In the world of luxury automobiles, few brands evoke the kind of visceral emotion and timeless allure that Jaguar does. The buzz around Jaguar’s rebrand began with the 30-second launch video which sparked both intrigue and debate. Adding to the discussion is the unveiling of the new logo and the decision to retire the iconic big cat emblem—a symbol that has graced its cars for decades. It’s been a month since the brand unveiled this new avatar but it has still managed to raise eyebrows.
The new video showed models in bright fashion, with pop shades dominating the screen, strutting around, with the tagline ‘Copy Nothing’. While this tagline is borrowed from the words of its founder, Sir William Lyons, the imagery and music didn’t hit the emotions of many. Some social media commentators criticized the campaign for its unrequired “woke” mood. Tesla founder Elon Musk’s comment on X – “Do you sell cars?” became as popular as the new Jaguar ad itself.
There is another perspective out there though. “It’s incredibly positive. Jaguar needs a strong break from the past, so the new identity signals a new philosophy and market segment,” Jack Yan, Publisher of Lucire and Autocade, shared.
Heritage and craftsmanship have long defined Jaguar’s status as a maker of classic cars. Jaguar, after all, is a well-established luxury brand, synonymous with sleek curves, racing heritage, and its association with James Bond movies. “The brand’s decision to rebrand and focus on being all-electric by 2026–Project Roar–reflects its ambition to stay relevant in a rapidly changing automotive market. This pivot responds to the growing demand for sustainability and technology–luxury now seems to be something else,” comments Cristian Saracco, Founding Partner of Allegro 234, a branding company.
“I think there’s just enough of the old in the materials we’ve been shown–the leaper with the 16 lines through signals it’s mindful of the heritage.”
Jaguar’s transformation is as ambitious as it is necessary. In both Europe and the United States, Jaguar has been reporting decreased sales over the past few years, by at least 20%. Its sibling, Land Rover, has been doing much better in contrast.
The market is changing, driven by sustainability, advanced technology, and a redefinition of luxury. Yet, as the brand pivots toward a sleek and futuristic identity, questions loom about its ability to balance this evolution with its storied legacy.
Balancing heritage with innovation
One of the most visible aspects of Jaguar’s rebranding is its updated logo. The iconic ‘growler’ emblem, a stylised depiction of a jaguar’s face, has been retired in favour of a modernised leaping cat and a minimalist font. However, the change has divided opinions.
“I think there’s just enough of the old in the materials we’ve been shown–the leaper with the 16 lines through signals it’s mindful of the heritage. Everything else is about change: the new logotype resembles Herbert Bayer’s Universal Alphabet. The double-J symbol has obvious connections in other luxury brands: the linked Gs of Gucci or the linked Cs of Chanel. It’s drastically needed if Jaguar is to survive as anything evolutionary like what Mercedes-Benz and BMW have done,” comments Mr. Yan.
Brands like Porsche and Ferrari have successfully navigated this terrain, blending timeless design principles with cutting-edge technology. For heritage brands like Jaguar, which is now owned by the Indian company TATA Motors, the challenge lies in bridging the past and the future.
“While some appreciate the nod to the brand’s sleek aesthetic, others feel it veers too far from the bold and distinct visual cues that defined Jaguar’s legacy. Striking this balance is crucial for retaining brand recognition while embracing modernity,” says Mr. Saracco.
At the same time, Mr. Yan cautions that Jaguar expects to lose 85–90% of its customers, “So it has no interest in re-treading the past or to compete head-on with its traditional German rivals.”
Reinventing a brand is no easy feat—especially when it comes to one steeped in legacy and nostalgia. Change, after all, is often met with resistance. But for Jaguar, a brand whose identity once roared with distinction yet had grown quiet in recent years, change was no longer optional. “I don’t think Jaguar needs to consider its classic identity at all. That was the trouble with the brand: it was weighed down by history,” Mr. Yan reflects. In the face of irrelevance, Jaguar opted for reinvention over restoration.
“Jaguar’s electrification efforts and its emphasis on premium design align with these values. However, some critics argue that its recent marketing feels more like an abstract concept than a tangible luxury experience. To fully align with modern luxury, it must focus on showing how its vehicles and services embody these principles, from high-tech features to eco-friendly materials and personalised offerings, it’s just a promise – which being Jaguar, I think we should embrace,” Mr. Saracco hopes.
A new identity, a new audience
At the heart of this transformation is the shift to all-electric vehicles, a nod to the growing demand for sustainability and advanced technology in the luxury sector. “Jaguar’s approach seems highly innovation-driven, which is necessary but can detract from its legacy,” says Mr. Saracco.
