Jaguar’s Bold Rebrand Draws Global Attention and Divides Opinion

The luxury automaker unveils a controversial new identity and prepares to showcase its all-electric future at Miami Art Week.

Jaguar has launched a rebranding campaign, replacing its iconic leaping cat logo with a minimalist double-J design, as part of its transition to an all-electric luxury brand.
The rebrand has sparked widespread criticism online, with detractors lamenting the loss of Jaguar's heritage and questioning the absence of cars in the promotional video.
Jaguar's managing director, Rawdon Glover, defends the strategy as a necessary reinvention to attract younger, affluent customers and move away from its aging customer base.
The rebrand is a precursor to the December 2 unveiling of Jaguar's first new electric model, a high-end grand tourer with a reported price above $125,000, though details remain speculative.
JLR, Jaguar's parent company, is investing $18 billion over five years to electrify the brand, banking on a smaller production volume and higher price points to achieve profitability.