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Jaguar's decision to rebrand and reposition itself as a maker of luxury electric cars has detonated heated debate.
Forbes hailed the move as ‘absolute genius’; the Daily Telegraph called it ‘bizarre’. What is clear from the online data is that the release of the new brand identity, followed closely by the reveal of a concept car that points to Jaguar’s future design language, has generated unprecedented levels of interest in the manufacturer.
Traffic to Jaguar’s UK website increased five-fold in the week that it released its ‘Copy Nothing’ ad campaign showcasing the new identity.
This was followed by a further spike of interest as Jaguar used Miami Art Week to premiere the Type 00 concept: a vision (in pink) of a future electric grand tourer model.
The following day the brand enjoyed a share of the UK website audience for all car brands of 12.7% — just short of the combined audience for premium rivals AUDI, BMW Group and Mercedes-Benz.
Of course, a spike is just a spike, but over the following week visitor numbers remained at a level more than double that measured in the weeks leading up to the rebrand.
We look forward to Jaguar’s next move!
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