When Rebrands Miss the Mark: What Jaguar’s Bold Move Can Teach Us

In late 2023, Jaguar Land Rover revealed a radical new brand identity in a bid to reinvent itself as a cutting-edge, all-electric luxury carmaker. The sleek growling cat was out. A minimalist ‘J’ and the slogan Delete Ordinary were in. Traditional advertising was sidelined in favour of abstract visuals and fashion-forward campaigns.

But within months, Jaguar quietly parted ways with its agency, Accenture Song. The rebrand had not landed, and the backlash was loud.

So what went wrong? And what can brands learn from this very public misstep?

Disconnecting From the Familiar

One of the biggest issues was the rebrand’s complete break from Jaguar’s visual heritage. The iconic leaping cat and growler logo weren’t just design elements, they were emotional anchors for customers, representing luxury, performance and legacy. In stripping these out, Jaguar left consumers unsure of what the brand even stood for.

Brand strategist Sue Benson summed it up: “There are few, if any, cars in the ads, which leaves audiences unsure what the brand even stands for.” In short, the campaign failed to replace familiar cues with anything equally powerful.

A Rebrand or a Reinvention?

Rebrands work best when they feel like an evolution, not a total reboot. Jaguar’s approach felt more like starting from scratch, a complete reinvention that risked alienating its loyal customer base.

As Gabor Schreier, chief creative officer at Saffron, noted: “If Rolls-Royce were to abandon the Spirit of Ecstasy, the reaction would be immediate.” Jaguar’s move sparked the same reaction confusion, concern, and for many, disappointment.

A Wider Identity Crisis

The issue may run deeper than a misjudged logo. Jaguar’s struggle highlights a wider challenge in the auto industry: how to make electric cars emotionally compelling. The drama of petrol engines, the sound, the mechanics, the tradition is disappearing. And many EV brands are falling into the trap of bland minimalism.

Take the Renault 5. Its retro-modern design was one of the most talked-about of 2024. Not because of performance specs but because it had charm, character and identity. That emotional connection is vital. In a world of silent engines, design becomes the new voice.

What Businesses Can Learn

Whether you're a global brand or a local business, there are lessons here:

Don’t abandon your roots - Your logo, tone and story matter. Changing them should be done carefully and for a clear reason.

Maintain recognisable elements - Brand assets are more than visuals. They're memory triggers.

Think evolution, not revolution - Most audiences value progress, not whiplash.

Test ideas with loyal customers - Radical change might excite your team, but what about the people who’ve supported you for years?

Lead with clarity - If your messaging creates more questions than answers, it’s probably off course.

Where Jaguar Goes From Here

Jaguar now faces a key decision, stick with the new look or course correct. The brand’s next agency has a big job ahead: rebuild emotional trust, honour the legacy and define a new future that feels both premium and personal.

And for every brand watching from the sidelines, the message is clear. A fresh look isn’t just about fonts and colours. It’s about connecting with people. If your rebrand forgets the “why” no amount of modern design will make it resonate.