{"id":13808,"date":"2025-08-26T15:29:59","date_gmt":"2025-08-26T08:29:59","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/we-needed-a-complete-reset-jaguar-md-defends-controversial-rebrand\/"},"modified":"2025-08-26T15:29:59","modified_gmt":"2025-08-26T08:29:59","slug":"we-needed-a-complete-reset-jaguar-md-defends-controversial-rebrand","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/we-needed-a-complete-reset-jaguar-md-defends-controversial-rebrand\/","title":{"rendered":"\u201cWe needed a complete reset\u201d \u2013 Jaguar MD defends controversial rebrand"},"content":{"rendered":"

The managing director of Jaguar has mounted a robust defence of the car company\u2019s much-discussed rebrand<\/a>.<\/p>\n

Rawdon Glover, who has been with Jaguar Land Rover (JLR) for 12 years and steering the Jaguar business since 2023, was interviewed by Jon Evans on his Uncensored CMO<\/em> podcast<\/a>. The episode was titled, Jaguar Relaunch \u2013 Genius or Marketing Madness?<\/em><\/p>\n

Last year, Jaguar unveiled a controversial rebrand, and a few weeks later its new concept car, the Type 00<\/em>.<\/a> It became the big design story of the year, and while the brand insisted it needed to make sweeping changes to attract new buyers, many people were shocked by the new designs.<\/p>\n<\/p>\n

But Glover told Uncensored CMO<\/em> that Jaguar should be a brand that divided opinion.<\/p>\n

\u201cA new Jaguar shouldn\u2019t land and everybody goes, yeah that\u2019s nice,\u201d he said. \u201cWe are fine with polarising. What we shouldn\u2019t do is try and be loved by everybody\u2026 you\u2019ll end up with vanilla \u2013 six, seven out of ten.\u201d<\/p>\n

The commercial strategy behind the new car, Glover explained, is to sell \u201crelatively small numbers at elevated price points.\u201d In that context, he said that having some people love, and some people hate, the new design isn\u2019t a problem.<\/p>\n

And he drew a comparison with the launch of the E-Type<\/em> in 1961, which also caused some controversy. \u201cThat\u2019s Jaguar at its very best,\u201d Glover said. \u201cThat\u2019s what Jaguar should do.\u201d<\/p>\n

Glover said he and the team were unconcerned by the furore around the rebrand, because a key part of the marketing strategy was \u201cto get people saying, \u2018What is going on at Jaguar\u2019?\u201d<\/p>\n

\u201cWe just wanted people to acknowledge that Jaguar was doing something that was different,\u201d he said. \u201cThe whole purpose of that two-week build-up was to get as many eyeballs as possible on the unveiling of the new design language.\u201d<\/p>\n

The new Jaguar logo, by Jaguar Land Rover\u2019s in-house design team<\/p>\n

Despite Glover\u2019s upbeat analysis, there were reports earlier this year that JLR was reviewing its relationship with Accenture Song<\/a> given the reaction to the new branding. Glover wasn\u2019t asked about this, and it\u2019s not clear if the two parties are still working together.<\/p>\n

The need for change<\/h5>\n

Glover said that the bold departures of the new designs \u2013 both of the visual identity and the cars themselves \u2013 were necessary, given the challenges facing Jaguar when they embarked on this work.<\/span><\/p>\n

He mentioned the massive changes in both the technological landscape, with electrification and self-driving vehicles, and the competitive landscape, notably in terms of Asian manufacturers.<\/p>\n

Taking into account \u201cthe dynamics of our brand, the age profile of our client base, and I guess, candidly, the commercial performance of the brand,\u201d Glover says there was a need for revolution, rather than evolution.<\/p>\n

\u201cThe answer clearly wasn\u2019t to tweak here or tweak there,\u201d he said. \u201cWe needed to make a big change. We needed a complete reset.\u201d<\/p>\n<\/p>\n

It\u2019s been suggested the new electric Jaguars, which will launch next year, will cost around \u00a3100,000, and the brand hopes between 80 and 90% of buyers will be first-time Jaguar owners.<\/p>\n

Glover says he understands that Jaguar \u201cis one of the industry\u2019s most cherished icons\u201d and that they hope to take existing buyers with them into Jaguar\u2019s new era. But he was clear that attracting new, younger consumers is the main priority.<\/p>\n

