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Jaguar roared into a new era with a stunning brand refresh. The iconic British luxury brand unveiled a bold new logo, a dynamic leaping cat emblem, and the inspiring tagline “Delete Ordinary.” The new logo, stylised as JaGUar, seamlessly blends upper- and lower-case characters for a visually striking and harmonious look. With its sights set on an all-electric future, Jaguar is poised to launch three new electric vehicles in 2026.
Jaguar: A Future-Focused Approach
BBC reports that Managing Director Rawdon Glover said taking new cars off sale was “intentional” as it looked to create a barrier between the old models and the new Jaguar vehicles.
He elaborated on the strategic need to shift public perception of Jaguar’s brand identity. This is a complex task that requires a well-thought-out approach. Therefore, a significant pause between the old and new eras can be advantageous, allowing the brand to reset and reposition itself for the future.
Gerry McGovern, Chief Creative Officer of Jaguar Land Rover (JLR), emphasised Jaguar’s historical commitment to originality. He highlighted Sir William Lyons’ vision for the brand, stating that Lyons believed Jaguar “should be a copy of nothing.” McGovern further described the new Jaguar brand as “imaginative, bold, artistic, unique, and fearless.”
“To bring back such a globally renowned brand, we had to be fearless,” says MD Rawdon Glover. “Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months. This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation.”
Jaguar’s Electrifying Rebrand: A Bold New Identity
Jaguar has made a dramatic shift in its brand identity, launching a vibrant and edgy rebrand campaign on social media. The campaign features young, diverse models posing with sledgehammers, dressed in bold primary colours, and surrounded by slogans like “create exuberant,” “live vivid,” and “delete ordinary.” This departure from traditional car advertising has sparked significant online debate, with many questioning whether Jaguar has alienated its core customer base.
Is It a Hit or a Miss?
The social media response to the campaign has been mixed, with some praising Jaguar’s courage and others expressing disappointment. Jaguar maintains that the rebrand is necessary to appeal to younger generations. The company acknowledges that the new look may only resonate with some, but it believes the changing market demands a bold and innovative approach. This recognition of the potential risks involved in the rebranding process shows that Jaguar is not taking this transformation lightly. As Jaguar transitions to an all-electric future, only time will tell whether this bold rebrand will pay off.
