The British luxury automaker is undergoing its most significant transformation in its 90-year history. Jaguar’s new look captures the brand’s signature design as it shifts to an all-electric luxury EV lineup.
Jaguar unveils new look for upcoming luxury EVs
Jaguar has been building gas-powered sports cars for over 75 years, but the company is kicking off a new era starting today.
After unveiling its reimagined brand identity on Tuesday, Jaguar proclaimed it has transformed to reclaim its originality.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing,'” Professor Gerry McGovern OBE, Jaguar’s chief creative officer, said after introducing the new look.
The revamped Jag brand is built on its “Exuberant Modernism,” a new creative design theme that will define all upcoming vehicles bearing the iconic badge.
Jaguar’s new brand identity is centralized on four new design elements, or “symbols of change,” as the brand calls it. These include Device Mark, Strikethrough, Exuberant Colours, and Makers Marks.
The device mark is Jaguar’s new signature look. It is a “powerful celebration of modernism,” with the Jaguar name in eye-catching gold. Strikethough, the second element, is the logo, which includes a grid-like design that will become “an immediately recognizable visual for Jaguar.”
Restoring the brand for an all-electric future
Jaguar’s third symbol (exuberant colours) uses yellow, red, and blue as the building blocks of its new look. The brand’s redesigned ‘leaper’ (makers marks) symbolizes Jaguar’s ambition to always move forward.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community,” McGovern added.
Last week, we got our first look at Jaguar’s new 4-door electric GT, the first of its new luxury EV lineup.
You can already see major design changes. The new model features a low-riding, extended silhouette compared to the crossover SUV and sedan models for which Jaguar is known, like the F-Type and I-Pace.
It will be the first EV to ride on the new Jaguar Electric Architecture (JAE) with over 430 miles (700 km) range. With nearly 575 hp, it will also be the most powerful Jag to date.
The new luxury EV is expected to debut next summer, with deliveries kicking off in 2026. Jaguar’s new high-end EV lineup will have starting prices over £100,000 ($130,000).
Jaguar will reveal the next stage of its transformation at Miami Art Week on December 2, 2024. Check back soon for more details on Jaguar’s radical transformation.
How do you feel about Jaguar’s new brand identity and design? Can the iconic British luxury automaker compete with a new lineup of high-end EV models? Let us know your thoughts below.
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