After spending the night tossing and turning over Jaguar’s new branding campaign, I did what any frustrated car lover would do: I dove into the online discussions. What I found didn’t ease my frustration, but it did make me feel less alone. People across automotive forums and social media are echoing my thoughts—this rebrand has left us confused, and in some cases, downright angry.
Here is Part One of My Brand Therapy Discussion on the Jaguar Rebrand.
Lulu Chengervey from Rostra PR called the campaign “disastrous,” and I can’t help but agree. She nailed it when she said Jaguar should focus on showcasing innovation and engineering. Instead, the campaign feels more like a trendy lifestyle ad for a “vegan smoothie company” (as one commenter put it) than a celebration of one of the most iconic car brands in history. Even more frustrating is Gerry McGovern’s defense of the rebrand, claiming it’s meant to “recapture the essence of Jaguar.” Recapture it for whom? Because as a long-time Jaguar fan, this campaign feels less like a revival and more like a betrayal.
The Jaguar Brand That Ran Away
What’s clear is that Jaguar is running away from its legacy. Maybe they feel they need to, given that their EV lineup hasn’t captured the hearts of their traditional audience. I get the sense that they’re trying to bulldoze the past, hoping to build something entirely new. But as several commentators pointed out, the new audience they’re chasing—young, trend-conscious, diversity-forward—isn’t the one that’s buying $100,000 electric luxury cars. One Redditor put it perfectly: this campaign feels like something out of The Devil Wears Prada, where if you don’t “get it,” you’re considered unworthy. But does that exclusivity align with Jaguar’s supposed goal of inclusivity and modernization? I’m confused.
And maybe that’s exactly what Jaguar wants—to polarize, to provoke discussion. If the measure of success is attention, then sure, this campaign is “bold.” But bold doesn’t always mean smart. Bold doesn’t sell cars. As another user pointed out, Jaguar’s global sales have plummeted, and only 10-15% of their current owners are expected to stick with the brand. Bold doesn’t matter if your audience leaves.
Gremlins, Legacy, and Running from the Past
For decades, Jaguars were known for their quirks—particularly the infamous electrical problems that enthusiasts and mechanics affectionately (or not so affectionately) referred to as “gremlins.” It was almost a rite of passage in the automotive world to own a Jaguar with a few “personality traits.” Sure, it was frustrating at times, but those quirks became part of the car’s charm, a testament to the brand’s unapologetic focus on design, performance, and luxury over perfection.
Now, with this rebrand, it feels like Jaguar is saying: “Old Jaguar? I don’t even know her.” By distancing itself so dramatically from its heritage, Jaguar seems determined to erase its past entirely, shedding not only the “gremlins” but also the legacy of what made the brand iconic. It’s as if the new Jaguar is running at full speed, eating its own legacy like a predator devouring its prey on the African savannah—a visceral, dramatic act that leaves nothing behind.
But here’s the thing: for all their flaws, those classic Jaguars had soul. They had character. They represented a boldness and a craftsmanship that people were willing to overlook the occasional gremlin for. This rebrand, however, feels soulless in comparison, a sterile attempt to reinvent the brand by turning away from everything that once made it aspirational. It’s hard not to wonder if Jaguar is abandoning its past simply because it’s easier to forget it than to build upon it. In doing so, they risk losing not just the “gremlins” but the loyalty of those who loved the brand despite—or even because of—them.
Willing to See How the Jaguar Brand Plays Out
What keeps me awake is the question of whether this is all intentional. Did Jaguar’s leadership knowingly abandon their legacy in the hope of building a new one, or did they just lose the plot? Either way, I can’t shake the feeling that this campaign isn’t about cars at all. It’s about manufacturing a brand identity so disconnected from Jaguar’s history that they may as well have started from scratch. Maybe they should have.
