A teaser video with no car, the biggest rebrand in its 102-year history, and sales plummeting by 97% – the story of the past 12 months has been nothing short of a rollercoaster for Jaguar. Now, one year on from the rebrand that got the world talking – arguably one of the most controversial rebrands of all time – has the dust settled enough to truly judge if the rebrand was a success?
The initial reaction divided opinions across the world; however, the overarching view was firmly negative. CarDealer Magazine referred to it as “possibly the most bizarre automotive media launch I’ve ever attended”, and Elon Musk joked on X "Do you sell cars?". But with its party line of “Trust and reserve judgment”, Jaguar told the world that, despite initial uproar, in time it would all make sense.
