It’s being reported inThe Telegraph that Jaguar’s infamous recent rebrand, in which the core pillars of the British automaker’s brand were tossed out and redone, may itself be on the verge of being tossed out and redone as Jaguar searches for a new advertising agency. The rebrand spelled the end of the “leaper” Jaguar logo along with the whole tweed-lined, sniffy gentleman buyer profile while introducing weird pop-art ads with only models and no cars, a new Jaguar logo, and the polarizing Type 00 EV concept. The internet had a field day with the provocative new direction.
Oh, and Jaguar pledged to basically stop selling new vehicles globally for two years while it winds down its current lineup and winds up an all-new one, starting with the 2026 four-door GT previewed by that Type 00 concept. (Here in America, dealers will sell down existing inventory through the end of this year.) So it’s a weird time for Jaguar, and one that’s about to possibly get stranger if the company decides to go in yet another new direction.
In case you missed it: Is Jaguar’s Type 00 concept refreshing or revolting?
As of this publishing, Jaguar and the agency responsible for the new advertising campaign and brand relaunch, Accenture Song, aren’t confirming the story, so it’s possible that nothing is changing. (Jaguar and Accenture Song have a contract that apparently runs through 2026.) And while the rebrand was certainly odd and a severe break from what everyone associates the Jaguar brand with, it did accomplish its primary goal: getting attention. Think about it—when was the last time you really thought about Jaguar at all before brightly dressed models milled around without a car in sight to the tagline “Copy Nothing”?
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Jaguar should probably stick with its new direction for now, if only because backtracking would fortify the impression it doesn’t have any idea what it’s doing. And the old Jaguar clearly wasn’t working, whatever nostalgia anyone might have for the brand and its prior GT and sports cars.
Again, the idea going forward is for Jaguar to sell fewer cars at higher price points, shifting from an everyday Lexus or Mercedes competitor to something more like Aston Martin lite; the company is said to be more profitable at lower volumes than at higher ones. It has buzz on its side with the current rebrand, which could be enough to get people to fork over six figures for new Jags.
