Jaguar’s Bold Rebrand Under Fire — Is a ‘Re-Rebrand’ in the Cards?
Jaguar’s recent rebranding effort — once hailed as a bold step into a new electric future — is now drawing significant criticism from industry insiders, loyal customers, and design experts. The British luxury automaker, which had promised to reinvent itself as an all-electric modern brand by 2025, finds itself in a storm of mixed reactions as sales falter and identity confusion sets in.
The rebrand, which replaced the classic leaping-cat badge with a minimalist wordmark and stripped-back aesthetic, was meant to signal a clean break from the past. Jaguar executives claimed it would position the company as a sleek, forward-thinking EV manufacturer ready to compete with Tesla, Lucid, and Porsche in the premium electric market. However, the shift has been criticized for erasing too much of Jaguar’s traditional character — the very heritage that built its reputation over nearly a century.
Recent figures only add to the tension. Jaguar reportedly sold fewer than 50 new cars in Europe during a recent month, a dramatic slump that some analysts link directly to the transitional phase of the rebrand and production pause. Dealers have voiced frustration over the brand’s limited lineup and uncertain messaging, while long-time enthusiasts argue that the new identity feels “soulless” and disconnected from the brand’s historic charm.
Design experts have also weighed in, noting that Jaguar’s sleek new visual identity mirrors the broader industry trend toward flat, digital-friendly logos — a move that can help online branding but risks alienating traditional consumers. “It’s a clean look,” one automotive designer commented, “but it feels corporate and lacks the emotional pull Jaguar once had.”
In response, Jaguar Land Rover (JLR) insists that the rebrand is a necessary evolution and that the payoff will come when the new generation of all-electric Jaguars — reportedly starting with a luxury four-door GT model — hits the roads in 2025. The company maintains that its “modern luxury” strategy remains on course, emphasizing refinement, technology, and sustainability.
Still, rumors of a possible “re-rebrand” are quietly circulating, with insiders hinting that JLR might consider softening the brand’s image to restore some of its lost warmth. For now, Jaguar’s challenge lies in balancing heritage and innovation — keeping its proud legacy alive while steering boldly into an electrified future.
Jack Fitzgerald love for cars stems from his as yet unshakable addiction to Formula 1.
After a brief stint as a detailer for a local dealership group in college, he knew he needed a more permanent way to drive all the new cars he couldn’t afford and decided to pursue a career in auto writing. By hounding his college professors at the
