A recent article I shared about Jaguar’s rebrand in the UKBA’s WhatsApp group sparked an engaging and polite discussion about whether the company had made the right call. Unsurprisingly, opinions varied widely—understandably and rightly. Proud legacy brands like Jaguar will and should evoke strong feelings.
Reflecting on my own experiences growing up in Asia, I realised how deeply Western brands and values, so familiar to us, often fail to resonate in emerging global markets. Today, we are witnessing several shifts in global dynamics—a moment Andy Grove, the legendary Intel CEO, would have called an “inflexion point.”
Change is happening more quickly than ever before. The path ahead may be uncertain, yet one thing is clear: creativity, innovation, productivity, and adaptability are no longer optional; they are essential for survival.
Why the Need To Create?
Creativity, innovation, and productivity are business necessities. With interconnected economies, brands face mounting pressure to deliver new products, personalised customer experiences, and compelling content—all while keeping costs down.
Yet, according to recent EY research:
- 40% of brands report rising production costs, but
- 76% have not seen corresponding budget increases.
This challenge is even more pronounced for SMEs, where resources are often tighter. But the need for creativity, innovation and productivity remains just as urgent.
The Opportunity of Change
Consider how the world has changed in recent decades:
- In the 1980s, the G7 economies accounted for nearly 70% of global GDP. Today, their share is below 40% and expected to be around 25% in the next decade.
- The G20 now represents nearly 80% of global GDP, driven mainly by emerging Asian markets.
- By 2030, Asia’s middle class is expected to grow to more than 1.5 billion people—more than the entire population of the West.
- China is expected to surpass the US as the world’s largest economy within the next decade, with India following as an economic superpower (but neither as fully developed nations, leaving room for further growth).
This means traditional Western dominance is no longer guaranteed for SMEs and larger organisations. Success will increasingly depend on global relevance and the ability to adapt products, services, and messaging to diverse, dynamic markets increasingly antithetical to nostalgia.
Three Lessons from Jaguar’s Rebrand
Jaguar’s rebrand illustrates the challenges and opportunities of adapting to a changing world. The company, known for its classic luxury cars that are uniquely British, is pivoting to align with a future defined by sustainability, electric vehicles, and inclusivity. While some critics argue Jaguar is straying from its roots, its rebrand reflects a bold strategy for staying relevant.
Under the ownership of Tata Group—a conglomerate attuned to global trends—Jaguar’s pivot highlights critical lessons for SMEs:
1.Stay Relevant
Jaguar is famous for its classic cars, but they are now making electric cars to attract younger, eco-conscious customers. It’s a reminder that businesses need to adjust to what people care about today.
2.Think Big with Innovation
Jaguar’s new designs are more than just fancy—they connect with values like sustainability. For small businesses, adding creativity and purpose to what you offer can set you apart.
3. Take Risks
Change can upset people, but bold moves help businesses grow. Jaguar is moving forward with confidence, showing the power of big ideas.
How Tata Group Leads by Example
The Tata Group, Jaguar’s parent company, is 155 years old. Remarkably, 66% of the family-run Tata Group is owned by charitable trusts. In the 1890s, it became the world’s first company to offer workplace pensions and paid maternity leave.
Today, Tata Group sets an example for businesses preparing for a globalised future by combining its legacy with a clear purpose and ambitious global goals. The company is making strides across various sectors, including heavy manufacturing, energy, technology and AI, mobility solutions, financial services, and aviation.
Air India, recently acquired by the group, placed a record-breaking order for over 900 new Boeing and Airbus aircraft last year. This decision highlights Tata’s commitment to transforming the global aviation industry and capitalising on opportunities worldwide. In comparison, British Airways operates a fleet of 290 aircraft.
Jaguar’s sister company, Tata Motors, invests heavily in electric vehicles and the software that drives them, showcasing its focus on cutting-edge mobility solutions for domestic and international markets.
Tata Communications (TCL) and Tata Consultancy Services (TCS) underline the group’s dedication to digital infrastructure and innovation, which enable global competitiveness. Hence, they both are technology partners for F1 and Ferrari, and TCL controls about 30% of the world’s internet routes.
Understandably, Tata Group remained relatively unknown in the West when it acquired Jaguar. For me, this is an inspirational example for Western companies and brands: leverage technology, scale with purpose, and embrace bold ambition.
While the group has experienced failures (Tata Steel in Port Talbot), it did not become one of the world’s most influential and consequential conglomerates due to a lack of a grand purpose, timidity, or a misunderstanding of its markets and their future directions.
A Path Forward for SMEs
So, what can SMEs and their advisors learn from these shifts? Here are three key takeaways:
1. Use Technology
Tools like AI can help you do more with less money.
2. Know Your Consumers
Don’t only focus on local tastes; think about what people worldwide may want.
3. Stand For Something
Customers like businesses that share their values, like caring for the environment.
Only The Paranoid Survive
The world is changing fast but that is not a bad thing. The West’s economic and cultural dominance is yielding to a diverse multipolar world where emerging markets can set the pace and direction—consider the influence of Korean Kia, K-pop and their films and dramas. For SMEs, this represents both a challenge and an opportunity.
Jaguar’s rebranding is just one example of a company navigating several inflexion points by making bold, ambitious, forward-looking decisions. Whether or not they got it “right” is less important than the lesson they provide: businesses that adapt, innovate and work with purpose will thrive.
To quote Andy Grove: “Only the paranoid survive…Bad companies are destroyed by crises. Good companies survive them. Great companies are improved by them.
Jaguar’s story is proof that bold decisions today can lead to success tomorrow. For SMEs, the time to adopt this mindset is now. Let’s work together to navigate these pivotal moments.