Allow me to present a counterpoint in this whole Jaguar kerfuffle.
There seems to be no shortage of people taking shots at the new Jaguar logo and teaser campaign, and I can certainly understand why. More than one pundit has referred to the launch as “another Bud Light moment.”
But here’s the thing: the Jaguar brand that everyone laments has not been THE Jaguar brand for decades. As a Gen Xer who always wanted to own a hunter green XJR with a tan leather interior and burled walnut console, I understand the nostalgia.
Last year, Jaguar—which is owned by Tata Motors of India—sold fewer than 75,000 cars worldwide. Combined with its Land Rover and Discovery models, all of Jaguar Land Rover (JLR) sold just over 400,000.
To all the fuss about “losing its customer base,” I ask, “what customer base?”
There are only so many stuffy Anglophile auto enthusiasts left in this world, and the overwhelming majority have reserved Austin Powers’ E-Type to leisurely drives on sunny weekend afternoons.
I personally don’t get the new anthem spot or the new logo. But I am not the target audience. Jaguar will reveal more of its new image and strategy next Monday at the Miami Art Show, which will perhaps enable nerds like me the opportunity to see the new models and understand their new vision.
Those who already grasp the meaning of “Exuberant Modernism” have the opportunity to create a new brand community and remake Jaguar in their new image.
Think Buick…in androgynous pastels.
Revival 