How Jaguar’s rebranding gamble triggered a 98% collapse in sales

Jaguar’s rebranding was striking in its departure from the familiar cues that had defined the brand for decades. The iconic leaping jaguar logo was dropped in favour of a minimalist nameplate. The advertising campaign showcased bright, abstract visuals and models in stylised, conceptual settings. Slogans like “Copy Nothing” and “Delete Ordinary” replaced references to cars, performance, or engineering. In fact, the advertisements featured no vehicles at all.