Jaguar’s Rebrand Backlash: Did They Destroy Their Legacy?

Switching to a high-end, all-electric focus could have been an opportunity to modernize while celebrating their legacy. Instead, Jaguar’s approach feels like a complete rejection of everything that once made it iconic. And the reaction? It’s been far from enthusiastic.

A rebrand can be a powerful tool, but it’s also risky—especially for a heritage brand like Jaguar. With its peculiar capitalization (“JaGUar”), the new minimalist logo feels jarring, and the updated font completely misses the mark, stripping away any sense of luxury. Once proudly displayed on bonnets and grilles, the growler badge has been scrapped entirely. Even the leaper, which remains, has been reduced to a subtle detail. It’s as if Jaguar is deliberately trying to fade into the background.

Ironically, the brand’s new slogan, “Copy Nothing,” proclaims boldness and individuality. Yet the minimalist aesthetic Jaguar has adopted feels eerily derivative. Tesla and Polestar have already mastered the sleek, futuristic look in the electric vehicle space. Jaguar’s attempt to follow suit feels less like innovation and more like a desperate attempt to catch up.

The changes don’t just alter Jaguar’s look—they fundamentally alter their tone. Jaguar used to exude a sense of daring and sophistication, a car you could picture James Bond driving. The new branding, by contrast, feels clinical and disconnected, as if it’s trying too hard to appeal to a market that values minimalism over character.

Public reaction to the rebrand has been overwhelmingly negative. Designers and enthusiasts alike have criticized the move, calling it “destructive” to “a textbook example of how not to rebrand.”

One Reddit commenter clarified the confusion: “I don’t see how this translates to a luxury car brand inspired by a stealthy predator.” Others have noted that Jaguar’s marketing now feels more suited to a fashion brand than an automaker. On Instagram, one user said: “It’s the first time I’ve thought a heritage brand would be better off ceasing to exist.”

And these reactions aren’t just nitpicking. Jaguar’s core audience has been left wondering where they fit into the brand’s future. Meanwhile, potential new customers don’t seem particularly impressed. Jaguar seems to have alienated their loyalists without convincingly attracting a fresh audience.

Here’s the thing: Jaguar’s branding was never the issue. Their struggles have been rooted in quality, reliability, and market positioning. For years, Jaguar has lagged behind competitors like Mercedes-Benz and BMW, not because their logo or slogan was outdated but because their cars failed to meet the same standards even though they’re in the same price range. 

Instead of addressing these core problems, Jaguar has focused on their image. But even the best branding can’t compensate for underwhelming products. What Jaguar needed was evolution, not erasure—a way to modernize without discarding the heritage that made them special.

We live in a time when nostalgia sells, and Jaguar had a golden opportunity to capitalize on their rich history. Imagine a rebrand that leaned into the timeless elements of Jaguar’s identity while embracing modern technology. Instead, they’ve opted for a strategy that feels like they’re running away from their roots.

Yes, rebrands can work. Dunkin’ dropped “Donuts” and thrived. Burberry transformed their image and became a luxury leader. But those changes worked because they respected their audience while appealing to new ones. Jaguar’s rebrand, by contrast, feels like their trying to be something they’re not—and losing themselves in the process.

Only time will tell whether Jaguar’s rebrand will pay off. Maybe their all-electric lineup will be exceptional, which will make sense in hindsight. But for now, it feels like a mistake. Jaguar didn’t need to reinvent—they needed to refine themselves. Instead, they have turned their back on decades of legacy in pursuit of a vision that, so far, feels uninspired.

In trying to be bold, Jaguar may have lost the very thing that made it unforgettable.