Jaguar’s Controversial Rebrand Is Driving Interest In Its Used Models

Jaguar’s controversial rebirth and Copy Nothing campaign is working wonders for the brand as it’s generating tons of attention. While it’s not all positive, people are legitimately interested in the brand.

This is a coup by itself and people aren’t just focused on the Design Vision concept, which will be unveiled later tonight. Quite the opposite as people are looking for Jaguars they know and love.

More: In Wake Of Controversial Campaign, Jaguar Boss Said They Had To Shake Things Up

That’s according to Auto Trader UK, which said “advert views” for used Jaguars are up 5% since the rebranding campaign was launched, while search views are up 10%. The company went on to say “used Jaguars have appeared in consumers’ searches 29 million times, generating an impressive 1.3 million advert views since the announcement.”

The online automotive marketplace added that November 23 was the busiest day for Jaguar on their website since March of this year. That isn’t too surprising and most consumers have been looking at the F-Pace crossover. It was followed by the iconic E-Type as well as the electric I-Pace.

Auto Trader’s Editorial Director, Erin Baker, said “A spike in consumer interest … shows drivers are keen to see what they can still get their hands on from the Jaguar they have always known. I don’t think anyone has a reliable view on how this will go once the first [new] car is available to buy, but it’s a fantastically bold and creative reimagining of one of the UK’s most legendary marques.”

Digging a little deeper, we found a huge spike in attention following Jaguar’s relaunch on November 19. Google Trends data shows interest nearly quadrupled globally and peaked on November 22. It’s also worth noting the campaign has generated more interest in Jaguar than anything else in the past five years. While some of that excitement has waned, interest is still elevated and will likely get a boost from tonight’s unveiling.