“When everybody jigs—jag.”
At least that’s what our pal, Marty Neuemeir used to say. Kind of.
And while we’re all about being brave—it is in the name after all—last week’s teaser for Jaguar’s rebrand sparked a reaction that put that famous PT Barnum quote to the test.
Yep, it was clear from the get-go Marketing Land was not going to take this rebrand lying down. Even some of the most widely respected voices in the industry were ready to pounce.
But now that the proverbial Linkedin dust has settled and Jaguar have revealed something of substance (i.e., the product), we asked our team to kick the tyres and give us their take—
“I see Jaguar’s rebrand as a masterstroke—they went from no one talking about them to everyone talking about them. They didn’t hold back, they went full-on. Unapologetic. A 100 thousand pound Miami pink panther machine with 1000bhp and no wing mirrors. Let’s go!! Whatever you think of the re-brand, the cars, the legacy, the direction of travel, you have to admit, it’s made brave.”
– Jamie Axford, Creative Director
“In the past two years, we’ve witnessed two iconic British brands make a striking cultural comeback. Burberry redefined modern Britain with effortless gravitas, while Jaguar’s bold revival flirts with ambition but risks losing itself in the process. Yet, Jaguar’s tagline, Copy Nothing, stands out—an audacious statement in a world where every car brand vies to emulate Tesla.
It’s a line that speaks to individuality and reinvention, carving space for authenticity. Both brands remind us that the journey to remain relevant is as much about honouring roots as it is about embracing a new generation. The library is open.”
– Naresh Subhash, Creative Director
“Jaguar’s rebrand is about business survival — transform or die. The world has changed so much macroeconomically, geopolitically and environmentally that brands and businesses like Jaguar simply can’t rely on evolution over revolution anymore. I don’t think this was just about creating buzz for the sake of it, nor do I think it was accidental; something of this scale must surely be part of a bigger, planned business transformation. The true success of this rebrand will show in the future when we see if their electric vehicles take off and the brand’s strategic pivot pays off commercially.”
– Bec Chelin, Client Services Director
“When you unpack the strategy, you see how they’ve built on their founder’s ethos – “A Jaguar should copy nothing.” This bold principle has been completely reimagined for today’s audience. So maybe a radical rebrand and a bright pink car are exactly what we need in our lives right now. Something whimsical to point fun at.
Whatever your view. The new Jaguar isn’t just a car; it’s a club for the audacious(ly rich). Staying true to its “copy nothing” ethos, it shifts from universal appeal to unapologetic individuality. Love it or debate it, Jaguar’s repositioning is fearless, fresh, and distinctly brave.”
– Mike Brooke, Strategy Director
“This is the PR holy grail—take a product and make it a cultural moment. By leaning into human resistance to change, Jaguar has made every critic, every post, and every eyebrow raise work for them.
Because this isn’t just about cars, it’s about conversations. It’s about breaking LinkedIn, sparking debates, and ensuring every single person knows Jaguar isn’t the same brand your Grandad once admired. In a haze of Barbie pink as the ultimate wink, they’ve made luxury loud, exclusive playful, and dared to polarise. And I love it.”
– Claire Morrison, Head of PR
