Why has Jaguar changed its logo?

Jaguar has unveiled a new logo as the British sports car manufacturer is set to launch its all-new electric line-up in 2026.

The 102-year-old luxury carmaker unveiled the new logo on Tuesday, calling it a “powerful celebration of modernism.” The brand launch will be followed by the unveiling of the Jaguar Design Vision, a concept vehicle that will showcase what Jaguar’s new lineup has in store for us.

The Jaguar Design Vision is scheduled to be unveiled on 2 December at a star-studded event in Miami, coinciding with Miami Art Week.

Jaguar’s new logo – or device mark as they call it – features lower and upper case letters (Jaguar)

Traditional Jaguar leaper is back in the all-electric era as one of two maker’s marks (Jaguar)

The decision to revamp Jaguar Land Rover’s image was long overdue, according to CEO Adrian Mardell, since the automaker found it difficult to differentiate itself from major competitors like Mercedes-Benz, Audi, and BMW.

“It [Jaguar] wasn’t always distinctive enough in the last decade. In 2021, a strategy was born to elevate our brand in a world of luxury,” Mardell told UK media.

With its new electrified lineup, Jaguar has earlier said that it wants to challenge the likes of Porsche, Bentley, and Rolls-Royce in the luxury automobile market.

With 656 sales as of the end of October, Jaguar Australia’s sales have risen 50% so far this year.