The Jaguar we’ve known and loved for the past 79 years is about to undergo its biggest reinvention ever, with owners JLR positioning Jaguar as an all-electric luxury brand set to go toe-to-toe with British luxury car companies Bentley, Rolls Royce and Aston Martin.
Jaguar’s transformation starts with the reveal of its new brand identity featuring an all-new logo – Jaguar calls it a device mark – as part of its exuberant modernism creative philosophy. The new brand work will be followed by the reveal of the Jaguar Design Vision, a concept car set to give us the biggest clue yet as to what the new all-electric three-strong Jaguar line-up will look like.
The Jaguar Design Vision will be revealed on 2 December at a star-studded event in Miami to coincide with Miami Art Week, the annual fair held at Miami Beach to celebrate design.
Latest Jaguar news and rumours
Jaguar has revealed its new logo, called a device mark, which features the word Jaguar spelled out in a mix of lower and upper case letters, with the J and the R using the same geometric shape. The letter G is the only one to feature as an upper case letter, with the font being created in-house by Jaguar’s design team and called Jaguar Exuberance.
There are four ‘symbols of change’ as part of the new Jaguar brand identity, which are said to reflect the brand’s new values and provide clues for what is to come.
The symbols of change are the new device mark or logo, a strikethrough graphic of parallel lines, the use of exuberant colours and maker’s marks, which include a new interpretation of the traditional Jaguar leaper and a monogram featuring the letters J and R from the new device mark.
Revealing the new brand identity, JLR’s chief creative officer Gerry McGovern said, “Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’.
Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.
This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
The Jaguar Design Vision concept will be unveiled during Miami Design Week as part of a Copy Nothing installation. The car will be displayed alongside work from new and ground-breaking emerging artists who share Jaguar’s ethos of Copy Nothing.
New Jaguar release date
Ahead of the concept car unveiling, a prototype version of the first production car – a four-door GT model set to go on sale at the end of 2026 – has been spotted on test in the UK. The car will be built in Britain at JLR’s much-revised factory in Solihull, West Midlands.
The heavily-camouflaged car in our pictures reveals a long, low, wide model with an extended bonnet, a steeply raked front windscreen, a short overhang at the front and longer overhang at the back with the car sitting on what look like 22- or 23-inch wheels. Although the prototype teases a large grille on the car’s low, squared-off nose, it’s expected that a blanked off grille will feature on the production model as different cooling will be required for an EV than traditional petrol or diesel Jaguars. The registration plate is also expected to move centrally on the production model.
Ultra-slim headlights can just be seen through the camouflage, while the prototype bodywork does its best to disguise the rear door openings, although it looks like the rear doors should allow good access to the back seats with what look like shutlines intersecting with the rear wheelarch quite a way back.
Rumours of the Jaguar GT doing away with a rear window and relying on cameras for rearward visibility – as in the Polestar 4 – appear to be true from the side profile picture of the prototype; the rear looks like it is completely covered.
New Jaguar design
The Jaguar Design Vision being unveiled in Miami is expected to closely preview the car we’ve spotted testing, but will reveal more of the design detail that will help to reposition Jaguar as a luxury brand.
The four-door GT will be followed by two other all-electric models, expected to be a large SUV and Jaguar’s take on a new, large two-door coupé. All three new Jaguars will use the same design language introduced by the Design Vision concept.
We expect the new Jaguars to be minimalist in their design, following chief creative officer Gerry McGovern’s reductionist theme, as seen on the latest Range Rover models. The headlights will be ultra slim, as will the taillights.
Speaking to The Independent back in September, Jaguar MD Rawdon Glover told us that “what you will see in our car will be very clean, it’ll be very simple. It’s an important part of our design philosophy and we’ll see elements of that in the interior.
“Our car isn’t going to look like it’s been designed in the wind tunnel. It’s got very, very specific proportions, it looks like it’s been carved from a single piece of material. It’s about going back to that level of confidence and fearlessness to say: no, we are going to do this, and it might not be what everybody else is doing.
“It might not be to everybody’s taste, but we’ve got to really believe in that design and then execute it with absolute conviction. It still looks like a car, it’s still going to have four wheels, it’s still got a steering wheel, but it doesn’t look like any other car on the road, and that’s a high bar.”
New Jaguar price
As revealed exclusively by The Independent in September, the new Jaguar range is going to start at just under £100,000, although the average price with options added is expected to be well above that figure.
Rawdon Glover told The Independent: “The range will come in a little bit below £100,000, but the weighted average will probably be above £100,000 in most markets.”
Glover also admitted that Jaguar dealers will be in for a “tough few years” as the previous Jaguar range is removed from sale well before the first of the new models hit showrooms in 2026. Another long wait for the second and third models could squeeze dealers even further.
New electric Jaguar range
Jaguar has developed its own bespoke platform for its new models, rather than share tech with other JLR brands Range Rover, Defender and Discovery. The Jaguar Electronic Architecture (JEA) is expected to make use of batteries made in JLR’s Somerset gigafactory with a capacity in excess of 100kWh.
A range of more than 700km (434 miles) is expected with the power of the most powerful models potentially exceeding 1,000bhp. Super-fast charging would also be a given.
