Jaguar recently announced their new brand strategy and identity,leaving behind everything that defined them: the iconic logo, the British heritage, the traditional fuel-powered cars,present market positioning, pricing strategy, and even their devoted customer base.
The tagline,
“Exuberant. Live vivid. Delete ordinary. Break mould. Copy nothing,”
This complete rebrand marks a significant departure from the past,oving into a new era of ultra-luxury electric vehicles with a brand identity that is artistic, fashionable, trendy, sustainable, innovative, and inclusive.
Facts About the Brand Jaguar :
Jaguar is a renowned brand specializing in high-performance sports cars and luxury vehicles. The British multinational automaker Jaguar Land Rover, which is owned by Tata Motors and has its headquarters in Whitley, Coventry, England, is the parent company of the brand.
History and pivotal moments. Let’s review some significant turning points before delving into Jaguar’s new brand strategy.
- 1922: Williams Lyons founded the Swallow Sidecar Company, which marked the beginning of Jaguar’s business.
- 1945: The company’s name is changed from SS Cars to Jaguar Cars.
- 1966: Jaguar merges with the British Motor Corporation, leading to a series of mergers and nationalizations that result in British Leyland.
- 1984: Jaguar is spun off British Leyland and listed on the London Stock Exchange.
- 1989-90: Ford acquires Jaguar Cars, and later buys Land Rover in 2000.
- 2008: The Indian multinational automotive company Tata Motors acquires Jaguar and Land Rover, merging them into Jaguar Land Rover.
- 2021: Jaguar announces that it aims to make all its cars fully electric by 2025
Unveiling Jaguar Land Rover’s Reimagine Strategy :
Jaguar Land Rover (JLR) is following its Reimagine Strategy, which lays out “a new vision of becoming a carbon net zero business by 2039”. The strategy is built around four main pillars:
- Modern luxury: “Where design philosophy meets sustainability, innovation and exceptional client experience to create desirability“
- Electrification: “Ushering in a new era of sustainable, luxury vehicles, our unwavering commitment lies in the electrification of our house of brands”
- Sustainability: “Sustainability is at the heart of everything we do, driving us to redefine the future of responsible excellence across our footprint”
- Enterprise: “Our journey to realize a sustainability‑driven vision of exceptional brands and products through a transparent and ethical end-to-end supply base“
The company has chosen the House Of Brands brand architectureBrand architecture defines the role of each brand and acts as a guideline for the interrelationship between the brands in your organization. model to organize its four brands: Range Rover, Defender, Discovery, and Jaguar. The aim? To elevate the unique features and status of these British brands.
Jaguar is transitioning to all-electric vehicles by 2026, pausing sales. To achieve this goal, they decided to halt sales of new Jaguar vehicles in the UK until at least 2026. This implies that individuals in the UK will be unable to purchase a new Jaguar car until the launch of the new electric-only vehicles in 2026.
Rebranding Jaguar with a new logo and modern visual identity :
After almost 100 years in the car industry, Jaguar is reinventing its brand completely.
Their new strategy, unveiled on November 18, 2024, involves a complete makeover to stand out in the electric vehicle market. This includes a change in almost every aspect of the marketing mix, a new brand identity, and a new positioning strategy.
Let’s see what this looks like in practice.
New cars, new price, new brand :
As of 2026, Jaguar cars will be completely different from the ones we know today.
According to Motor1, the new models will be exclusively electric, bigger, more exclusive, and more expensive. “There will only be three models, and the first will be a GT saloon over five meters long. The cars will be exclusively electric and have a range of around 435 miles, but those who buy them will not do so for this reason but “because of the emotions they arouse.”
While current Jaguar models start at $50,000-60,000, their new lineup will be priced at roughly double that amount—marking a significant shift in their pricing strategy.
The changes in the brand’s products and pricing appear to be at the core of the need for a complete brand transformation aimed at attracting the right audience and conveying this new, elevated stage of luxury.
“Exuberant modernism” as a new brand philosophy :
Jaguar is returning to its roots by embodying the “copy nothing” ethos from Jaguar’s founder, William Lyons.
The brand is redefining its essence by returning to its originality ethos while adding the concept of exuberant modernism. This approach reconnects with the founder’s vision for the brand while ensuring it stays relevant to a contemporary audience.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’.
Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.”
A new brand positioning strategy targeting a completely new audience :
Jaguar is repositioning itself as “fearless, exuberant, and compelling“. This drastic new positioning strategy aims to capture an entirely new audience, more likely to purchase the future electric cars.
While the brand was famous for targeting a very masculine affluent audience, the carmaker now aims to attract a younger, “design-minded” and “cash rich, time poor” audience.
A new brand identity that abandons its roots
Besides returning to the founder’s “copy nothing” ethos, Jaguar doesn’t refer to its British origins and nearly 100 years of heritage. The brand is embracing a new era and moving away from its masculine, British, prestigious, and more traditional heritage.
The new strategy focuses on the new brand’s personality, which is defined as imaginative, bold, artistic, unique, and fearless. Jaguar now aims to embody originality and creativity and boldly inspire its new audience.
New Visual Identity :
The film and print ads also feature the brand’s values, such as “delete ordinary”, “create exuberant”, “break moulds”, and “live vivid”. The use of bold and vibrant colors is a new building block of Jaguar’s visual identity. The new color palette reflects the brand’s new association with the art world. It is inspired by the primary colors (yellow, red, and blue) and will be presented with texture or movement.
Jaguar’s new logo is also a surprising move. The company chose to swap the previous font with a minimalist, modern, and geometric wordmark, mixing upper and lower case as it reads “JaGuar.”
The company removed the iconic “leaper” representing a jumping jaguar from the logo and reimagined it as a new modern “maker mark”. By leaping forward, it is a “representation of excellence and hallmark of the brand”.
The company removed the iconic “leaper” representing a jumping jaguar from the logo and reimagined it as a new modern “maker mark”. By leaping forward, it is a “representation of excellence and hallmark of the brand”.
Jaguar now features a new monogram combining the ‘J’ and the ‘R’, described as a “code for expression and a signifier of a completed work”.
Conclusion :
The December strategy reveal will be crucial — not just for what’s announced, but to better understand how Jaguar plans to bridge the gap between its current brand image and its ambitious future.
The brand’s success will require exceptional execution, not just exceptional vision. Reach us for branding and digital marketing strategies.