Jaguar unveils new logo ahead of electric relaunch

Luxury car manufacturer Jaguar has revealed a new logo and branding as it prepares for its transition to an electric-only brand. The British automaker, now owned by Tata Motors, has taken a significant step toward reinventing itself, with plans to launch three new electric vehicles by 2026. This transition follows over a year of halting the sale of new models to focus entirely on the brand’s relaunch and the development of electric vehicles (EVs).

As part of this major rebranding, Jaguar unveiled a sleek, updated logo on Tuesday, featuring a modernized version of its iconic “leaper” cat symbol. The new logo, which uses a distinctive mix of upper and lower case letters spelling “JaGUar,” has been designed to reflect a harmonious and contemporary look. Alongside the logo, the company introduced marketing slogans such as “delete ordinary,” reinforcing its new identity as an innovative and bold brand.

Jaguar, with manufacturing sites in Warwickshire, Coventry, Solihull, and Castle Bromwich, officially announced its commitment to electric vehicles in 2021. Managing director Rawdon Glover explained that the decision to stop selling new cars temporarily was intentional. This pause was seen as necessary to distinguish the new electric vehicles from the company’s older models and to change public perceptions of the Jaguar brand.

“We need to change people’s perceptions of what Jaguar stands for,” Glover said. “And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.” This break, he emphasized, was a strategic move to create a clear division between Jaguar’s past and its future.

Gerry McGovern, the chief creative officer of Jaguar Land Rover (JLR), described Jaguar’s legacy as rooted in originality, reflecting the vision of its founder, Sir William Lyons, who believed the brand should “be a copy of nothing.” McGovern stressed that the new Jaguar brand would remain true to these roots, presenting itself as “imaginative, bold, and artistic,” as well as “unique and fearless.”

The company’s first electric model will be a four-door Gran Turismo (GT) sedan, which will be produced at Jaguar’s Solihull facility in the West Midlands. This vehicle will mark the beginning of Jaguar’s new era as a fully electric brand, setting the tone for future models that will follow.

Jaguar’s rebrand and shift to electric vehicles reflect broader trends in the automotive industry, as manufacturers worldwide increasingly focus on sustainability and electrification. This transition also comes as governments around the world implement stricter regulations on emissions, pushing carmakers to develop greener alternatives. Jaguar’s bold move to go all-electric aims to position it as a leader in the future of luxury electric cars.

The introduction of the new branding and logo is a clear signal that Jaguar intends to break from its traditional image and embrace a new chapter focused on cutting-edge technology and design. The “leaper” cat symbol, once associated with performance-driven internal combustion engine cars, is now being reimagined to represent the brand’s forward-thinking approach to electric mobility.

The shift to an all-electric lineup will be crucial for Jaguar as it competes in the fast-growing electric vehicle market, which has seen fierce competition from both established brands and new entrants. Jaguar’s legacy of luxury, design, and performance will need to be effectively translated into its electric offerings to maintain its strong position in the industry.

The upcoming electric vehicles will likely combine Jaguar’s reputation for luxury with innovative EV technologies, offering high-performance capabilities, cutting-edge design, and sustainable features. With its focus on originality and a bold new direction, Jaguar aims to attract a new generation of environmentally-conscious luxury car buyers.

As the company prepares for this ambitious transformation, the automotive world will be closely watching how Jaguar executes its rebrand and whether its upcoming electric models can live up to the expectations of both new and loyal customers. The road ahead will be challenging, but Jaguar’s commitment to innovation and its desire to redefine what it means to be a luxury car brand in the electric age make its relaunch an exciting one.