Jaguar leaps into historic rebrand as it keeps the focus on electric cars

Iconic car maker Jaguar has unveiled a new logo and monogram, as part of a new rebrand. The move is a "powerful celebration of modernism", according to the company, and has replaced the iconic "growling cat" logo with a "leaping cat" one. The new logo will be written as JaGUar. 

The new brand identity has just begun and includes bolder designs, more creative thinking and a stronger, more recognisable brand identity, the company revealed. It went on to explain there will also be four emblems of change, namely the Strikethrough, the Maker's Mark, the Exuberant Colours and the Device Mark. 

It will launch the Jaguar Design Vision Concept on 2 December during Miami Art Week, as part of a public and global launch for the new brand. It aims to bring to life its new "Exuberant Modernism" creative philosophy in a physical display. 

Professor Gerry McGovern OBE, the chief creative officer of Jaguar Land Rover, said via the company: "Jaguar has its roots in originality. Sir William Lyons, our founder, believed that 'A Jaguar should be a copy of nothing'.

"Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.

"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. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."

Rawdon Glover, the managing director of Jaguar Land Rover, added: "To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention.

"That ethos is seen in our new brand identity today and will be further revealed over the coming months.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 takes gamble on electric vehicles

The rebrand decision comes as the company moves more decisively into the electric vehicle market, having already ceased production of almost all its petrol car models.

As part of its move to focus more heavily on all-electric cars soon, Jaguar has already revealed it will be producing only one combustion engine car by the end of 2024. This will be the F-Pace SUV, which will still be available in diesel, petrol and hybrid options. 

The move has already been met with some criticism, as investors worry about whether the brand will be able to sustain itself by producing only one vehicle, while it works on developing its new electric vehicle models. 

Jaguar is to launch three electric models in 2026, which are expected to compete with the Porsche Taycan. It is also likely to come with a six-figure price tag. If so, this would make it one of the most expensive Jaguars to be mass-produced. 

Investors are also worried about whether there is enough electric vehicle demand at present to sustain Jaguar's upcoming shift to all-electric vehicles, as similar competitors such as the Porsche Taycan and the Audi e-tron GT are already struggling. 

Jaguar Land Rover has already invested some £365m (€437.88m) in its Wolverhampton factory to produce the first all-electric Range Rover, with more than £15bn (€18bn) likely to be needed overall for its electrification programme.