Jaguar Rebranding Mini Case Study - Great Ideas for Teaching Marketing

Topics

repositioning, brand management, strategy, publicity, PR management, DEI, new brands, product development, consumer behavior, target markets, marketing environment

Review the activity below or download the PDF student worksheet

Student Worksheet: Jaguar Rebranding Mini Case Study
Educator Solutions (Members Only): Jaguar Rebranding Mini Case Study = Solutions
Educator Note: This case study is a mini version of the full Jaguar Rebranding Case Study also available on Great Ideas for Teaching Marketing. You should also note that the student discussion questions are a shorter list of the same questions. Therefore, this mini case is more suitable for an in-class task, whereas the full case study may take several sessions to full cover and address – or may be a suitable assessment task.

Jaguar Rebranding and Repositioning Mini Case Study

In November 2024, Jaguar unveiled its bold, and somewhat risky, complete rebranding and repositioning strategy for its brand. Their rebranding promotional video featured androgynous models in vibrant, avant-garde attire, accompanied by daring slogans like “create exuberant” and “break moulds.”

And perhaps surprisingly, their video did not show any cars at all. Instead, the video was intended to emphasize “artistic expression and individuality”. This unconventional approach to marketing communication is a clear part of Jaguar’s objective to reposition itself as a luxury brand for a younger, affluent, and design-conscious audience.

Their rebranding strategy and plan, especially the video, sparked significant controversy. Critics accused Jaguar of abandoning its roots as a high-performance sports car manufacturer, labeling the communication campaign as overly “woke” and disconnected from the brand’s traditional image.

High-profile public figures, including Tesla CEO Elon Musk, joined the conversation, with Musk posting, “Do you sell cars?”

And while many social media reactions were negative and were critical of the video for not showing any cars or being seemingly unrelated to the brand, other commentators praised the ad for its creativity and originality.

Your Task

Your task is to analyze Jaguar’s promotional video as the centerpiece of its rebranding efforts. Evaluate its purpose, effectiveness, and alignment with the company’s repositioning objectives. Use the discussion questions at the end to structure your insights and critique.

Jaguar’s Traditional Positioning

Jaguar has long been recognized as an iconic car brand, with a heritage steeped in performance, elegance, and exclusivity, proudly positioning itself as a quintessential British marque. From the late 1940s to the 1950s, Jaguar leveraged its racing success and speed records to establish a unique identity that combined high-performance engineering with timeless style. As the brand evolved in the 1960s and 1970s, its designs continued to exude luxury and sophistication, cementing Jaguar as a symbol of aspiration, status, and glamour.

The brand’s promotional messaging often emphasized “affordable luxury,” positioning Jaguar below ultra-luxury competitors like Rolls-Royce while retaining its premium appeal. This approach, coupled with endorsements from high-profile celebrities such as Paul McCartney, Mick Jagger, Steve McQueen, and Frank Sinatra, as well as members of British royalty like Queen Elizabeth II and Princess Diana, elevated Jaguar’s prestige and desirability on a global scale. These associations further reinforced Jaguar’s image as a glamorous, aspirational brand for discerning consumers.

Despite maintaining this strong image throughout much of the 20th century, including through several ownership changes, Jaguar faced mounting challenges by 2024. The blend of luxury, sophistication, and sports performance that once defined the brand was no longer sufficient to sustain its success. Recognizing this, Jaguar embarked on an ambitious rebranding and repositioning strategy to address shifting market demands and recapture its former glory.

Why is Jaguar Repositioning its Brand?

At first glance, Jaguar’s situation seems enviable: a long-established, iconic British brand with a history of producing high-performance, luxurious, and exclusive vehicles loved by senior Royals and global celebrities alike. However, by 2024, Jaguar found itself at a strategic crossroads, needing to reinvent its market strategy and reposition its brand to stay relevant in a rapidly evolving automotive industry.

Internal and Microenvironment Challenges

Jaguar’s internal environment has been significantly disrupted by multiple ownership changes over the years. Each change brought shifts in corporate culture, strategy, and management, leading to instability in brand direction. These frequent rethinks and strategy revisions made it difficult for Jaguar to maintain the consistency required to steward an iconic brand over time.

Additionally, Jaguar’s rich heritage, while a strength, began to feel like a double-edged sword. The brand’s association with 20th-century glamour and classic British values, while once highly aspirational, started to appear outdated in the face of emerging competitors like Tesla and established rivals like BMW and Mercedes-Benz. Heritage alone was no longer enough to attract a new generation of affluent, design-conscious buyers who sought cutting-edge innovation over nostalgia.

Macroenvironmental Shifts

Jaguar also faced major challenges in its external macroenvironment:

Sustainability and the EV Market: Consumer demand for environmentally friendly vehicles grew rapidly, fueled by rising concerns about climate change and the popularity of electric vehicles (EVs). Brands like Tesla and BYD took the lead in the EV revolution, leaving Jaguar struggling to catch up and positioning it as a follower rather than an innovator in this critical market.
Shifting Consumer Preferences: SUVs increasingly dominated the global automotive market, while Jaguar’s traditional sedan lineup failed to remain competitive. While the brand attempted to adapt by introducing SUVs, these models lacked the cultural cachet and success of its sister brand Land Rover’s offerings.
Technological Advancements: As luxury automakers embraced AI-driven features, autonomous driving capabilities, and connected technology, Jaguar’s slower adoption of these advancements reinforced its image as a brand lagging behind modern consumer expectations for luxury and innovation.

