Jaguar rebrands: a bold leap into modernity or a risky misstep?

Jaguar has turned its back on the leaping, regressive cat of old, opting for a forward-seeking, progressive and sleek, reimagined identity that aligns it with contemporary luxury EV brands like Tesla, Polestar, Lucid, Rivian, and Nio.

Farewell, Puma

Jaguar is stepping boldly into the future, leaving its long-established identity behind. The new branding raises questions: Does it exude modernity or hint at desperation? Is shedding decades of heritage — defined by its masculine, high-performance image — a masterstroke to woo affluent Asian buyers in cities like Singapore? Or is it a gamble too risky to pay off?

As the motoring world collectively holds its breath, Jaguar’s next steps are eagerly anticipated.

Jaguar joins the ranks of other luxury EV brands

A leap forward or a page too far?

From my perspective, modernising the brand makes sense — especially if it helps Jaguar distinguish itself from a certain sportswear label with a remarkably similar emblem. Frankly, I’ve always found the overlap confusing, and turning the page might be the fresh start Jaguar needs.

That said, the decision to make such a dramatic shift is not without its risks. A subtler evolution, focusing on a modern, one-dimensional take on the existing logo, might have been a safer bet. It might have preserved recognition and goodwill among its loyal fans. Instead, this bold reinvention risks alienating its traditional audience in pursuit of a broader, more globalised appeal.

On the flip side, aligning with cutting-edge luxury EV peers could bolster Jaguar’s bid for relevance in a market defined increasingly by sleek design and forward-thinking technology.

But is now the right time? With electric vehicle brands facing economic uncertainty and fierce competition, positioning Jaguar alongside struggling rivals could backfire.

Success or flop?

What happens next is anyone’s guess. Will this bold move catapult Jaguar into the future of luxury mobility or consign it to the ranks of misguided rebrands? Only time will tell.

For now, we wait. Because, after all, good things come to those who do.

What are your thoughts?

Firstly published at Nordic Notions.