Jaguar: electric cars and luxury repositioning

Brand outlook Jaguar in transition: new logo, first prototype

2024-11-26 Source: sp-x | Translated by AI 2 min Reading Time

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The future models of Jaguar are set to be purely electric and positioned more strongly in the luxury world. Accordingly, there is a new logo, a new lettering, and a first prototype.

The Jaguar, the trademark of the car brand, will no longer leap on the hood but only in the logo.

(Image: Jaguar)

The English heritage brand Jaguar is reinventing itself. This year, the British bid farewell to the old world of combustion engines and ceased their production. The restart with electric cars is planned for 2026, with which the brand intends to position itself more strongly in the lifestyle and luxury world. This is accompanied by a new aesthetic for the brand logo and lettering, both of which will change significantly, as the heritage company announced.

The big cat, which formerly adorned many of the brand's models as a hood ornament, will be retired in the future. However, the predator known as the Leaper will not completely disappear. In the future Jaguar world, the predator leaping from left to right will continue to live on as a graphic with 16 horizontal lines in the background. The new logo is called "Strikethrough" in technical jargon.

The Jaguar lettering is also being reinterpreted. All letters are rounded and graphically simplified, with both the initial letter J and the final letter R sharing an identical graphic base form. However, the R is now an inverted initial J. In a circular brand logo, known as the monogram, these are combined like two opposing Js. This logo will adorn the British cars in the future, like an artist's monogram.

The first concept car

Jaguar calls its new style "Exuberant Modernism," which can be translated as exuberant modernity. Jaguar plans to present this new opulence with a new color scheme and an initial concept car in early December during the Miami Art Week. It is expected to take another year before the first new Jaguar with the new logo and lettering hits the road. This model will be a four-door GT, as recently suggested by photos of a heavily camouflaged prototype released by Jaguar.

Gallery

Jaguar reinvents itself—with a significantly changed lettering, among other things.(Image: Jaguar)

On a test drive: The prototype of a fully electric Jaguar is a four-door GT.(Image: Jaguar)

The newly designed letters "J" and "R" have been integrated by Jaguar into the "Monogram" emblem.(Image: Jaguar)

Jaguar has now also released photos of camouflaged prototypes.(Image: Jaguar)

The first prototypes of the GT are currently being tested on British roads. Vehicle testing will soon be expanded to other countries. The new model is based on a special electric architecture, the JEA (Jaguar Electric Architecture). The GT will be manufactured in Solihull, UK.

With the I-Pace—"German Car of the Year 2018" and Europe's "Car of the Year 2019"—Jaguar was one of the pioneers in electromobility six years ago. However, customers still preferred to opt for sports cars with up to eight cylinders and a supercharger.

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