Jaguar's Transformation to Begin With a Striking Logo Redesign

by Chris Teague

Published: November 19th, 2024

Imagine for a moment that you’re in charge of Jaguar Land Rover (JLR). You’ve paused new vehicle output for the foreseeable future, and the only model you currently sell is the F-Pace, but even that’s going away at the end of 2024. What do you do to right the ship? If you answered “create a new logo,” you’ve hit the nail on the head because that’s exactly what JLR executives just did.

Jaguar called the decision “Fearless. Exuberant. Compelling,” saying the brand had been “reimagined.” It’s a significant departure from the once-stodgy British marque. Though its fortunes have certainly faded in recent times, the automaker is targeting an electrified future with higher-end vehicles. The new logo is more youthful and light-hearted than the company’s outgoing branding, but it remains to be seen if that attitude aligns with its upcoming product offerings.

Jaguar is expected to roll out three new vehicles in the coming years, the first of which will debut in December at Miami Art Week. We’ve seen teaser photos of the car, a funky-shaped grand-touring EV, but the next two models have not yet been revealed.

Despite its troubles and recent stumbles, it’s hard not to root for Jaguar’s eventual success. If the company can pull off a comeback, it would mark a return to its foundations of building high-end, exclusive vehicles that look special, feel premium, and perform with a uniquely British attitude.

[Images: Jaguar Land Rover]

Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.

#Jaguar #LandRover #JaguarLandRover

Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

More by Chris Teague

Comments

Join the conversation

2 of 60 comments

Tassos on Nov 20, 2024
PITY, since Jag made some of the most beautiful (inside and out) and very affordable luxury cars up to the 2000s. THE OLD LOGO WAS FAR, FAR BETTER. The TATA idiots IN INDIA HAVE OWNED JAG FOR A WHILE NOW, AND IT IS THEIR SILLY IDEA TO CHANGE THE LOGO. MORONS.

3 Reply
Richard on Nov 20, 2024
Change the logo but they're still piles of junk!

1 Reply

Recent Comments

YaMoBeThere This is an egregiously bad AI generated article, the middle of the article is repeated twice... but yea go ahead and nitpick about my comment pointing that out
Slavuta Is this Ok if I use OEM all weather floor mats? Yes, the ones that came with 2011 Mazda3 were not good. But the ones in 2017 Mazda6 are excellent. BTW, in that picture, Grand Cherokee on Kumho tires. Is this also an advert or just coincidence?
Bar170111344 "GM was on track to spend $31.7 billion on compliance technology through 2031."I'll just mention, that expenditure would have gone into research and development, and that would have driven U.S. manufacturing innovation. On the industrial side, R&D is necessary for U.S. manufacturers to remain competitive in the world. It's absolutely no surprise China is running rings around us. The prospective $ savings GM is looking forward to hasn't impressed the stock market. Year-to-date return of -5.65%. -7.05% in the last month. PE 20:1, inflated by the falling share price. Not to be insulting by any stretch, but it has never been like Mary Barra to get out ahead of anything. She's not an innovator and not a risk taker. She's a good engineer.Honestly - in that industry, which I worked in for decades, being regulated is like having a security blanket. You can be mediocre, blame it on regulation, and still make a buck. And with the federal government now digging an even deeper moat around GM and Ford, it's clearly suppressing American innovation and excellence.
Jks168824641 Mercedes, 2023 GLC 300’s start/stop feature is so smooth and seamless that I hardly notice it. I really appreciate it in slow traffic or drive through lanes for fast food
SCE to AUX While the spirit of this basic car is what people say they want, they buy $70k trucks instead because that's the only thing on dealer lots. /s