Going beyond the poor logo redesign, I feel like Jaguar’s rebrand is unsuccessful because they’ve completely alienated their existing audience to pander to a demographic that most likely doesn’t 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 didn’t try to appeal to a completely new demographic, just a younger one. Unless their new battery-powered cars can fly or something, they’re still competing with the same traditional luxury car brands but now probably won’t be able to appeal to their consumer bases either 🤷🏽♀️
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