AutoThis is Jaguar, but not as we know itFirst images of the new Jaguar branding show the brand is taking a giant leap into the futureWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.

AutoThis is Jaguar, but not as we know itFirst images of the new Jaguar branding show the brand is taking a giant leap into the futureWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.

First images of the new Jaguar branding show the brand is taking a giant leap into the future

When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.

(Image credit: Jaguar Land Rover)

Jaguar rebrand

(Image credit: Jaguar Land Rover)

Jaguar is about to undergo itsbiggest reinventionsince its inception with a complete new range ofelectric 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 updatesUpdate: Jaguar has now also teased an image of the concept car, which shows a very E-type rear but without a rear window.

Recent updatesUpdate: Jaguar has now also teased an image of the concept car, which shows a very E-type rear but without a rear window.

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.

(Image credit: Jaguar Land Rover)

Jaguar branding

(Image credit: Jaguar Land Rover)

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.

(Image credit: Jaguar Land Rover)

Jaguar branding

(Image credit: Jaguar Land Rover)

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 theelectric Range Roverdue 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.

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(Image credit: Jaguar Land Rover)

Jaguar branding

(Image credit: Jaguar Land Rover)

(Image credit: Jaguar Land Rover)

Jaguar branding

(Image credit: Jaguar Land Rover)

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