The Jaguar rebrand no one asked for

Heritage car brands are having a moment.

Or in Jaguar's case, an identity crisis.

And somewhere in the UK, an old British dad just spat out his Earl Grey.

The race for relevance among legacy carmakers has turned into an accidental how to be uncool contest—and Jaguar’s new minimalist makeover just took home the gold.

Meanwhile, Porsche is proving that embracing your roots doesn’t mean you can’t also be the hottest thing on the block.

So, what’s the lesson here? In the battle of Iconic vs. Ironic, the only way forward is to look back. Let’s dive into why Porsche is winning hearts while Jaguar is losing its legacy.

A feline fumble.

Jaguar’s new rebrand dropped, and let’s just say...yikes.

Gone is the leaping cat and their emblematic chrome vibes. It's been replaced by a minimalist typeface and vibes so sleek, they’re practically non-existent.

It’s like Jaguar took one look at every other brand with a painfully basic aesthetic and thought, Yeah, that’s us now.

The issue? Legacy brands like Jaguar don’t sell minimalism—they sell aspiration. The kind of old-money cool that oozes from a roaring V12 engine.

By stripping away their iconic visuals and leaning into 'modern luxury,' Jaguar risks becoming just another forgettable logo in the sea of sans-serif sameness.

I’ve said it once and I’ll say it again—minimalism will be the DEATH OF US.

The internet agrees.

Jaguar unveiled it’s 'refreshed' branding with a new campaign and a 'vibrant' new ad – that doesn’t feature a single car…?

Branded as ‘woke’, ‘out of touch’ by much of the tabloid press, the 30-second clip features bold colours, avant garde models, and straplines such as 'copy nothing' and 'delete the ordinary.'

Jaguar insists it’s a 'powerful celebration of modernism.' Others suggest it’s 'cultural vandalism.'

Porsche, on the other hand, just pulled off one of the coolest collabs of the year.

Partnering with New York-based fashion brand Aimé Leon Dore, they restored vintage 911 models, embracing the retro aesthetic that put Porsche on the map in the first place, bridging the gap between high fashion and high speed.

Basically, conjuring up the exact image you have in mind when someone says: damn, that’s a sexy car.

Because it’s not just about cars; it’s about culture. Porsche understands that today’s luxury consumers crave authentic taste, not generic minimalism.

The brand is set to unveil the custom Porsche 933 Turbo at its London Flagship store.

It's a sleek masterpiece in an indulgent mulberry green, dark-brown leather and lambswool interior that would send most men to their knees.

Everyone who loves cars has probably, at some point, had a dream of restoration. What would you do if you could take a car, and put entirely your own spin on it? Using only the highest end materials and components?

Porsche and Aimé Leon Dore’s answer that question with their own luxurious touch while proving that looking back can be the ultimate way to move forward.

Why this matters.

It goes beyond Porsche and Jaguar. It’s what their moves say about branding and culture right now.

People want brands that feel real, not ones chasing the latest trend like a cat chasing its tail. Classic cars are the epitome of cool.

Porsche gets this. Jaguar...not so much. By ditching their heritage for a soulless 'modern' rebrand, Jaguar feels like they’re trying to erase the very identity that made them aspirational.

Timelessness is not stagnation. Apparently, Jaguar didn’t get that memo.

What can brands learn from this?

Collaborate strategically: Like Porsche x Aimé Leon Dore, find partners who get your brand DNA and can amplify it for new audiences.

Balance evolution and heritage: Rebrands should feel like a natural next chapter, not a total rewrite.

Stay tapped into the zeitgeist: Without abandoning your identity, that is. Nostalgia is in—use it wisely.

Test before you launch: Would Jaguar’s rebrand have survived a consumer focus group? Doubtful. Always test how your rebrand resonates with loyalists and newcomers.

All of this aside, Jaguars rebrand should be a cautionary tale for any brand on the hunt for modern relevance. Meanwhile, Porsche shows that honouring your roots can make you the coolest in the game.

In the race for cultural cachet, it’s not about how fast you go—it’s about where you’re headed.

-Sophie, Writer