Background to the Campaign

Jaguar, the iconic British carmaker known for its timeless style and roaring performance, is undergoing a radical transformation that has left the automotive world divided. By pausing production for 12 months and committing to an electric-only future, Jaguar has sparked passionate debate—not least because of its latest advertising campaign.

Labeled by critics as a “woke rebrand,” the campaign has generated its share of backlash, with some lamenting the perceived departure from Jaguar’s heritage of elegance, performance, and petrol-powered thrills. Yet, far from being a misstep, Jaguar’s bold pivot may be one of the smartest moves in the brand’s storied history.

Here’s why the controversy is part of the plan—and why Jaguar’s new direction could redefine the future of luxury motoring.

Controversy as Strategy

The backlash against Jaguar’s rebrand has been swift and, at times, vitriolic. Social media has been flooded with criticism of the campaign, with some dubbing it pandering to modern sensibilities or “woke nonsense.” But Jaguar’s leadership has embraced the storm of opinions, with Rawdon Glover doubling down on the campaign’s bold themes and defending its message of inclusivity and forward-thinking design.

What makes this strategy so brilliant is that it thrives on reaction. In today’s attention economy, controversy is currency—and Jaguar is cashing in. By stirring emotions, the brand keeps itself in the spotlight during its 12-month production pause, ensuring that the rebrand remains a hot topic of conversation.

Even tech mogul Elon Musk, a central figure in the electric vehicle revolution, weighed in on the campaign. When the king of EVs himself takes notice, Jaguar has clearly hit a nerve. Musk’s reaction alone is proof of the campaign’s reach and impact, signaling that Jaguar’s move is making waves far beyond the automotive world.

Heritage vs. Evolution 

Copyright Jaguar

The most vocal critics of Jaguar’s rebrand are those who see it as a departure from the brand’s storied heritage. For decades, Jaguar was synonymous with performance, style, and exclusivity. The E-Type, often referred to as one of the most beautiful cars ever made, and the brand’s association with James Bond cemented Jaguar as a symbol of sophistication and power.

Transitioning to electric vehicles (EVs) and embracing progressive branding may feel like a betrayal to traditionalists. But this perspective misses the point. Jaguar isn’t abandoning its legacy—it’s evolving it.

Electric performance doesn’t mean sacrificing speed or style or brand history. Take the new Renault 5 electric. This car has been widely well received as a car that embodies this philosophy, offering cutting-edge technology and striking design while retaining a reference to the history of the vehicle.

The Musk Effect

Elon Musk’s reaction to the campaign is more than just a fleeting moment on social media—it’s a testament to Jaguar’s ability to command attention in a highly competitive EV market. Musk’s Tesla has long dominated the conversation around electric vehicles, setting benchmarks for innovation and performance.

For Jaguar to capture Musk’s notice—and by extension, that of millions of his followers—is a win in itself. It signals that Jaguar’s rebrand is not only bold but also relevant, positioning the brand as a serious player in the EV space.

Learning from Other Bold Rebrands

Jaguar’s strategy is not without precedent. Other legacy brands have navigated similarly controversial rebrands with varying degrees of success.

Copyright Stellantis

Take Ford’s Mustang Mach-E, for example. When Ford announced that its beloved Mustang nameplate would adorn an electric SUV, the backlash was immediate. But despite the initial uproar, the Mach-E has been a commercial and critical success, proving that heritage and innovation can coexist.

Similarly, Peugeot has reinvented itself in recent years, shedding its utilitarian image of the early 2000’s in favor of a more premium, design-driven identity. Its shift to electrification has bolstered its reputation as a forward-thinking brand, winning over skeptics and attracting new buyers.

Jaguar’s approach follows a similar playbook but goes a step further by embracing the power of controversy to drive conversation.

Why the Pause Is a Masterstroke

Halting production for 12 months is a gamble, but it’s one that positions Jaguar as a disruptor rather than a follower. By creating a deliberate gap in the market, Jaguar is ensuring that anticipation builds for its reimagined lineup.

This pause also allows the brand to fully commit to its new identity without being constrained by legacy models or outdated production pipelines. When Jaguar returns, it will do so with a clean slate—ready to redefine what luxury motoring means in the electric era.

The “Woke” Label and the Future of Branding

The term “woke” has become a lightning rod in cultural debates, often used pejoratively to criticise initiatives perceived as overly progressive. But in Jaguar’s case, the label may work to its advantage.

By embracing values like sustainability, inclusivity, and innovation, Jaguar is aligning itself with the priorities of younger, more environmentally conscious consumers. These are the buyers who will define the future of the automotive market—and Jaguar is making it clear that it wants to be their brand of choice.

The campaign’s themes, combined with its unapologetically bold execution, ensure that Jaguar stays ahead of the curve in an industry undergoing rapid transformation.

Looking Ahead: The Return of Jaguar

When Jaguar’s electric lineup debuts after the 12-month production hiatus, it will mark the beginning of a new chapter for the brand. The forthcoming models promise to deliver not just sustainable performance but also the style and sophistication that have always been Jaguar’s hallmarks.

Far from being a retreat, the pause is a signal of intent—a commitment to doing things differently and doing them right.

Conclusion

Jaguar’s rebrand is more than a response to industry trends—it’s a bold declaration of its vision for the future. By leaning into controversy, embracing electrification, and challenging traditional notions of luxury, Jaguar is proving that evolution doesn’t mean abandoning heritage.

The backlash, the debates, and even the “woke” label are all part of the plan. After all, in the world of branding, being talked about is half the battle. And if Jaguar’s reimagined future is good enough to catch the attention of Elon Musk, it’s safe to say the brand is on the right track.

When Jaguar roars back onto the scene, it won’t just be part of the EV revolution—it will be leading it.

About the Author

I have been involved in offering Business IT Support for a number of years and naturally as part of that I’ve always been asked to assist with marketing – from websites to branding, logo design to SEO, and as a result it’s become a passionate interest of mine. 

I’ve often been the trusted partner for advice so it interests me how marketing and technology are closely connected.

In fact, many customers start with IT Support and end up taking on the extra services like above, due to a proven track record and client recommendation. 

I’m also a keen car enthusiast and my IT career actually started out in the automotive sector working for a large vehicle manufacturer. 

This campaign for me was really a stroke of genius by the Jaguar/JLR marketing team, and I felt I had to write down a few words about it.

All images are credited to their authors where possible.