It’s been a month since Jaguar’s bold attempt to reinvent itself as a purveyor of “modern luxury” under the Panthera rebranding project, which ignited widespread criticism. The controversial campaign debuted with a teaser ad featuring brightly dressed models but no cars and was described by Jaguar’s managing director, Rawdon Glover, as “bold and disruptive”. However, internal opinions tell a different story.
Autocar India has just learnt that the backlash hasn’t been limited to the outside world; the rebranding exercise under the Panthera project has also caused deep scepticism within the company.
A leaked letter from Jaguar’s internal design team to their boss and chief creative officer, Gerry McGovern, reveals discontentment over the decision to outsource the project to external consultants Accenture Interactive, a move that some members of the design team feel has undermined their collaborative ethos and creative integrity.
Autocar India has reviewed the letter, which sources say was signed by around 25-30 members and given to McGovern as far back as September 2022. The letter expresses profound disappointment at the lack of consultation and speaks of the collaborative spirit that the internal team feels was overlooked: “We truly believe in an open and collaborative approach between all creative parties. Influencing and being influenced by each other. An essential environment to create one unique identity, which transcends holistically.”
The letter also critiques the new logo and graphic identity as disconnected from Jaguar’s core narrative of “modern luxury” and lacking the coherence expected from a brand steeped in history and aspiration.
The team’s frustrations are palpable. “We felt that the logo disconnects from the narrative and the visual identity of the Panthera products. On product, it feels too rounded and playful, which does not speak to us the feeling of ‘Exuberance’. It was also noted that the logo shared close similarities with other brands when we should be a ‘Copy of Nothing’,” the letter said.
Instead of creating a unique visual identity, the team alleges, the logo leans toward a generic aesthetic, failing to embody the exuberance and distinctiveness they had envisioned.
The decision to entrust the rebranding to Accenture Interactive, which had acquired Jaguar Land Rover’s in-house creative agency Spark44, appears to be the crux of the issue. The letter underscores the internal team’s frustration at being sidelined: “As a team, we worked collaboratively across our design disciplines for the holistic purpose and modern luxury narrative needed for the project. Everything was designed authentically with meaning and soul with a distinct purpose for which to develop.”
At the Miami launch event, the debut of Jaguar’s concept Type 00 cars with angular and aggressive designs in bold colours like “Miami Pink” and “London Blue” polarised audiences.
While McGovern dismissed the backlash, claiming that controversy is a hallmark of British creativity, the public and media were less forgiving. In light of this external reception, the internal team’s grievances, first voiced in 2022, seem eerily prescient.
In response to our query seeking clarifications on this letter, Jaguar issued a statement: “The creative process encompasses various stages of developing new ideas and tackling challenges. Given that creativity naturally involves a level of subjectivity, our priority is to foster an environment that nurtures the growth of these creative ideas. As we navigate this significant transformation, we naturally engage in numerous discussions and debates to refine and evolve our thinking. Together, we embrace these opportunities for growth and innovation, ensuring that our collective efforts lead to meaningful and impactful outcomes.”
This isn’t the first time Jaguar has struggled with reinvention. In the mid-2000s, its “Gorgeous” campaign, a sultry ad narrated by actor Willem Dafoe, was mocked for its retrograde clichés and failed to connect with younger audiences. Back then, Jaguar’s cars weren’t selling, and the brand seemed out of step with the times. Today, with Panthera’s early missteps, history risks repeating itself.
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