Blog Details

• Jaguar transformation starts with reveal of new logo and branding
• All current Jaguars to be replaced by three ultra-luxury EVs
• Concept previewing first EV set for 2024 Miami Art Week

Jaguar is just weeks out from the reveal of a concept that will usher a new era for the brand, one fully focused on electric vehicles with prices much higher than what the current lineup carries.

Ahead of the reveal, Jaguar has given a taste of the new branding with which it plans to define its future lineup. It suggests a younger, more fashion-conscious target customer very different to Jaguar’s traditional customers who may have grown up lusting over E-Types, XKs, and XJs.

Given the automaker only sold 64,241 cars globally in 2023, breaking with the old and trying something new might not be a bad strategy.

Jaguar on Tuesday revealed three separate device marks, one of them being a reinterpretation of the iconic leaper logo. There’s also a new double J logo, and a “Jaguar” script that for reasons that are unclear makes only the G appear to be an upper-case letter.

New Jaguar logo

Jaguar also mentioned the buzzwords “Fearless,” “Exuberant,” and “Compelling,” as well as company founder William Lyon’s famous quip, “Copy nothing,” perhaps hinting at more daring designs from the brand.

Jaguar is known to be working on a three-car lineup. The first model is expected to be a sleek, four-door grand tourer. Jaguar last week revealed photos of a heavily camouflaged prototype. The other models are expected to be a large SUV and a large sedan.

Next-generation Jaguar EV prototype

The upcoming concept, which will debut during 2024 Miami Art Week starting on Dec. 2, will preview the grand tourer, and will be the first real taste of Jaguar’s transformation that was first announced as far back as 2021.

The production grand tourer will debut next year and start sales in 2026. The other two models are expected to follow in relatively quick succession. The vehicles will be based on a dedicated EV platform named JEA (Jaguar Electrified Architecture), and will feature a NACS connector on vehicles delivered to North America. Jaguar has previously said a unique platform is important for separating Jaguar vehicles from sister company Land Rover.