"But here's the rub: All that noise out there? It's focused on the wrong thing. Jaguar's move isn't a redesign; it's not even a rebrand. It's a fundamental innovation of Jaguar's business model. If those judging the aesthetic just looked under the hood, they'd see their critiques are evidence of the brave and robust innovation strategy at the heart of the car manufacturer's shift."
"Business textbooks are littered with cautionary tales of brands failing to keep up with the pace of cultural change. Like Blockbuster, Blackberry, and Nikon before them, Jaguar was driving full-speed into multiple headwinds - from an aging consumer base to tightened regulations, quality issues, and increased competition. For years, Jaguar was losing money on every car sold. While owned by Ford, it repositioned as a competitor to Mercedes, BMW, and Audi."
Jaguar has repositioned its identity as a strategic business-model innovation rather than a mere visual redesign. The company faced aging customers, stricter regulation, quality problems, and fierce competition, which left it losing money on each car sold. Past positioning as a German-premium competitor under Ford failed to deliver performance parity or sustainable volume. Heritage is presented as a resource for defining future direction, not a strategy in itself. The founder's ethos — to be a copy of nothing — informs a shift toward bold differentiation and reframing Jaguar's purpose around 'deleting ordinary' to secure long-term relevance.
Read at The Drum
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