Jaguar has officially hit the reset button, a move that makes it leave behind almost everything that once refined its brand. Due to this complete transformation of its identity, Jaguar could bid goodbye to most of its customers as it moves towards a future no one expected. This move seems to cater to an entirely new audience that recognizes ultra-luxurious, and fully electric. According to Jaguar, these are futures that were almost unrecognizable from the past.
Has Jaguar Abandoned its Legacy?
Jaguar is a historic British car manufacturer known for its luxurious sedans and high-performance sports cars. But now, the traditional fuel-powered vehicles, the iconic leaping jaguar logo, and the pricing strategies that enabled it to compete with brands like Merceded-Benz and BMW are a thing of the past. Jaguar is not just evolving, it’s revolutionizing its entire existence and rising as a new brand all over again.
Due to this, Jaguar is saying goodbye to most of its customers, and according to Rawdon Glover, the Managing Director of Jaguar, the company expects only 10-15% of its existing customer base to stick with them, as they move to a new era. This means that Jaguar is okay with sacrificing up to 90% of its existing customer base to become a brand that embodies “exuberant modernism.”
New Brand, New Audience
Jaguar’s transformation is not just about technology, but also about gaining a completely different customer base. Before, the company appealed primarily to masculine and affluent audiences but the new identity is designed to attract a younger, design-minded, and ultra-wealthy audience. This new identity also means that Jaguar is transitioning from its traditional heritage to a more inclusive, fashion-driven, and artistic approach.
The new identity also introduces a visual aspect that supersedes all expectations. Instead of showcasing its vehicles, Jaguar’s latest advertisement features high-fashion models and bold slogans like “Break Moulds”, and “Delete Ordinary.” This is a shift from the slogans that emphasized speed and power. These current slogans are about originality, creativity, and artistic expression.
Ultra-Luxury Pricing and Exclusivity
Besides the new slogans that depict creativity, originality, and art, Jaguar’s pricing strategy is another major shock in its transformation. The new lineup of of vehicles is made up of only three models, the first being a GT saloon priced at over $100,000 which marks a departure from the previous models that were priced around $50,000-$60,000.
The prices have now doubled and Jaguar is not just saying goodbye to most of its customers but instead disqualifying most of them. This move places Jaguar in direct competition with high-end car brands like Aston Martin and Bentley, which has been regarded as a risky strategy for a brand that has never been into the ultra-premium space before.
Jaguar has gone further to pause the sale of new cars in the UK until 2026. This means that until 2026, Jaguar customers will not be able to purchase a brand-new vehicle from the company. In the U.S., dealers will only be able to sell off the remaining 2024 units before the company fully transitions to electric vehicles.
Mixed Reactions Amids Jaguar’s Radical Transition
Jaguar’s controversial transformation has sparked a heated debate. While some motorists applaud the company for its boldness, others question whether it’s too early to shed off some many customers too quickly.
Jaguar’s new logo has been the most controversial. The company has done away with its iconic leaping jaguar emblem, a move that many longtime fans see as a loss of the brand’s heritage. According to a poll conducted by Bild, a German newspaper, 93% of the respondents said that the new logo has nothing to do with Jaguar.
More backlash was on social media with many fans comparing Jaguar’s new branding to a fashion advertisement rather than an automaker’s. Others criticized the brand for abandoning factors that spoke of its performance, prestige, and British heritage.
Will Jaguar’s Strategy Succeed?
Although the strategy is bold, it is still early to judge if it will succeed. The biggest issues that Jaguar should worry about are;
- Losing nearly all of its former customers yet there is no guarantee of getting new ones.
- Positioning itself in an ultra-luxury market where it is completely new and thus has no credibility.
- Shedding off its heritage and potentially making its brand unrecognizable.
- Waiting to release its first new model in 2026 which gives its competitors time to dominate the EV luxury space.
What the Future Holds for Jaguar
Considering the moves that Jaguar has made, it is clear that it is not after getting people’s approval. Instead, it is committed to transforming its fusion of automotive and art. The brand is also planning to open exclusive retail locations with the first one set in Paris’s high-end 8th arrondissement.
Jaguar’s move was undoubtedly unexpected and saying goodbye to its most loyal customers is an all-or-nothing gamble. This move could either redefine the luxury automotive industry or leave the company struggling to establish an audience in an already competitive market.
Only time will tell if Jaguar will succeed with its vision of ultra0luxury electric artistry and if it will resonate with the right audience. The only sure thing is that the brand that we used to know is now gone forever.