Jaguar has bet heavily this year on a global transformation of the brand. And in 2025, the British luxury car maker will have to prove that anything is worth it.
Next year, the first electric vehicle in its new all-electric range will be launched: having prompted global audiences to expect something big (Jaguar’s advertising controversy this year has made headlines in the industry and beyond), now you want to offer anything. that coincides with the timing of its rebranding, industry observers said.
A space-age car concept, shown in pink and blue, with curved lines and curious interior features has generated some excitement for the brand, whose executives have said it intends to move to a more upscale model.
Sometime next year, if the company stays on its own timeline, we’ll see the result.
“I think the biggest threat to them now is making sure that the production style lives up to its promises and doesn’t die from a thousand cuts,” Greg Andersen, CEO of art firm Bailey Lauerman, based in New York, told BI. in Omaha, Nebraska. Recently. ” The launch of an unapologetic and forward-thinking Lopass with a larger car might not go over so well. “This is how Jaguar, the favorite vehicle of the British royal family, British prime ministers and James villains Bond, delivered on this point:
Jaguar sales had been falling for years worldwide. In 2021, Jaguar announced for the first time that it would abandon internal combustion engines and switch entirely to vehicles.
And in 2024, the nearly century-old Jaguar made major moves to ramp up that transition. Jaguar Land Rover, owned by India-based Tata Motors, said it would phase out production of all its current models by the end of this year.
In their place will come the new fully electric models, the first of which, for the company, would be presented in 2025 and is expected to go on sale to the public in 2026.
In November this year, shortly after halting new car sales in the UK, Jaguar revealed its questionable new logo vision and identity.
Public reaction to the launch of Jaguar’s new rebranding campaign has not been as positive as the company had hoped.
In particular, a promotional video unveiled by Jag as part of the campaign, which also included updated typography for the iconic Jaguar logo, a redesigned jumping jaguar logo, and a new “copy nothing” art philosophy, caught the eye.
The video shows models clad in colorful, ultra-modern outfits doing things like exiting an elevator, painting a wall, and swinging a sledgehammer before they all sit down on a rock in a pink desert landscape.
On the screen appeared expressions such as “create exuberance”, “live in a certain way” and “suppress the ordinary”. And notably, for one automaker, there was no car in the ad.
Social media users, late-night TV hosts, and some in the media roasted Jaguar over its decision not to include cars in the video, which was a viral sensation.
Even Tesla CEO Elon Musk weighed in, posting on X: “Do you sell cars?”
Stephen Colbert of “The Late Show” said on his show: “Where are the cars? Jaguar ketamine now?”
It wasn’t just the lack of cars in the initial video that got other people talking. A number of criticisms have emerged online and elsewhere, with some right-wing figures accusing the company of abandoning its classic history and embarking on an “awakening. “politics.
Reacting to the backlash, Jaguar chief executive Rawdon Glover told the Financial Times he was disappointed by the “level of hatred and vile intolerance” the video had sparked online, namely opposition to the models it featured. But he also said the crusade had generated positive buzz.
Marketing and rebranding professionals gave mixed reviews to Business Insider at the time: one called the crusade “crazy” and another said it was a successful launch.
All the advertising veterans agreed that the rebranding had, at the very least, sparked conversation.
A few weeks after the launch of its new call in early December, Jaguar unveiled a design concept for its next generation of electric vehicles, despite everything combining the symbol of a car with its rebranding campaign of “lush modernism”.
The pastel-colored concept car, dubbed “Type 00” for its 0 exhaust emissions and prestige as a 0 car in the brand’s new lineage, featured several cutting-edge design elements, such as a glassless tailgate, a splitter of brass that runs through the center of the cabin and travertine stone pedestals on the floating seats.
When the concept car was launched, several advertising veterans applauded it for continuing Jag’s rebranding strategy.
“This is a masterclass in what relogging can achieve for a company: a forward-thinking new product and logo, obviously designed for your new customer, that everyone is talking about,” said Jim Heininger, founder and director of Chicago-based company. “Relogging experts told Business Insider in the past.
Others were less convinced.
Christos Joannides, founder and artistic director of luxury logo firm Flat 6 Concepts in Los Angeles, said the concept car didn’t do enough to anchor Jaguar’s new philosophy in reality.
“By showcasing a production model with more realistic features, Jaguar could have conveyed its vision more effectively and provided tangible evidence of its direction,” Joannides said. “As it stands, the concept car feels superficial and gimmicky, like a desperate attempt to be different without any real substance or coherent strategy.”
For better or worse, Jaguar had a big year. And even bigger is the company’s need to follow through next year.
The first style in Jaguar’s new diversity – the four-door electric GT – will be revealed in past due 2025, the corporate has announced.
It said the model would use Jaguar’s dedicated electric architecture, have a projected range of up to 430 miles on a single charge and could achieve up to 200 miles of range after 15 minutes of fast charging.
But with a price tag that could be around $200,000, Jaguar’s new models will have to be incredible, EV Media Electrek argued.
With so much competition, it will still be difficult to sell it.
“Unless Jaguar’s expectations for its upcoming line of EVs is tempered with a dose of reality, the company will be planning to produce far more vehicles than there will be buyers willing to take them home,” analyst Sam Fiorani, vice president of global forecasting at AutoForecast Solutions, told Car and Driver.
Jaguar said updating its long-term logo was the right decision.
“We have forged a fearlessly creative new character for Jaguar that is true to the DNA of the brand but future-facing, relevant, and one that really stands out,” managing director Glover said at the time the concept car was revealed.
We’ll see next year if it goes well.
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