The British luxury carmaker is undergoing its most significant transformation yet. 90 years history. Jaguar’s new look captures the brand’s signature design as it moves towards an all-electric luxury EV lineup.
Jaguar unveils new look for upcoming luxury EV
Jaguar has been building petrol-powered sports cars for more than 75 years, but today marks the start of a new era for the company.
After unveiling a reimagined brand identity on Tuesday, Jaguar declared it had transformed to regain its identity.
“Jaguar’s roots lie in originality. Our founder, Sir William Lyons, believed that ‘Jaguar should never copy anything,'” said Jerry, Jaguar’s chief creative officer. – Professor McGovern, British Empire University, said after the introduction of the new look.
The refreshed Jag brand is built on “Exuberant Modernism,” a new creative design theme that will define all future vehicles bearing the iconic badge.
Jaguar’s new brand identity centers around four new design elements, or what the brand calls “symbols of change.” These include device marks, strikethroughs, Exuberant Colors, and Makers marks.
The Device Mark is Jaguar’s new distinctive look. It’s a “powerful celebration of modernism” and features Jaguar’s name engraved in eye-catching gold. The second element, Strikethrough, is the logo and includes a grid-like design, making it an “instantly recognizable Jaguar visual.”
Recovering your brand for an all-electric future
Jaguar’s third symbol (vibrant colors) uses yellow, red, and blue as components of the new look. The rebranded Reaper (Maker’s Mark) symbolizes Jaguar’s ever-forward ambition.
“We are creating Jaguar for the future and restoring it as a brand that enriches the lives of our clients and the Jaguar community,” McGovern added.
Last week we got our first look at the new four-door electric GT, the first in Jaguar’s new luxury EV range.
We’re already seeing major design changes. The new model features a low-riding, elongated silhouette compared to Jaguar’s signature crossover SUV and sedan models such as the F-Type and I-Pace.
Powered by the new Jaguar Electric Architecture (JAE), it is the first EV with a range of over 430 miles (700km). With nearly 575 horsepower, it’s the most powerful Jag ever.
The new luxury EV is expected to debut next summer, with deliveries starting in 2026. Jaguar’s new luxury EV range will have a starting price of more than £100,000 ($130,000).
Jaguar will reveal the next phase of its transformation at Miami Art Week on December 2, 2024. Check back soon for more information on Jaguar’s radical transformation.
What do you think of Jaguar’s new brand identity and design? Will the iconic British luxury carmaker be able to compete with its new line of high-end EV models? Share your thoughts below.
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