I’ve loved Jaguar for years because it was aspirational in all the right ways—timeless, refined, powerful. This campaign feels like it’s aspiring to something shallow and fleeting. So, no, reading the discourse didn’t make me feel better. But at least I know I’m not the only one who thinks Jaguar has lost its way.
Filling the Void: Reimagining Jaguar’s Brand Assets
Jaguar’s rebrand launch left us with little to grasp onto—just a handful of peculiar video frame captures that feel more like abstract art experiments than a coherent identity. With promises of “more to come,” it’s hard not to wonder if even Jaguar is unsure of where they’re heading. So, in the spirit of constructive critique, I’ve taken a stab at creating some brand assets that actually connect to the essence of Jaguar—or at least what it used to be.
As a creative director—and a long-time Jaguar owner—I can’t help but ask: What was the brief that led to this campaign? Seriously, I’m baffled. Automobile marketing is supposed to do one thing above all else: put the audience in the driver’s seat. It’s meant to let them feel the leather, hear the engine purr, imagine themselves pulling up somewhere—living the aspirational life they crave. This campaign does none of that.
Instead of evoking the luxury, refinement, and raw power that defines Jaguar, we’re given a series of abstract visuals of avant-garde models in vibrant makeup and bold clothing, coupled with slogans like “Delete Ordinary” and “Live Vivid.” It feels like a bizarre attempt to mimic Dior or Louis Vuitton, but here’s the thing—those brands don’t make cars. Jaguar does. And yet, there isn’t a single car in sight.
I have to wonder: Who is this campaign even for? Because it’s not for me—and I’m Jaguar’s core demographic. I’ve owned Jaguars, I’m considering another one, and I’m someone who values the heritage, the engineering, the unmistakable British elegance of the brand. But this campaign makes me feel like Jaguar isn’t interested in selling cars anymore. It’s trying to sell…what? A vague concept? A lifestyle that seems more Gen Z influencer than sophisticated driver? It’s confusing and alienating, especially for loyalists who have kept Jaguar on their shortlists for decades.
Automobile marketing is aspirational. It’s supposed to let me dream of driving through the countryside in a sleek F-Type or arriving at a gala in an XJ with the confidence that only a Jaguar can give. Instead, I’m left wondering if the agency responsible simply forgot that Jaguar is a car company. The tagline, “A seismic change is coming,” is right—but I suspect it’s more about the impending agency review than a revolution in luxury electric vehicles.
I appreciate the intent to reposition Jaguar as an ultra-luxury brand, but there’s a way to modernize without erasing what makes a brand iconic. This campaign seems to have “deleted” more than the ordinary—it’s deleted Jaguar’s soul. Jaguar’s legacy is about performance, craftsmanship, and a lifestyle of quiet confidence. This campaign doesn’t deliver any of that.
As someone who loves Jaguar, this campaign doesn’t just disappoint me—it concerns me. If this is how they’re selling the brand now, are they even interested in selling cars anymore? I hope the next round of creative gets back to what Jaguar does best: making drivers fall in love with driving. Because if not, I might be shopping elsewhere for my next ride.
For those curious, here’s the campaign: Jaguar – Copy Nothing. Let me know—am I being too harsh, or does this feel like a major misstep for a brand we all used to love?
Let me continue my angry old Creative Director rant. I’m sorry, I’m just grumpy at this point ….
A Brand Should Be as Unique as the Company It Represents
This campaign feels more like an exercise in abstract branding than a celebration of cars, and unfortunately, it’s a brand identity that could belong to anyone—except Jaguar. The vibrant visuals, cryptic slogans, and avant-garde styling lack any meaningful connection to the elegance, performance, and legacy that define Jaguar. By focusing on vague lifestyle cues rather than the vehicles that made the brand iconic, this effort risks making Jaguar unrecognizable to the loyalists who have always seen it as more than just a name—it’s a symbol of automotive excellence.
