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Jaguar’s controversial rebrand is bringing the car into the EV era

The automaker ditched its iconic jaguar symbol for a logo that has left some people scratching their heads.

Jaguar, the 90-year-old sports car brand operated under parent company Jaguar Land Rover (JLR), has plans to “completely reset” its image to become an ultra-luxury, fully electric-vehicle brand. To make the change, the brand is scrapping its iconic jaguar logo.

At a recent press briefing from its headquarters in England, Jaguar executives announced that the brand is aiming to fully relaunch to capture a growing audience of EV buyers. In the coming years, the carmaker plans to transition to an entirely battery-electric fleet of vehicles, each of which will be about twice as expensive as existing models. The move upmarket is complete with a new logo, color scheme, maker’s marks, and some pretty weird concept videos.

Jaguar’s bold rebrand is an amped-up version of a strategy that other companies, like Audi and General Motors, have used for new EV lines: moving away from recognizable brand touches to signal an entirely new, more tech-centric era.

Behind Jaguar’s risky new strategy

As a brand, Jaguar has a storied history going back to 1935, when the first-ever Jaguar car hit the market. Throughout the 20th century, the company experimented widely with form and silhouette, becoming especially notable for the skinny, low-profile 1961 E-Type. Founder Sir William Lyons based the brand in a spirit of risk-taking design innovation, famously stating that, “A Jaguar should be a copy of nothing.”