Wed Nov 20 10:15:49 UTC 2024: ## Jaguar Unveils Controversial New Logo Ahead of Electric Vehicle Push

**MIAMI, FL –** Luxury car manufacturer Jaguar has unveiled a new logo, sparking debate among consumers and industry experts alike. The 102-year-old brand replaced its uppercase lettering with a new design described as a “powerful celebration of modernity.” The new logo features a gold, lowercase wordmark in a custom font, with the letters “G” and “U” remaining uppercase, designed for visual harmony.

The rebranding, which also includes a redesigned “leaper” mascot and a new monogram incorporating the letters “J” and “R,” is part of Jaguar’s broader shift towards electric vehicles. The company is focusing its efforts on electric car development, with production slated for 2026. This strategic move has already led to Jaguar limiting its models in the US to the F-Pace SUV and ceasing car sales entirely in the UK market.

Gerry McGovern, Chief Creative Officer at Jaguar Land Rover, stated in a press release that the rebranding aims to recapture the essence of Jaguar, returning it to its core values while modernizing its image for contemporary audiences. The full visual impact of the new branding on Jaguar vehicles will be revealed at the Miami Art Week event on December 2nd. The new design has already drawn criticism, with even Tesla CEO Elon Musk reportedly commenting on the change.

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