WHY JAGUAR'S REBRAND FAILED, AND WHAT IT CAN TEACH US

Summary from the TLDR Design newsletter

Jaguar's 2023 rebrand by Accenture Song aimed to position it as an all-electric luxury brand by 2026 but ended up alienating loyal fans, confusing new buyers, and cutting sales nearly in half. Critics say it dropped emotional and visual assets without a strong new identity. As Jaguar seeks a new agency, the lesson is clear: rebrands should evolve identity and preserve emotional connection, even in a tech-driven future.