Immolating the Jaguar

I am not much of a car lover (more of a bike), but I certainly admire and love a legendary brand, such as Jaguar Land Rover UK.

So seeing Jaguar immolate its brand made me cringe. 

Not only because of the reputational damage or the destruction of value of such an asset, but because of the disregard for its British heritage and slightly naive belief that you can simply create your customer ex nihilo with a lofty, hardly substantiated trailer and the outline of a concept car.

Yes, even legends need to reinvent and revitalize themselves, but you do not do this by canceling your loyal customers and replacing them by AI-generated fashion icons of the late 2010s. 

And you reposition from the unique position of strength provided by your heritage and legacy. In other words, be bold (if you need), but stay authentic.

If you would like to enjoy a much more elaborate assessment, light a fire, pour yourself a whiskey, play your record of Mozart's Requiem, settle comfortably in your armchair with a warm woolen blanket covering your lap, let your labrador rest his head on your knees, read Mark Ritson's excellent piece... and cringe.

https://www.marketingweek.com/jaguar-rebranded-needed-revitalise/

Godspeed Jaguar! I certainly hope the feline will bounce back and pounce.