Jaguar’s Rebrand: Straying From Its Archetypes or Embracing a New Road?

Jaguar has always been more than just a car brand. Since 1922, it has stood as a symbol of British luxury, sophistication, and power. You’ve likely noticed how Jaguar’s brand identity has consistently been tied to the British upper class and aristocracy, setting it apart from competitors. Over the decades, Jaguar has mastered the art of blending the Ruler and Rebel (Outlaw) brand archetypes—a rare combination that has captivated generations of drivers.

With its recent rebrand, Jaguar aims to modernise its image and appeal to younger audiences while repositioning itself as a leader in the luxury electric vehicle (EV) market. However, many are asking whether this new direction veers too far from Jaguar’s iconic identity. Let’s explore the significance of Jaguar’s archetypes, the controversy surrounding the rebrand, and how the brand can navigate its future without losing its heritage.

The Ruler Archetype: Jaguar’s Core Identity

The Ruler archetype embodies authority, control, and refinement, all of which resonate deeply in the luxury car market. When you think of brands that carry a sense of power and exclusivity, you likely think of names like Mercedes-Benz, Rolls-Royce, or Jaguar. These brands don’t just sell cars—they sell a lifestyle built on success, prestige, and impeccable craftsmanship.

The Ruler in the Automotive World

Luxury brands like Mercedes-Benz and Rolls-Royce thrive by leveraging the Ruler archetype. Their marketing campaigns reinforce themes of authority, trust, and sophistication, appealing to drivers who see cars as extensions of their success. Jaguar has historically shared this space, with models like the Jaguar XJ and Jaguar F-Type epitomising confidence and aspiration. The leaping Jaguar emblem, in particular, has always been a powerful metaphor for elegance and strength, underscoring the brand’s position as a symbol of leadership.

Why the Ruler Archetype Matters for Jaguar

For Jaguar, the Ruler archetype isn’t just a branding strategy—it’s the essence of its identity. This connection to British aristocracy and its rich history gives Jaguar an emotional edge over competitors. Owning a Jaguar has long been a statement of refinement and exclusivity, appealing to those who value tradition and prestige. Straying too far from this archetype risks diluting Jaguar’s legacy and alienating its loyal customer base.

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The Rebel (Outlaw) Archetype: Jaguar’s Edge

While Jaguar’s Ruler archetype conveys tradition and authority, its Rebel (Outlaw) archetype introduces an exciting, daring dimension to the brand. This balance of refinement and boldness has long been a unique selling point for Jaguar.

The Rebel in the Automotive World

Rebel brands like Porsche, Dodge, and Harley-Davidson thrive on their appeal to drivers who reject convention. These brands embody individuality, raw power, and freedom, attracting customers who view their vehicles as extensions of their own rebellious spirit. Jaguar’s Rebel streak is equally pronounced, particularly in its history of speed, innovation, and cultural presence.

Consider Jaguar’s cinematic ties to the world of James Bond—its cars weren’t just props; they were extensions of suave villains, symbolising power, sophistication, and unpredictability. From the sleek lines of its sports cars to its roaring engines, Jaguar has consistently captured the imagination of drivers who crave both elegance and excitement.

Balancing the Ruler and the Rebel

What makes Jaguar truly remarkable is its ability to harmonise these two archetypes. Its vehicles exude the authority and class expected from a Ruler brand while maintaining the thrill and edge of a Rebel. This duality appeals to drivers who want more than just luxury—they want a car that commands respect on the road and delivers an exhilarating experience behind the wheel.

This balance is integral to Jaguar’s identity. It’s not just about selling cars—it’s about delivering a sense of power, refinement, and unpredictability that its customers have come to expect. By nurturing both archetypes, Jaguar ensures its legacy remains as thrilling as it is prestigious.

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The Jaguar Rebrand Controversy: Where It Went Wrong

Jaguar’s recent rebrand has been an attempt to break away from traditional automotive stereotypes and reposition itself in the EV market. While the intention was clear, the execution has sparked significant backlash.

Jaguar’s Misstep in Messaging

The recent Jaguar campaign took a bold step in repositioning its image, but the execution leaned heavily into elements that felt more provocative than purposeful. The ad emphasised flamboyance, showcasing a level of ostentation and theatricality that seemed out of sync with Jaguar’s historically elegant and understated branding. While flamboyance can work in industries like fashion or beauty, where bold visuals are expected, it clashes with the essence of a brand like Jaguar, which has long represented quiet confidence and sophisticated power.

Another prominent element was androgyny, a theme often celebrated for its progressive undertones but one that feels misplaced in the context of Jaguar. The actors and visuals appeared curated to highlight fluidity in gender expression, a stark departure from Jaguar’s archetypal association with the Gentleman Rebel. While Jaguar has always carried a sense of edge and rebellion, this expression of androgyny seemed more aligned with making a cultural statement than reinforcing the brand’s core identity. Jaguar’s rebellion has traditionally been about performance, speed, and daring sophistication—not performative alignment with current social movements.

