By Doug Eaddy
Rebranding for the future?
Jaguar’s rebranding moves, especially its push toward electric vehicles, is commendable, but it creates an image for the brand that feels totally out of sync with the history of the company. While embracing change is critical, however this approach made the brand feel removed from its luxury and performance image.
The main problem arises how Jaguar markets itself in their evolution in vision and car design. Like I said earlier, the brand has a rich history that’s in connection with elegance, exclusivity, and performance. These attributes are somehow lost during the rebranding as there is so much focus on technology and being eco-friendly. Because of the lack of integration and emotional attachment to the vehicle design it translates into the customers’ new view/position on the brand. Customers do not view Jaguar as just a car, but a symbol of class and lifestyle in general, leading to the expectation gap.
Suggestions for Improvement
To correct this, my suggestion is that Jaguar should connect the company’s history and evolution. The first thing that the brand should do is use marketing communications to tell stories about the brand’s history of making luxurious, high-speed vehicles. And every advertisement, every social media post, and even the design of the showroom itself should instill in people that these cars are made to not just serve a purpose, but to inspire.
Jaguar can also use marketing strategies where the traditional and modern world meet. A good example would be a promotional video campaign for previous models that transforms them into their electric future. This is one way to keep loyal customers at ease, knowing that Jaguar has not lost its roots while attracting new customers.
On top of that, the forgotten fundamentals of Jaguar’s brand design philosophy can receive a refresh by adding an electric version. A Jaguar will always look unique, sleek and bold. The unforgettable feeling and excitement brought from driving a Jaguar should always remain a priority.
And lastly, the brand’s customer interactions should preserve the identity of the brand. Exclusive events, brand collaborations, and customized experiences bring about a unique feeling, thus enhancing the emotional relationship customers have with the brand.
Jaguar can change while remaining close to the fundamental values that made it great while still ensuring that its rebranding strategies are based on these pillars.