JAGUAR – Ctrl-Alt-Delete. It’s not a rebrand, JLR is deleting the past to start again. As promised, I did a thing. I didn’t really comment initially because I wanted to get to the bottom of it, which my article tries to do. I think JLR’s actions have been widely misunderstood. This is because they have been taken out of the context of the product. JLR deliberately destroyed the Jaguar brand to start again. Because they got into a position where it seemed to them the best strategic choice. And their choices weren’t many. However, they didn’t have to do this but they did - because the new brand and products currently have no fans/followers/buyers, they did a sort of woke reimagining of the kind of Jaguar buyer of the future and created a mood film with it. While time will tell if rebooting the company with a different product range will work, slapping the current brand fans in the face with this gratuitous wallop as they say goodbye is an unnecessary act of self-harm - when they need all the goodwill they can muster. I hope the new products are great because they will have to work hard to get a lot of new fans of the new brand – maybe harder now. Find out what the other commentators aren’t telling you in my article. #JLR #Jaguar #Brand
