Jaguar unveils new logo and branding as it shifts focus to electric vehicles

Jaguar has unveiled a new logo and branding, aiming to modernize its image as it prepares to launch three electric models by 2026. The rebrand features a stylized name, “JaGUar,” and a redesigned leaping cat icon, but has faced widespread criticism. The company has ceased production of several traditional models, including the F-Type and XF, to shift focus to electric vehicles. Jaguar's management believes this change will help reshape public perception of the brand. Critics argue the rebranding neglects Jaguar's rich heritage and luxury reputation. The new approach has been mocked for its pretentiousness, with some questioning the absence of cars in promotional materials.