Jaguar Rebranding is getting backlash, but guess what? Morning Brew’s Chief Brand Officer Does Not Care

Jaguar’s new campaign advertising push unveiled before its electric-only future has been the subject of controversy. It brought out a new corporate logo, a leaping jaguar emblem, and a commercial symbol that was strange in as much as it had no cars in it at all. But in the video, we only saw the models posing in various bright-spirited environments, posing and waving handmade brushes or sledgehammers.

Analysts claimed that they have been overshadowed by criticism for their marketing strategy from personalities such as Elon Musk and social media personalities Andrew Tate and Ian Miles Cheong, who alleged that Jaguar was restricting itself to promoting ‘woke’ politics. Some marketing professionals criticized the campaign, stating that the video was unclear and not relevant and insisting that some people online were going to stop purchasing products from the brand.

Rawdon Glover, Jaguar’s managing director, stood for the ad while noting his surprise all over the negativity, including what he referred to as a ‘vile condition of hatred’ and intolerance he received over the provocative images of the models used in the video. Glover, who aligns with this, points out that the campaign was directed at the need to fight the traditional branding of Jaguar. “If we do as all the others, we will simply disappear in the noise,” he said in an interview, adding that now it is time to change the brand’s image and set it to a higher price category.

On the other hand, Morning Brew, chief brand officer, said
“You hate everything you have seen so far, but the good news is we are about to double down. See you in Miami in two weeks, You are going to hate it ”

Check the video here: https://www.tiktok.com/@morningbrew/video/743987535923285534

In its transformation process, Jaguar will discontinue production of current models by the end of the year and make way for a new full lineup of ultra-luxury cars, which will pose a challenge to the brand in the vicinity of $ 400,000. The reinvention strategy would aim to position Jaguar as a market pioneer in electric cars to create appeal among the youthful and the luxury class segment.

While some felt it was Jaguar’s mistake, professional marketers pointed out that the audacity of the move proves that Jaguar is ready for change. One industry analyst said, ‘Rebranding is not for everyone, and Jaguar is right on cue.’

In December, the company is expected to share more information about its rebranding efforts, including more information about Jaguar’s electric car plans. Whether this gamble will solidify Jaguar’s place in the luxury EV market or alienate its traditional audience remains to be seen.

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