Jaguar’s need to reposition stems from these combined pressures: shifting market demands, outdated perceptions of the brand, and increasing competition from more technologically advanced and environmentally forward competitors. To survive and thrive in this new landscape, Jaguar needed a bold rebranding strategy that would not only address these challenges but also redefine its identity for a new generation of customers.

Their Repositioning Objectives

Jaguar has outlined several key objectives for its rebranding:

Modernize the Brand: Establish Jaguar as a forward-thinking, luxury automaker for a new generation.
Embrace Innovation: Transition to a fully electric vehicle lineup by 2025.
Highlight Creativity: Shift focus from heritage to bold, contemporary design.
Attract Younger Buyers: Appeal to affluent millennials and Gen X consumers seeking luxury with personality.
Differentiate from Competitors: Stand out in a crowded market with a unique, artistic approach to automotive branding.

Jaguar’s Rebranding Video

At the heart of Jaguar’s repositioning campaign lies a provocative promotional video. The ad broke conventions by omitting cars entirely, focusing instead on abstract visuals and artistic expression. So let’s now review their promotional video. You should note the five phrases in the video, which are:

create exuberant
live vivid
delete ordinary
break moulds
copy nothing

Reaction to the Rebranding Video

Jaguar’s repositioning campaign has sparked a wide range of reactions from branding experts, automotive analysts, and everyday consumers. While some see it as a necessary and innovative gamble, others criticize it as a misguided departure from the brand’s heritage. Let’s explore these perspectives, beginning with insights from industry experts.

Manfredi Ricca, Global Chief Strategy Officer at Interbrand, views the campaign as a critical turning point for Jaguar. Ricca highlights how the 30-second video managed to ignite global conversations without showing a single car, a remarkable feat for a struggling brand. He asserts that Jaguar’s challenge lies in transforming its admired heritage into a future that resonates with modern consumers. Ricca adds that the true test of this campaign will come in the years ahead, as the brand must convert its bold messaging into sustainable sales and loyal customers. “While museums can survive on nostalgia,” he warns, “businesses must transform their heritage into something people are willing to buy.”

Richard Exon, co-founder of the ad agency Joint, supports Jaguar’s decision to make a clean break from its past, praising the inclusivity and boldness aimed at younger, affluent buyers. However, Exon is less enthusiastic about the campaign’s execution. He describes the initial video as “derivative and disappointing,” though he sees potential in the concept car images, which could redefine perceptions of the brand. For Jaguar to succeed, Exon argues, the brand must translate its radical ideas into tangible, innovative products.

Marketing expert Mark Ritson offers a more critical perspective. He believes that Jaguar’s complete overhaul risks alienating its loyal customer base and suggests a more balanced revitalization of its heritage would have been more effective. Ritson describes the 30-second video as disconnected from Jaguar’s core identity, criticizing it as a “bizarre and pretentious” choice for a brand with such an iconic legacy. His recommendation? Celebrate and modernize the qualities that once made Jaguar aspirational rather than abandoning them entirely.

James Morris from Forbes takes a pragmatic view, labeling the campaign a “necessary gamble.” Morris contends that even the controversy surrounding the video has elevated Jaguar’s profile, particularly among younger, design-conscious buyers who seek brands that stand out. He believes that by generating buzz—even negative—the campaign positions Jaguar as bold and willing to disrupt conventions.

Social media reactions, however, were largely scathing, with users ridiculing the campaign’s lack of focus on cars and its perceived “virtue signaling.” Comments ranged from dismissive—“No cars in a car ad? Just models in ridiculous outfits”—to nostalgic critiques lamenting the perceived loss of Jaguar’s heritage. A recurring sentiment was confusion, typified by comments like, “If you had no idea what Jaguar sells, you’d still have no idea after watching this ad.” And, of course, Elon Musk’s sarcastic quip, “Do you sell cars?” amplified the backlash further.

Jaguar defended its campaign as an intentional break from the past. Managing Director Rawdon Glover explained, “We needed to redefine Jaguar’s identity. This isn’t just about cars—it’s about creating a cultural moment.” The brand acknowledged the polarizing nature of the campaign but argued that controversy was a sign of success in sparking meaningful conversations.

Student Discussion Questions

Before reviewing this case study, what was your perception of the Jaguar brand? Was it a car brand that you would consider purchasing sometime in the future, or do you have strong preferences for other car brands?
Review their 30 second promotional video. Firstly, think about the messaging to potential customers (that is, younger, affluent, luxury-focused consumers) – to what extent do you think that the ad will resonate with them and get them to seriously consider Jaguar as a future car for them?
Now consider their promotional video from a marketing perspective. Given that their key objective is to substantially reposition the brand, if you were a Jaguar marketing executive how would you rationalize the video messaging to other senior (non-marketing) managers, such as car engineers (focused on car design) and finance managers (focused on ROI)?
Some critics of the ad suggest that the messaging is more virtue signaling than being about real social change and impact. To what extent do you agree with this view?
Finally, do you think that their rebranding strategy will be successful longer term? Why/why not?

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