The recent announcement of Jaguar’s brand evolution has sparked a flurry of discussion across the industry and beyond, from those within the global automotive sector to lifestyle commentators. From enthusiasts mourning the past to those embracing the promise of a modern, forward-looking design ethos, the reaction has been as diverse as the customer base Jaguar aims to captivate.
Borough is proud of its position as a leading supplier of chrome-plated injection moulded components to the automotive sector and past collaborations with Jaguar on their iconic interior and exterior trims.
Having recently re-imagined the Borough brand it seems an opportune moment to reflect on the motivations behind such bold, what might even say daring, moves and what they signify for the broader industry.
The purpose behind a new brand identity
Rebranding, particularly for a marque like Jaguar with its unrivalled heritage, is never a decision taken lightly. For a company with a legacy spanning decades, it has to balance a celebration of its history and an acknowledgment of a shifting future.
Several factors likely influenced Jaguar’s decision to adopt a new brand identity:
Adaptation to market shifts: The automotive landscape is transforming rapidly, driven by advancements in electric vehicle (EV) technology, sustainability imperatives, and changing consumer expectations. For legacy brands, rebranding is a way to signal alignment with these emerging priorities, showcasing their readiness to lead rather than follow.
Appealing to new audiences: As the automotive sector increasingly targets younger, environmentally conscious buyers, design language and brand narratives must resonate with these demographics. Jaguar’s reimagined image may aim to bridge the gap between its historical prestige and the aspirations of a new generation.
Global competitiveness: In an industry that thrives on differentiation, updating a brand’s visual identity and market positioning can reinforce its relevance in an increasingly competitive global market – and get everyone talking. For Jaguar, this likely means standing out in the luxury EV space, an area crowded with both established players and innovative newcomers.
Understanding the emotional reactions
The reactions witnessed across the world, evidenced by passionate responses to Jaguar’s rebranding are a testament to the deep connection between iconic automotive brands and their loyal audiences. Jaguar will have known a ‘backlash’ was inevitable.
For some, a refreshed logo or design aesthetic may feel like a departure from tradition. However, it is essential to remember that such evolutions are part of a brand’s journey to remain relevant and competitive.
While some critics may view the changes as a break from the past, others may see them as an embrace of the future. Some will argue that Jaguar has been losing market share and many of those complaining about the re-brand, were and never will be buyers of Jaguar EVs.
As a supplier, we understand both perspectives and see rebranding as a delicate balance between preserving heritage and addressing the imperatives of the present, with the pressures on marketing teams that ultimately brings.
Our own rebranding journey
As a manufacturer deeply embedded in the automotive supply chain, we recently embarked on our own brand evolution. Much like Jaguar, our decision was rooted in the need to reflect who we are today while laying the groundwork for where we aim to be tomorrow.
For us, updating our brand was about more than aesthetics; it was an opportunity to communicate our values, showcase our technological capabilities, and reinforce our commitment to innovation and sustainability.
While our scale and scope may differ from Jaguar’s, the principles behind our rebranding efforts are strikingly similar, with a focus on what we do best and what our customers expect from us.
Lessons from the Industry
The business probably believed they had undergone enough incremental evolutionary steps and it was time for revolution. For those of us in the automotive supply chain, Jaguar’s brand revolution offers lessons that resonate beyond the luxury car market:
Embrace change: Change is a constant in any industry, particularly one as dynamic as the automotive sector and its supply chain. Remaining adaptable is crucial, whether through product innovation, operational improvements, or brand transformation.
Listen to stakeholders: While change is necessary, engaging with stakeholders—customers, partners, and employees—is vital to ensure the evolution aligns with shared values and aspirations.
Leverage heritage: Rebranding doesn’t mean abandoning the past. It’s about reinterpreting heritage to remain meaningful in a contemporary context as you hope to retain existing customers, win back those that have left and attract new aspirational owners to the brand.
Looking ahead
As a supplier, we are excited to witness how Jaguar’s new identity translates into their future designs and innovations, nothing shows a link to the successful past quite like chrome trim and dare we say it, chrome lettering.
We remain committed to supporting the automotive sector through high-quality, forward-thinking solutions that enable brands like Jaguar to achieve their ambitious goals.
Whether celebrated or questioned, brand revolutions like Jaguar’s remind us that innovation often sparks debate – a sign that a brand is alive, relevant, and evolving. And in an industry as vibrant and competitive as automotive, that’s precisely the point.
