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Hosun Chung@hosun_chung · Nov 22, 2024

Jaguar just made the most expensive mistake of 2024. They spent millions on a rebrand that erased 100 years of…

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Summary

Jaguar's 2024 rebrand completely erased 100 years of heritage by removing the iconic leaping jaguar, adopting an abstract futuristic aesthetic with no cars shown, and targeting ultra-luxury buyers instead of existing customers—a strategy that backfired spectacularly with widespread mockery and 50% sales decline. The case demonstrates that brands can't manufacture relevance by abandoning their core identity and heritage, and that authentic storytelling and personal connections matter more than bold but alienating rebranding.

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  1. #1

    Jaguar just made the most expensive mistake of 2024. They spent millions on a rebrand that erased 100 years of heritage. Even Elon Musk is publicly mocking them. Here's the fascinating reason behind the rebrand (& why it's driving the internet crazy): 🧵

  2. #2

    The story starts in 1922. William Lyons and William Walmsley had a vision: create motorcycles that embodied British elegance. But it wasn't until 1935 that they made their first car. The birth of an icon was about to begin...

  3. #3

    For the next century, Jaguar defined luxury: • The E-Type (called "the most beautiful car ever made") • The XJ220 (once the fastest production car) • The F-Type (the modern masterpiece) Each car was a piece of automotive art. But in 2021, everything changed...

  4. #4

    The automotive industry faced a crisis: • Tesla's dominance in luxury EVs • Rising environmental concerns • Stricter emission regulations Jaguar had to adapt or die...

  5. #5

    Their solution was radical: First, they paused ALL car sales in the UK. Then, they announced going all-electric by 2025. Finally, on November 19th, 2024, they revealed their new identity. But no one expected what came next...

  6. #6

    Instead of showcasing their engineering prowess... They launched a 30-second video featuring models in vibrant, futuristic outfits & alien-like landscapes. The strangest bit? There wasn't a single car in sight. The internet was bewildered...

  7. #7

    Their new logo? "JaGUar" (emphasizing the British pronunciation "Jag-you-are") Their new slogans? • "Delete ordinary" • "Break Moulds" • "Copy Nothing" • "Live vivid" Even their iconic leaping jaguar was reimagined...

  8. #8

    The backlash was instant and brutal. Over 90 million views in days resulted in thousands of memes & endless mockery. Even Elon Musk chimed in with a simple question: "Do you sell cars?" But the criticism went deeper than jokes:

  9. #9

    This wasn't just about going electric. Tesla proved you can make electric cars sexy. This was about erasing a century of heritage. But here's what makes this rebrand fascinating:

  10. #10

    Jaguar isn't just changing their logo. They're deliberately abandoning 90% of their current customers. Why would a luxury brand do this? The strategy is bold:

  11. #11

    Jaguar want to: • Move into ultra-luxury ($127,000+ cars) • Target younger, wealthier buyers • Transform into an artistic brand • Compete directly with Tesla But they made one crucial mistake:

  12. #12

    They confused "bold" with "alienating" You can target new customers without rejecting your heritage. You can be modern without being unrecognizable. You can innovate without losing your soul. The numbers tell the story:

  13. #13

    Jaguar's sales had already dropped 50% since COVID. Now, they're betting everything on attracting a new generation of buyers. But in trying to appeal to everyone, they're resonating with no one. Time will tell how the rebrand goes down...

  14. #14

    Here's the truth about today's brands: They're built through: • Real connections • Consistent values • Authentic storytelling • Trust earned over time Jaguar's mis-step proves you can't manufacture cultural relevance. That's why I found this story so fascinating...

  15. #15

    We've spent the past 2 years creating a method for founders to build bulletproof brands: By creating authentic, personal content. Because personal brands are becoming more valuable than corporate ones... Think about it:

  16. #16

    Logan Paul. Elon Musk. The Kardashians. Joe Rogan. People trust individuals who: • Show their real journey • Celebrate their wins • Admit their failures And the benefits of a personal brand are endless:

  17. #17

    Because you're building trust at scale... Customers come to YOU. Investors seek you out. Top talent aligns with your vision on autopilot. It's the best way to avoid a Jaguar-like fade into irrelevancy... Ready to start?

  18. #18

    Founders: We’ll build your personal/company brand on 𝕏 (and beyond) without you lifting a finger. To date, we've already helped 60+ founders get 2+ Billion combined views. Interested in how we can do this for you? Book your free discovery call here: form.typeform.com/to/JWuXNkxQ?ut…

  19. #19

    Thanks for reading! A bit about me: In 2023, I was a banker in London when I found the opportunity of the decade: Personal Branding. So, I dropped everything to build @ThoughtleadrX — a premium media agency designed to build personal and company brands. Follow me for more content like this!