Jaguar hasn’t enjoyed attention like this since the XJ220 broke the record for fastest production car in the world. And yet, from a branding perspective and thus a larger strategic perspective, I’m not sure this is a good thing.
By now, I’m sure many of you have seen the controversial video launching the new curvaceous feminine Jaguar. Gone are the days of British pride, an arrogant command of attention, and the kind of blind eye to reality that has only ever been rivaled by Rolls Royce or Bentley. You’d be forgiven for thinking today’s Jaguar made luxury belts and was debuting a line at New York Fashion Week.
And yet, herein lies the issue with Jaguar’s rebranding.
Because lost behind the high fashion runway aesthetic, bright colors, and awkward choreography of their launch is the key fact that Jaguar is attempting to leave behind it’s luxury buyers in pursuit of the ultra-luxury segment of the car market. Their intent is to abandon the midsize executive fight against the 5-Series or E-Class and instead build a car commanding six figures – to start.
And this is where brands can stand to learn something from Jaguar’s rebranding.
The luxury space of the market is divided into two tiers. There is the true luxury tier and the aspirational tier. True luxury is what is often referred to as “stealth wealth.” This is the kind of luxury product that is simply the best. The best leathers, woods, fabrics, gemstones, and craftspeople. The true luxury segment of the market isn’t marked by brand because the people who indulge in this segment of the market are those with the right knowledge to identify a $10,000 bespoke suit from a $700 Nordstrom Boss suit before you’re even 10 feet in front of them. They speak a language those in pursuit of luxury are incapable of translating which is why the rest of the luxury space exists in the aspirational luxury segment of the market.
Aspirational luxury is the kind of the luxury that is often stereotyped with Karen demanding the manager from the comforts of her sheltered suburban perspective. It is characterized by large logos, conformity to trends, and a subconscious plea for the approval of other Mom’s in the pickup line at the local middle school. Aspirational luxury does not understand the craft, has a vain understanding of wealth through consumption, and bastardizes the meaning of quality with brand. This consumer will tolerate certain shortcuts here or a substituted material there so long as the mirage of luxury is obvious enough that it can be admired by those 10 feet away from their full size SUV.
Jaguar’s stated strategy is in direct contradiction to the execution of the brand.
Jaguar already exists in the aspirational market offering good deals to new car buyers for less desirable new luxury cars that are then sold to the second hand market fueling their current lifeline as an aspirational brand of those hoping their material objects will help them manifest success.
The new car buyer of the Bentley Continental GT or Rolls Royce Ghost does not respond to fashion accessory style logos on the wheel caps or hyperbolic sloganeering to justify the use of stone in their vehicles. These are the priorities of the second, third, or even fourth owners of these cars.
It is this contradiction that I believe will pose the greatest threat to Jaguar’s attempted rebirth. While I commend the brand for being cognoscente of the need to reboot, at least in western markets, I believe they will selling the wrong product, at the wrong price, to the wrong market.