Revamping the Jaguar Identity

Is Jaguar’s bold rebrand a stroke of genius or marketing madness? We sit down with Rawdon Glover, Managing Director of Jaguar, to unpack the strategy behind one of the most dramatic relaunches in automotive history. From pausing sales to redesigning the brand from the ground up, Rawdon shares how Jaguar is reinventing itself for a younger, electric-first generation and talks about the visceral response from the launch video.

Timestamps

00:00 - Intro
00:53 - Rawdon’s journey into the automotive industry
02:34 - A challenging time to be at the helm of Jaguar
04:03 - Deciding between evolution and revolution at Jaguar
09:05 - Why new car buyers are getting younger
12:23 - Making the decision to rebrand Jaguar
15:45 - Creating differentiation in the age of electrification
18:46 - Designing the new Jaguar
24:43 - What the Jaguar Owners Club think of the new car
27:27 - The polarising Jaguar launch video
33:14 - Dealing with the visceral reaction to the rebrand
36:22 - How Jaguar will launch the car
39:29 - Choosing to pause selling cars
41:28 - Waymo’s partnership with Jaguar
45:04 - When will the new Jaguar go on sale