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Jaguar is beginning a new chapter as a high-end, all-electric vehicle (EV) brand, rebranding itself to compete with luxury giants like Rolls-Royce and Bentley.
This change is part of Jaguar’s plan to evolve into an all-electric luxury brand. After halting sales of its current models over a year ago, the company is set to launch three new electric cars by 2026.
This transformation brings Jaguar back to its roots, embracing the philosophy of Copy Nothing, inspired by its founder, Sir William Lyons. The new direction emphasizes creativity, originality, and standing out from the ordinary, as stated by the company.
At the core of this change is 'Exuberant Modernism', a design approach that highlights bold ideas and fearless creativity. Jaguar’s refreshed look and style aim to capture attention and reflect a distinct, unique personality.
As part of the rebranding, Jaguar has introduced a new logo, written as JaGUar, with a sleek, modern design. It emphasizes the British pronunciation “Jag-you-are” and is paired with an updated version of its iconic leaping cat emblem. New slogans like Delete Ordinary and Live Vivid reinforce Jaguar’s new language.
On December 2, 2024, during Miami Art Week, Jaguar will unveil its new identity. This showcase will feature a concept car that embodies the brand’s future vision, giving the public a preview of what’s to come.
