Jaguar makes bold move towards electric ideas

Jaguar’s new ad campaign wants you to think about creativity, inclusivity and energy. car? They’re out there somewhere – or so we’re told.

By 2025, Jaguar plans to be fully electric. Yes, the brand built on the roar of the internal combustion engine is now whispering in the electric space. But their latest spot, a glossy 30-second spot with zero cars in sight, raises a big question: If you’re not showing the product, what are you actually selling?

Sidecars, SS, and Wartime Reset

Jaguar didn’t start out making luxury cars. In 1922, it was the Swallow Sidecar Company, producing motorcycle sidecars. By the 1930s, their business expanded into the automotive field, using the SS Jaguar name. Then World War II broke out, and suddenly “SS” was no longer a brand but a symbol of the Nazi SS.

(In 1945, they wisely changed their name to Jaguar, choosing a name that reflected speed and elegance. It wasn’t just a new name; it was a survival strategy. The rebranding was a success, and Jaguar became synonymous with elegance and power. .

Ford’s gamble, Tata’s win

Fast forward to 1989: Ford acquires Jaguar. Their plan? Add it to their luxury lineup and make a killing. Reality? Jaguars are expensive, unreliable, and more of a pain in the ass than the crown jewel.

By 2008, Ford was completely screwed. They sold Jaguar and Land Rover to Tata Motors in a package deal worth $2.3 billion. What was the response? skepticism. Can Indian companies deal in British luxury goods? Tata has proven its ability to provide Jaguar with the stability it desperately needs, while allowing the brand to retain its British character.

Electrification in 2025: ambitions and reality

Now, Jaguar wants to reinvent itself again. By 2025, it will be fully electric – no gasoline, no hybrid, just pure electric vehicles. It’s a bold move that positions Jaguar as an electric rival to Tesla, Porsche and BMW. But here’s the thing: Jaguar was late.

Tesla has dominated the electric vehicle market for years. Porsche’s Taycan has been a huge (silent) success. BMW is churning out electric SUVs like clockwork. Jaguar plans to stand out? Focus on creativity and culture. But in a market driven by scope, performance and technology, creativity alone may not cut it.

Forget car ads

Which brings us to advertising. If you haven’t seen it yet, here’s the summary: bold colors, artistic models, slogans like “create energy,” and… no cars. There isn’t any. Of course, this is a statement, but is it correct?

Not even Elon Musk can resist a blow. “Do you sell cars?” he tweeted. Sarcasm aside, it’s a fair point. In an industry where product is as important as brand, not showing a car feels like a gamble that can’t be ignored.

Santino’s Vision: Creativity First

Jaguar brand director Santino Petro Santi has a different view. Speaking at the Virgin Atlantic Attitude Awards, he linked Jaguar’s reinvention to a wider cultural shift. “Jaguar will reinvent itself to embrace the full range of creativity,” he said.

As part of this vision, Jaguar has established 15 DEI (diversity, equity and inclusion) groups. Target? Amplify voices, celebrate diversity and make Jaguar feel modern and inclusive. Is it admirable? Yes. But some people see it as a distraction. When your competitors push cutting-edge technology and you push for inclusivity, people start to wonder if your priorities are in the right place.

Logo Matters: Less is not always more

Part of Jaguar’s rebrand includes a new logo. The iconic leaping jaguar is flattened into a simple, modern design. This is a trend we’re seeing with brands like Google and Microsoft. information? We are adaptable.

But here’s the thing: Jaguar is not Google. This is a luxury carmaker built on boldness and flair. Stripping away this could signal modernity, but it also risks losing what made the brand iconic in the first place.

From Auction Genealogy to Abstract Commitment

In 2016, Jaguar’s 1955 D-Type sold at auction for $21.78 million. It’s more than just a car, it’s history, engineering and reputation. This is the Jaguar people used to know: a brand that thrives on its heritage and racing pedigree.

Today, Jaguar’s focus is on sustainability and creativity. This shift makes sense in today’s market, but it comes at a cost. The more you strip away tradition, the closer you get to becoming just another EV brand.

Spark44 to Accenture: Creative Transformation

For many years, Jaguar’s marketing activities have been handled by Spark44, an in-house agency co-owned by Jaguar Land Rover. It’s intimate, focused and connected to the brand.

In 2021, Accenture Interactive took over, promising global reach and data-driven storytelling. The result? A bigger event, but not necessarily a better one. Jaguar’s new ad feels more like a piece of art than a car ad. While this is bold, it also comes with risks.

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What does Jaguar sell?

Essentially, this is the question Jaguar needs to answer. car? creativity? Both? It’s not clear yet. Tesla and Porsche are proving that you can embrace the future without forgetting yourself. Jaguar needs to find that balance.

Electric ambition is good. A cultural reset is good. But you can’t forget about the product. All the creativity in the world won’t help if people don’t know why your car is special.

Conclusion: Bold, but at what cost?

There’s no doubt that Jaguar’s reinvention is ambitious. But ambition without focus is risky. In an electric-car market where consumers care about range, performance and price, Jaguar’s bet on creativity feels disconnected.

Can they succeed? perhaps. But they need to show more than just models and slogans. Because at the end of the day, cars sell cars.

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