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On November 19, Jaguar officially released a new brand logo, announcing that it has entered a new era of brand. It is understood that the new Jaguar brand VI design includes three styles, namely, the new "Jaguar Jump", the new "Jaguar letter LOGO" and the new "Jr letter combination badge". At this point, the Jaguar brand has been renovated, and the brand will be transformed from a luxury brand to a luxury brand, competing with Rolls-Royce, Bentley, Porsche and other brands. The first model will be officially released on December 3.

The new Jaguar uses 16 horizontal bars as the background, mimicking the decoration on the cover of the old Jaguar, while the new "Jaguar LOGO" is presented in gold with a horizontal rectangle in the background. As for the badge, it is composed of uppercase J and lowercase r, and the whole is also dominated by gold.

Gerry McGovern, global chief creative officer of Jaguar Land Rover, said: "the new brand logo recreates the essence of Jaguar, a unique and fearless brand value that will resonate with contemporary customers across time and space who once identified with Jaguar culture. At the same time, we are working to build a future-oriented Jaguar, bringing customers an unreplicable and ever-enriching luxury travel experience."

However, this shift does not seem to have received a positive response from the market. After Jaguar released the new LOGO promotional video, Tesla CEO Musk commented under the Jaguar brand, "do you still buy a car?" . In other words, it is inevitable that the content of Jaguar's new LOGO promotional film is too abstract to understand and cannot be linked to the culture of the Jaguar brand.

As for Jaguar's new LOGO promotional film, it is also easy to understand that it is to improve its brand positioning, from luxury brand to luxury brand, to compete with Rolls-Royce, Bentley, Porsche and other brands. As early as 2021, Jaguar Land Rover launched a "reshape the Future" strategy aimed at accelerating the electrification of the brand. It is mentioned that Jaguar will not launch any new models until 2025, focusing on the transformation to ultra-luxury pure electric vehicles, which will be on a par with Bentley, Aston Martin, Porsche and other brands in the future.

It is understood that Jaguar will officially launch new pure electric models at Miami Art week, which will be priced at more than $130000, and competitors will also target Porsche and Maserati. Judging from the exposed road test photos, we can see that the front face is shaped by a Jaguar family grille, the headlights on both sides are flattened, and the lower perimeter has a very sporty air intake design, which makes people look forward to its true face. From the silhouette, the new car has a very narrow front hatch with a slippery back line at the rear and a style similar to the combination of ShootingBrake and GrandTour. In addition, the new car will also be equipped with large-size rims and hidden door handle design, and the charging interface will be arranged on the right front wing of the test car.

In this rapidly changing era, the image and positioning of the brand need to be constantly updated and adjusted. Jaguar new LOGO and brand transformation, is behind the sadness and helplessness, but also the key to enter the next century. Of course, Jaguar's courage to break through tradition and pursue innovation is indeed worthy of recognition, but it is difficult to have a bright spot in its performance in the luxury brand market, and can it be recognized when it suddenly turns to the luxury brand market? after all, the establishment of brand image does not happen overnight, it takes time and consumer recognition. In addition, with the increasingly fierce competition in the core technology of electric vehicles, whether Jaguar can make a breakthrough in battery technology and intelligent driving is also the key to the success of its electrified transformation.

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