JaguarS Brand Repositioning Falters, Echoing Abercrombie’s past Misstep

LONDON, UK – April 8, 2024 – Jaguar Land Rover’s recent attempt to revitalize its brand image has faced notable headwinds, mirroring a similar strategy employed by Abercrombie & Fitch a decade earlier. The automotive manufacturer’s efforts, spearheaded by former CEO Adrian Mardell, have been met with skepticism and ultimately contributed to his abrupt departure on April 7, 2024, as reported by Reuters.

The core of Jaguar’s repositioning, unveiled in 2024, aimed to shift the luxury brand towards a more accessible and inclusive market segment, emphasizing electric vehicles and a broader customer base. This strategy involved a significant departure from Jaguar’s customary image of exclusivity and performance. However, unlike Abercrombie’s successful 2014 pivot, Jaguar’s attempt occurred within a vastly different consumer landscape, already saturated with electric vehicle options and a heightened sensitivity to perceived inauthenticity in brand messaging.

Abercrombie & Fitch, under the leadership of CEO Michael Jeffries, had cultivated a highly exclusive and often controversial brand identity centered around a specific aesthetic and demographic. In 2014, facing declining sales and public backlash over Jeffries’ comments excluding certain body types and socioeconomic groups, the company initiated a rebranding effort. This involved diversifying product offerings,broadening marketing campaigns,and ultimately,replacing Jeffries with Fran Horowitz in 2015. Abercrombie’s success stemmed from responding to evolving customer preferences and addressing legitimate criticisms of its previous approach.

Jaguar’s situation differed significantly. The automotive market is far more competitive than the apparel sector, with established players like Tesla, BMW, and Mercedes-Benz already dominating the electric vehicle space. Furthermore, Jaguar’s attempt to redefine its brand identity was perceived by many as a reactive measure to financial pressures and a lack of clear differentiation.The company reported a pre-tax loss of £352 million for the fiscal year 2023, adding urgency to the repositioning efforts.

The dismissal of Adrian mardell, just weeks after presenting the new strategy, underscores the challenges jaguar faces. He had been appointed CEO in October 2023, succeeding Thierry Bolloré. The board cited a lack of confidence in Mardell’s ability to execute the transformation plan as the reason for his removal.

The key takeaway from these contrasting cases is that effective branding isn’t about chasing trends, but about proactively addressing customer needs and maintaining authenticity. Abercrombie’s success in 2014 was rooted in a genuine response to consumer feedback, while Jaguar’s 2024 strategy appears to have been a belated attempt to adapt to a market already resistant to its proposed message.

(cover: Adrian Mardell on April 7, 2025. Photo: Kirsty wigglesworth / Reuters)