As a reputation specialist, much of my work revolves around safeguarding client reputations, where public opinion is inseparable from outcomes. I don’t dismiss opinions based on preconceptions but instead analyze and reassess them as needed.

Recently, I’ve read various perspectives on Jaguar’s bold rebranding strategy. Some praise it as a daring evolution, while others criticize the new logo and branding approach as missteps, particularly the fashion-inspired PR strategies steering the conversation. Typically, I refrain from joining popular commentary, but this topic warrants deeper thought.

A client, an ardent Jaguar enthusiast who owns three of their cars, raised an intriguing question: “What do you think of the new logo? Did they just abandon the legacy, leaving us with a discontinued, failed badge?” His point highlighted an overlooked issue—the impact on loyalists still driving vehicles with the old badge. Could they now be seen as representatives of a “failed” brand, and how might this affect the sentimental and status-driven attachment they have to their cars?

Jaguar’s transition to an all-electric luxury brand by 2025, abandoning its traditional lineup, is undoubtedly bold but risky. This strategy might alienate long-time customers who associate the brand with luxury and performance. Jaguar aims to redefine itself for a new, exclusive market segment but risks losing the core values that defined its legacy. Unlike brands such as Mercedes, VW, and GWM, which added EV lines alongside traditional models, Jaguar’s all-or-nothing approach might isolate loyalists and confuse the market.

There are critiques that the new logo resembles a household appliance brand or a marble crest. However, my concern is deeper—Jaguar seems to be projecting its vision from a futuristic lens without fully considering how existing customers perceive the brand. A car is more than transportation; it’s a reflection of personal values, history, and class.

While it’s too early for a definitive verdict, Jaguar’s reinvention could either revolutionize its image or alienate its core audience. I’m reserving judgment until the first models are unveiled. Then, the real debate will begin: old vs. new Jaguar.