Jaguar’s New Era Begins – A Last Toss of the Dice

Jaguar, the legendary British marque known for its blend of “space, grace, and pace”, has announced a dramatic rebirth as its sales sink to all-time lows. Rooted in the timeless philosophy of its founder, Sir William Lyons—“A Jaguar should be a copy of nothing”—the reimagined Jaguar is embracing a creative ethos: Exuberant Modernism. Although changing font and well-known badges is only the beginning of the process, top management indicated privately that if this doesn’t work, Jaguar itself may be discontinued.

In recent times Jaguar has quietly dropped the new XJ in the final stages of development, and discontinued the F-Type, XE and XF models and will stop i-Pace and e-Pace in December. F-Pace will be the last man standing as Jaguar transforms into a top-drawer EV maker. The brand left it run late as it was slow to meet customer demand.

Other JRL models have had similar slow demand. Land Rover Range Rover’s Velar, Evoque, Discovery and Discovery Sport have not had strong uptake and may suffer Jaguar’s similar ignominy. Range Rover has an electric option as part of a brand-new model first appearing in 2021 and launching in early 2022. 6,689 Land Rover / Range Rovers have been sold to October, but sister brand Jaguar has managed only 656 for the same period. 384 of those have been F-Pace which explains why it is the last model standing. All JLR brands continue to have a reputation for poor reliability.

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ABOVE: New Jaguar Font and Badging

The other problem facing Jaguar is that its dedicated buyers are aging, and the marque has failed to enthuse younger drivers. The new identity heralds a fearless future for the brand, one that blends artistic flair, modern design, and uncompromising originality.

Professor Gerry McGovern OBE, Jaguar’s Chief Creative Officer, explains this transformation as a return to the brand’s roots while reimagining its relevance for a contemporary audience. “Jaguar is imaginative, bold, and artistic at every touchpoint,” he says. “This is a reimagining that recaptures the essence of Jaguar, restoring its status as a brand that enriches the lives of our clients and community.”

The shift is more than skin deep. Jaguar’s new visual identity is a statement of intent, embodying bold creativity through four key symbols of change:

Device Mark: This sleek, geometric signature blends upper and lowercase characters with seamless symmetry, creating a harmonious yet unexpected design.
Strikethrough: A graphic slash that cuts through conformity, embodying Jaguar’s commitment to challenge the ordinary and reject imitation.
Exuberant Colours: Vibrant hues—yellow, red, and blue—burst from the painter’s palette, giving Jaguar’s brand an energetic and artistic edge.
Makers Marks: The iconic Jaguar Leaper has been reimagined as a symbol of excellence, always leaping forward. Accompanied by a bespoke monogram, these marks signal completed works of art and engineering.

The Road Ahead: Copy Nothing

Jaguar’s journey into its new era kicks off with a groundbreaking debut at Miami Art Week on December 3, 2024. Titled Copy Nothing, this global public installation will offer a first glimpse of Jaguar’s future through a stunning Design Vision Concept. This audacious creation will embody the brand’s Exuberant Modernism philosophy, merging artistic expression with fearless design.

But Jaguar’s presence in Miami is about more than cars. Through curated gallery spaces across two locations, Jaguar will champion emerging artists who share its ethos of originality. The event signals Jaguar’s commitment to the arts, establishing it as a brand that values creativity in all its forms.

A Complete Reset

“This is a complete reset,” says Rawdon Glover, Managing Director of Jaguar. “Jaguar was always at its best when challenging convention. Our new brand identity reclaims that originality and inspires a new generation. I am excited for the world to finally see Jaguar.”

Indeed, this transformation isn’t just a rebrand—it’s a revival. Jaguar’s newfound identity is infused with a sense of purpose and fearlessness, from its reimagined symbols to its vibrant vision of the future. With its focus on originality, artistic expression, and unrelenting creativity, Jaguar is poised to redefine what it means to be a luxury brand in the modern era. The reset must include a concerted effort to improve the market’s impression of great quality but poor reliability.

As Jaguar takes this bold leap forward, one thing is clear: the Leaper is not just a symbol of motion; it’s a statement of intent. Jaguar isn’t just copying nothing—it’s creating everything.

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