Jaguar bosses defend controversial rebranding strategy as ‘fearless creativity’

Management at Jaguar, the iconic British auto marque that has been facing huge global criticism for its controversial rebranding, is continuing to defend its new strategy – calling it “fearless creativity”. 

Speaking at a launch event in Miami for the new Type 00 (pronounced ‘Zero, Zero’) all-electric concept car, design boss Gerry McGovern told the assembled media: “Some may love it now, some may love it later and some may never love it. That’s what fearless creativity does.” 

Late last month Jaguar, a well-established and very traditional British car brand that you’d expect to find in the garages at Buckingham Palace, unveiled a teaser campaign ahead of the Type 00 concept launch that also heralded a completely new design and brand direction for the company. 

There was instant commentary – mostly negative and at times near-hysterical – because Jaguar was felt to be ignoring its storied history and chasing a new customer base at the expense of the traditional audience. The Miami unveiling is the first manifestation of Jag’s new direction. 

While the Type 00 is still only a ‘concept’ car, meaning the design for the final production model due to go on sale in early 2026 will not be identical, it is markedly unlike any Jaguar seen before. 

Vibrant and in-your-face launch colours 

For starters, the vibrant and in-your-face launch colours of ‘Miami Pink’ and ‘London Blue’, are a significant departure from Jaguar’s traditional ‘Racing Green’. A rear-view video screen replaces the rear window and the wing mirrors are also replaced by cameras. The venerable ‘leaping cat’ badge so prominent is previous designs is nowhere to be seen. 

According to Adrian Mardell, Chief Executive of Jaguar Land Rover (commonly known as JLR), Jaguar should be an “original British luxury brand unmatched in its heritage, artistry and emotional magnetism”. 

“That’s the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E-Type,” he said at the launch.  

The E-Type was a classic British sports car manufactured between 1961 and 1974. It was reputedly called the “most beautiful car in the world” by Ferrari company founder Enzo Ferrari, and featured in the James Bond movie Casino Royale. 

Reports the London-based The Guardian newspaper: “Jaguar chose the US city of Miami for the launch event during its art week as a symbol of its shift away from the premium market – in which its cars struggled to compete against Germany’s BMW and Mercedes-Benz – towards a more international, moneyed elite. The production car is expected to cost more than £100,000 (US$127,000) when it is revealed, nearly double the average price of its previous range.” 

Comments Manfredi Ricca, Global Chief Strategy Officer at the brand consultancy Interbrand: “Flashback to two weeks ago. Nobody’s particularly interested in Jaguar. Out of the blue, a 30-second video is released. Millions immediately turn their heads. In the space of 24 hours, Jaguar is part of the global conversation, having shown no product. 

“You can hardly ask more of a campaign – especially one designed to revitalise a brand. Because what so many commentators have overlooked is that Jaguar Land Rover wasn’t trying to evolve a thriving brand but reinvent an ailing one. 

“Today’s reality is that the number of people celebrating Jaguar’s heritage far surpasses those actually wanting its cars.” 

You can watch the Type 00 launch video here.