Imagine for a moment that you’re in charge of Jaguar Land Rover (JLR). You’ve paused new vehicle output for the foreseeable future, and the only model you currently sell is the F-Pace, but even that’s going away at the end of 2024. What do you do to right the ship? If you answered “create a new logo,” you’ve hit the nail on the head because that’s exactly what JLR executives just did.
Jaguar called the decision “Fearless. Exuberant. Compelling,” saying the brand had been “reimagined.” It’s a significant departure from the once-stodgy British marque. Though its fortunes have certainly faded in recent times, the automaker is targeting an electrified future with higher-end vehicles. The new logo is more youthful and light-hearted than the company’s outgoing branding, but it remains to be seen if that attitude aligns with its upcoming product offerings.
Jaguar is expected to roll out three new vehicles in the coming years, the first of which will debut in December at Miami Art Week. We’ve seen teaser photos of the car, a funky-shaped grand-touring EV, but the next two models have not yet been revealed.
Despite its troubles and recent stumbles, it’s hard not to root for Jaguar’s eventual success. If the company can pull off a comeback, it would mark a return to its foundations of building high-end, exclusive vehicles that look special, feel premium, and perform with a uniquely British attitude.
[Images: Jaguar Land Rover]
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Source: The Truth About Cars
