Chinese consumers reject Jaguar rebrand

What happened British luxury automaker Jaguar unveiled a bold new brand identity, heralded by the debut of a minimalist logo, on November 19. The redesign — featuring a mix of upper- and lower-case letters — represents the company’s effort to reposition itself as a modern luxury brand. Jaguar is aiming to compete more directly with top-tier rivals such as Porsche, Maserati, and Bentley by elevating its image from premium to ultra-luxury. The overhaul, however, has been met with widespread criticism. Many fans and industry insiders were quick to express their disapproval, with some calling the new logo “one of the ugliest cases in visual design history.” Tesla CEO Elon Musk added fuel to the fire by questioning the brand’s direction on social media, asking, “Are you still selling cars?” The Jing Take Heated discussion has emerged on Chinese social media platforms, such as Xiaohongshu. One user’s (@啊～uncleBrownBrown) poll showed 93% of respondents favored Jaguar’s classic logo over the new one. This sentiment was echoed in comments, with netizens describing the design as overly simplistic and even likening it to a luxury fashion or hotel logo, rather than one for a heritage automaker. One Xiaohongshu user (@Amy.Y) mocked the redesign, saying it was more suited to a Giorgio Armani cushion foundation. For many, the most contentious aspect is the departure from the iconic leaping jaguar emblem that has adorned the marque’s grille for decades. The new design trades the familiar feline imagery for a stylized “J” and “r,” which are subtly curved to suggest a jaguar’s tail. Yet, many have struggled to connect this abstract symbolism with the brand’s storied identity. Some disgruntled fans noted the change feels out of touch with the preferences of Jaguar’s core audience, with one user commenting, “Do you even know your market?” Many threatened that they will sell their Jaguars. In recent years, Jaguar’s market share has considerably shrunk in China. According to data from Good Car Bad Car, since 2017, Jaguar’s sales in China have been declining year on year. Sales dropped from 359,787 units in 2016 to 15,541 units in 2022. Despite the backlash, Jaguar Land Rover’s Chief Creative Officer Gerry McGovern remains steadfast in his vision for the rebrand. He described the new identity as a reflection of the brand’s “fearless spirit” and its aspiration to offer customers a distinctive and evolving luxury lifestyle. McGovern emphasized that the redesign seeks to create an emotional bridge between Jaguar loyalists and a new generation of buyers. While Jaguar’s ambition to modernize and expand its appeal is clear, the controversy highlights the delicate balance heritage brands must strike when reimagining their identities. The new logo, intended to embody Jaguar’s pivot to a future-focused luxury ethos, has so far struggled to resonate with audiences. The coming months will be a critical test of whether Jaguar’s reinvention can win over skepticism or whether the backlash will force the brand to rethink its strategy. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Chinese netizens slam Jaguar’s new look

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Chinese netizens slam Jaguar’s new look