When I was a teenager, the sleek, uber-cool Jaguars featured in movies like “The Italian Job” and “Die Another Day” were the epitome of dream cars. Today, when I can finally afford such a vehicle (and happen to be in the market for a new car) Jaguar just removed itself from my consideration list.
True, I am an anecdote of one. But I’m also a branding professional who’s shaking his head at the recklessness of Jaguar’s new brand campaign. And judging from the reaction on social media, I’m not the only one.
What do they think they’re doing with one of the world’s most storied brands? Repositioning it, according to managing director Rawdon Glover.
“We need to re-establish our brand and at a completely different price point so we need to act differently,” he told the Financial Times. “We wanted to move away from traditional automotive…
