Why Jaguar's Rebrand Was Genius

[@klamky]

A lot of people complaining about the rebrand don't realize that they're simply not the target market. Every car brand on earth right now uses either masculine or gender neutral marketing. Appealing either to car enthusiast men or to people who treat cars as household appliances. Jaguar probably has some market research showing that there's an unaddressed market of wealthy creatives working in arts, cinema, etc who aren't especially fond of traditional culture clichés who would want to signal their belonging to that alternative, non conformist culture through the car they drive. Same way car guys signal their cultural belonging by driving BMWs or tech bros by driving cyber trucks. I don't know how large that market really is or how well the rebrand will end up appealing to it but we'll just have to wait to see.