\u201cIt was very clear from the demographics of our previous client base, we needed to attract a new audience,\u201d he said.<\/p>\n

A new design language<\/h5>\n

Given the size of the strategic shift Jaguar wanted to make, Glover says they had to \u201cdeconstruct and rewire\u201d people\u2019s existing associations with the brand.<\/p>\n

And some of the design choices were \u201cquite straightforward\u201d as they shifted into an EV-focused future.<\/p>\n

For example the growling cat logo had \u201cconnotations with throbbing combustion engines\u201d and \u201cdidn\u2019t make sense\u201d on an electric vehicle.<\/p>\n

The leaping cat \u2013 known as the leaper \u2013 was retained, but Glover said it needed to be contextualised within the new visual direction.<\/p>\n

\u201cHow do we reinvent the leaper to look appropriate in the context of that new design language?\u201d he said.<\/p>\n

That led to the development of the strikethrough,\u00a0 the 18 horizontal lines which surround the leaper which now appears in the negative space within that set-up. It also led to a new type system, with a mix of upper and lower case letters, which Glover said creates \u201cbeautiful symmetry and circular consistency\u201d and, in the future, will \u201copen up all sorts of interesting artistic abstraction.\u201d<\/p>\n

The new Jaguar maker\u2019s mark, by Jaguar Land Rover\u2019s in-house design team<\/p>\n

Glover also discussed the unusual design process which JLR used to create the Type 00<\/em>. Rather than engineers creating a brief, they started with a design competition involving the whole JLR design team.<\/p>\n

\u201cThere\u2019s a really large pool of talent, and we had a competitive process, where effectively they were all given the same brief, and they had three months to explore creatively,\u201d he explained.<\/p>\n

They ended up with 17 full-size vehicles, made of clay but painted to look like production models, featuring four different design languages. \u201cThe purpose of that really was to make sure there was tension in the process,\u201d Glover said.<\/p>\n

The Type 00<\/em> concept models were launched in Miami Pink and London Blue, and Glover said these colour choices were an important part of the \u201cbrand world\u201d they wanted to create. \u201cWe want it to be exuberant, we want it to be visceral,\u201d he said.<\/p>\n

He is aware that production models often end up looking and feeling very different to the concept cars, with \u201call the joy and the all the fun\u201d often missing in the final designs. But Glover is confident that won\u2019t happen with the new Jaguars.<\/p>\n

\u201cI\u2019m really close to the production car \u2013 I don\u2019t think anybody\u2019s going to be disappointed,\u201d he said.<\/p>\n

Copy nothing<\/h5>\n

The long gap between the brand and concept launches, and the arrival of the new models was also a deliberate strategy, Glover explained.<\/p>\n

\u201cWe could have waited much closer to when actually the vehicle will be on sale,\u201d he said. \u201cBut we need to spend this time to tell people that actually Jaguar isn\u2019t perhaps what they perceive it to be, and reposition the brand. So that\u2019s why we went as early as we did.\u201d<\/p>\n

And he is confident that when people see the new cars in person, the overarching strategy will all come together.<\/p>\n<\/p>\n

He referenced \u201ccopy nothing,\u201d the phrase adopted by Jaguar\u2019s founder, Sir William Lyons, which was widely-used (and often pilloried) in last year\u2019s rebrand.<\/p>\n

\u201cWhen everybody else is going this way, Jaguar has got to have the strength of its convictions to do something completely different,\u201d Glover said. \u201cThe spirit of what we\u2019re doing with this re-imagination of Jaguar is entirely in keeping with that philosophy and that, and I think when you see them on the road\u2026 it\u2019s going to have an incredible reaction.\u201d<\/p>\n

And he seems happy to be driving through such big changes, despite the backlash.<\/p>\n

\u201cThe best bit of career advice I ever had was don\u2019t sit on the comfy chair,\u201d he told Evans.<\/p>\n

The new Jaguar Type 00
\nThe new Jaguar Type 00
\nThe new Jaguar Type 00
\nThe new Jaguar Type 00
\nThe new Jaguar Type 00
\nThe new Jaguar Type 00<\/p>\n

\nWhat to read next: <\/strong>Jaguar attempts to pounce on the future with major rebrand<\/a> | Dusted\u2019s billion-dollar brand for Mahindra\u2019s new electric cars<\/a> | What is your earliest design memory?<\/a> | Too Gallus redefines Skintruth beauty products through complex rebrand<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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