The"Copy Nothing, Delete Ordinary" (you can’t have missed it) campaign,went live in November 2024. Intended to launch Jaguar into the electric era, it ignited a storm of criticism. The iconic leaper and growler emblems vanished,replaced by a minimalist "Jaguar" logo comprised of a mix of upper-and lower-case letters looking suspiciously like it was designed in Microsoft Word's font gallery. This alienated Jaguar's core audience, who craved the brand's traditional luxurious elegance. The campaigns disconnect with its existing customer base was palpable, with many questioning if Jaguar even recognized its own legacy. The campaign’s dystopian-like backdrop adorned with alien-like figures dressed in bizarre fashion choices presented a far cry from Jaguar’s traditional luxurious elegance and didn’t do much to convince the aforementioned crowd. As one Reddit user put it, "It just screams 'woke playbook from 10 years ago'"—and I would agree. The “Copy Nothing” slogan,intended to evoke the spirit of Jaguar’s founder, Sir William Lyons, ironically became a target for ridicule. A Forbes critic pointed out the campaign’s resemblance to past marketing tropes, comparing the “banal, verb-adjective headlines” to Apple’s 1997 “Think Different” campaign and every brand that had copied it since.

A Shift in Brand Identity

Jaguar’s alienation of its existing customer base was striking, with many initially thinking the whole ad was a prank. It left people wondering why such an unusual campaign would convince anyone to spend a high five-figure sum just to buy into heritage luxury. The sentiment echoed across social media, with some questioning why Jaguar had ignored the "old money" aesthetic trend—an opportunity staring them right in the face.

For those unfamiliar, the "old money" trend is a celebration of classic style, wealth, and tradition. It often features vintage clothing, classic cars,tailored suits, and other luxurious accessories. The aesthetic offers nostalgia and a connection to a bygone era of elegance and grace (screaming Jaguar’s name at this point). It also champions timeless style and quality over fleeting trends, encouraging consumers to invest in pieces that last a lifetime. The trend has become a powerful force in fashion, influencing designers, brands, and consumers alike. While one could debate whether this audience overlaps with Jaguar’s existing customer base, the trend certainly had the potential for viral success.

A fresh start or just a flashy distraction?

Jaguar's bold move underscores a broader challenge for legacy automakers: how to transition to electric mobility without losing brand identity. The "Copy Nothing" campaign attempted to attract a younger, more progressive audience, but did it do so at the expense of its core values? And was such a radical shift necessary to tap into a new market? I would argue yes. Jaguar had failed to generate excitement, and its brand perception had reached an all-time low. European sales had plummeted by 49% between 2005 and 2022, dropping to just 23,923 units. Similarly, Jaguar’s UK sales fell by 53% in November 2024 compared to the previous year, with only 725 units sold.

So,what’s the new look? Was the campaign merely an attempt to grab attention? Was it rage bait before Jaguar returned to its usual graceful styling, refined interiors, and luxury optics? Well, not quite.

Enter Paris Fashion Week 2025. After its initial unveiling at Miami Art Week in December 2024 in a colour called "Satin Rhodon Rose" - aptly dubbed "Miami Pink" - the Type 00 made its public debut on the streets of the"City of Love." This time, it sported a more "wearable" yet equally bold shade: "London Blue," a deep, iridescent matte blue that made it slightly resemble an old UK police box.

Reports from the event highlighted the vehicle’s captivating design and its unexpected role as a star attraction. The Type 00 had been cleverly presented. Over the course of the weekend, actors Barry Keoghan, Jamie Dornan, and Zoë Saldaña were all photographed arriving at glamorous locations in Jaguar’s new concept car.The visionary design - featuring a long bonnet, sweeping roof line, 23-inch alloy wheels, fastback profile, and dramatic boat-tail - made a statement.

Public reaction to the Type 00 was a stark contrast to the backlash against the"Copy Nothing" campaign. While scepticism lingered, there was now a surge of intrigue and excitement. The car’s blend of futuristic flair and subtle elegance resonated with some enthusiasts, with many recognizing the necessity of Jaguar’s brand evolution for its survival.

However,the lingering question remains: can Jaguar maintain and build on this new found enthusiasm? And what will its electric future truly look like? With the concept car’s flashy colours, low-slung profile, striking wing doors, and imposing size, practicality concerns are valid - especially when picturing it navigating European roads.

I, for one, am eager to watch Jaguar’s new all-electric venture unfold. Only time will tell if the rebrand can save their skin. 

Photo Copyright: Jaguar

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