Luxury automobile brand Jaguar has unveiled a new logo as part of its transition to an electric-only lineup. The rebrand features a distinctive mix of upper and lower case letters, spelling “JaGUar.” Alongside the logo, the company released a brand film showcasing its new direction, although the film’s focus on a diverse group of models instead of cars has sparked confusion among audiences.
Jaguar, owned by Tata Motors, announced in 2021 that it would become an electric vehicle (EV) company, with three new EVs set for release in 2026. To mark this shift, the company has adopted the tagline “Copy Nothing,” emphasizing its commitment to originality, as inspired by founder Sir William Lyons’ philosophy. Managing director Rawdon Glover explained that pausing the sale of new cars allowed Jaguar to create a clear divide between its legacy models and the upcoming electric range.
Despite the bold move, audience reactions have been mixed. Some critics have likened the new logo to that of a toy electric car brand, while Tesla CEO Elon Musk jokingly asked, “Do you sell cars?” Jaguar responded with an invitation to Musk for a meeting in Miami on December 2nd.
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