The Jaguar Rebrand, good or bad move?

Everyone is talking about the Jaguar rebrand, so I feel like I need to weigh in.
Whether I like it, or don’t like it, is irrelevant.
I care about WHY they chose to do it.

There are 3 reasons to rebrand:

1. Your brand no longer reflects who you are
Your company has evolved significantly
You’ve expanded into new markets/services
Your values or mission have shifted

2. Your brand is causing business problems
Losing market share to more modern competitors
Struggling to attract target customers
Getting consistent negative feedback about your look/message
Falling behind market trends substantially

3. There are technical issues
Logo doesn’t work well across digital platforms
Visual elements are inconsistent or dated
Brand guidelines are unclear or non-existent

These are NOT reasons to rebrand:
⛔️You’re just bored with your look
⛔️Sales are down (usually a deeper business issue)
⛔️A competitor rebranded
⛔️You want a “quick” fix for other problems
⛔️A new exec came in and what’s to show they are bringing value.

I’m not inside the company so I don’t know for sure their reasoning for the rebrand, but from my external point of view, their reasoning appears to lie within the no-no list. (I hope I’m wrong).

That said, no one likes change. So the internet’s reaction is NORMAL.

The uproar will die down and people will get used to the new branding.

The true test will be whether this move will actually help Jaguar meet their business goals… and that, we won’t know for a while.