Jaguar has unveiled a fresh new logo and branding as part of its transition to becoming an electric-only brand, BBC reports.
The luxury vehicle manufacturer, owned by Tata Motors, will debut three new electric vehicles in 2026, marking a significant shift in its business strategy after halting the sale of new models over a year ago to focus on its rebranding and reinvention.
The new logo, introduced on Tuesday, features a redesigned “prancing cat” image, alongside updated marketing slogans such as “delete ordinary.” The bespoke logo, presented in a unique blend of upper and lower case letters (“JaGUar”), aims to symbolize the company’s transformation while maintaining its iconic identity.
This rebranding effort is part of Jaguar’s broader strategy to redefine its image, which includes moving away from traditional combustion engine models. The company announced its shift to electric vehicles (EVs) in 2021, with a clear intention to reshape public perceptions of the brand.
Jaguar Managing Director Rawdon Glover explained that removing new cars from the market was a deliberate move to distinguish the brand’s old models from its upcoming electric lineup.
“We need to change people’s perceptions of what Jaguar stands for,” Glover said.
He emphasized the challenge of reinventing such a well-established name.
Jaguar Land Rover (JLR) Chief Creative Officer Gerry McGovern highlighted the brand’s legacy of originality, referencing founder Sir William Lyons’ vision of creating a vehicle that was “a copy of nothing.” The new Jaguar brand, according to McGovern, is intended to be “imaginative, bold and artistic” while staying true to its values of uniqueness and fearlessness.
