Jaguar's new brand identity for ultra-luxury EVs swings and misses

Jaguar has unveiled the first elements of its new brand identity as the car company looks to reposition itself in the market.

First things first: The rebranding – being touted by Jaguar as an entirely new era for the 89-year-old nameplate – is aimed at redefining the British automaker as an exclusive, high-end luxury EV car company that competes with brands like Rolls Royce and Bentley.

The details: Jaguar’s new brand identity is centered around four core elements – which will be spotlighted at an upcoming art event in Miami.

• The four elements of Jaguar’s new brand identity include a typeface referred to as the “device mark;” a graphic element called “strikethrough;” a new color palette consisting of the primary colors – yellow, red, and blue; and a new Jaguar “leaper” logo design.

• Jaguar has also completely redesigned its website  Jaguarusa.com  with many of the graphics and visuals representative of its new brand identity. 

• The British automaker will present a global public installation for its new brand and design philosophy on Dec. 2, at Miami Art Week, entitled “Copy Nothing.”   

Why it matters: The debut of Jaguar’s new brand identity is the latest of several steps being taken by the company to improve its sales and overall positioning in the market – amid looming concerns about the future of the brand. 

• Jaguar has cut its lineup down to one single vehicle, the F-Pace SUV, as it is preparing to introduce an entirely new line-up, with the first vehicle going into production in 2026.

• JLR, the parent company of Jaguar and Land Rover, has made several executive leadership changes, including the appointment of Steve Marsh as executive director of Vehicle Programmes and Swarna Ramanathan as Chief Strategy Officer.

Weighing it all: Jaguar’s move to redefine its brand identity makes sense, given the challenges the company has long faced in the market when it comes to its image, despite some notable improvements with its vehicles over the years. However, JLR’s rebranding strategy for Jaguar (as presented in its Nov. 19 debut) negates a few key factors.

• The most effective approach to enticing car buyers – regardless of the sector or brand  ̶   always includes some element of the vehicle. Jaguar might have been better served by integrating hints of its new vehicle design language into its initial brand identity reveal.     

• A lot of automakers are using lifestyle and cultural touchpoints to reposition their brands in today’s market, especially when it comes to trying to appeal to younger consumers. But the creative nuances often used to position a luxury fashion brand like Gucci in the market run the risk of not resonating with car buyers or retailers as core elements of an automotive brand’s new identity reveal.    

• With all the challenges associated with successfully competing in today’s ultra-luxury car market, Jaguar could find itself facing an even tougher battle trying to compete with its premium counterparts.

Become an automotive insider in just 5 minutes.

Get the weekly email that delivers transparent insights into the car market.

Join 86,000 others now, it's free:

Outdated payment systems are draining dealership profits.

Dealer Pay isn’t just a credit card terminal—it’s a fully tailored payment solution built to meet your dealership’s unique needs.

Our cutting-edge technology streamlines payments across your entire operation, from the service department to the cashier’s office. Say goodbye to hidden fees and manual work, and hello to detailed reporting, seamless integrations, and built-in compliance features.

Stop letting inefficient processors eat into your profits. With Dealer Pay, you’ll save time, cut costs, and boost financial performance—guaranteed.

Dealer Pay isn’t just another terminal; it’s the smarter way to manage payments across your entire operation.