Historic British luxury car manufacturer Jaguar has unveiled its new logo, the latest step in a rebranding effort that began in 2021 and aims to transform the brand into an all-electric manufacturer. The new symbol does not abandon the iconic leaping feline, but reinvents the company name in a minimalist way.
Jaguar’s radical change began in 2021, when the company announced its intention to switch to the exclusive production of electric cars. After being under the control of Ford for decades, Jaguar was acquired by the Indian company Tata motors in 2008, along with the Land Rover brand.
Jaguar’s new logo
The announced rebranding of Jaguar, the historic British luxury car manufacturer, is taking shape. On November 19, the company unveiled the new logo and the new lettering that will represent its products worldwide. Minimalist and aimed at giving a new image to English cars, the feline symbol that has always distinguished the cars of the English company will have an increasingly modern look.
The font of the letters that make up the company name is also changing. The new style invisibly merges uppercase and lowercase letters, forming a cohesive whole.
Having a clear break between new and old is very helpful in that sense,” he added. While remaining true to the British brand’s historic roots, Jaguar’s new symbols represent a clear shift in the carmaker that has been in the works for several years and began with the announcement of a move to all-electric production in 2021.
Jaguar future is electric
Since 2008, Jaguar (along with Land Rover, which is part of the same group) has passed from Ford to the Indian company Tata motors. The process of renewing the range of the English company has been underway since before then, but the new turn towards electric comes at a time of great difficulty for the entire automotive sector.
Traditional car manufacturers, especially large European groups such as Volkswagen or Stellantis , are struggling to adapt to the ecological transition that requires them to move to fully electric production as soon as possible. Margins in this sense are tighter and competition from China and Tesla has thrown production models that have been cemented for decades in factories on the Old Continent into crisis.