“Yes, the attempt and direction were daring, but so far, it hasn’t lived up to the dramatization,” says Reilly Newman, founder of branding consultancy Motif Brands. “British heritage was given a small nod with the color chosen for their prototype, but the leaping Jaguar now looks more like Puma’s leaping predator and the wordmark feels similar to the trend of ‘blanding’ seen in the fashion world.”
“The event tonight that the brand hyped up was a desperate attempt to pull an iconic Steve Jobs moment or maybe squeeze out a Tesla reveal moment,” says Newman. “Sadly, this didn’t work for the brand and only dug the hole deeper.”
