Podcast Ep 2. Jaguar

Spotify: https://open.spotify.com/episode/5KTvmjy49SOvoQp2Sfrnkn?si=fb9c8899c9d3451d

Apple: https://podcasts.apple.com/us/podcast/ep-2-jaguar/id1858340266?i=1000741704927

Episode Description

Jaguar just executed one of the most controversial rebrands in automotive history—and the results have been catastrophic. Sales down 97.5% in Europe. A $1.9 billion quarterly loss. A cyber breach that shut down production for five weeks. And a rebrand campaign that became a global punchline.

In this episode, we dissect everything that went wrong with Jaguar's bold (and disastrous) pivot to an all-EV luxury brand. From the infamous ad campaign with no cars to the decision to discontinue their entire product line before having replacements ready, we explore how a six-year sales decline turned into a full-blown brand crisis.

But it's not all doom and gloom. We also offer some audacious (and unsolicited) advice on how Jaguar can turn this around—including becoming the official car of James Bond, selling on Amazon, and bringing in creative visionaries like JJ Abrams to lead the transformation.

What We Cover

The Crisis by the Numbers:

Sales collapsed from 40,000 units (2017) to just 5,000 in the US
Europe sales down 97.5% (1,900 units to 49 in April 2025)
395 US dealerships left with empty showrooms after discontinuing all models except the F-Pace
$1.9 billion quarterly loss following a massive cyber breach
42.7% negative consumer response to the rebrand campaign

What Went Wrong:

The controversial rebrand campaign that didn't show a single car
Going all-in on EV when the market is only 20% and competitors are scaling back
Creating an 18-24 month product vacuum with no cars to sell
Internal opposition: 25-30 designers warned leadership back in 2022
Outsourcing the rebrand to Accenture instead of a traditional creative agency
Zero consumer testing beyond a basic logo study

The EV Reality Check:

EVs are up 25% globally, but still only 20% market share
GM, Honda, Toyota, Mercedes all delaying or scaling back EV plans
Jaguar's bet on luxury EV-only is targeting a tiny subset of an already niche market

Our Unsolicited Advice:

Own the mistake: Go from "Shaguar" to "Jaguar" and lean into the humor
Become the official James Bond car (Amazon now owns the 007 franchise)
Sell on Amazon: Partner with them for direct-to-consumer sales
Bring back the designers who warned you and apologize
Hire a creative visionary (like JJ Abrams) to lead the transformation, not a CFO
Create a 15-20 year roadmap and be bold about distribution innovation
Do actual consumer research (quality and reliability are the real barriers to purchase)
Consider British Racing Green instead of baby blue and pink

Key Takeaways

This isn't just a story about a bad ad campaign. It's a case study in what happens when a company completely disconnects from its customers, employees, and market reality. Jaguar needed to do something about their six-year sales decline—but they chose the wrong strategy, executed it poorly, and alienated everyone in the process.

The good news? There's still a path forward. But it requires bold leadership, creative thinking, and a willingness to admit mistakes and rebuild trust.

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Dear Mr. Balaji,

You are the steward of one of the most iconic brands in automotive history. Jaguar is a name that evokes a sense of British elegance, rebellious spirit, and effortless cool. Steve McQueen drove a Jaguar. The Queen drove a Jaguar. It is a brand that has, for decades, been synonymous with a certain kind of sophisticated performance.

And yet, your company is in a state of crisis. A 97.5% sales collapse in Europe. A rebrand that was met with global ridicule. And a product vacuum that has left your dealerships with nothing to sell. You have managed to turn a six-year decline into a full-blown catastrophe.

Your problem is not a lack of ambition. The decision to go all-in on an electric future was bold. But it was a strategy executed without a clear understanding of your brand, your customers, or the market. You tried to reinvent Jaguar by attacking your own heritage, and in doing so, you have alienated everyone.

The Big Move: From Shaguar to Jaguar

Your path forward is not to double down on a failed strategy. It is to reclaim the soul of your brand. You need to stop trying to be a tech company that makes cars and remember that you are a luxury brand that makes Jaguars.

Here’s how you do it:

Own the Mistake, Own the Narrative: Your rebrand was a disaster. Own it. Lean into the humor. The “Shaguar” from Austin Powers is more recognizable than your new brand identity. Use it. Acknowledge the misstep with a campaign that has a sense of humor and humility. This is how you win back the trust of your customers and employees.
Become the Official Car of James Bond: Amazon now owns the 007 franchise. This is your single biggest opportunity. You need to be in the next Bond film. Not as the villain’s car, but as Bond’s car. This is a multi-billion dollar marketing campaign that writes itself. It instantly re-establishes Jaguar as the pinnacle of British cool and performance.
Sell on Amazon: If you’re in business with Amazon on Bond, go all the way. Become the first luxury car brand to sell directly on Amazon. This would be a massive PR win, generating billions in free media and signaling that you are a brand of the future, not the past.

The Mission: Beyond the Car

With a revitalized brand, you need a mission that is bigger than the car itself.

The Ultimate Expression of British Luxury: Your cars should be the automotive equivalent of a Savile Row suit. Impeccable tailoring, timeless design, and a sense of understated confidence. Your advertising should look less like a tech keynote and more like a high-fashion campaign. Your showrooms should feel like exclusive clubs, not sterile Apple stores.
The Future of Performance: Embrace your racing heritage. Your all-electric future should be about performance, not just sustainability. You should be dominating Formula E. You should be setting records at the Nürburgring. You should be the brand that proves that electric cars can have a soul.

The Endgame

You have a choice. You can continue down the path of managed decline, becoming a case study in brand mismanagement. Or you can reclaim the legacy of Jaguar and build a brand that is once again the envy of the world.

The name on the hood of your cars is one of the most powerful assets in the automotive industry. It’s time you started acting like it.