British luxurious automaker Jaguar unveiled its new brand in a pop art-inspired rebrand video on Tuesday. The corporate, based 102 years in the past, is transitioning right into a “new period” with its upcoming all-electric car lineup. “A brand new period begins as we speak for Jaguar. A totally reworked Jaguar model recaptures an ethos to Copy Nothing that may hint its roots again to the phrases of its founder, Sir William Lyons,” the corporate mentioned in a press launch.
Jaguar adjustments its iconic brand. However why?
In an effort to reinvent itself as an electrical car maker, Jaguar underwent a shiny but quite complicated rebrand that contains a group of multiracial fashions in vibrant techno-inspired clothes. Whereas the corporate is thought for its luxurious autos, oddly sufficient, its rebrand featured no automobiles. Ditching its earlier all-caps brand, Jaguar is now stylised as JaGUar.
The corporate’s new brand consists of gold custom-font letters that spell out Jaguar in lowercase, aside from the G and U. “It’s a highly effective celebration of modernism – geometric type, symmetry and ease – demonstrating the surprising by seamlessly mixing higher and lowercase characters in visible concord,” the automaker, now EV maker mentioned of its new brand.
Along with its title, the corporate has additionally revamped its pouncing cat brand, often called the leaper, which is Jaguar’s “valuable mark of provenance.” “All the time leaping ahead, it’s a illustration of excellence and hallmark of the model,” the corporate mentioned of its redesigned cat brand within the launch.
Reflecting on Jaguar’s unusually inventive rebrand, Gerry McGovern, Jaguar Land Rover’s chief inventive officer, mentioned, “It is a reimagining that recaptures the essence of Jaguar, returning it to the values that when made it so beloved, however making it related for a recent viewers.” The corporate’s first EV is deliberate to enter manufacturing in 2026.
Jaguar’s rebrand leaves netizens confused, Elon Musk asks ‘Do you promote automobiles?’
Whereas the Jaguar’s rebrand was certainly eye-catching, it left netizens confused by not incorporating any autos. “Do you promote automobiles?” tech billionaire Elon Musk wrote on X, to which, the corporate responded, “Sure. We would love to point out you. Be part of us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.” A lot of the feedback echoed comparable sentiments, with customers asking the plain – the place are your automobiles?
“I believed you guys made automobiles??,” wrote one consumer, whereas a second requested, “The place’s the automobile?” The corporate replied with, “We do. All shall be revealed,” and “The story is unfolding. Keep tuned,” respectively. Because the third consumer quipped, “What the precise hell is that this,” Jaguar declared, “The long run.”
