I Like the Jaguar Rebrand—and Here’s Why

Bold, risky, and maybe a little confusing—but is Jaguar’s rebrand a stroke of genius?

Automotive marketing campaigns often feel like déjà vu—polished, predictable, and all blending into one. You know the drill: a sleek car gliding down a coastal highway, golden fall leaves whirling in the air as it takes a sharp curve, dramatic slow-motion tires splashing through puddles, and some deep-voiced narrator telling us to “Experience the Drive.”

Jaguar’s rebrand? It’s different. It throws out the rules, skips the cars entirely, and dives straight into selling a vision of the future.

From a product marketing perspective, Jaguar’s rebrand is bold, risky, and guaranteed to get people talking. It’s not just a new logo or fancy ad—it’s a total reset of what the brand stands for. The rebrand is polarizing. And that’s exactly the point. Product marketing isn’t just about the product; it’s about the story you tell around it.

Love it or hate it, it’s impossible to ignore. But here’s the thing—Jaguar doesn’t care if I like it or not. I’m not their target customer! And that’s precisely what makes this rebrand so fascinating. When you dig into the strategy behind it, there are some interesting lessons for product marketers. Let’s break them down.