On Tuesday, 19 November 2024, Jaguar released its brand new logo. The British luxury car brand Jaguar is repositioning itself and now becomes an only electric car manufacturer. They changed the logo to reflect the brand’s transformation into a luxurious electric car maker. The new logo has now become a circle with a J and an R, and they also changed the typography of Jaguar.
The British company Jaguar was founded in 1922 under the name of “Swallow Sidecar Company,” with William Lyons as its founder. In 1999, Jaguar joined the “Ford Premier Automotive Group” alongside Aston Martin, Land Rover, Lincoln, and others. The brand partnered in many races, like the Italian Grand Prix of 1950, with its Ferrari 166 S featuring a Jaguar engine. Then, in 1955, Jaguar supplied the engine to the Emeryson team. Jaguar is a car manufacturer mostly known for luxury, style, and performance. Jaguar is a brand that has always stayed at the top, and for good reasons.
The whole controversy about this comes from the fact that the 102-year-old luxury brand deleted everything from its past and posted a 30-second video of some people in colorful clothes, but not a single car was portrayed in the advertisement. The reaction was mixed, but the crowd seemed to mostly dislike the sudden change in direction, as you need to scroll a lot to find a positive comment about the post.
Moving away from gas motors, Jaguar will now only be making fully electric cars. What about the other cars? The rest of the stock will remain, but the industries making the gas models will no longer be producing them, discontinuing almost every car of their making.
The British brand might soon come to an end. “Do you sell cars?” said Elon Musk, the owner of the electric car company Tesla, on X after Jaguar’s latest post. “Copy nothing” is the new slogan of the company. The business went as far as changing the name of the company from “Jaguar” to “JaGUar” to create an unexpected effect with the capital letters in the middle.
In the end, is the whole rebranding really that bad? Is it going as well as the company expected it to go? Is JaGUar really going to do as well as they were doing with gas cars? Is it going to affect other companies? Many more questions that only time will be able to answer. What will the future of the company be?