Flamboyance Ruffling the Conservative and the Upperclass

The campaign’s overall aesthetic choice—with its vibrant colour palette and minimalist sans-serif typography—introduced an additional layer of dissonance. These design choices felt more reminiscent of tech startups or direct-to-consumer brands, where simplicity and youthfulness are strategic tools for accessibility. However, Jaguar is not a startup, nor should it aspire to accessibility in the same way. Its luxury positioning demands an air of exclusivity, refinement, and gravitas that minimalist sans-serif fonts fail to convey. The vibrant visuals, while eye-catching, seemed to dilute the timeless elegance Jaguar is known for, replacing it with something fleeting and trendy.

The most significant departure was the replacement of the iconic leaping Jaguar emblem, which has symbolised power, grace, and aristocratic confidence for decades. This emblem is not just a logo; it’s a cultural and emotional anchor for Jaguar’s customers. To replace such an iconic symbol with more generic design elements is akin to erasing a vital part of the brand’s story. The new visual identity lacks the same resonance, leaving customers disconnected from the legacy that has been Jaguar’s greatest strength.

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Jaguar’s Market Segmentation and Inclusivity

Kudos to Jaguar’s ‘inclusive’ new branding: now they risk alienating people of all backgrounds from buying their cars. – Crom Salvatera

From a market segmentation perspective, this strategy feels fundamentally miscalculated. Market segmentation is about precision—dissecting, segmenting, and targeting specific audiences with personalised and demographically tailored communication. It’s a proven approach to reaching customers effectively by recognising their unique preferences and needs. Inclusivity, as presented here, takes the opposite approach: treating everyone as if they are the same. While the intent might be noble, this strategy disregards the diversity within markets and risks diluting the brand’s resonance with any particular audience.

I understand the appeal of promoting equality of opportunity—it’s a virtue that businesses should aspire to. However, equality of outcome is neither realistic nor reflective of how humanity, society, or even nature operates. People are different, and these differences drive their choices, behaviours, and aspirations. By attempting to appeal to everyone without distinction, Jaguar risks appealing to no one, undermining the core principles of effective segmentation and brand identity.

The Symbol of the Leaping Jaguar is Not Flamboyance

While themes of flamboyance, androgyny, and minimalist design might resonate with a small subset of Gen Z and perhaps a fraction of young Millenials, they fail to account for the preferences of Jaguar’s core demographics: older Millennials, Gen X, and Boomers. These groups, who have been the backbone of Jaguar’s customer base, value the brand for its sophistication, heritage, and authority. These customers are also the ones most likely to afford a Jaguar in the next five years, particularly as the brand moves into the luxury EV market. Alienating this audience in pursuit of a younger, less affluent demographic introduces significant risk, as Jaguar could find itself appealing to neither group.

The result of this campaign is a misalignment between brand identity and target audience. Jaguar’s core customers likely feel overlooked, if not outright dismissed, by this rebranding effort, which seems more focused on cultural relevancy than on reinforcing the emotional connection that has sustained its legacy. In attempting to redefine itself, Jaguar risks losing the very attributes that make it aspirational: power, grace, and timeless sophistication. This dilution of brand appeal underscores the dangers of straying too far from a brand’s foundational identity in pursuit of short-term attention.

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Lessons from the Industry: Staying True to Archetypes

Jaguar can take valuable lessons from other luxury brands that have successfully evolved without compromising their core identities.

Mercedes-Benz: A Masterclass in Ruler Branding

Mercedes-Benz has embraced modernity through its electric EQ line while maintaining its Ruler archetype. Its campaigns continue to focus on themes of control, success, and innovation, appealing to its affluent audience. Jaguar can emulate this by blending heritage with progress.

MINI: Leveraging British Heritage

MINI has modernised by leaning into its quirky British charm. Its branding feels nostalgic yet fresh, appealing to younger buyers while preserving its identity. Jaguar can similarly embrace its Britishness to differentiate itself in the global luxury market.

Bentley and Rolls-Royce: Tradition Meets Innovation

Both brands have embraced sustainability and EV technology without compromising on grandeur or exclusivity. Jaguar can strike a similar balance, ensuring its EV lineup feels like a natural extension of its legacy rather than a departure from it.

A Path Forward for Jaguar

Jaguar’s future lies in reaffirming its archetypes while embracing the opportunities presented by the EV era.

Reclaiming the Ruler Archetype

  • Focus on heritage, luxury, and authority in branding and messaging.
  • Reinstate the leaping Jaguar emblem as a symbol of power and sophistication.
  • Craft campaigns that evoke aspiration and exclusivity, targeting affluent buyers.

