Jaguar has launched a new electric vehicle strategy with a fresh brand image. This rebranding includes a new logo, design elements, and brand concepts. Jaguar plans to introduce three electric models over the next few years to reestablish itself in the luxury market. The company aims to honor its founder, Sir William Lyons, by avoiding imitation and pushing the brand forward.
The new brand image features four main design elements. The “Device Mark” is a simple logo with a symmetrical font that emphasizes modern luxury. The “Strikethrough” element uses horizontal lines to create a distinct visual identity. “Exuberant Colors” introduces bright hues that connect the brand to the art world and showcase its innovative spirit. “Makers Marks” combines the classic leaping panther logo with a new single-letter design, linking the brand’s history to its future.
These new visual elements will first appear on the Jaguar Design Vision Concept car, which will also influence future electric models. Jaguar plans to release more all-electric vehicles by 2030, starting with a luxury electric sedan in 2025, followed by at least one SUV model. Brand design director Gerry McGovern stated the rebranding aims to resonate with modern consumers while returning to the brand’s roots. General manager Rawdon Glover described the transformation as a complete reset with a bold execution approach.
How does Jaguar plan to differentiate itself in the luxury electric vehicle market amidst growing competition?
Interview with Jaguar’s Brand Design Director Gerry McGovern on the New Electric Vehicle Strategy and Rebranding
Interviewer: Thank you for joining us today, Gerry. Jaguar has embarked on an exciting new electric vehicle strategy and a complete rebranding initiative. Can you share the motivation behind this transformation?
Gerry McGovern: Thank you for having me. The motivation behind our transformation is rooted in honor and innovation. We want to pay tribute to our founder, Sir William Lyons, who believed in originality and pushing boundaries. Our aim is to avoid imitation and establish a brand image that reflects the future of luxury while staying true to our rich heritage.
Interviewer: The new brand image features intriguing design elements. Can you elaborate on the significance of these elements?
Gerry McGovern: Certainly. Our rebranding consists of four main design elements starting with the “Device Mark,” which symbolizes modern luxury with its simple and symmetrical font. Then we have the “Strikethrough,” which involves horizontal lines to create a distinctive visual identity. The “Exuberant Colors” introduce vibrant hues to connect us with the art world, showcasing our innovative spirit. Lastly, the “Makers Marks” blend our iconic leaping panther logo with a fresh single-letter design, bridging our past and future.
Interviewer: The Jaguar Design Vision Concept car seems to be an important part of this new strategy. How will it influence future models?
Gerry McGovern: Absolutely. The Design Vision Concept car is the first manifestation of our new brand identity and design philosophy. It will set the tone for our upcoming electric models, beginning with the luxury electric sedan in 2025, followed by at least one SUV. This concept car will showcase our commitment to design and innovation while resonating with modern consumers.
Interviewer: Jaguar is planning to unveil its new concept car soon. What can we expect from this reveal, especially in terms of connecting with artistic innovation?
Gerry McGovern: We are excited about the reveal on December 3rd. It’s not just about the car; we will also host gallery exhibitions in Miami themed “Copy Nothing.” This event will feature artists who embody our philosophy of originality and innovation. We want to showcase how art and design intersect at Jaguar, giving audiences an opportunity to discover our future direction through this artistic lens.
Interviewer: There are certainly challenges in the luxury electric vehicle market. How does Jaguar plan to navigate these challenges with its new strategy?
Gerry McGovern: We recognise the competitive landscape, but our new brand design and robust product plan are here to show our determination to reclaim our high-end status. By combining our heritage with forward-thinking design and embracing electric mobility, we believe we can resonate with both long-time aficionados and new consumers who value originality and luxury.
Interviewer: Thank you for your insights, Gerry. It’s clear Jaguar is on a path of exciting transformation!
Gerry McGovern: Thank you, it’s a thrilling time for Jaguar, and we’re looking forward to what lies ahead.
To connect the brand with artistic innovation, Jaguar will reveal its new concept car on December 3 and host gallery exhibitions in Miami. The exhibitions, themed “Copy Nothing,” will feature works by artists who embody Jaguar’s philosophy of originality. This event aims to showcase Jaguar’s future design direction and invite audiences to rediscover the brand through art. While Jaguar faces challenges in the luxury electric vehicle market, its new brand design and diverse product plans show its determination to reclaim its high-end status.