The Reverse Creative Brief
After days of puzzling over Jaguar’s latest rebrand, I decided to reverse-engineer the creative brief to uncover how we possibly arrived at this point. What kind of goals, insights, or sheer madness could lead to a campaign that feels so disconnected from the brand’s legacy? By piecing together the slogans, visuals, and abstract concepts, I tried to trace the logic—or lack thereof—back to its origins. What I found was a jumble of conflicting intentions: an attempt to erase the past, chase fleeting trends, and appeal to an audience that doesn’t even seem interested in owning a car. It’s like staring into a riddle with no answer, except the punchline is Jaguar’s reputation.
And just a final note for those keeping score on the “Copy Nothing” idea .. I feel like I’ve seen this before, but for a company that made sense:
And let’s not forget this …
Copy Nothing … Well, almost Nothing
The irony is almost painful: a campaign built around the tagline “Copy Nothing” blatantly recreates one of the most iconic ads of all time—Apple’s 1984. If this was intentional, it’s a hollow and uninspired attempt to borrow brilliance instead of creating it. If they didn’t realize they were copying, it’s an even bigger failure—a tone-deaf misstep that screams creative laziness. Either way, it undermines the entire premise of the campaign and turns the brand into a punchline rather than a visionary. Jaguar isn’t supposed to follow in anyone’s footsteps, least of all stumble so obviously into someone else’s shadow.
A Legacy at Odds with a New Vision
Jaguar’s DNA has always been about the journey—the sense of freedom that comes with luxury and performance. The shift to electric, while commendable in addressing environmental concerns, seems antithetical to this heritage. Electric vehicles (EVs) currently face significant limitations, particularly when it comes to range and the global charging infrastructure. For a brand like Jaguar, traditionally celebrated for grand touring and long-distance driving, becoming synonymous with short-range “city cars” could dilute its aspirational image. Instead of evoking open-road adventures, Jaguar risks becoming a brand associated with “15-minute cities” and constrained urban mobility.
Jaguar’s Electric Gamble: Has the Brand Lost Its Soul?
As someone who has lived and breathed British automotive heritage—owning Land Rovers, running a restoration company dedicated to Vintage Defenders, and admiring Jaguar from the driver’s seat—I can’t help but feel deeply conflicted about Jaguar’s new direction. This brand isn’t just a name; it’s a legacy of craftsmanship, adventure, and innovation. It’s in my blood. But as Jaguar pivots to an all-electric future, I find myself wondering: is this the beginning of a bold new chapter, or the end of everything that made Jaguar extraordinary?
From Open Roads to Charging Stations
Jaguar, to me, has always symbolized the wonder of the open road. Their cars didn’t just transport you—they transformed you, offering the perfect marriage of power, refinement, and elegance. Whether you were navigating winding countryside roads or arriving at a black-tie gala, a Jaguar made you feel like you’d arrived in more ways than one.
Now, with the push to go fully electric by 2025, Jaguar risks trading this legacy for something… smaller. Electric cars may be the future, but that future isn’t here yet—not for everyone, not everywhere. The global charging infrastructure simply isn’t ready to support the kind of seamless, go-anywhere experience that Jaguar has always promised. Instead of freedom, this transition feels like a move toward restriction. No longer the champion of the open road, Jaguar could become just another “city car” brand, built for short commutes and limited range. That’s not the Jaguar I fell in love with.
What’s the Rush?
This rapid timeline for full electrification also feels rushed. Yes, environmental responsibility is vital, but Jaguar seems to be leaping into the deep end without ensuring it can swim. Tesla has spent years perfecting its infrastructure and technology, building an ecosystem that supports its vehicles. Jaguar, on the other hand, is a relative newcomer to the EV game, and it’s diving headfirst into a fiercely competitive market dominated by players with far more experience.
Would it not have made more sense to take a gradual approach? To introduce hybrids that blend electric innovation with the performance and range that Jaguar’s loyal customers expect? Instead, they’re going all in, seemingly betting the farm on a future that may take years—or even decades—to fully materialize.
