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

Peeryog Everytime I see one I am reminded of the current Santa Fe. And vice versa.
Original Guy I watched that Moscow parade thing. (With the Cyrillic captions because my Russian is a little rough.) I won't give the whole thing away, but it started off with a couple of dudes riding around in stupid useless convertibles, standing up like Hitler, who I'm pretty sure was an actual Nazi. They drove around in circles and kept stopping to ask if anyone had seen all the missing military equipment, and all the guys kept moaning back, that no, they hadn't, ask the next section of guys.They looked around for someone shorter and sicker-looking than Putin but they were unsuccessful so they let him speak.The North Korean military was there, I guess the invasion has begun. The North Korean guys were skinny but their rifles were nicely polished, I guess they have plenty of time on their hands between meals.Some of the Russian military guys carried little white flags, I assume they keep those handy in case they run across any U.S. Marines.
Marc J Rauch EBFlexing on ur mom - Ethanol is compatible with more types of rubber, plastic, and metal than gasoline and aromatics. This means that ethanol is less corrosive. The bottom line is that long before ethanol could have any damaging effect on any engine component, gasoline and aromatics would have already damaged the components. And the addition of ethanol doesn't exacerbate the problems caused by gasoline and aromatics; it actually helps mitigate them.
Original Guy Today I learned that a reverse brake bleeder (and a long borescope) can be helpful if you are autistic and don't have any friends and no one wants to work with you to bleed your brakes. Also it is quick, once you figure out the process.When Canada assembled my truck back in circa 1995, they apparently used a different clip to attach the brake pedal (and switch) to the brake booster than what is technically called for. It is tough to realize this when the spring steel clip flies off to who knows where. Of course I ordered the wrong clip trying to match the style that I saw buried up in the dash before it flew away. My truck now has the 'correct' clip, everyone can relax.I ordered some more brake fluid (DOT 3, nothing fancy) but it turns out I still have two fresh bottles (my shelves aren't empty, I just have too many shelves).Went to install my fancy new Optima YellowTop battery and it turns out I need a new side post terminal bolt. (Yet another order placed, bring on THE TARIFFS.) It would be a shame to strip out the threads on a nice new battery, no?Good news: The longer it takes me to get my truck started again, the more I save on fuel. 😁
Normie Weekends here would be a great time for everyone to join in praise of dog dish hubcaps on body-color matched steelies!