Jaguar Takes a Major Turn by Abandoning its Iconic Logo and Repositioning as an Exclusively Electric Vehicle Brand
Jaguar is embarking on a significant transformation, ditching its iconic logo and rebranding as a luxury electric vehicle manufacturer.
Starting from 2025, the carmaker is offering a completely revamped range with high-end models priced at $127,000.
This rebranding is accompanied by a new minimalist logo and a modern color palette inspired by artists, marking a break with the traditional visual identity. According to Adrian Mardell, CEO of Jaguar Land Rover, this transformation aims to differentiate the brand in a rapidly expanding market.
With only 43,000 vehicles sold in 2023, Jaguar is seeking to conquer a young and premium customer base, seduced by luxury and sustainability. The carmaker is betting on majority sales coming from new buyers.
However, this strategic shift is divisive: while some praise the bold move, many online critics lament the abandonment of the brand's historical heritage.
Jaguar hopes that this transformation will reaffirm its innovative spirit while establishing itself as a key player in the luxury electric vehicle market.