A Disconnect from the Heart of the Brand
As a former bespoke vehicle company owner, I’ve spent countless hours immersed in the stories and designs of British automotive icons. What always stood out about Jaguar, and Land Rover for that matter, was their soul. These brands carried a sense of purpose—a connection to their heritage that made you feel like you weren’t just buying a car, but a piece of history.
This new campaign, though, feels disconnected. The absence of cars in the initial marketing rollout says it all. Instead of showcasing the beautiful, aspirational vehicles that define Jaguar, the campaign focuses on abstract slogans and fashion-forward visuals that could belong to any luxury lifestyle brand. Jaguar’s identity is built on its cars—their design, performance, and presence. By sidelining them, the brand risks alienating the people who love it most. People like me.
A Heritage Worth Protecting
Jaguar has always been aspirational, not trendy. It has never needed to chase its audience because its excellence spoke for itself. And while I understand the desire to modernize and compete with ultra-luxury brands like Dior or Louis Vuitton, Jaguar is not those brands. Its legacy isn’t in avant-garde slogans or strikethrough logos; it’s in the visceral connection between driver and machine.
The brand’s shift to EVs isn’t just a change in powertrains—it’s a seismic change in identity. Jaguar’s iconic engine sounds, the feeling of a V8 growl under the hood, the effortless way its cars glide down the road—all of that risks being lost in silence. Will an all-electric Jaguar be able to stir the same passion? Right now, I’m not convinced.
Holding Out Hope
Despite my reservations, I want Jaguar to succeed. This brand has been a part of my life, my career, and my soul. I want to believe that Jaguar can navigate this transition without losing what makes it special. But to do so, it needs to balance innovation with tradition. It needs to honor its heritage while embracing the future—not erase it.
As someone who’s restored British automotive icons to their former glory, I know the value of preserving a brand’s essence. Jaguar, if you’re listening, don’t lose what makes you extraordinary. Electrify, evolve, innovate—but remember where you came from and who got you here. The road ahead is long, and I hope Jaguar is still the car that makes us want to drive it.
About the Agency Behind the Campaign
The controversial new Jaguar campaign was created by Spark44, a long-standing creative partner for Jaguar Land Rover. Founded in 2011 as a unique 50:50 joint venture between Jaguar Land Rover and the agency’s management, Spark44 was built to provide dedicated, integrated services for Jaguar on a global scale. The agency has been responsible for some of Jaguar’s most recognizable content, managing brand delivery across all media channels.
In 2021, Jaguar Land Rover expanded its marketing capabilities by partnering Spark44 with Accenture, a global leader in digital transformation and strategy. The goal was to combine Spark44’s deep understanding of the Jaguar brand with Accenture’s cutting-edge digital expertise. Together, they aimed to create campaigns that align with Jaguar’s strategic shift toward ultra-luxury electric vehicles.
I believe in the power of the written word to inspire an audience and to lead them on a visceral journey of self-discovery. I am writer, but I still make mistakes, leave drafts riddled with typos, drop letters from words, invent new words, and militaristically support the oxford comma. But I always try to get the story correct. Or at least somewhat clear.
I love writing corporate manifestos and scripts for brand anthem films. I’ve written a lot of them over the years. They’re big and powerful. They’re designed to inspire and unite teams and leave a lasting emotional impression. They help put companies in perspective for both the employees and their customers. An artfully crafted “about page” on a website can be the difference between global domination and bankruptcy (maybe, probably … probably not).
But sometimes, every so often, you run across one of these anthems or corporate overviews that go beyond their basic duty and simply become – all capital letters – ART.
Here is such a story…
“Flextronics or: How I Learned to Stop Writing Corporate Nonsense and Love the Power of Clarity in Words.”
