Everything you need to know about Jaguar’s radical new rebrand

• Jaguar undergoes radical new rebrand
• British brand stops making cars while it develops new lineup of EVs
• New ad campaign is controversial, but it certainly has people talking
• New Jaguar will ‘copy nothing’ and be ‘fearlessly creative’
• Social media backlash, including from Elon Musk

Jaguar’s marketing department has been under fire recently following a massive revamp of the brand. It has new logos and slogans which were unveiled in a bold and controversial advertising campaign, which left a lot of die-hard fans scratching their heads wondering what on earth was going on.

It’s also taken a break from making cars until 2026 while it develops a whole new range of EVs, the first of which will be a four-door GT inspired by the recently revealed Type 00 concept.

What is going on with Jaguar?

Jaguar is going through a major transition at the moment, with the iconic brand ceasing to make petrol-engined premium saloons, sports cars and SUVs and moving towards fully-electric luxury models.

It’s also done something unheard of in the car industry and is taking a year-long break from making any cars. The last XEs, XFs and F-Types rolled off the production line in the summer, with the E-Pace following closely behind. The F-Pace SUV will then be the last model standing until it goes off sale in early 2025.

Jaguar is using this hiatus to completely reinvent itself, starting with the new look for the brand which we’ll get onto in a bit. We may not know exactly what the cars will look like yet, but we can certainly expect them to be divisive. Jaguar’s strategy for the future isn’t focused on chasing volume sales, and will instead move into a more luxury space.

Its new line-up will initially consist of three fully electric models, starting with the Type 00, all retailing at over £100,000, with a reduced and more exclusive network of dealers looking after them.

Jaguar’s managing director, Rawdon Glover, commented that ‘to bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention.

‘This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.’

Jaguar rebrands: new logo, new ethos, new audience?

Jaguar’s transformation began with the announcement that UK sales of all of its current models would halt, ahead of its transition to becoming a fully-electric premium brand.

The next step was a teaser video, where it unveiled its new logo and wordmark along with a new slogan and design ethos ‘Exuberant Modernism’.

The teaser video for this featured an ultra-modern look, with models wearing dramatic clothes, and invited viewers to ‘Copy Nothing’ and ‘Delete Ordinary’.

It also unveiled the company’s new emblems. The Jaguar wordmark is now a rounded font featuring a mixture of upper and lower-case letters, while a new ‘Jr’ flourish will appear in places like the centre caps of its car’s wheels.

There’s also a new interpretation of the ‘Leaper’ emblem, which takes up the negative space in amongst horizontal lines.

Jaguar’s chief creative officer, Gerry McGovern, said: ‘Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’.

‘New Jaguar is a brand built around Exuberant Modernism. This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.’

Reception to the new brand has been mixed, with Tesla’s Elon Musk replying to the announcement asking pointedly ‘Do you sell cars?’. Others expressed concern that Jaguar had abandoned its long and storied heritage as it moved towards the future.

Some took a more generous view – The Grand Tour’s James May commented that he was ‘largely ambivalent’ about the ad, saying that ‘the world needs to move on from the E-Type’.

Whether you like the new look or not, this radical new campaign certainly has people talking about Jaguar, a brand which has seen a decline in sales over the past few years. It’s very much a hot topic online, and that’s before any cars have even been revealed. It’ll be interesting to see if it was all worth it when cars start to go on sale in 2026.

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