The company's fresh start draws on words from its founder, Sir William Lyons: "A Jaguar should be a copy of nothing." This idea guides Jaguar as it tries to stand out in the luxury car market again.
Jaguar's new brand image includes several eye-catching elements. There's a simple new logo in a unique font that's balanced and understated. A horizontal line graphic might show up on future models. The brand also uses bold colors to link itself with art. Jaguar keeps its famous leaping jaguar symbol and adds a new design with the letter 'j'.
Looking ahead, Jaguar plans to launch three all-electric cars before 2030. The first of these will be a luxury sedan coming out in 2025.
Professor Gerry McGovern, Jaguar's Chief Creative Officer, explained the changes:
"This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."
Rawdon Glover, the Managing Director, called it a "complete reset" and said the team had to be "fearless" in making these changes.
To show off its new direction, Jaguar is holding gallery shows in Miami. These exhibitions will feature works from up-and-coming artists who share Jaguar's "Copy Nothing" approach.
Jaguar's move to electric cars comes after it scrapped plans for an electric XJ model, which some thought looked too ordinary. The company now aims to make a bigger splash with its new designs and all-electric lineup.
Source: Jaguar
