Jaguar Unveils New Branding Ahead of Electric Transformation

Jaguar, a luxury automotive producer, has presented a refreshed logo and brand identity in anticipation of its transformation into an exclusively electric brand. The UK-based automaker, under the ownership of Tata Motors, is set to introduce three new electric vehicles in 2026, following a decision over a year ago to cease new car sales, a move aimed at concentrating on the brand’s reinvention. On Tuesday, as part of its rebranding initiative, Jaguar showcased a completely new logo, accompanied by an updated prancing “leaper” cat emblem and promotional taglines including “delete ordinary”. The custom-designed logo, styled as JaGUar, features “seamlessly blended upper and lower case characters in visual harmony,” according to the firm. Jaguar, with facilities located nationwide, specifically in Warwickshire, Coventry, Solihull, and Castle Bromwich, declared its shift towards electric vehicles in 2021. Rawdon Glover, the managing director, stated that discontinuing new car sales was “intentional,” serving to establish a clear distinction between previous models and the forthcoming Jaguar vehicles. “We need to change people’s perceptions of what Jaguar stands for,” he 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.” Gerry McGovern, chief creative officer at Jaguar Land Rover (JLR), commented that Jaguar possessed “its roots in originality” and that its founder, Sir William Lyons, held the conviction that it “should be a copy of nothing.” He further described the refreshed Jaguar brand as “imaginative, bold and artistic” and “unique and fearless.” JLR had previously indicated that the inaugural vehicle under the new brand would be a four-door GT, manufactured in Solihull, West Midlands. For updates from BBC Birmingham, connect via BBC Sounds, Facebook, X, and Instagram. Copyright 2024 BBC. All rights reserved. The BBC bears no responsibility for the material found on external websites. Information regarding our policy on external linking is available.