Dear ‘Marketers,’ let’s talk about Jaguar—not just the rebrand that’s set Marketing Linkedin/X ablaze but the deeper lessons it reveals about our industry’s thinking.

I get it. Everyone’s choosing sides. The traditionalists are clutching their pearls about abandoned heritage. The progressives are celebrating disruption. And somewhere in between, actual customers are wondering what happened to that car company they used to know.

But what fascinates me is how this situation perfectly encapsulates modern marketing thought’s false dichotomies.

The Heritage Trap
First, let’s address the elephant in the room. Yes, heritage matters in luxury. But no, that doesn’t mean becoming a museum piece. The real skill isn’t choosing between tradition and progress – it’s finding ways to make heritage relevant for tomorrow.

Porsche manages this beautifully. They’re going electric while maintaining their sports car DNA. It’s evolution, not revolution. They understand that heritage isn’t a cage; it’s a foundation.

The Attention Fallacy
To the “all publicity is good publicity” crowd: Really? When you’re not selling cars until 2025/2026, what exactly are you doing with all that attention? It’s like throwing a massive party… two years before your house is built.

Marketing fundamentals haven’t changed. Mental availability needs consistency. Brand building takes time. And most importantly, you need customers who can actually afford your product.

The Target Market Mirage
Speaking of customers – let’s talk about Jaguar’s new target market: young, urban creatives who apparently have £100,000+ to spend on cars. If you’re nodding along to this, I have a bridge to sell you.

Luxury cars are bought by wealthy people. That’s not a stereotype; it’s a financial reality. When you alienate 85-90% of your existing customers for a hypothetical younger audience that can’t afford your product, that’s not brave marketing. That’s costly wishful thinking.

The “Go Woke, Go Broke” Oversimplification
Yes, Bud Light’s recent struggles are fresh in everyone’s minds. But this isn’t about “woke” versus “anti-woke.” It’s about alignment—between your brand, your customers, and reality.

If you’re selling premium cars, your positioning needs to resonate with people who buy premium cars. It’s that simple. And that hard.

The Timing Paradox
Here’s what’s really interesting: Jaguar needed to change. Their current position isn’t working. The move to EVs requires reinvention. But there’s a difference between necessary change and premature revolution.

Launching a radical new positioning 18 months before you have a product? That’s like setting up your dating profile two years before you’re single. The timing matters. Now, I know what you’re thinking.

The Concept Car Conundrum
Let’s talk about something veterans of the auto industry know all too well: concept cars are automotive vaporware. They’re the equivalent of those amazing movie trailers for films that never get made.

Remember, for every concept car that makes it to production, dozens remain beautiful sculptures in automotive museums. They’re dreams in chrome and carbon fiber, designed to generate buzz rather than sales.

So when Jaguar follows up their abstract rebrand video with a concept car, they’re essentially stacking promises upon promises. It’s like announcing your wedding before you’ve met your future spouse. The math doesn’t quite add up.

This matters because:

• Concept cars rarely reach production unchanged
• The gap between concept and reality often disappoints
• Building hype too early risks credibility
• The EV market will be radically different by 2025/26

Compare this with Porsche’s approach to the electric Macan: showing a 96% complete, dirt-on-the-tires prototype that’s actually being tested. That’s not just marketing; that’s manufacturing intent.

What We’re All Missing
The real lesson here isn’t about right or wrong. It’s about the fundamentals we seem to have forgotten:

Mental Availability: Distinctive assets built over decades matter.
Market Reality: Premium products need wealthy customers.
Business Basics: Product readiness should drive marketing timing.
Brand Building: Trust transfers gradually, not overnight.

A Message to Marketers
Dear colleagues, we need to stop thinking in absolutes—heritage vs. innovation, traditional vs. progressive, old vs. new. These aren’t choices; they’re false dichotomies.

Great marketing finds ways to bridge these gaps: to evolve without abandoning, to progress while preserving what matters, and to change while maintaining trust.

Jaguar needed to change, but change isn’t binary. It’s not about choosing between the past and the future. It’s about finding ways to bring your customers—current and future—along on the journey.

The Path Forward
So what should Jaguar have done? Perhaps:

• Build excitement about the electric future while celebrating racing heritage
• Target wealthy early adopters who appreciate British luxury
• Wait for product readiness before complete repositioning
• Evolution rather than revolution

The Final Word
Marketing isn’t about being right or wrong. It’s about being effective. And effectiveness comes from understanding both eternal principles and changing realities.

Let’s learn from Jaguar – not by picking sides, but by understanding that great marketing requires nuance, timing, and respect for business fundamentals.
The future of marketing isn’t about choosing between tradition and progress. It’s about finding ways to make progress traditional.

Sincerely,
A guy in marketing

PS— Also, remember that while we debate this on LinkedIn, somewhere, a potential Jaguar customer is wondering whether to consider that Porsche instead. And ultimately, that’s the opinion that really matters.

Image: https://x.com/andyorsow