The iconic car brand which Prince Harry and Meghan Markle departed Windsor Castle in after their wedding has undergone a makeover.
The Duke and Duchess of Sussex departed their wedding reception and headed to the evening party in 2018 in a Jaguar E-Type Concept Zero.
The relationship between Jaguar and the Royal Family dates back to the 1950's, when the late Queen Elizabeth purchased a 1955 Jaguar Mark VII M Saloon.
Since then, practically every member of the family, including the Queen, has owned a Jaguar.
The Iconic car brand that Prince Harry and Meghan Markle departed Windsor Castle in after their wedding undergoes a makeover
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Prince Harry has chosen the brand over the years to help publicise the Invictus Games and its events, including the Jaguar Land Rover Driving Challenge.
Harry’s mother, the late Princess Diana, also drove convertible Jaguar after her divorce from Charles.
The iconic car brand, much loved by the royals, launched their new advert with its colourful new campaign to set itself apart from a more classic design style in previous years.
The rebrand, described by critics as woke, has been met with mixed reviews as its new, colourful design is a steep change to its historic identity.
The Duke and Duchess of Sussex departed their wedding reception and headed to the evening party in 2018 in a Jaguar E-Type Concept Zero
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The British brand launched the new advert with bright and bold colours paired with several models wearing couture garments.
The new style aims to position Jaguar as being unique and original, with the new reimagined brand identity dividing customer opinions.
The luxury company, founded in 1922, has also swapped their iconic jaguar logo for a simple J monogram, removing any depiction of the animal the brand is based on.
In defence of their rebrand, Jaguar said in a statement that the vision for their new image is built around "Exuberant Modernism".
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The British brand launched the new advert with bright and bold colours paired with several models wearing couture garments.
Jaguar
Professor Gerry McGovern OBE, Chief Creative Officer of Jaguar, said: "This is 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.
"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. It is unique and fearless.
"We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."
