24/03/26
Jaguar
An unprecedented identity rupture
In the year 2025, what’s happening at Jaguar raises questions. In a commercial, the company makes its intentions clear, sledgehammer in hand, to present the dawn of a "new era". To prove it, it unveils a new visual identity with new messaging and its first vehicle: the Type 00. Everything is highly stylized and forward-looking, breaking with the codes of the past.
With a little digging, it becomes clear that the brand rebranding is simply a reflection of the company’s profound identity shift. Climate change, CSR initiatives, and evolving public opinion and regulations toward electric vehicles are clearly the driving forces. The Jaguar Land Rover (JLR) group could not remain indifferent. On the one hand, Land Rovers are criticized by some for their environmental impact. On the other, Jaguar models were becoming indistinguishable from other models in their segment, differentiated only by a few details, the logo, and the price. Action was necessary to prevent Jaguar from sinking into a slow decline.
And honestly, JLR is demonstrating rare audacity, remarkable strategic intelligence, and impressive operational efficiency. Following a group-wide strategy, it has chosen to transition Jaguar to all-electric vehicles. As a result, in fiscal year 2024, Jaguar Land Rover achieved its highest profit in 10 years, at $3.33 billion.
On the Jaguar side, from the end of 2024 until 2026, production of several key models (F-Type, XE, XF) was voluntarily halted, and a new car sales in the country were suspended to focus entirely on the development and production of luxury electric vehicles. Meanwhile, Land Rover sales offset Jaguar’s decline. In the first quarter of 2025, JLR sales increased by1.1%, with sales growth of 14.4% in North America. Impressive! There is therefore every reason to believe that the company is moving forward with the confidence of someone who knows exactly what they are doing and is very sure of their new models.
Finally, in terms of communication, it can’t be said that the brand failed to generate buzz and keep everyone on tenterhooks. Objectively, this is also a very impressive achievement.
A thought nonetheless for the Jag-man: he will have spent the whole year 2025 wondering whether he should switch from Mark Knopfler to will.i.am and start this gender conversion with the pills that make Johnny English dance to Darude’s Sandstorm.
