Jaguar unveils bold new identity

Jaguar unveils bold new identity

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‍Jaguar is taking its transition toward an electric car brand seriously. It recently announced the discontinuation of its XE, XF, and F-Type models as part of its shift toward EVs. Unfortunately, production of the I-Pace and E-Pace models too is slated to end at the conclusion of the year. 

It is sad to see a brand that once gave us the E-Type, the F-Type with its raw V8 rumble and not forgetting the XJ and XJR, go this route; however, Jaguar promises some interesting times ahead. 

Like most transitions we have seen before, Jaguar is introducing its new identity as it prepares for an EV future. This consists of new badges and branding to align with the new era, starting in 2025. 

That said, the reimagined leaping Jaguar is thinner and more angular than before, while the design makes the animal look more defined. Also, the wordmark now blends upper- and lower-case letters, emphasising symmetry and simplicity. According to Jaguar, the new identity is embedded in each of the four symbols of change, reflecting brand values and providing clues for what is to come. 

Earlier this year, Jaguar Land Rover announced that it has invested £15 billion (roughly R340 billion) over the next five years to boost its shift towards EVs. This means its Halewood plant in the UK will become a full EV manufacturing facility. Jaguar also announced that, beginning in 2026, it will introduce three new electric models—a large sedan, a large crossover, and a 4-door GT—based on the brand's new JEA platform.

On December 2nd, Jaguar will unveil its new brand identity during the Miami Art Week; this will be followed by the unveiling of a concept car, which will provide a preview of the design direction for its upcoming models.

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