Jaguar's New Direction Means New Cars And A New Look

As Jaguar wraps up production of its last models before its big rebrand, the automaker has debuted a new look and a new ethos for the Jaguar name. Or rather, the J a G U a r brand. Font aside, the classic leaping jaguar has been reimagined a bit, and is really more an outline of the classic logo than anything. The logo script has been updated too, and the company says its use of upper and lower case letters conveys “symmetry and simplicity.” For a company that’ll soon be selling sleek, modern luxury cars, that tracks. Jaguar also showcased a new monogrammed logo, featuring inverted Js, and a riff off the new script.

This is, more than anything, just a sampling of the shifts taking place at Jaguar. In the company’s own words: “New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless. 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. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”

In more concrete terms, Jaguar is moving upmarket. Instead of fighting BMW, Mercedes-Benz, and any number of mid-to-upper-level luxury automakers, the new Jaguar is aimed at the likes of Bentley, with vehicles starting at around $150,000. That figure is the rough pricepoint Jaguar’s first new vehicle, reportedly called the I-Type, will be sitting at.

As for seeing a physical car people can buy, and not a marketing exercise, we’ll have to wait until Jaguar shows one off at Miami Art Week on December 2 at 8:00 EST.

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