Jaguar's Bold Reimagine Campaign: Divides Opinion

Jaguar's bold Reimagine campaign has sparked a mix of admiration and criticism since its global debut. While the new design and branding have divided opinions, one undeniable success is the surge in brand awareness. Google Trends reported a remarkable spike in searches for Jaguar, highlighting the campaign's ability to command attention.

Whether you love or hate the new look, the campaign has put Jaguar at the centre of the conversation—a trajectory that's hard to ignore.

An Industry Perspective: Insights from Jeff Dodds

Rather than offering a personal take on the campaign, EV Magazine shares insights from industry expert Jeff Dodds, CEO of Formula E. In a candid LinkedIn post, Dodds recounted his firsthand experience at Jaguar's Reimagine event and shared his thoughts on the unveiling of their ambitious vision.

Jeff gives his view on Jaguar, via LinkedIn

I've recently owned a Jaguar - the all-electric iPace. It was a really good car. I enjoyed driving it but didn't smile every time I got in it. And as a lifelong car nut, that's what I want from a car and Jaguar knows that, too.

Over the past week, I've observed the commentary on the new logo and the teaser campaign. I suspect much of the commentary has been written by people who have never owned a Jaguar and most likely never will. I'm not so interested in the logo or the teaser campaign, but I really care a lot about the product, so for me, tonight is what it's all about.

I have no idea if Jaguar's intention was to guarantee such attention on tonight's launch, but if it was, then they've certainly got it. There's a proper buzz here waiting for the reveal and let's be honest, a number of people are desperately hoping for the unclothing of some hideous monstrosity.

But of course, it's not hideous, far from it, but it is seriously disruptive. I actually don't quite know how to describe it. It's big and appropriately bold. It will definitely turn heads. Perhaps not always in a good way, but I say 'thank God' for that. Inspector Morse wouldn't go near it, but you know what? Maybe his grandson, who has just launched a cybersecurity start-up, might.

And it's not just the car. The launch feels completely different, too; it's industrial and edgy, at least in car launch terms it is. I'm not sure British grime MC and rapper Skepta has ever been on the guest list for previous Jaguar launches. Yet, he is performing a DJ set, surrounded by influencers and cultural tastemakers in downtown Miami.

It's a massive departure from what's gone before. Too big of a departure? Maybe. Who knows? Frankly, who cares? As Anais Nin said: "There came a time when the risk to remain tight in the bud was more painful than the risk it took to blossom". Jaguar was becoming a brand that people talked about in the past tense, so I wholeheartedly applaud them for doing something so bold.

We will need to wait a while to know if the strategy works, as new cars won't be on sale for at least a year, maybe even two. I really like it and if I had a Type 00, I think it would make me smile.

Jeff’s community comments

"This is a brilliant example of adaptive innovation. The brand 'in trouble' they pivot from a tough and challenged mid range sector, back to a premium/luxury brand target market. They've disrupted with fantastic marketing, whether we like it or not, its everywhere!! on the back of very limited actual paid ads. And here we see very bold design that potentially will reshape the future design of the car itself. Hats off team Jag, one to revisit when the cars actually go on sale.” 

"Jeff Dodds, Thanks for the balanced review—it's so much more insightful than all the emotionally charged noise that's circulating around the new JLR. I can't wait for it to arrive."

"Thanks for sharing; I'm glad I read to the end! I'm grateful you chose Morse over Bergerac. Certainly not a simple evolution of design."

Explore the latest edition of EV Magazine and be part of the conversation at our global conference series, Sustainability LIVE and  Manufacturing LIVE.

Discover all our upcoming events and secure your tickets today.​​​​​​​

EV Magazine is a BizClik brand.