Jaguar is about to undergo its biggest reinvention since its inception with a complete new range of electric vehicles. Today, it revealed some of the new branding including a reinterpretation of its iconic logo.
The ethos is a return to the words of its founder, Sir William Lyons, that a 'Jaguar should be a copy of nothing.' The released images feature a palette of bold colours and a new font that feels a world away from what you might expect from the company that was founded in Blackpool in 1922.
Though that famous leaper Jaguar logo is still clearly identifiable, the monogram symbol and device mark show how this brand is pushing back into the upper premium market, with new vehicles expected to be upwards of $100,000 (£79,000).
Recent updates
Update: Jaguar has now also teased an image of the concept car, which shows a very E-type rear but without a rear window.
The branding video, with its brightly dressed models feels more like something that you'd expect from Virgin Atlantic, which is no bad comparison for the auto company. Talk of breaking moulds, deleting ordinary, living vivid and copying nothing feel very modern but it will be interesting to see how this translates into the fleet of EVs.
Jaguar Land Rover has form of making this work though. It's Defender model has gone from classic work horse to luxury brand with its latest incarnation, and Range Rover continues to lead the luxury SUV market – though we're yet to see how it handles a fully electric model outside of the I-Pace, with the electric Range Rover due sometime in 2025.
One thing I am expecting from the new models is a big focus on technology. These flagship cars are likely to feature some of the fastest charging and advanced entertainment systems we've seen from Jaguar Land Rover to date.
More information, including a design vision of the new cars, is due at the Miami Art Week on 2nd December 2024.
Sign up to the T3 newsletter for smarter living straight to your inbox
Get all the latest news, reviews, deals and buying guides on gorgeous tech, home and active products from the T3 experts
As T3's Editor-in-Chief, Mat Gallagher has his finger on the pulse for the latest advances in technology. He has written about technology since 2003 and after stints in Beijing, Hong Kong and Chicago is now based in the UK. He’s a true lover of gadgets, but especially anything that involves cameras, Apple, electric cars, musical instruments or travel.
-
If you're upset about the new Jaguar design, you're already missing the point
From E-Type to electric – Jaguar's proud history now has an exciting future
By Sam Cross Published
-
You’ve seen the rebrand, now here’s the first new Jaguar EV
The Type 00 concept previews Jaguar’s all-new electric line-up. We speak to the creatives behind it
By Phil McNamara Published
-
Jaguar plans 3 new EVs starting with a four-door GT
The reinvention of Jaguar will see all current models replaced with an EV-only fleet from 2025
By Mat Gallagher Last updated
-
Jaguar C-X75 supercar to sport a 1.6 engine?
New engine will allow the concept supercar to go from 0-60mph in just under 3.0 seconds
By T3.com Published