Jaguar unveils new logo ditching key feature for first time in 90 years amid shift to all-electric models

The redesign includes a bespoke new font and a reimagined version of the company's famous leaping cat emblem, marking the most significant change in the brand's 90-year history.

The new branding comes as Jaguar plans to halt sales of its current models in the UK from mid-November, creating what the company calls a "fire break" between its existing range and its future all-electric lineup.

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Jaguar plans to showcase its new design direction with a concept car reveal at Miami Art Week on December 3, offering the first glimpse of its future electric vehicle lineup.

The company has been testing prototypes of its first new model, a four-door GT, on public roads ahead of its 2026 launch. The GT model will be the first of three new electric vehicles and is expected to offer an impressive range of around 430 miles.

The car will also feature rapid charging capabilities, able to add 200 miles of range in just 15 minutes.

The brand's new identity also features slogans "delete ordinary," "live vivid" and "copy nothing," signalling a dramatic shift in direction for the luxury car maker.

JLR's chief creative officer Gerry McGovern said: "Jaguar has its roots in originality. Sir William Lyons, our founder, believed that a Jaguar should be a copy of nothing.

"Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint.”

He described the transformation as "a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.

"We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community," McGovern said.

Meanwhile, Jaguar managing director Rawdon Glover explained that taking new cars off sale was a deliberate strategy to create distance between old and new models.

The company expects the charging infrastructure to grow significantly, with global fast chargers projected to increase from four million to 15 million by the time the GT completes its product cycle.

The transformation to electric will also see Jaguar move significantly upmarket, with new models expected to more than double the average price point of £55,000 held by the outgoing range.

JLR CEO Adrian Mardell had previously explained that the changes would be a "complete reset" and promised "something spectacular" from the brand.

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Speaking last year, Glover commented: “As Jaguar embarks on the boldest transformation in its history; to become a modern luxury all‑electric brand from 2025, this is an unrepeatable celebration of Jaguar’s internal combustion sports car provenance."