Even Elon Musk is taken aback by the Jaguar strategy

Jaguar has never created such a buzz. For the moment, it is impossible to say whether the communication campaign is genius or a pure disaster. The launch of the new Jaguar logo and advertising campaign should set the stage for announcements planned for early December. The brand will unveil new models in a strategy oriented towards 100% electric.

Rarely has an automobile brand generated such consensus… but for the wrong reasons. Thousands of comments criticize Jaguar’s choices. Elon Musk, in a mocking dig, commented on X: “ Do you sell cars? »

The brand took advantage of the opportunity

The Jaguar communications teams did not lose their composure and responded with the utmost seriousness: “ Yes. We would love to show it to you. Join us for a cup of tea in Miami on December 2. Sincerely, Jaguar. »

The irony is that Elon Musk publicly accepted the invitation, which adds a new dimension to this incredible situation. We remain curious to see if, really, he will keep the commitment.

The anonymous critics were no less virulent. “ But what is this mess? » asks a user about X. Jaguar’s response: “ The future. » A boldness that could seduce… or bury the brand’s image, because there are thousands of similar reactions on social networks and in the media.

Too radical and risky a change

Jaguar did not do it by half measures. Until now, the brand had retained a touch of British elegance despite its acquisition by the Indian group Tata. Management decided to throw everything into disarray.

The brand predicted a major upheaval. We perhaps did not understand that this would go so far as to completely break with the past. Apparently the change in strategy – involving stopping production of older models until new electric vehicles arrive – was not enough. Jaguar is starting from scratch, with a fairly divisive approach, which in the current context is a huge risk.

The jaguar in the logo was thus retired after decades of good and loyal service. The new font of the logo is more suited to a cosmetics brand for teenagers than to an automobile brand which is preparing to market models costing more than €100,000. All this, however, is supposed to place Jaguar in the world of luxury. The brand seems to know where it is going, but they have abandoned all Internet users and other professionals in the sector.

Jaguar tried to explain on social networks that everything will be clearer during the presentation on December 2. The appointment is made. With this bold bet, the brand has at least managed to capture attention, it’s always better than being ignored by the public. However, it would have been preferable if it had not attracted ridicule, including from other brands, especially when starting out in luxury.

We don’t really know where Jaguar is going, but to follow the brand’s 100% electric revival, subscribe to our Watt Else newsletter.