Going beyond the poor logo redesign, I feel like Jaguarโs rebrand is unsuccessful because theyโve completely alienated their existing audience to pander to a demographic that most likely doesnโt have the means to own a luxury car, and more importantly does not aspire to do so either. Their rebrand in the 2000s worked because it was essentially just a modern version of the formula they already relied on; they didnโt try to appeal to a completely new demographic, just a younger one. Unless their new battery-powered cars can fly or something, theyโre still competing with the same traditional luxury car brands but now probably wonโt be able to appeal to their consumer bases either ๐คท๐ฝโโ๏ธ
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