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.

British luxury car brand Jaguar has unveiled its new brand identity and logo as it prepares to debut its electric vehicles.

Jaguar, who has been very quiet for the last year or thereabouts, has revealed its new logo and also the first images of its new EV that will be launched in 2026. The new logo is a radical departure from the erstwhile Jaguar logo and sees the retirement of the signature Jaguar head and font in favour of a more contemporary design.

Jaguar unveils new logo and look for cars after taking a year off - Jaguar took a year break to ‘create a barrier’ between the old models and the new

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