Jaguar has revealed a fresh logo and rebranding strategy as the luxury car manufacturer prepares for its transformation into an electric-only brand. Owned by Tata Motors, Jaguar has announced plans to launch three new electric vehicles by 2026, following a hiatus from new car sales for over a year. This pause has allowed the brand to focus on reinventing itself and aligning with the future of sustainable mobility.
The new logo, unveiled on Tuesday, features a striking design that blends uppercase and lowercase letters seamlessly to create the word “JaGUar.” Alongside the new logo, Jaguar also introduced an updated version of its iconic “leaper” cat symbol and bold new marketing slogans like “delete ordinary.” This rebranding signals a fresh, modern direction as the company moves forward with its commitment to electric vehicles, a transition it first announced in 2021.
Rawdon Glover, Managing Director of Jaguar, explained that the decision to temporarily halt the sale of new cars was a strategic one, allowing the company to clearly distinguish its new electric vehicles from older models. “We need to change people’s perceptions of what Jaguar stands for,” he said, acknowledging the challenge of shifting public perceptions. The “fire break” between the old and new Jaguar lines, he added, has been crucial for the brand’s reinvention.
Jaguar Land Rover’s Chief Creative Officer, Gerry McGovern, noted that the brand’s legacy of originality, rooted in its founder Sir William Lyons’ belief that it should “be a copy of nothing,” continues to shape the company’s vision. The new brand identity, described as “imaginative, bold, artistic, unique, and fearless,” reflects this legacy. The first electric vehicle under this reimagined brand will be a four-door Grand Tourer (GT) produced at Jaguar’s Solihull facility in the West Midlands, marking the beginning of the brand’s exciting electric future.
