Part 4/7:

An Industry Expert's View

Freddy Rika, a global Chief Strategy Officer at interbrand—an esteemed brand consultancy—shared insights about Jaguar's audacious rebranding strategy. Rika suggests that the goal isn't merely to re-enter a competitive market but to revive a faltering brand steeped in rich heritage. While the challenge lies in appealing to modern consumers who crave creativity and innovation, Jaguar aims to be loved deeply by a select clientele rather than striving for widespread, bland recognition.