Jaguar’s new ad campaign wants you to think about creativity, inclusivity, and exuberance. Cars? They’re in there somewhere—or so we’re told.
By 2025, Jaguar plans to go all-electric. That’s right, the brand built on the growl of combustion engines is now whispering in the electric space. But their latest ad, a glossy 30 seconds with zero cars in sight, raises one big question: if you don’t show the product, what are you actually selling?
Sidecars, SS, and a Wartime Reset
Jaguar didn’t start out building luxury cars. In 1922, it was the Swallow Sidecar Company, manufacturing motorcycle sidecars. By the 1930s, they expanded to automobiles, using the name SS Jaguar. Then came World War II, and suddenly “SS” was less a brand and more a symbol of the Nazi Schutzstaffel.
In 1945, they wisely rebranded as Jaguar, choosing a name that embodied speed and grace. It wasn’t just a new name; it was a survival tactic. The rebrand worked, and Jaguar became synonymous with elegance and power.
Ford’s Gamble, Tata’s Triumph
Fast forward to 1989: Ford buys Jaguar. Their plan? Add it to their luxury lineup and make a killing. Reality? Jaguar was expensive, unreliable, and more of a headache than a crown jewel.
By 2008, Ford was done. They sold Jaguar and Land Rover as a package deal to Tata Motors for $2.3 billion. The reaction? Skepticism. Could an Indian company handle British luxury? Tata proved it could, giving Jaguar the stability it desperately needed while letting the brand retain its British identity.
Electric by 2025: Ambition Meets Reality
Now, Jaguar wants to reinvent itself again. By 2025, it will be fully electric—no petrol, no hybrid, just pure EVs. It’s a bold move, positioning Jaguar as a competitor to Tesla, Porsche, and BMW in the electric space. But here’s the catch: Jaguar is late to the game.
Tesla has dominated the EV market for years. Porsche’s Taycan is a roaring (silent) success. BMW is churning out electric SUVs like clockwork. Jaguar’s plan to stand out? A focus on creativity and culture. But in a market driven by range, performance, and tech, creativity alone might not cut it.
The Ad That Forgot Cars
And that brings us to the ad. If you haven’t seen it, here’s the summary: bold colors, artistic models, slogans like “Create Exuberant,” and… no cars. None. It’s a statement, sure, but is it the right one?
Even Elon Musk couldn’t resist a jab. “Do you sell cars?” he tweeted. Snark aside, it’s a fair point. In an industry where the product matters as much as the brand, not showing cars feels like a gamble too big to ignore.
Santino’s Vision: Creativity First
Jaguar’s Branding Director, Santino Petro Santi, sees things differently. Speaking at the Virgin Atlantic Attitude Awards, he tied Jaguar’s reinvention to broader cultural shifts. “Jaguar will reinvent itself to embrace the full spectrum of creativity,” he said.
As part of this vision, Jaguar has established 15 DEI (Diversity, Equity, and Inclusion) groups. The goal? Amplify voices, celebrate diversity, and make Jaguar feel modern and inclusive. Admirable? Yes. But some argue it’s a distraction. When your competitors are pushing cutting-edge tech and you’re pushing inclusivity, people start to wonder if your priorities are in the right place.
The Logo Problem: Less Isn’t Always More
Part of Jaguar’s rebrand includes a new logo. The iconic leaping jaguar has been flattened into a minimalist, modern design. It’s a trend we’ve seen with brands like Google and Microsoft. The message? We’re adaptable.
But here’s the thing: Jaguar isn’t Google. It’s a luxury carmaker built on boldness and flair. Stripping that away might signal modernity, but it also risks losing what made the brand iconic in the first place.
From Auction Pedigree to Abstract Promises
In 2016, Jaguar’s 1955 D-Type sold at auction for $21.78 million. It wasn’t just a car—it was history, engineering, and prestige. That’s the Jaguar people used to know: a brand that thrived on its legacy and racing pedigree.
Now, Jaguar’s focus is on sustainability and creativity. It’s a shift that makes sense in today’s market, but it comes at a cost. The more you strip away the legacy, the closer you come to being just another EV brand.
Spark44 to Accenture: The Creative Shift
For years, Jaguar’s campaigns were handled by Spark44, an in-house agency co-owned by Jaguar Land Rover. It was intimate, focused, and deeply connected to the brand.
In 2021, Accenture Interactive took over, promising global reach and data-driven storytelling. The result? Bigger campaigns, but not necessarily better ones. Jaguar’s new ads feel more like art pieces than car commercials. And while that’s bold, it’s also risky.
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What Is Jaguar Selling?
At its core, this is the question Jaguar needs to answer. Cars? Creativity? Both? Right now, it’s unclear. Tesla and Porsche are proving that you can embrace the future without losing sight of what you are. Jaguar needs to find that balance.
Electric ambition is fine. A cultural reset is fine. But you can’t forget the product. If people don’t know why your cars are special, all the creativity in the world won’t help.
The Verdict: Bold, But at What Cost?
Jaguar’s reinvention is ambitious, no doubt. But ambition without focus is risky. In an EV market where consumers care about range, performance, and price, Jaguar’s bet on creativity feels disconnected.
Can they pull it off? Maybe. But they’ll need to show more than models and slogans. Because at the end of the day, cars sell cars.
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