Automotive industry reports and market analysis

Jaguar Unveils New Logo, Shifts to Ultra-Luxury EVs Over $100K Amid Plummeting Sales

Nov 19, 2024, 04:00 PM

Jaguar Land Rover (JLR) has embarked on a significant rebranding effort for its Jaguar division, shifting its focus from traditional luxury vehicles to an ultra-luxury electric vehicle (EV) lineup priced over $100,000. The company has introduced a new logo and is set to unveil its revamped brand identity next month in a market known for its affinity for luxury cars. This rebrand includes a departure from the iconic roaring big cat badge, aiming to appeal to a new demographic rather than its traditional customer base. The move comes at a time when Jaguar's sales have been plummeting, with a reported 70% drop in the US over the past five years. The new marketing strategy, which some have described as a 'woke ad campaign', has sparked varied reactions, with critics suggesting it might further alienate Jaguar's existing customer base. Notably, Jaguar has no new models planned for next year, making the timing of this rebrand particularly critical.