At Miami Design Week in December 2024, Jaguar unveiled their showstopper: the Type 00. The exterior commands attention with its striking aesthetic, a long, low stance, massive 23-inch wheels, and sleek, narrow windows create an unmistakable silhouette. Adding to its allure are two bold colourways: a deep, dusky rose dubbed ‘Miami Pink’ and a sleek metallic shade known as ‘London Blue.’ At the rear, twin parallel light bars frame the back while the front features slender headlights that curve gracefully around its edges for a truly distinctive look. The interior has a striking colour palette of tan and brass. Tech-savvy touches abound, with multiple screens integrated seamlessly into the cabin’s design. Jaguar’s vision for the modern luxury vehicle is quite right out there!
Mr. Yan notes, “Type 00 does the opposite of what luxury EVs (such as brands like Denza, Xpeng, Zeekr, Hyper and others out of China) do. There is no teardrop shape or low drag coefficient. It is cab-backward, not cab-forward. There is a vertical front end with ribbing rather than a smooth, grille-less appearance. One of the strongest things you can do in branding is differentiate yourself and Jaguar is signalling that it will.”
However, Mr. Saracco also views a challenge that Jaguar could face with the new cars, “Subtle nods to its British craftsmanship or classic design elements could reinforce its identity while embracing electrification. Collaborations with technology leaders or the creation of limited-edition EV models inspired by iconic designs could provide a balance between nostalgia and modernity. For Jaguar, a blended approach may be more effective.”
Many times, abstract marketing campaigns and the absence of tangible prototypes leave some to wonder whether the brand is simply following the current zeitgeist rather than carving out its distinct path. “A calculated rebranding effort that lacks emotional depth can appear opportunistic. For the transformation to feel genuine, Jaguar should demonstrate how these changes are rooted in its values and history rather than merely reacting to market dynamics,” Mr. Saracco reiterates.
At the same time, the move toward EVs cannot be dismissed as trend-chasing—it’s an environmental imperative. “Rather than chasing trends, this move represents a calculated effort to rise above and establish Jaguar as a leader in a space where exclusivity and innovation set the tone,” clarifies Mr. Yan. “China has launched over a dozen electrified models in a very short space of time. If they are the biggest car-making nation on earth, then where does that leave legacy car makers? Do they go head-to-head with them (the Germans could, because of their brands’ strength in China and the positive country-of-origin image the Chinese have), or do they go even further beyond that? Jaguar, under Tata’s stewardship, has opted for a different approach to take on luxury brands–something distinct to position itself in the hyper-luxury segment.”
“The British often claim to be a conservative people, yet their actions suggest a deeply radical streak.”
Built in the UK, the new first-generation Type 00 Jaguar EV will be launched as a four door GT in late 2025.
Beyond advertising: delivering on the promise
Jaguar has long been a symbol of British automotive excellence. From the roaring success of the XK120 in the post-war era—then the world’s fastest production car—to the iconic E-Type, often hailed by Enzo Ferrari himself as ‘the most beautiful car ever made’, Jaguar has etched its name into motoring history. These weren’t just vehicles; they were statements—machines that captured the essence of a bygone era where craftsmanship met charisma, and speed was draped in curves.
But nostalgia is a double-edged sword. While the leaping cat logo evokes a certain romance of the road, the new generation of customers demands more than just legacy. This new generation, indeed, looks for innovation, sustainability, and a story that feels relevant to their values. “The British often claim to be a conservative people, yet their actions suggest a deeply radical streak. Consider the Triumph TR7, Leyland 18-22, and Aston Martin Lagonda of the mid-1970s—bold explorations of wedge design that were nothing if not daring. Thatcherism, too, was radical—whether one agrees with it or not. This willingness to embrace the unconventional, even amid limited information, is a defining but rarely acknowledged aspect of the British character,” Mr. Yan rightfully points out.
The stakes couldn’t be higher. “A great deal has been left to guesswork and speculation. But at the same time, this might have been strategic. Generate the debate, so that it nets headlines in many circles. Then, closer to launch, tell the story behind the brand in earnest,” Mr. Yan predicts. “We needed to have more of an experience with the new brand, something immersive (even if online) so we can discover it for ourselves. This is the way luxury brands should engage us today, and Jaguar hasn’t done this: it’s pushed a message at us that could have been done better.”
Mr. Saracco observes that there’s an increasing expectation for information to be served in bite-sized, easily digestible pieces. “Society today is reading, understanding, and analyzing less and less. There is a certain level of laxity, imperfection, and haste in our efforts to understand what is presented to us. Jaguar’s success will depend on its ability to connect its storied past with what they envisage for the future.”
For now, a cloud of questions continues to linger. Can they honour their heritage while captivating a generation that grew up hearing stories about the brand? Can Jaguar deliver a future as thrilling as its past? Or will the weight of history overshadow the promise of reinvention?
Perhaps, the biggest question is, are you willing to buy the new, electric Jaguar Type 00?
