The Jaguar Rebrand: A misstep, but the story isn’t over

As someone who has spent the past two decades helping redefine some of the world’s most iconic automotive brands, I understand the immense pressure that comes with a rebrand of this magnitude.

At Poppins, we’ve had the privilege of delivering award-winning campaigns, products and rebrands for carmakers who not only strive for relevance but also seek to elevate their legacy. So, when Jaguar (a name synonymous with British luxury and engineering pedigree) revealed its long-anticipated overhaul, the backlash that followed was both swift and deafening.

To begin with, let’s be honest: Jaguar hasn’t exactly been roaring on the sales front in recent years. Despite its deeply entrenched heritage as a purveyor of elegance and performance, its identity has struggled to resonate with a modern audience. The brand’s decision to go fully electric by 2025 offered a once-in-a-generation opportunity to unite its storied past with a cutting-edge future. But instead of a thoughtful evolution, what we’ve been served is a clumsy, trend-chasing makeover that feels more at home in a startup pitch deck than on the bonnet of a luxury British icon.

The typography (part upper-case, part lower-case) feels strangely juvenile for a marque with such gravitas, as if designed to appeal to TikTok rather than timelessness. The simplified ‘leaper’ emblem, meanwhile, can work well if looked at as a standalone asset.

To debut this seismic shift with a single, underwhelming video on social media (a video devoid of the grandeur and storytelling Jaguar’s audience expects) was, frankly, a misstep… or was it? Curiously, the noise it has generated has been rather incredible: over 2 million new followers flocking to their accounts, proving that while the delivery faltered (in the eyes of the masses), the world is still watching Jaguar intently.

For a brand renowned for refinement this change feels unanchored, like a rushed attempt to chase youthful exuberance rather than embody its rightful place in the pantheon of luxury, it almost feels like a parody. A successful rebrand doesn’t just tweak logos or drop buzzwords like “bold” and “vivid”; it carves out an emotional connection that feels authentic and enduring. Jaguar had the chance to craft a narrative that celebrated its rich history while introducing a dazzling new chapter in electric innovation. Instead, the designs and launch felt like a missed opportunity to stand tall with the poise and purpose that should define a brand of this calibre.

But let’s not be too quick to write Jaguar off entirely. A rebrand isn’t defined by a single logo or a bungled video; it’s a marathon, not a sprint. What we’ve seen so far, while underwhelming, is merely the opening act. Jaguar still has the chance to take this backlash, learn from it, and reimagine its electric future with the same precision and artistry that once made it the crown jewel of British automotive design. If the brand can refocus on what made it iconic; craftsmanship, elegance, and innovation, this stumble could yet become the foundation for a triumphant reinvention.

So yes, Jaguar has tripped out of the gate. But for a brand with this much heritage, the story is far from over. If anything, the world is watching more intently than ever. And that, as any good storyteller knows, is the perfect place to start turning the tide.

Part of me (perhaps the overly optimistic part) is clinging to the hope that Jaguar is playing the long game here. Imagine this: a show-stopping reveal at Art Basel, with Taron Egerton or Idris Elba stepping out of a jaw-dropping, utterly spectacular electric Jaguar (industry whispers suggest the car itself is a stunner) in a nod to their iconic ‘Jaguar Villains’ ad campaign from years ago. What if this whole underwhelming rollout has been a masterstroke, lulling us into thinking the brand has lost its touch, only to deliver one of the most ingenious marketing coups in recent memory?

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