What’s up, good human? Today, we’re diving into Jaguar’s rebrand. On the surface, it seems like a bold move for a storied brand transitioning to an electric future. 

But when we dig deeper—and you know we love to dig deeper—the cracks start to show. And those cracks? They’re rooted in culture.

On the Surface, Everything Looked Fine

Before the rebrand, Jaguar Land Rover (JLR) seemed like it was holding steady. Employee reviews showed above-average satisfaction, and Jaguar even topped dealer satisfaction surveys in earlier years​ The Branding Journal Yanko Design.

The brand was synonymous with British luxury and craftsmanship, with a loyal customer base that took immense pride in owning a Jaguar.

So why the rebrand? At first glance, it might seem unnecessary. But when we looked closer, we found the real story—and it’s one that’s all too common in organisations.

Beneath the Surface: The Cracks in the Foundation

Here’s what we found when we explored Jaguar’s culture and operations:

• Employee Morale: While some employees praised the company, others reported feeling undervalued and unsupported, particularly those not in leadership positions. Issues like job insecurity, poor management communication, and a lack of engagement down the line contributed to dissatisfaction​ [The Branding Journal Yanko Design Design Week ].
  
  
• Dealer Challenges: Jaguar’s dealer network has faced growing pressure over vehicle reliability issues. The brand’s cars ranked among the least dependable in J.D. Power studies, creating frustration for dealers trying to uphold Jaguar’s reputation for luxury and performance​ [Electric Cars Report].
  
  
• Cultural Disconnect: Leadership’s focus on high sales volumes over vehicle quality reflected a misalignment between the brand’s core values and its operations. Employees, dealers, and customers felt the impact of this misalignment, creating a ripple effect on trust and performance​ [Design Week].

Let’s Talk About the Rebrand

Is it as bad a rebrand as everyone’s making it out to be? Well… we don’t like it. What’s up with the Zoolander fever-dream campaign video?

But we’re not going to whip it—that’s been done thoroughly, and let’s be honest, pretty well. What we will say is this: while the campaign has certainly gotten attention, the kind of attention matters just as much—if not more—than the quantity.

160 million views. That’s a number any brand would dream of, right? But here’s the thing: if most of those views are people mocking your brand, what have you really achieved? When a rebrand sparks ridicule rather than admiration, it doesn’t elevate the brand—it undermines it.

The Missed Opportunity

When you rebrand, getting attention is step one. But step two—the most important step—is holding that attention with a meaningful story. A story rooted in culture, impact, and authentic storytelling. That’s where Jaguar missed the mark.

This campaign wasn’t anchored in the things that give a brand its soul. Instead of showcasing Jaguar’s legacy or laying out a bold, inspiring vision for its electric future, it leaned into aesthetics that felt detached from the essence of the brand. Bold colours, avant-garde design, and minimalist typography aren’t bad in themselves—but without a deeper story to back them up, they ring hollow.

And let’s not forget: a rebrand isn’t just about new visuals or snappy slogans. It’s about creating a narrative that connects with everyone who touches the brand—employees, dealers, and loyal customers alike. That connection? It simply wasn’t there.

Before You Rebrand, Think Culture

Here’s the real lesson: rebrands succeed when they’re built on a foundation of culture, impact, and storytelling. You can’t paper over internal disconnection or operational challenges with a new logo. A rebrand should reflect real transformation, not mask the need for it.

If Jaguar had started by addressing the cultural cracks—engaging employees, rebuilding trust with dealers, and fixing the product issues—it would have had the opportunity to craft a rebrand that wasn’t just bold but believable.

They didn’t have to solve everything, but mapping out a journey and bringing their people along on it, gets buy-in for the next steps.

We always say this: before you rebrand, dig deep. Explore your culture. Define your impact. Create a story that’s rooted in who you are and where you’re going. That’s the kind of work that makes a rebrand stick.

A Resource for Your Journey

If you’re thinking about rebranding, we’ve got you covered. Check out our free guide: “Before You Rebrand STOP and Read This!” It’s packed with practical tips to help you avoid pitfalls like these and build something that lasts.

Key Takeaways:

• A rebrand without a strong cultural foundation risks alienating the very people who sustain your brand.
• Address internal issues first—employee engagement, customer satisfaction, and operational alignment should come before design changes.
• A great rebrand doesn’t just change how you look; it changes how people feel about you.

Until next time, stay unapologetically awesome—and remember, getting attention is only the beginning. The real magic is in holding it.

Sources:

1. Glassdoor Reviews on JLR Employee Experience
2. J.D. Power Vehicle Dependability Rankings
3. Dealer Challenges: AM Online