Jaguar is one of the Great Brands.
Jaguar didn’t follow trends; it set them. The E-Type model, launched in 1961, epitomised this spirit. Described by Enzo Ferrari as “the most beautiful car in the world,” it symbolised unparalleled audacity in automotive design. Legend has it that upon first seeing the E-Type, Frank Sinatra exclaimed, “I want that car, and I want it now.”
“Copy Nothing” and “Delete Ordinary” echo Jaguar’s brand origins and attitude. They capture the essence of what made Jaguar Jaguar — a rebellious, design-led, performance-obsessed marque that pursued absolute originality.
A Rebrand Was Needed
However, as the decades passed, Jaguar lost its edge. Ownership changes, inconsistent quality, and bland model updates diluted the brand’s soul. In a market flooded with high-tech sameness, Jaguar’s iconic identity began to blur and fade.
The world had changed, and Jaguar needed to evolve. Especially since Jaguar’s 2021 announcement that it will become an all-electric brand under its “Reimagine” strategy. Even the logo needed an update; the typography felt stale and dated, and the leaping jaguar itself was a bit too complex for an effective digital logo.
The rebrand was a reset, reimagined for a new era, and built on the brand’s foundational pillars of “Copy Nothing” and “Delete Ordinary”.
But They Stuffed It Up
First of all, where’s the “leaper”? Why would you get rid of the leaping jaguar from the logo? The “leaper” represented power, agility, elegance, ambition, and a brand that’s not domesticated or dull. Go back to your roots, yes, but find a way to keep your most treasured brand asset.
Imagine Ferrari dumping the prancing horse, Lamborghini dumping the bull, or Rolls-Royce dumping the Spirit of Ecstasy.
An Ordinary Copy of Everything
But here’s the BIG problem with the Jaguar rebrand. For a brand that stands for and says, “We’re here to delete ordinary. To go bold. To copy nothing”, this feels like an ordinary copy of a whole lot of stuff I’ve seen before.
There are many similar earlier examples of this aesthetic, and there have been many ‘looks’ like this – the colour, the ruffles, the vibe, the overall aesthetic and attitude. This is not anything fresh, new or original. This is the easiest and most predictable path to make people think, “Hey, you’re a cool brand now”.
Cliches Abound
The 30-second launch commercial throws in three more taglines in addition to “Copy Nothing” and “Delete Ordinary”: “Create Exuberant”, “Live Vivid”, and “Break Moulds”.
I’m a language guy, and these lines are massive cliches. They sound cool, but they are hollow. They borrow a structure that’s been done to death (Live [X], Create [Y], Break [Z]), and any brand can use them in any industry.
“Break moulds” with a sledgehammer was done by Apple Mac when they launched in 1984.
At least “Copy Nothing” and “Delete Ordinary” return to Jaguars’ roots and heritage, which is what makes them ownable and relevant. They have a story that backs them up. The other lines (phrases) are a complete wank.
It’s Dull, Serious, and Boring
The whole new Jaguar brand vibe is just not particularly appealing. There’s nothing very exuberant about it at all. There’s no sense of fun. There’s no joy.
And it’s pretty confronting, not very inviting. Very smug and elitist. Everything is approached with a self-seriousness that is boring and dull. Can you imagine going on a road trip with this guy?
Sales Are Down 97.5%
Jaguar has since seen a 97.5 per cent drop in its sales across Europe in 2025. They only sold 49 cars in Europe in April 2025.
While it is believed the rebrand has contributed to this decline in sales, the main reason is that there is no stock available, and showrooms are mostly empty as Jaguar prepares for its new range of EV vehicles. They are expected to go on sale in “late 2025”, although no one seems to know exactly when or what they will even look like. Jaguar has released a few images of their ‘concept car’ in the meantime.
Awful Business Planning
This makes everything worse than I initially thought. If you’re phasing out your entire range of models and repositioning your brand, the new EV models have to be on sale. In the dealerships. At launch. Back in December 2024. Not a year later.
Meanwhile, Jaguar’s CEO wrote to customers, saying, “Don’t worry, something amazing is coming next year.”Next year!? I need a new car this year!
I’ve read that part of Jaguar’s strategy is to build a wave of anticipation and excitement. With no cars currently available to see, test-drive, or purchase, the brand itself needs to carry the day. I’m not optimistic.
I love brands, and Jaguar is a brand I have always greatly admired. It really distresses me when companies fuck up their brands like this. I hope they can salvarge something good out of it all.
