. Instead of creating unity, this shift feels like it’s missing the mark.

The standout here is the "JaGUar" wordmark. Stylized with the small and large caps, it feels well-suited for the electric era, aligning with the trend of rounded, geometric, structured typefaces that define modern EV design. However, swapping the iconic growler for a "J" and "R" monogram that feels like it belongs on a Michael Kors bag? That’s a mismatch for Jaguar's legacy.

Then there’s the running jaguar motif—it’s been sharpened with straight edges but awkwardly placed against a grill-like background. The result? The jaguar practically vanishes, blending into the backdrop in a way that feels more confusing than bold. The brand might stand apart from other carmakers, but in doing so, it’s veered into a realm that feels less like luxury automotive and more like a Netflix-funded sci-fi dystopia, where future aliens spend their days awkwardly staring at us from afar. It’s unrelatable, uncomfortable, and far from what Jaguar fans love.

Like I mentioned, the jaguar figure almost disappears against the grill backdrop—it’s hard to make out. The monogram feels out of place and doesn’t bring any excitement visually. The color palette? It’s unclear if we’re going for wooden tones and gold or some chaotic mix of the entire space rainbow. Sure, the font is consistent, but it’s tough to see past the dystopian vibes and random Mars-like locations in the photoshoots. And let’s be real—we already know which car company is actually getting to Mars first, so this feels like a missed opportunity to focus on what really matters.

"Copy Nothing"? — I think not.It feels like we’ve tried to merge "being your authentic self" with "artistic expression" to capture a fading trend. The truth is, after years of economic turmoil—especially in the US—people are more focused on basic needs like shelter and financial security than on bold, avant-garde ideologies. With the dollar losing value, the idea of spending $100K+ on an electric car in two years is a tough sell. Our mental bandwidth for flashy branding is limited right now; we want brands to be genuine and transparent, not hidden behind outlandish advertising stunts.

Some of these visuals even feel recycled. The figure with the sledgehammer, for example, echoes Apple’s iconic "1984" Super Bowl commercial, where the woman throws a hammer to shatter the screen and bring down Big Brother’s rule. We've seen this imagery before, and it feels more like a copy of past moments than an original statement. It doesn’t stick as a memorable or positive experience—it just feels tired and uninspired.

British heritage? Gone.

Classy luxury? If that means high-end fashion, then sure.

The reimagined Jaguar feels like it has forgotten almost 100 years of history, and that’s a problem. A rebrand should take the best parts of a well-established brand and update them for a new era. Without that, it feels disconnected and forced. For loyal customers, this can be alienating — they might start to wonder if Jaguar is still a brand worth driving. I’ve seen a Jaguar owner on Twitter, feeling so out of sync with the new look, that he'll cover up their car’s logo just to save face. Now that’s pretty embarrassing.

We jumped on a trend that’s now on its last leg. The 2024 U.S. election, economic uncertainty, fears of war, and the national debt crisis have shown that people care more about stability and real leadership than cultural icons or the latest celebrity endorsements. Jaguar feels like an old rock star trying to stay relevant by rebranding as a young pop singer with outlandish fashion just to stand out on the runway.

But at the end of the day, we’re talking about cars here. And Mercedes-Benz is still going strong, staying true to the social status that comes with owning one. So where does Jaguar stand now? What’s its long-term status and appeal? Right now, it feels uncertain. Are we just another brand chasing trends and ideology to stay in the game? That’s not a recipe for lasting success.