Jaguar’s recent rebranding campaign—centered around a shiny new logo and a bold, otherworldly campaign video—has seen its share of applause and outrage. The entire debacle has been framed as a feature of the culture war, claiming Jaguar is “going woke” and abandoning its roots. Jaguar’s Brand Director, Santino Pietrosanti recently said “We’re on a transformative journey of our own, driven by a belief in diversity, inclusion, and creativity... We’ve launched major policy revisions such as transitioning at work to drive equity and support for our communities, embracing individuality as our superpower.” This led to online threads with the familiar chant of “go woke, go broke.”
Boldness Without Connection
But in the end, this campaign isn’t bad because it’s “woke.” The real problem is the critical disconnect between the new Jaguar brand and the people who have defined its legacy—their loyal customers. The campaign feels devoid of the qualities and values that originally defined Jaguar as an iconic brand.
Instead of celebrating and evolving its legacy, Jaguar appears to have given its core loyalists the proverbial middle finger. By embracing a radical departure from its heritage, they’ve essentially told a key group of customers they’re no longer “in the club.” It’s one thing to push into the future—something Jaguar should absolutely pursue as they reimagine their all-electric lineup. It’s another thing entirely to wipe the past clean and act as though the journey never happened, disregarding the people responsible for their existence.
Abandoning the People Who Built the Brand
This isn’t just a Jaguar issue—it’s a mistake far too many brands make. In a quest to attract younger audiences or redefine themselves for new markets, they erase their history and adopt campaigns that disregard the people with a real investment in the brand. And that’s where the opportunity lies—crafting a vision for the future that builds on the foundation of the past.
Imagine an alternative campaign—one that embraces Jaguar’s heritage and brings its loyal customers along for the ride. A campaign that ties the brand’s history of innovation and luxury to its electric future. That approach could have connected two worlds—longtime customers who celebrate Jaguar’s traditions and the younger, wealthier, trendier demographic they’re now targeting.
Volvo’s Masterclass in Branding
Volvo, for example, released an ad the same week as Jaguar’s campaign, and it’s a masterclass in how to do it right. Volvo has always owned "safety" as its brand proposition, and their latest ad reinforces that position in a way that feels timeless. It's flawlessly executed, extremely moving, and perfectly aligned with their identity. Clocking in at over three minutes, well beyond standard length, it’s so compelling you can't help but watch it until the end. In a week of Car Wars, Volvo is the clear winner. Their ad connects emotionally, reinforces their identity, and builds on their reputation as the safest car on the road—all while speaking to a newer, younger audience. It’s everything Jaguar’s campaign should have been.
Evolution Without Elimination
Rebranding is about more than just differentiation—it’s about evolution. The brands that endure and thrive are the ones that don’t abandon their roots but adapt them for a new era. They make their loyal customers feel valued and invite them to be part of the next chapter instead of leaving them behind.
Jaguar’s new campaign may be bold, but boldness without connection is just noise. Here’s hoping this is just one big troll, and we’ll all breathe a sigh of relief at the big reveal. If not, I hope the brand—and others following this path—realize that embracing the future doesn’t have to come at the expense of their legacy.