Jaguar’s brand reset has got UK talking, and Consideration has ticked up

Jaguar, the British origin car brand, was the talk of X/Twitter town after the release of an advert signalling a brand reset on November 19. The bold ad featured a diverse set of a models set against a neon pink background, amusingly featuring no car in the entire 30-second clip.

YouGov BrandIndex, which tracks hundreds of brands across sectors in the UK and elsewhere, allows us to get a sense of how the ad campaign was received, and whether it is likely to create an impact on sales.

In this case, the data confirms that the advert did, in fact, capture widespread attention in the UK. But not only were consumers hearing about the advert, they’ve begun actively engaging in discussions about the historic car brand with roots in Britain. In this piece we look at scores among the overall UK population as well as the younger segment (aged 18-34).

Attention scores for the brand, which measures the percentage of people who have heard anything positive or negative about a brand in the past two weeks, have risen from 7.8 to 21.9 among the general population . And, Attention experienced an even bigger uptick among the younger crowd, rising from 7.2 to 27.8.

WOM Exposure, which reflects the percentage of an audience that have discussed a brand within their social circle in the past two weeks, roughly doubled among both groups in question – from 4.6 to 10.4 among the average UK adult and from 5.7 to 11.3 among the younger audience.

While it’s helpful to know whether or not an advert has gotten noticed by an audience, it’s perhaps equally, if not more, useful to understand the nature of the reception – positive or negative. Buzz score, which is a net score based on the percentage of those who have heard something negative about a brand subtracted from the percentage of those who have heard something positive, comes in handy here. And this is where a sharp divergence appears between the two audiences. Buzz has been on a steady decline among the overall audience since the advert released, whereas it shot up from 2.7 to 9.2 among the younger crowd before going on to flatten out.

But in spite of the negative trend in Buzz, there seems to have been no impact on the average UK consumers’ propensity to purchase a Jaguar when they are next in the market for a vehicle. In fact, Consideration score has ticked up slightly from 4.3 on the day of the ad launch to 6.1 as of December 1, after having peaked at 6.9 on November 29. The share of younger UK consumers considering Jaguar has stayed relatively flat during the same period, going from 7.5 to 7.9.

What are the prospects for the brand as an electric-only carmaker?

The whole brand reset is geared towards transitioning Jaguar into a electric-only brand. The brand, now owned by Tata Motors, will launch three new EVs in 2026 after having discontinued the sale of their previous models in 2023.

YouGov Profiles data highlights that Jaguar considerers are noticeably more inclined towards electric vehicles compared to the broader pool of potential car buyers. Among Jaguar considerers, 30% express an interest in electric vehicles, compared to 23% of potential car buyers overall. This 7-percentage-point difference indicates that Jaguar's audience is already more aligned with the future of electric mobility.

This is a positive sign for Jaguar as it transitions to becoming an electric-only brand. The increased interest among Jaguar considerers suggests the brand resonates with consumers who are forward-looking and open to EV adoption. With plans to launch three new electric models in 2026, Jaguar is well-positioned to leverage this momentum and strengthen its appeal among environmentally conscious and tech-savvy buyers.

Potential car buyers here refers to Brits who say they are likely to purchase a vehicle in the next 12 months, while Jaguar considerers hits that criteria in addition to selection only those who say they would consider Jaguar when next in the market.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Jaguar's Attention score is based on the question: Which if any of the following carmakers have you heard any positive about in the past two weeks and Which if any of the following carmakers have you hear anything negative about in the past two weeks. Scores represent a percentage of consumers who heard anything about the brand. Scores are based on an average daily sample size of 1206 UK adults and 327 UK consumers aged between 18-34. Data was collected between 11 Nov, 2024 to 1 Dec, 2024. Figures are based on a 2-week moving average. Learn more about BrandIndex.