Jaguar’s transformation begins with the unveiling of a new logo and branding All current Jaguars will be replaced by three ultra-luxury EVs Concept preview of first EV set for Miami Art Week 2024
Jaguar is just weeks away from unveiling a concept that heralds a new era for the brand, focusing entirely on electric cars at a price point far higher than its current lineup.
Ahead of the unveiling, Jaguar unveiled some of the new branding that will define its future lineup. This suggests a young, fashion-conscious target customer that is very different from Jaguar’s traditional customers who grew up admiring the E-Type, XK, and XJ.
Considering the company sold just 64,241 cars globally in 2023, breaking with the old and trying out the new might not be a bad strategy.
Jaguar unveiled three separate device marks on Tuesday, one of which was a reinterpretation of the iconic Reaper logo. There’s also a new double J logo and a “Jaguar” script where only the G appears to be capitalized for reasons unknown.
new jaguar logo
Jaguar also references buzzwords like “fearless,” “enthusiastic” and “charming,” as well as founder William Lyon’s famous quip, “Imitate nothing,” and perhaps the brand’s bolder designs. seems to be suggesting.
Jaguar is known to be working on a three-car line-up. The first model is expected to be a sophisticated four-door grand tourer. Last week, Jaguar released photos of a heavily disguised prototype. Other models are expected to be a large SUV and a large sedan.
Next generation Jaguar EV prototype
Debuting during Miami Art Week 2024 starting December 2nd, the upcoming concept will preview the grand tourer and provide the first real taste of Jaguar’s transformation, which was first unveiled in 2021.
The production grand tourer is expected to debut next year, with sales starting in 2026. The other two models are expected to follow suit in a relatively short period of time. These vehicles are based on a proprietary EV platform called JEA (Jaguar Electrified Architecture), and vehicles delivered to North America will be equipped with NACS connectors. Jaguar has previously said its unique platform is important to separate Jaguar cars from sister company Land Rover.
