For some context;<p>- Jaguar competes in the same demographic that Audi, BMW and Mercedes go head to head in<p>- Jaguar merged with Land Rover about a decade ago, and the JLR group as a whole is doing pretty well; mostly aided by the Land Rover Defender and Range Rovers<p>- JLR is owned by Tata Motors<p>Jaguar over the past year or so has pivoted to aggressively pursuing an electric-only strategy, going all in - to the surprise of many by stopping production of all its ICE vehicles by 2025 at which point it’s aiming to start introducing its electric lineup.<p>Their sales were always minuscule compared the German 3, and this is their strategy to differentiate themselves.<p>Between the JLR group, and parents Tata, they have the knowledge and funding to pull this off, the only question is how long with Tata/JLR pursue losses for - they’re not driven by short term profits here so I’m somewhat optimistic.<p>Jaguar did launch the i-Pace a few years ago which was excellent, just ahead of its time and priced out for most.
This is not going to end well. They YouTube video comments are brutal.
At least they're 'copying nothing' from other car brands I guess.<p><a href="https://www.youtube.com/watch?v=HMnYpL0GQfA" rel="nofollow">https://www.youtube.com/watch?v=HMnYpL0GQfA</a>
There's more on the new image here:<p><a href="https://www.autocar.co.uk/car-news/new-cars/jaguar-reveals-new-logo-and-branding-ev-reinvention" rel="nofollow">https://www.autocar.co.uk/car-news/new-cars/jaguar-reveals-n...</a><p>The new logo made me think of Slazenger.
Some pics of the 2026 prototypes <a href="https://www.autocar.co.uk/car-news/new-cars/finally-first-pictures-2026-electric-jaguar-super-gt-revealed" rel="nofollow">https://www.autocar.co.uk/car-news/new-cars/finally-first-pi...</a><p>I guess they are hoping to build buzz before the cars arrive?
I mean, Jaguar has never actually had particularly _good_ logos (it has had one memorably unfortunate one; see their logo from 1935-1945...) To be honest I'm not sure what people are moaning about.