Jaguar’s current situation is unusual, to say the least. The British automaker has abandoned its previous strategy of losing money and is now focusing on profitability. The new marketing campaign launched ahead of their latest concept’s reveal was bold and sparked controversy. While it may not have resonated with the average car buyer, it has generated significant attention.
The Challenge of Luxury Perception
Despite its rich history, Jaguar has struggled to maintain its prestige outside of specific models like the F-Type R. The brand’s previous designs, although attention-grabbing, didn’t translate to sustained sales and profits. Jaguar’s decision to relaunch as a more upscale brand was a risk, but it may be paying off.
Changing Perceptions Through Marketing
The teaser campaign for Jaguar’s upcoming electric car, likely priced around $125,000, was provocative and got people talking. CNN, USA Today, and The Economic Times all referred to Jaguar as a ‘super-luxury car brand’ alongside Rolls-Royce and Bentley in their coverage of a recent trade deal. This association may be a stretch, but it’s a positive development for Jaguar’s brand image.
Assessing the Rebrand’s Success
While it’s too early to declare the rebrand a definitive success, Jaguar is already benefiting from the increased attention. The production version of the Type 00 concept may not reach the same price point as true ultra-luxury brands, but the marketing efforts have created a perception that it’s on par with them. Whether this translates to actual sales remains to be seen, but for now, Jaguar’s controversial rebrand appears to be working.
