May 19, 2025 — British luxury carmaker Jaguar has officially parted ways with advertising agency Accenture Song, marking the latest fallout from its widely criticized 2024 rebrand. Once celebrated for its sleek, high-performance vehicles and iconic leaping-cat logo, Jaguar’s recent attempts to reinvent itself as an all-electric, ultra-modern luxury brand have been met with disappointment from both consumers and critics.
The rebrand, unveiled in early 2024, was part of Jaguar’s broader strategy to reposition itself as a Tesla-rivaling, future-forward EV brand. However, the shift was marred by vague messaging, a lack of emotional connection with long-time fans, and design choices that alienated rather than inspired.
Central to the criticism was the overhaul of Jaguar’s visual identity. The leaping jaguar logo—synonymous with speed, elegance, and tradition—was replaced with a minimalist wordmark and sterile brand visuals that critics described as “generic” and “devoid of soul.” The move, intended to signify a clean slate for the brand’s electric future, instead erased much of what made Jaguar distinctive in the first place.
“The new identity looked more like a tech startup than a luxury automaker,” said auto branding expert Laura Jenkins. “It stripped Jaguar of its heritage without offering a compelling new vision.”
Compounding the problem was a digital-first marketing campaign that failed to communicate Jaguar’s unique value proposition in the increasingly crowded EV market. Many felt the storytelling lacked depth and failed to resonate emotionally with audiences, particularly loyal customers who appreciated the brand’s rich history of British craftsmanship and performance.
Insiders suggest that a disconnect between Jaguar’s executive vision and Accenture Song’s creative direction led to a fragmented rollout. The brand promised “a bold new era,” but what consumers experienced was confusion and detachment. Sales slumped, social media backlash mounted, and by early 2025, Jaguar executives decided to cut ties with the agency.
So what lessons can be drawn from Jaguar’s rebranding misstep?
Don’t abandon your DNA. Even as brands evolve, core elements of identity—heritage, symbolism, emotion—must be honored or cleverly reinterpreted. Jaguar’s failure to do so alienated its base.
Vision must be clear and cohesive. A futuristic brand strategy means little without a strong narrative to back it. Authenticity and clarity are key in today’s crowded EV market.
Design matters—so does storytelling. Minimalist branding isn’t always the answer, especially for heritage brands. Great design must also connect emotionally and tell a compelling story.
Jaguar is now reportedly seeking a new agency to help course-correct. Whether it can regain its footing remains to be seen, but the auto world will be watching.
