Jaguar Unveils New Logo in Bold Rebranding for Electric Future
Jaguar has officially unveiled its new logo as part of a significant rebranding initiative aimed at transitioning to an all-electric vehicle lineup. The luxury automaker, which has been under the ownership of Tata Motors, plans to launch three electric models in 2026 from manufacturing sites across the UK, including Solihull and Coventry.
The reimagined logo, stylised as “JaGUar,” features a modern blend of upper and lower-case letters designed to reflect a contemporary aesthetic. This change comes alongside the introduction of a new “Leaper” logo and marketing slogans such as “delete ordinary” and “create exuberant.” Chief Creative Officer Gerry McGovern highlighted that the branding change aims to reconnect the brand with its heritage while catering to today’s consumers, encapsulating a philosophy described as “Exuberant Modernism.”
While Jaguar’s rebranding efforts are ambitious, they have sparked significant online backlash. Critics have expressed confusion about the lack of vehicles featured in promotional materials, comparing the rebrand to controversial marketing campaigns by other brands. Even Tesla CEO Elon Musk weighed in on social media, querying, “Do you sell cars?” in response to a promotional video that featured no actual cars, focusing instead on vibrant visuals and abstract concepts.
Despite the criticism, Jaguar officials maintain that the decision to pause production of new vehicles was intentional, allowing a clear distinction between the old and new brand identities. Managing Director Rawdon Glover emphasised the importance of reshaping public perception of what Jaguar represents.
With December 2 set as a pivotal date for unveiling a concept car at Miami Art Week, Jaguar is moving forward with its plan to redefine itself in the competitive luxury automotive market. The first of its new electric models is expected to arrive in 2026, marking a new chapter in the brand’s storied history.
Jaguar unveils new logo and branding ahead of electric-only future
The luxury car manufacturer will launch three new electric cars in 2026 as part of its rebrand.
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