Jaguar has unveiled a major rebranding effort, introducing a new "leaping cat" logo to symbolize its transformation into a modern, forward-looking brand. This marks the end of its longstanding "growling cat" logo and the beginning of a design philosophy dubbed "Exuberant Modernism." The new logo, styled as JaGUar, represents boldness, creativity, and a fresh direction for the iconic British carmaker.
As part of the rebrand, Jaguar will debut the Jaguar Design Vision Concept during Miami Art Week on December 2, offering the public a glimpse of its new creative philosophy. The rebrand also includes a refreshed identity with elements like the Strikethrough, the Maker’s Mark, Exuberant Colours, and the Device Mark.
Chief Creative Officer Professor Gerry McGovern described the change as a return to Jaguar’s roots in originality, inspired by the philosophy of founder Sir William Lyons. “This is a reimagining that recaptures the essence of Jaguar, making it relevant for a contemporary audience,” McGovern said.
Managing Director Rawdon Glover emphasized the significance of this transformation. “This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar,” he said.
A Leap Toward Electrification
The rebranding comes amid Jaguar’s aggressive shift toward electric vehicles (EVs). By the end of 2024, the company will produce only one internal combustion engine model, the F-Pace SUV, which will remain available in petrol, diesel, and hybrid versions. Jaguar has ceased production of nearly all petrol car models, betting heavily on its electric future.
Three new electric models are scheduled for launch in 2026, expected to compete with luxury EVs like the Porsche Taycan. These models, rumored to carry six-figure price tags, will mark Jaguar's entry into the high-end electric vehicle market.
The company has already invested £365 million (€437.88 million) in its Wolverhampton facility for electric Range Rover production, with a total electrification investment expected to exceed £15 billion (€18 billion).