A few years ago, I was driving around the bay area visiting several of our client’s customers as part of a brand transformation project. I was in the back seat as we passed by a series of newly constructed industrial park office buildings. As we turned a corner, I noticed one of the buildings had the google logo (in her bright and shiny technicolor glory). Most buildings in the Bay Area have a google logo these days, so it was more of a novelty. Next to her, however, was the building that caught my eye.
Flextronics, written in the most amazing 80’s video game typography, jumped off the building and into my curiosity. I asked my fellow passengers if they had also seen this amazing icon of human achievement? They had.
We laughed and assumed it was a CIA front, considering the proximity to Google. None of us had ever heard of such a made-up-company-name before, so we googled. What we found was nothing short of marketing amazement. The Gold Medal of writing. The Nobel Prize for corporate speak. The Medal of Honor for “saying nothing, while saying everything.”
As I read the “about page” word for word to my fellow passengers, each carefully crafted word rolled off my tongue as if it had been written for my voice, and my voice alone, to read. It was magical. I was truly inspired, but perhaps for the wrong reason. It was like a puzzle to solve. Who is Flextronics? Are they really a CIA front? Is this who John Galt is?
I enter it here, unedited, for your amazement, enjoyment, and investigation. It is long, but you may thank me for introducing you to one of the most perfect corporate “about page” the world has ever constructed. One that that does everything, yet says nothing.
Our Company
At Flextronics, impossible is where breakthrough begins. As a socially-responsible, global leader in design, manufacturing, distribution and aftermarket services, Flextronics is unique in its ability to provide end-to-end solutions through its innovative and proprietary systems — all to enhance customer competitiveness and success. Working across four business groups and several business units, Flextronics is able to unleash the full potential of the world’s most valuable brands and new ventures.
What Flextronics creates is value. By increasing speed to market and driving competitive positioning for customers, Flextronics in essence solves customers’ most challenging problems better, faster and more cost effectively than any other company. Flextronics is able to manage big data in a way that allows for trending in market environments that are in flux, allowing the Company to provide solutions for customers, often before a challenge is ever realized.
Flextronics is unique in the depth, breadth and scope of the Company. With an unmatched global presence, customers are supported with unprecedented speed in product ramp-up, delivery, and the ability to manage volume regardless of complexity or product mix. Leveraging state-of-the-art LEAN practices, Six Sigma, key investments in infrastructure and FlexQ, a propriety quality program that is beyond leading edge according to customers, Flextronics is the market leader in almost every business in which it operates. Whether high mix/low volume or low mix/high volume, Flextronics can enable any customer’s success.
At Flextronics, there is no room for “mediocrity.” If anything, the Company exists to continually test the bounds of what can be expected in terms of designs and processes. Optimization is what Flextronics does best.
People make the difference. People with passion have an even greater impact. The Flextronics team spans more than 30 countries and four continents, and has a global workforce of 200,000. Each member of the team is dedicated to enabling customer success. That is achieved through intense collaboration, passionate customer focus, thoughtful and disciplined execution, a tenacious commitment to continuous improvement and a relentless drive to win.
Culture is the most important sustainable, competitive advantage of any company. The Flextronics culture is built on commitment — to customers, employees, the communities in which it operates and the environment. Flextronics is a global leader in non-profit/for-profit partnership, providing assistance in the places around the world that need it most. The Flextronics Foundation provides assistance in the areas of natural disaster relief, human rights and educational opportunities. Culture drives every aspect of the Company’s success. The culture and business model work hand-in-hand to ensure simplicity, flexibility and above all — sustainability.
Do you know what they do? Nah, neither did I, but I felt so damn empowered that I continued to search for a good while longer to try and figure it out. I won’t say how long it took, but now I think I know what they do. I think.
What’s your best guess?
In the years since this discovery, I have often gone back to read the Flextronics about page. They’ve recently re-branded, so I have to find it on archive.org. It’s a reminder for me to “stop trying to be a writer” and just write. Write with clarity, precision, and with directness. Flextronics … you were my true first love of copywriting. We will always have San Jose.
