Jaguar Reveals All-Electric Rebranding Strategy

Jaguar has launched a comprehensive rebranding initiative as it transitions towards an all-electric lineup, introducing a new logo and marketing campaign. This rebrand, characterized by 'Exuberant Modernism,' replaces the iconic growling big cat logo with a geometric 'J' badge and a minimalist, lowercase JaGUar logo. The campaign emphasizes art and diversity but has faced criticism for its lack of focus on vehicles, drawing comparisons to other brands' controversial marketing strategies. Jaguar's new strategy includes discontinuing several low-profit models and planning the launch of three new electric models by 2026. The new identity aims to honor the brand's heritage while appealing to a contemporary, high-income audience. The rebranding will be showcased at an event during Miami Art Week, where a concept car will be unveiled.