By Himanshu Dev Shukla
There was a time when owning a Jaguar meant something visceral. It was raw, powerful, untamed; a symbol of aspiration, dominance, and pride. It wasn’t just a car; it was a statement. Whether portrayed as the villain’s ride or the alpha male’s trophy in movies, the Jaguar embodied a certain kind of masculinity; one that was fearless, unapologetic, and magnetic.
Let’s be clear: masculinity is not the enemy. It’s not “toxic” to want to feel powerful, bold, or proud of what you’ve earned. If a man feels on top of the world when gripping the wheel of a Jaguar, let him. Let him have that dream. Not every expression of strength needs to be toned down in the name of inclusivity. You can be respectful to other genders, inclusive in your values, and still unapologetically powerful in your image.
Jaguar seems to have steered itself off the road and into an identity crisis. In its bid to rebrand, the company embraced a colorful, all-inclusive narrative; soft palettes, vague futurism, and feel-good messaging that’s better suited for tech companies or lifestyle brands. What was once a brand rooted in adrenaline and elegance is now packaged in pastel-colored campaigns, abstract slogans, and corporate-safe diversity shots. It looks more like an ad for a premium espresso machine than a performance car.
This kind of branding isn’t just tone-deaf, it’s brand suicide. Jaguar’s new image chases approval from audiences who were never emotionally invested in the brand to begin with, while alienating the very core who were. The alpha male, the high achiever, the assertive buyer who once dreamed of owning a Jag; doesn’t see himself in this glossy, neutered version of the brand. And without a strong emotional hook, Jaguar becomes just another expensive object in a crowded luxury market.
Jaguar didn’t just miscalculate; it lost its soul. It tried to play safe, but great brands don’t play safe. They lean into what makes them iconic. Jaguar once stood for elegance wrapped in danger. Bond villain energy with a refined edge. That identity worked. That identity mattered.
The new branding, in trying to appeal to everyone, speaks to no one. Jaguar didn’t just rebrand, it abandoned its essence. To win again, Jaguar must remember what made it desirable in the first place: it wasn’t just about moving people, it was about moving them emotionally.
Do you think Jaguar can reclaim its identity, or is it too late?