Jaguar’s Controversial Rebrand: A Surprising Success?
Things are weird at Jaguar right now, but the British automaker has decided that losing money isn’t working anymore. The new marketing campaign launched ahead of its latest concept has caused controversy, particularly among non-luxury car buyers. However, the campaign might be working.
Jaguar’s previous redesigns, despite being visually appealing, didn’t lead to sustained sales and profits. The brand remained a second-tier luxury brand while its stablemate Land Rover thrived. The latest strategy involves relaunching upmarket, with a focus on an electric car starting around $125,000.
The controversial teaser campaign generated buzz, particularly among those who weren’t potential buyers. Recent coverage of a limited UK trade deal announcement showed Jaguar being mentioned alongside true ultra-luxury brands like Rolls-Royce and Bentley. CNN, USA Today, and the Economic Times all lumped Jaguar in with these high-end brands.
This media coverage is a success for Jaguar’s rebranding efforts. Whether or not Jaguar was ever a true ultra-luxury brand, it’s now being perceived as such by the general public. The production version of the Type 00 concept will likely not sell at a true ultra-luxury price point, but the marketing is creating that perception.
The ultimate test will be whether Jaguar can turn this attention into actual sales. For now, though, even critics of the rebrand must admit that it’s working. The campaign has successfully associated Jaguar with luxury brands in the public eye, which is no small achievement.
