Jaguar præsenterer en skandaløs rebrand med fokus på farverige modeller og ingen biler – er det innovation eller en total fiasko?
I en tid, hvor det elektriske køretøjsegment vokser eksponentielt, har den britiske luksusbilproducent Jaguar valgt at tage chancer med en radikal rebranding. Den seneste reklame for deres nye logo og filosofi har dog ikke fået den velkomst, man kunne have håbet på. Den viser modeller iført sprudlende, farverige outfits, men uden en eneste bil i sigte! Denne beslutning har skabt en bølge af kritik på sociale medier, hvor adskillige brugere har sammenlignet Jaguars nye brandingstrategi med den tidligere kontrovers omkring Bud Light – det ser ud til, at de virkelig sigter efter at udfordre normerne for bilreklamer.
Men hvad kræver det at rebrande et ikonisk mærke som Jaguar? Ifølge eksperter kræver det ikke kun et nyt logo, men også en styrkelse af virksomhedens kerneværdier og en forbindelse til deres historie. Tidligere var Jaguars logo præget af den mægtige "growling cat", men nu skal en "leaping cat" føre an i en moderne æra af elektriske køretøjer. Nogle kritikere mener dog, at Jaguar burde have taget et skridt tilbage og fejret de værdier, som engang gjorde dem store, i stedet for at improvisere med en ny, tydeligt kunstnerisk tilgang.
Elon Musk har taget del i kritikken ved fornærmende at spørge, om Jaguar overhovedet sælger biler, hvorefter der gik en bølge af memes og spøgefulde kommentarer på tværs af platforme som X. Mange bilentusiaster undrer sig over, hvorvidt den nye strategi faktisk vil føre til øget salg eller blot mere forvirring blandt forbrugerne. Er det mon en genistreg fra Jaguars ledelse, eller har de bare fartblindhed i den kreative proces?
Det er ikke kun rebranding, som er på tapetet – Jaguar såvel som TWR (Tom Walkinshaw Racing) er i færd med at introducere Supercat, en genfødsel af den klassiske Jaguar XJS med fantastiske 660 hestekræfter! Mens den ene del af Jaguar forsøger at bevæge sig ind i fremtiden, står TWR klar til at kombinere arv med innovation. Kan disse to retninger vise sig at passe sammen, eller vil de ende som separate skud fra det samme træ?
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