Reviving the Rebel Archetype

  • Highlight Jaguar’s speed, agility, and daring personality in its EV offerings.
  • Develop bold campaigns that connect the brand’s rebellious past to its electric future.
  • Showcase the Gentleman-Rebel persona: a car that is refined yet unapologetically daring.

Blending Tradition with Modernity

  • Use British heritage as a differentiator in the global market.
  • Embrace sustainability and inclusivity in ways that feel authentic rather than performative.
  • Tell stories that link Jaguar’s rich history to its vision for the future.

One Good Thing About Jaguar’s Rebrand

If there’s one positive outcome from Jaguar’s rebrand, it’s the undeniable international attention it has garnered—and at an impressive speed. As far as rebranding is concerned, this is the magnitude you want.

The campaign has become a talking point across industries, sparking debates about branding, identity, and modernisation. In today’s crowded market, capturing global attention is no small feat, and Jaguar has successfully positioned itself at the centre of the conversation.

However, the question now is: what will Jaguar’s leadership do next? Will the executive team and CMO take this as an opportunity to listen to constructive feedback, reassess the alignment between their brand identity and their audience, and recalibrate their strategy? Or will they double down, dismissing the criticism and blaming the market for not “getting” their vision?

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What is the price of a Jaguar car?

Jaguar cars are luxury vehicles, and their prices reflect their premium status. Entry-level models, such as the Jaguar XE, start at approximately $63,000 AUD, while mid-range models like the Jaguar F-Pace SUV can range from $78,500 to $110,000 AUD depending on features and trims. The high-performance Jaguar F-Type, known for its sleek design and speed, starts around $118,000 AUD and can exceed $189,000 AUD for higher trims. Jaguar’s pricing positions it as a competitive option in the luxury market, appealing to those seeking refinement, performance, and British heritage.

Is a Jaguar a luxury car?

Yes, Jaguar is unequivocally a luxury car brand. It is renowned for blending sophisticated design, cutting-edge technology, and powerful performance. Jaguar vehicles cater to drivers who value refinement and exclusivity, offering features like premium interiors, advanced infotainment systems, and superior engineering. Models such as the Jaguar XJ and F-Type further cement the brand’s luxury status, combining timeless elegance with innovation. Jaguar’s focus on craftsmanship and high-end materials aligns it with other luxury carmakers like Mercedes-Benz, BMW, and Audi.

Is Jaguar a German car?

No, Jaguar is not a German car. It is a British car manufacturer with a proud heritage dating back to 1922. Despite being owned by the Indian conglomerate Tata Motors since 2008, Jaguar has retained its distinctly British identity. Its design, engineering, and production predominantly take place in the United Kingdom, with facilities in Castle Bromwich, Solihull, and Halewood. This commitment to its roots sets Jaguar apart from German competitors like BMW, Mercedes-Benz, and Audi, while preserving its legacy as a symbol of British luxury and craftsmanship.

Is Jaguar still owned by Ford?

No, Jaguar is no longer owned by Ford. The brand was acquired by Tata Motors, an Indian automotive giant, in 2008. Ford had previously owned Jaguar from 1990 to 2008, during which it sought to expand Jaguar’s reach but struggled to maintain profitability. Under Tata Motors, Jaguar has flourished as part of the Jaguar Land Rover (JLR) group, with a renewed focus on innovation and electrification.

Who builds Jaguar now?

Jaguar vehicles are currently manufactured by Jaguar Land Rover (JLR), a subsidiary of Tata Motors. Jaguar Land Rover operates factories in the United Kingdom, including major production facilities in Castle Bromwich, Solihull, and Halewood. These plants are known for producing a wide range of Jaguar and Land Rover models. Additionally, JLR has expanded its global manufacturing footprint, with facilities in India, China, and Slovakia to support international demand.

Why did Ford sell off Jaguar?

Ford sold Jaguar in 2008 due to ongoing financial losses and the need to refocus on its core brands. Despite investing heavily in Jaguar during its ownership, Ford struggled to achieve profitability with the luxury marque. The brand’s niche appeal and high production costs posed challenges in a competitive market. Tata Motors acquired Jaguar as part of its strategy to expand into the luxury segment, and under Tata’s ownership, Jaguar has seen a revival through models like the F-Type and the transition to electric vehicles.

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Jaguar is at a crossroads. It has the opportunity to modernise and embrace the EV era without losing its identity. By staying true to its dual archetypes—the Ruler and the Rebel—Jaguar can retain its legacy while carving out a bold and innovative future. Luxury is about more than just aesthetics; it’s about identity. And Jaguar’s identity, rooted in sophistication and daring, is worth preserving.

About the Author

Crom Salvatera is a seasoned digital marketing consultant who combines innovative strategies with profound expertise in branding and market positioning. With a keen eye for the interplay between tradition and modernity, Crom helps businesses navigate complex branding challenges to achieve transformational growth and lasting impact.

Follow or connect with Crom Salvatera on LinkedIn to get more digital insights.