Well, who didn’t see that coming?
Unless you have been living under a rock, you must be aware of the very chaotic situation at Jaguar Land Rover HQ, ever since the announcement of the world’s most cringiest re-branding last November. No one in their right mind approved of this re-branding exercise or the Type 00 concept that followed shortly after. The severe backlash was mostly due to the fact that the re-branding exercise completely disregarded the Jaguar brand history and the new logos suited more for a handbag/garment company. The masculinity of the brand was completely stripped down to please DEI activists. “Copy Nothing”, said the re-branding, but in reality, it cliché-copied every other brand that went down the DEI path, creating the most generic and boring logos one could imagine in 2024.
This is allegedly the internal memo sent by JLR’s CEO to staff regarding Jaguar’s rebrand last week. pic.twitter.com/eCXNPbWv78
— Stephen Taylor (@stephen_taylor) November 25, 2024
Ever since the backlash, the executives at JLR have been desperately defending this re-branding exercise, pretending that they expected this outcome and they are cool with it. But in reality, CEO Adrian Mardell sent out an internal memo to JLR employees threatening to take disciplinary action against those who criticize the re-branding. Indeed, things at JLR have been more chaotic than the rush-hour Indian traffic.
Of course, we are all humans and we all make mistakes. The worst thing one can do is to not accept those mistakes until it’s too late and continue pretending to be “cool” with it – just like how Randy Marsh pretends to like “tween wave” music. Thankfully, the people at JLR seem to have realised the mess they have created and appear to be working out a solution, before it’s too late. According to a report, JLR is searching for a new advertising agency to fix the mess.
Who made the mess, you ask? Well, it was a joint mess by JLR’s internal agency called Spark44 and a creative arm of Accenture called Accenture Song. This messy collaboration was announced in mid-2021, but according to reports, the contract will end only in mid-2026. So, it remains to be seen if JLR can cancel this contract and sign up a new agency right away, or, wait until mid-2026 to get back to the drawing board. But either way, as the old cliché goes, better late than never!
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