Jaguar's repositioning is part of the larger Jaguar Land Rover (JLR) Reimagine strategy. JLR is the parent company of the Jaguar and Land Rover brands. That strategy has already played out at Land Rover where the company's vehicles are now divided under Range Rover, Defender, and Discovery brands rather than all marked as Land Rovers.

“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that a Jaguar should be a copy of nothing,” says the British car brand’s CCO Gerry McGovern. “Our vision for Jaguar today is informed by this philosophy.”

The company showed four new elements, the Device Mark, the Strikethrough, the Exuberant Colors, and the Makers Marks, that herald its reinvention

The British automaker is repositioning itself as an ultra-luxury EV brand, and the new direction is accompanied by a fresh set of badges for future Jaguars.