Luxury automaker Jaguar has unveiled a fresh identity as it transitions into an electric-only brand. Highlighting its “new era,” the company introduced a redesigned logo featuring a prancing “leaper” cat, accompanied by bold slogans such as “Delete Ordinary,” “Live Vivid,” and “Copy Nothing.” The updated branding also emphasizes the brand’s elegant English pronunciation, “Jag-you-are,” over the American “Jag-wahr.”
The new logo, written as JaGUar, features a blend of upper and lower-case letters, which the company describes as achieving “visual harmony.”
Owned by Tata Motors, the 102-year-old British automaker aims to redefine itself, planning to release three new electric vehicles by 2026.
Gerry McGovern, Chief Creative Officer at Jaguar Land Rover, described the rebranding as a return to Jaguar’s essence, blending its iconic values with contemporary relevance. In place of its classic “Leaper” insignia, the new design represents a bold departure, marking a significant step in the company’s history.
Rawdon Glover, Jaguar’s Managing Director, called this rebranding the “biggest step change” in the brand’s history.
In a LinkedIn post, he expressed excitement for the global relaunch and reiterated Jaguar’s commitment to originality, drawing inspiration from founder Sir William Lyons’ ethos of “Copy Nothing.”
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
The rebranded vehicles are set to debut on December 2 at Miami Art Week, where Jaguar plans to showcase its commitment to artistic expression and originality.
However, reactions on social media have been mixed. While some applaud the brand’s bold shift, others questioned the approach. One user commented on the Jaguar relaunch video, asking, “Where are the cars in this ad? Is this for style?” Jaguar responded, calling the ad a “statement of intent.”
Jaguar took a year off for this?
This is how companies fail.
— BitS (@BotintheShell) November 19, 2024
As the automaker embarks on this transformative journey, it remains to be seen if this bold rebranding will resonate with its audience.
