Jaguar doesn’t want everyone driving their cars, and they’re not hiding it. In this episode, we explore the radical rebranding strategy behind Jaguar’s move to intentionally alienate 85% of its existing customers in pursuit of a more exclusive market.

We compare Jaguar’s bold repositioning to other brands like Cracker Barrel and the NFL, companies that tried to evolve without turning away their core audience. So is Jaguar’s exclusionary approach a smart play for luxury status, or a risky misstep that could cost them everything?

Watch now as we break down the numbers, the brand psychology, and why Jaguar is betting it all on a new kind of customer.