The Curious Case Of Jaguar’s Rebranding: Why New Logo Is Receiving Backlash?

Luxury automaker, Jaguar recently unveiled its new logo and branding strategy as it looks to pivot to an all-electric brand. The old logo of a leaping cat Jaguar logo has been revised but the company has also introduced a new logo written as jaGUar mixing lowercase and uppercase alphabets. The Tata-owned British automaker is set to launch three new electric cars in 2026, having taken new cars off sale for reinventing the brand.

The ‘fire-break’ was intentional as the company looked to create a barrier between the old and new Jaguar models, according to Rawdon Glover, managing director, Jaguar. Moreover, Jaguar has introduced marketing slogans such as ‘delete ordinary’, ‘live vivid’ and ‘copy nothing’.

Jaguar Logos History

The first logo that had the company’s name was very different from the modern iteration of the leaping cat logo. The first logo with the name ‘Jaguar’ came up in 1935, back then the company was called SS Jaguar with a bird on the back. However, during the time of World War II, the company had to remove the SS from the name to avoid confusion with SS troops from Nazi Germany.

The Jaguar logo of the present day took shape in 1945 after the conclusion of the Second World War. The logo was again redesigned in 1951 simplifying the Jaguar badge, moving away from imagery and a logo focussed on uppercase alphabets. A new logo of the growling Jaguar was introduced in 1957 incorporating a stylised golden head of the wild cat. Additionally, the leaping Jaguar was finally introduced in 1982.

Is New Jaguar Logo All About EVs?

The new Jaguar logo has been introduced as the British automaker looks to transition into an all-electric car company. Furthermore, a new concept car from the rebranded company is expected to be showcased at Miami Art Week on December 3, 2024.

While the Tata-owned British automaker had introduced an electric luxury SUV I-Pace, the company is intent on producing only electric cars taking a firebreak in order to disassociate itself from internal combustion engine-powered cars completely.

Elon Musk Takes A Dig At New Jaguar Logo

Elon Musk, serial entrepreneur and CEO, Tesla, took a dig when Jaguar revealed its new logo by asking “Do you make cars?” on X (formerly known as Twitter), a platform that is owned by Musk as well.

Jaguar replied to it by inviting him to Miami Art Week where they would be unveiling a new concept car.