Jaguar has unveiled a new logo that emphasizes its posh pronunciation as it transitions into a “new era” that emphasizes its all-electric vehicle lineup.

(CNN) - Luxury automaker Jaguar is undergoing a bit of a transformation. The British company is replacing its iconic logo. The old logo featured all capital letters.

Ahead of the reveal, Jaguar has given a taste of the new branding with which it plans to define its future lineup. It suggests a younger, more fashion-conscious target customer very different to Jaguar's traditional customers who may have grown up lusting over E-Types, XKs, and XJs.

Luxury car manufacturer Jaguar has unveiled a new logo and branding ahead of its relaunch as an electric-only brand. The British vehicle maker, owned by Tata Motors, will launch three new electric cars in 2026, having taken new cars off sale more than a year ago to focus on reinventing the brand.

Jaguar isn't just looking to stage a comeback, the British automaker is teeing up to be completely reborn. Its plan of a complete rebrand, fresh vehicle lineup, new market positioning and revised sales targets has been revealed publicly for the first time.

As Jaguar embarks on a voyage upmarket on a flotilla of electric vehicles, the company has started to rebranding itself.

Jaguar surprised us with a new logo and a brash new mission statement, but can fonts and buzzwords distract from the big problem the automaker still faces?