"And They All Drive Jaguars..."

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If you’ve been living under a rock, you are one of the few people on the planet who is unaware that Jaguar went through a rebrand recently. The change — and materials around the change — have sparked some “serious discussions” on the internet. I’m not here to litigate the change, determine whether or not the campaign will be long-term successful, or anything like that.

I will say, though, that just because something isn’t targeted directly at me as a consumer doesn’t mean it’s a bad campaign.

The big thing I do want to talk about is just the amount of media surrounding the change. Not only is there a ton of content surrounding the change, but interest in Jaguar shot through the roof. Below is a screenshot of Google Trends for the last 90 days with web searches for “Jaguar.”

That trend is duplicated on YouTube as well.

Regardless of how you feel about the brand change, you have to admit that it has been successful in shining a spotlight on Jaguar.

This isn’t the first time something like this has happened, either. Do you remember when Ford said it was going to make an all-electric crossover and call it Mustang? The internet collectively lost its mind. Very serious automotive journalists called the idea absurd. Fans of Ford said they’d never buy another Ford if they diluted the value of the Mustang nameplate.

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But you know what happened? People talked about Ford’s new all-electric crossover. The company could’ve gone to the vault and found any other name — as many suggested — but I’d suggest that none of those names would’ve garnered the attention that naming the car Mustang did.

People who live in their parent’s basements will say it’s not a real Mustang, but the reality is that whatever Ford puts a Mustang badge on is a Mustang. Additionally, it’s not like the Mustang Mach-E doesn’t have the performance chops of a muscle car. Sure, it can carry more people, but many have a favorite CTS-V variant which is the wagon. Who doesn’t want performance while taking their kids to school?

Jaguar has a ton of issues, and getting reliable product out the door is one of them. At the end of the day, product is what keeps an automaker successful — except Tesla — and Jaguar will need to eventually deliver on those products.

But in the meantime, Jaguar has won the immediate battle. People are talking about Jaguar. People are talking about Jaguar that might’ve forgotten that the company still exists. That’s a win.

Now, is the campaign “woke” or whatever? If you're asking that, you can just get over yourself. Not every car company or product needs to be targeted at every single individual. The world doesn’t revolve around me, and it certainly doesn’t revolve around you.

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