Jaguar unveils new logo and branding ahead of electric-only future

Jaguar, the high-end car maker, has introduced a fresh logo and branding as it prepares to transform into a fully electric vehicle brand.

The British automaker, which is owned by Tata Motors, is set to introduce three new electric vehicles in 2026. The company paused the sale of its cars over a year ago to concentrate on revamping its brand.

During its rebranding, Jaguar introduced a fresh logo on Tuesday, featuring a new design of a prancing "leaper" cat, along with marketing phrases like "eliminate the ordinary."

The company stated that the fresh custom logo, styled as JaGUar, has "effortlessly combined uppercase and lowercase letters into a visually pleasing design."

In 2021, Jaguar, which has locations across the UK such as Warwickshire, Coventry, Solihull, and Castle Bromwich, revealed its shift towards electric vehicles.

Rawdon Glover, the managing director, explained that the decision to stop selling new cars was a deliberate move aimed at distinguishing the older models from the latest Jaguar offerings.

"We have to alter how people view the meaning of Jaguar," he expressed.

"Making that transition isn't simple or easy. Therefore, having a buffer between the old and the new is really beneficial."

Gerry McGovern, the chief creative officer at Jaguar Land Rover (JLR), stated that Jaguar is deeply rooted in its unique heritage. He emphasized that the brand's founder, Sir William Lyons, held the belief that it "should not mimic anything."

He described the new Jaguar brand as "creative, daring, and artistic," emphasizing its "distinctive and audacious" nature.

According to Jaguar Land Rover, their new brand's inaugural vehicle will be a four-door GT produced in Solihull, located in the West Midlands.