After a very controversial rebranding campaign late last year, Jaguar is now looking for a new advertising agency as reported by Yahoo Finance.
The rebranding of Jaguar is overseen by Accenture Song, under a contract extending until mid-2026, in collaboration with Jaguar’s in-house creative agency Spark44.
The rebranding campaign focussed on Jaguar’s shift to fully electric (EV) models, accompanied by the slogan “Copy Nothing,” and a new minimalist typeface logo replacing the iconic Jaguar Leaper. It also revealed a concept car called the Type 00 (pronounced “type zero zero”), and a promotional video.
However, the promotional video garnered significant (unfavourable) attention due to its absence of cars, leading to online debate, with Tesla CEO Elon Musk even questioning if Jaguar still sell cars on X.
According to Jaguar, the rebranding also aims to reposition the brand to focus on low-volume, luxury models priced above GBP100,000 (approx. RM571k).
RELATED: Jaguar says its Type 00 concept will “copy nothing”, but why does it look like a Rolls-Royce?
Despite the attention generated by the rebranding, Jaguar’s sales figures for 2024 saw a significant downturn, with only 33,320 units sold. This contrasts sharply with the 61,661 cars Jaguar managed to sell in 2022, just two years prior.
In contrast, Land Rover, also operating under the JLR corporate umbrella, saw its sales increase by 12% in 2024, according to Marketing Magazine.
Ultimately, only time will tell if Jaguar’s all-electric gamble, accompanied by this dramatic rebranding, will pay off. The significant departure from its established identity begs the question; was it necessary?
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